An Analysis of Buffer’s Top Social Posts of 2022

It’s the tip of the yr, which implies it’s time to mirror on all of the work you’ve carried out in 2022 and determine if you happen to ought to make any modifications going into the brand new yr.

I’m Mitra, the social media supervisor right here at Buffer, and that is my first weblog put up! Immediately I’m sharing Buffer’s high performing social posts from every platform and provides you with an evaluation into why I feel these posts carried out so nicely. Not solely is it enjoyable to look again at our high posts of 2022, nevertheless it’s additionally an effective way to grasp how we should always form our social technique for 2023.

What metrics are we utilizing to calculate these high posts?

At Buffer, we use engagement fee and impressions as our base metrics, so I’ll be sharing the most effective posts on Buffer’s Twitter, Instagram, TikTok, and LinkedIn for every of those metrics.

And if you happen to seen that Fb wasn’t included in that final sentence, that’s as a result of the platform has not been a precedence for our social media technique because it’s not a channel the place we’ve traditionally had nice efficiency.

Now, let’s dive in to see Buffer’s high posts of 2022!

Twitter

High Publish Primarily based on Engagement Fee

This was a enjoyable one. On the time, this meme was trending and I knew we should always take part with our personal twist. We work 4 days per week and we actually love to speak about it! So, this meme was the proper alternative to snort about how passionate we’re in regards to the four-day work week whereas nonetheless telling everybody how a lot we love the four-day work week and the way it works for us. Slightly meta, proper?

This put up a fantastic instance of how leaping on well timed developments can repay when executed nicely and staying true to your model, and that’s precisely how I feel it ended up with such a excessive engagement fee.

High Publish Primarily based on Impressions

This one ended up ruffling some feathers on Twitter. Many individuals took it as us saying we wished them again within the workplace — which is the other of what we wish!

I feel this one carried out so nicely due to a mix of issues: Going again to the workplace is a controversial subject, many individuals have been quote tweeting their solutions which put our tweet in entrance of their followers, and seeing the quote tweets inspired others to take part with their very own solutions.

It was plenty of enjoyable seeing the entire responses to this tweet! Remember to try our TikTok with a recap of our favorites.

Instagram

High Publish Primarily based on Engagement Fee

To be sincere, I’m a bit of shocked to see a static picture as our greatest put up based mostly on engagement fee. This graphic is easy, informative, and will get straight to the purpose with what you have to be specializing in to your model technique.

There are just a few components that I imagine made this put up carry out so nicely: It’s a subject that our followers are considering and one thing they might want recommendation on, it’s easy and simple to learn, and to be absolutely frank, this was posted earlier than Instagram’s algorithm modified to concentrate on Reels, so engagement was so much higher on posts like these. I’ve a sense that if we posted this once more right this moment, the metrics can be a bit of decrease.

High Publish Primarily based on Impressions

One thing we all the time say right here at Buffer is that “Our firm tradition is our superpower.” And this put up actually exhibits that to be true. Identical to the Twitter meme above, this was a development that I knew we might bounce on. Not many firms are sharing their salaries, so I had a sense this is able to catch individuals’s consideration and the audio simply match completely.

I’ve just a few causes for why I feel this put up acquired so many impressions. First, it’s a brief video (lower than 10 seconds), so that you don’t want to fret about holding individuals’s consideration since will probably be over earlier than they lose curiosity. Second, not many firms are transparently sharing their salaries like we’re (superpower!), so when individuals discover out we’ve an entire web page devoted to our crew’s salaries, they’re actually shocked. And lastly, this audio was simply beginning to development when this was posted, so extra individuals have been more likely to see our put up.

TikTok

For TikTok, our analytics are a bit of totally different since engagement fee is just not offered of their instruments. We use views to gauge our success on the app.

High Publish Primarily based on Views

@bufferapp

We’re hiring a Development Product Supervisor! Apply now at buffer.com/journey #buffer #techjob #productmanager #hiring #4dayworkweek #remotejob #remotework

♬ Canyons – Official Sound Studio

This was a extremely enjoyable put up! On the time, we have been hiring a Development Product Supervisor and thought it could be enjoyable to put up in regards to the job opening on TikTok. Tom, our former Director of Product, was the hiring supervisor for the function so I reached out to him to see if he was open to being within the video. Enjoyable reality: Tom was an actor when he was youthful, so I had a sense he can be fairly comfy in entrance of the digicam.

