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

Final 12 months, 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 12 months, 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 believe these posts carried out so nicely. I really like trying again on the high posts of the 12 months – it’s a good way to see what labored to assist form our social media technique for the upcoming 12 months. We’re additionally within the course of of fixing up our technique, so this info can be actually useful for us.

What metrics are we utilizing to calculate these high posts?

At Buffer, we use engagement price 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 at the moment weren’t boosted — that is all natural!

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

LinkedIn

High put up based mostly on engagement price: An AMA request

That is an fascinating one as a result of it really didn’t find yourself with many feedback, however nonetheless had a excessive engagement price. 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 price on LinkedIn. Our posts that includes the staff 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 high put up.

High put up 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 discuss work tradition, and I felt like advantages had been one thing that individuals had been speaking about rather a lot recently, particularly since there’s been plenty of back-and-forth on whether or not distant work must be thought-about a profit. This query asking folks 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.

X (Previously generally known as Twitter)

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

High put up based mostly on engagement price: An open function at Buffer

I’m not shocked to see {that a} ‘we’re hiring’ put up ended up as a high put up of the 12 months. At Buffer, we’re identified for our distinctive tradition, wage transparency, and superb advantages, so individuals are all the time enthusiastic about the opportunity of becoming a member of the staff. The truth that we listed the wage immediately most likely caught lots of people’s consideration, even when that they had no real interest in making use of for the job.

High put up based mostly on impressions: A query on distant work perks

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

Instagram

High put up based mostly on engagement price: A repurposed put up on advertising metrics

This was really a put up that I repurposed from the 12 months 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 homeowners who is probably not social media consultants, so posts like these are very useful for them.

High put up based mostly on impressions: A enjoyable twist on a hiring put up

As soon as once more, I’m not shocked 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 tips on how to put up about this job, Content material Author Tami recommended utilizing old-school Microsoft Paint to create a graphic, and all of us beloved the concept and ran with it. I had a sense that this is able to ‘cease the scroll’ and seize folks’s consideration as they’re Instagram. This put up was cute, enjoyable, and straight to the purpose, in order that’s why I believe it did so nicely!

TikTok

For TikTok, our analytics are slightly completely different since engagement price shouldn’t be offered of their instruments. We use views to gauge our success on the app.

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

@bufferapp

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

♬ unique sound – Buffer

I believe that is my favourite put up of the entire 12 months, on any of our platforms – it nonetheless makes me snort once I watch it. I believe this one did so nicely due to a mixture of issues: it used a trending meme format (from CapCut, which has made arising 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 totally distant staff at Buffer, so it was additionally poking slightly enjoyable at ourselves. Facet 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 imagine we obtained 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 ideal lesson that going viral isn’t the reply to every part.

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

• Our open roles collect plenty of consideration. We aren’t all the time hiring, so I can’t plan to put up about this on a regular basis, however it reveals that our tradition is why individuals are so excited about 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. A variety of our viewers are individuals who run their very own companies and occur to be operating their social media accounts, too, however they is probably not social media consultants. Any recommendation we may give them to assist them develop and succeed is essential.
• Buffer’s tradition is a robust subject. Our tradition may be very distinctive, and transparency is one in every of our core values, so it’s essential for us to share what we’ve discovered at Buffer to assist and encourage others.
• Following traits can work while you do it proper. I’ll all the time be looking out for any traits we will leap on, however provided that I really feel like I can really join them with our model. Don’t do a development if it’s not genuine to you and your model.

Wish to take a look at 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 (high proper) to Jan 1, 2023 – December 20, 2023
• Choose Posts
• Scroll all the way down to the Publish Insights part
• Choose if you wish to kind by impressions, likes, engagement price, and many others.
• Be certain it’s sorted in descending order
• Your primary put up can be on the very high of the listing!

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