Social Media Adverts Turned Extra Costly in 2023: How I’m Shifting My 2024 Advertising and marketing Strategy

Home » Social Media Adverts Turned Extra Costly in 2023: How I’m Shifting My 2024 Advertising and marketing Strategy

When Jen Avenue observed her enterprise’ on-line adverts turning into much less profitable, she pivoted as a substitute of panicked. Study the approaches she’s utilizing within the new yr.Our Best Performing Social Media Content of 2023, And Why We Think It Worked

Last year, I shared Buffer’s top social posts and why I believed the posts carried out so nicely. It was a lot enjoyable trying again on the previous yr, so now I’m again to do it once more for 2023!

In the present day, I’m sharing Buffer’s top-performing social posts from every platform and offers you an evaluation of why I believe these posts carried out so nicely. I really like trying again on the prime posts of the yr – it’s a good way to see what labored to assist form our social media strategy for the upcoming yr. We’re additionally within the course of of fixing up our technique, so this info will probably be actually useful for us.

What metrics are we utilizing to calculate these prime posts?

At Buffer, we use engagement charge and impressions as our base metrics, so I’ll be sharing the most effective posts on Buffer’s LinkedIn, Instagram, X (previously Twitter), and TikTok for every of those metrics. Fb isn’t a precedence for our social media technique because it’s not a channel the place we’ve traditionally had nice efficiency. I’d additionally wish to level out that the posts I’m sharing at present weren’t boosted — that is all natural!

Now, let’s dive in to see Buffer’s prime posts of 2023!

LinkedIn

Prime put up primarily based on engagement charge: An AMA request

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

That is an attention-grabbing one as a result of it really didn’t find yourself with many feedback, however nonetheless had a excessive engagement charge. This put up was shared as a PDF carousel, which we’ve seen a development the place these sorts of posts get a very excessive engagement charge on LinkedIn. Our posts that includes the group and specializing in our tradition have traditionally carried out nicely, so it’s no shock that this put up asking individuals who they’d love to do an AMA with from Buffer was our prime put up.

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

Prime put up primarily based on impressions: A ballot on worker advantages

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

I really like utilizing polls on LinkedIn as a result of they’re a good way to start out discussions. My technique with polls on LinkedIn has been to make use of them as a option to discuss work tradition, and I felt like advantages had been one thing that folks had been speaking about so much recently, particularly since there’s been a number of back-and-forth on whether or not distant work needs to be thought-about a profit. This query asking individuals to decide on one profit that they assume is most essential began a dialogue within the feedback as a result of lots of people had completely different opinions.

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

X (Previously often called Twitter)

Aspect word: I’m nonetheless struggling to recollect this platform modified names

Prime put up primarily based on engagement charge: An open position at Buffer

I’m not stunned to see {that a} ‘we’re hiring’ put up ended up as a prime put up of the yr. At Buffer, we’re identified for our distinctive tradition, salary transparency, and wonderful advantages, so individuals are all the time enthusiastic about the opportunity of becoming a member of the group. The truth that we listed the wage instantly most likely caught lots of people’s consideration, even when that they had no real interest in making use of for the job.

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

Prime put up primarily based on impressions: A query on distant work perks

I really like {that a} put up about distant work is a prime put up right here. We’re extremely keen about distant work right here at Buffer, and love to speak about it with our group. I used to be hopeful that asking this query would garner a number of responses since individuals would need to share their distinctive experiences with distant work, and that’s precisely what occurred right here.

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

Instagram

Prime put up primarily based on engagement charge: A repurposed put up on advertising metrics


This was really a put up that I repurposed from the yr earlier than as a result of it had been a top- performing put up the primary time we posted it. I’ve observed that posts that give sensible recommendation carry out nicely for us on Instagram, and that’s why this put up did so nicely. Our viewers contains small enterprise house owners who might not be social media consultants, so posts like these are very useful for them.

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

Prime put up primarily based on impressions: A enjoyable twist on a hiring put up


As soon as once more, I’m not stunned to see {that a} hiring put up did so nicely, however this one additionally added the humor issue to it. After we had been brainstorming find out how to put up about this job, Content material Author Tami urged utilizing old-school Microsoft Paint to create a graphic, and all of us cherished the concept and ran with it. I had a sense that this is able to ‘cease the scroll’ and seize individuals’s consideration as they’re taking a look at Instagram. This put up was cute, enjoyable, and straight to the purpose, in order that’s why I believe it did so nicely!

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

TikTok

For TikTok, our analytics are a bit completely different since engagement charge will not be supplied of their instruments. We use views to gauge our success on the app.

Prime put up primarily based on views: A CapCut meme about distant work

@bufferapp

Mid day Goal runs are definitely worth the threat #CapCut #targetrunsarethebest #remotework #remoteworklife #wfh #wfhproblems #workfromhome #targettok #targetrunsbelike #targetruns

♬ original sound – Buffer

I believe that is my favourite put up of the entire yr, on any of our platforms – it nonetheless makes me snigger after I watch it. I believe this one did so nicely due to a mix of issues: it used a trending meme format (from CapCut, which has made developing with TikToks a lot simpler!), was relatable, was actually humorous, and was a brief video so all of us who’ve a brief consideration span now because of TikTok had been in a position to stick round for the punchline. We’re a completely distant group at Buffer, so it was additionally poking a bit enjoyable at ourselves. Aspect word: We’re completely cool with mid-day Goal runs so long as they’re not getting in the best way of your work.

I nonetheless can’t consider we received over two million views on this TikTok! I’d additionally wish to share transparently, although, how these views didn’t translate into new followers, so this was a fantastic lesson that going viral isn’t the reply to every little thing.

Our Best Performing Social Media Content of 2023, And Why We Think It Worked

What are we taking away from these posts for our social technique in 2024?

  • Our open roles collect a number of consideration. We aren’t all the time hiring, so I can’t plan to put up about this on a regular basis, nevertheless it reveals that our tradition is why individuals are so occupied with working for us, so posts specializing in tradition ought to positively proceed to be part of our technique in 2024.
  • Sensible recommendation is beneficial for our viewers. Loads of our viewers are individuals who run their very own companies and occur to be working their social media accounts, too, however they might not be social media consultants. Any recommendation we can provide them to assist them develop and succeed is essential.
  • Buffer’s tradition is a strong matter. Our tradition may be very distinctive, and transparency is one in all our core values, so it’s essential for us to share what we’ve realized at Buffer to assist and encourage others.
  • Following tendencies can work once you do it proper. I’ll all the time be looking out for any tendencies we are able to bounce on, however provided that I really feel like I can actually join them with our model. Don’t do a development if it’s not genuine to you and your model.

Need to try what had been your finest posts of 2023? Right here’s how.

  • Go to analyze.buffer.com
  • Choose a channel on the left
  • Replace your date vary (prime proper) to Jan 1, 2023 – December 20, 2023
  • Choose Posts
  • Scroll right down to the Publish Insights part
  • Choose if you wish to kind by impressions, likes, engagement charge, and so forth.
  • Make certain it’s sorted in descending order
  • Your primary put up will probably be on the very prime of the checklist!
Our Best Performing Social Media Content of 2023, And Why We Think It Worked

Thanks for studying! Have any questions on our prime posts? Go away a remark, and please share your personal prime posts of 2023; we’d like to see them!

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