There are plenty of causes I can say this video did so nicely (apart from Tom’s sensible performing abilities), however what all of it comes all the way down to is that this: Our firm tradition is our superpower (didn’t I inform you?).

Once you take a look at any job opening at Buffer, you’ll not solely see the job description, however the full wage vary, and a listing of ALL our advantages. I knew that beginning the video out with that complete laundry checklist of advantages would actually catch individuals’s consideration, and that’s tremendous necessary – TikTok’s personal analysis has proven that 63 p.c of all movies with the very best click-through-rate spotlight their key message or product throughout the first three seconds. I additionally knew that if individuals made it previous that first part of all the advantages, they’d be simply as impressed to see that we share the complete wage vary as nicely.

Once we posted this TikTok, we had lower than 100 followers, and we nonetheless ended up with virtually 300,000 views. This video is precisely why I like TikTok — anybody can go viral, no matter your follower rely.

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It isn’t too late to kick off your TikTok technique – learn extra about the right way to get began on TikTok.

LinkedIn

High Publish Primarily based on Engagement Fee

Two nice issues about this put up: It’s each user-generated content material and repurposed content material. Each of those are nice kinds of content material to implement in your social technique as a result of they may prevent time and usually tend to carry out nicely. I took the replies from this tweet and turned them into graphics to share on LinkedIn.

I feel this put up was our most engaged put up as a result of it featured our Buffer group and in addition inspired others to hitch in with their very own recommendation. Since there have been a number of photographs to undergo, individuals spent extra time on the put up swiping by way of each bit of recommendation. The theme additionally stays true to our mission, which is to assist small companies.

High Publish Primarily based on Impressions

This put up was my first time attempting out long-form content material on LinkedIn, so I used to be fearful that individuals may not take the time to learn the entire thing, nevertheless it ended up doing very well.

As soon as once more: Our firm tradition is our superpower. The four-day workweek is certainly gaining traction proper now, so I knew this was a subject that individuals can be considering. As an alternative of simply telling individuals, “hey, we’ve a four-day workweek,” I assumed I’d go a bit of deeper and clarify how the corporate made this choice and in addition share the outcomes.

Together with this put up together with a related subject and sharing outcomes, I feel the opening traces are actually what caught individuals’s consideration and inspired them to learn extra (“We’ve been working 4 days per week for over two years now. We’re not working ten hour days to make up for the additional time without work.”) Identical to how you must embrace your hook within the first three seconds of a TikTok video, it’s good to embrace your hook firstly of a LinkedIn put up.

What are we taking away from these posts for our social technique in 2023?

• Posts about our firm tradition are excessive performers. Going into 2023 I’m being aware of together with these repeatedly combined in with the remainder of our nice assets serving to small companies and creators
• Easy = higher. The posts that carried out nicely are literally ones that didn’t require a lot of video modifying or fancy graphics, so I have to do not forget that being genuine and relatable is extra necessary than having the nicest-looking content material.
• Collaborating in developments can payoff if you happen to can authentically join it together with your model. I’ll all the time be looking out for any developments we will bounce on, however provided that I really feel like I can actually join it with our model. There’s no strain to do each single development!
• It’s alright to be a bit of playful together with your tone, simply ensure that to maintain it constructive. We’re going into 2023 with a extra playful voice, however nonetheless staying true to our message of serving to small companies, creators, and impressive people.

Need to try what have been your finest posts of 2022? Right here’s how.

• Go to investigate.buffer.com
• Choose a channel on the left
• Replace your date vary (high proper) to Jan 1 2022 – December 20 2022
• Choose Posts
• Scroll all the way down to the Publish Insights part
• Choose if you wish to type by impressions, likes, engagement fee, and many others.
• Make certain it’s sorted in descending order
• Your #1 put up will likely be on the very high of the checklist!

Thanks for studying! Have any questions on our high posts? Send us a tweet and please share your individual high posts of 2022 and tag us, we’d like to see them!