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

Final yr, I shared Buffer’s high 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!

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

What metrics are we utilizing to calculate these high posts?

At Buffer, we use engagement charge and impressions as our base metrics, so I’ll be sharing the perfect 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 prefer to level out that the posts I’m sharing in the present day weren’t boosted — that is all natural!

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

LinkedIn

High submit based mostly on engagement charge: An AMA request

That is an fascinating one as a result of it truly didn’t find yourself with many feedback, however nonetheless had a excessive engagement charge. This submit was shared as a PDF carousel, which we’ve seen a pattern the place these sorts of posts get a extremely 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 submit asking individuals who they’d love to do an AMA with from Buffer was our high submit.

High submit based mostly on impressions: A ballot on worker advantages

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 solution to speak about work tradition, and I felt like advantages have been one thing that folks had been speaking about quite a bit these days, particularly since there’s been numerous back-and-forth on whether or not distant work needs to be thought-about a profit. This query asking folks to decide on one profit that they assume is most vital began a dialogue within the feedback as a result of lots of people had completely different opinions.

X (Previously generally known as Twitter)

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

High submit based mostly on engagement charge: An open function at Buffer

I’m not shocked to see {that a} ‘we’re hiring’ submit ended up as a high submit of the yr. At Buffer, we’re identified for our distinctive tradition, wage transparency, and wonderful advantages, so persons are at all times 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 they’d little interest in making use of for the job.

High submit based mostly on impressions: A query on distant work perks

I really like {that a} submit about distant work is a high submit 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 numerous responses since folks would wish to share their distinctive experiences with distant work, and that’s precisely what occurred right here.

Instagram

High submit based mostly on engagement charge: A repurposed submit on advertising metrics

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

High submit based mostly on impressions: A enjoyable twist on a hiring submit

As soon as once more, I’m not shocked to see {that a} hiring submit did so nicely, however this one additionally added the humor issue to it. After we have been brainstorming the right way to submit about this job, Content material Author Tami advised utilizing old-school Microsoft Paint to create a graphic, and all of us beloved the thought and ran with it. I had a sense that this may ‘cease the scroll’ and seize folks’s consideration as they’re Instagram. This submit was cute, enjoyable, and straight to the purpose, in order that’s why I feel it did so nicely!

TikTok

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

High submit based mostly on views: A CapCut meme about distant work

@bufferapp

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

♬ unique sound – Buffer

I feel that is my favourite submit of the entire yr, on any of our platforms – it nonetheless makes me snort once I watch it. I feel 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 have been capable of stick round for the punchline. We’re a completely distant group at Buffer, so it was additionally poking a little bit enjoyable at ourselves. Facet word: We’re completely cool with mid-day Goal runs so long as they’re not getting in the way in which of your work.

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

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

• Our open roles collect numerous consideration. We aren’t at all times hiring, so I can’t plan to submit about this on a regular basis, but it surely reveals that our tradition is why persons are so concerned with working for us, so posts specializing in tradition ought to undoubtedly proceed to be part of our technique in 2024.
• Sensible recommendation is beneficial for our viewers. A whole lot of our viewers are individuals who run their very own companies and occur to be operating their social media accounts, too, however they might not be social media consultants. Any recommendation we may give them to assist them develop and succeed is vital.
• Buffer’s tradition is a robust subject. Our tradition could be very distinctive, and transparency is one in every of our core values, so it’s vital 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 at all times be looking out for any tendencies we are able to bounce on, however provided that I really feel like I can really join them with our model. Don’t do a pattern if it’s not genuine to you and your model.

Wish to try what have 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 (high proper) to Jan 1, 2023 – December 20, 2023
• Choose Posts
• Scroll right down to the Put up Insights part
• Choose if you wish to type by impressions, likes, engagement charge, and many others.
• Ensure that it’s sorted in descending order
• Your primary submit will likely be on the very high of the record!

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