more engaging Facebook page - mobileOne of the things we focus on most at Buffer is the best time to post to Twitter and Facebook. This is because we want to help you get more engagement with your audience, which is beneficial for everyone.

While the best time to post is definitely important, there are some other things to keep in mind. I had a look at what kind of updates work best for Facebook pages to increase interaction and found 7 interesting statistics that you’ll probably find useful if you’re trying to make your page more engaging.

1. Photo posts get 39% more interaction

Not only do photo posts get more engagement than links, videos or text-based updates, they actually account for 93% of the most engaging posts on Facebook. According to Kissmetrics, photos get 53% more likes, 104% more comments and 84% more click-throughs on links than text-based posts. And as we’ve mentioned before, self-explanatory photos seem to perform best.

more engaging Facebook page - image posts

Wishpond’s data says that overall, photo posts get 120% more engagement than the average post, and photo albums actually get 180% more engagement. This was a surprising one for me, but it seems that if you have multiple images to share, you’d be better of putting them into a Facebook album than publishing separate photo posts.

more engaging Facebook page - hubspot image test

Especially Buffer’s new image posting feature let’s you right click any image on the web and then share it in full-size to your wall in seconds. No more downloading, uploading nightmare here.

2. Shorter posts get 23% more interaction

Writing shorter posts isn’t just handy on Twitter. Keeping your posts below 250 characters can get you 60% more engagement than you might otherwise see. You can even get up to 66% more engagement if you cut it down to less than 80 characters.

more engaging Facebook page - track social short posts

Either way, the result seems to be that getting to the point quickly and concisely works best. Perhaps that’s why Facebook fans like photo posts so much?

Especially looking at the overall Social Media statistics for other social networks, it’s really interesting how this stacks up to other platforms.

3. Using emoticons increases comments by 33%

If you thought emoticons were only for teens, you might want to rethink that idea. According to this AMEX OPEN Forum infographic, emoticons can make a big difference to your engagement rates. No only do posts with emoticons get 33% more comments, they also get shared 33% more often. Even better: they get liked 57% more often than posts without emoticons.

more engaging Facebook page - emoticons

Emoticons tend to add a more human side to your communications, and it seems like this comes across fairly well with users.

Engagement rates on Thursday and Friday are 18% higher

Compared to other days in the week, Buddymedia’s study found that engagement rates for Facebook are 18% higher on Thursdays and Fridays. As they put it, “the less people want to be at work, the more they are on Facebook!”

more engaging Facebook page - best day to post

The study also looked at different industries, including sports, retail, automotive and healthcare, to see which days worked best in each industry. Although they did vary, most of them sat around the end of the week, from Wednesday-Friday. Apparently no industry has users that are engaged on Mondays or Tuesdays!

To find out more about the best times to post to Facebook, we’ve also written an extensive guide that you might find useful.

5. Question posts get 100% more comments

If comments are the kind of interaction you’re after, questions might be the way to go. According to an infographic by Kissmetrics, they get 100% more comments than standard text-based posts. HubSpot shares a similar finding, although this data points out that question posts often get fewer likes and shares than other types of posts.

more engaging Facebook page - questions 1

What I found really interesting about this stat is that HubSpot’s data also shows which question words attract more comments, with the most popular being ‘should,’ ‘would,’ ‘which,’ and ‘who.’ This makes me think that closed questions which have a very limited answer option are the highest attractors of comments. Open question words like ‘why’ and ‘how’ which make the user think more to articulate their answer sit at the bottom of this chart.

more engaging Facebook page - questions 2

This is especially interesting an points to a stark change in marketing, turning the funnel upside down. In short: Keeping engagement high with your existing customers might be more important than trying to find new ones.

When we observe how most updates sent through Buffer perform, we found a similar pattern of greatly increased lift through questions being posted.

6. 35% of Facebook Fans like a page so they can participate in contests

If you’re chasing down new fans, a contest seems like a fairly good way to encourage likes. A report from earlier this year showed that 35% of Facebook fans liked Facebook pages specifically to compete in contests. Contests obviously solicit interaction by asking for people to enter. It turns out this can work, as ‘caption this photo’-style contests actually bring in 5.5 times more comments than regular posts.

In Buddymedia’s report, contest-related words like winner, win, entry, contest, enter and promotion were all more likely to engage users.

more engaging Facebook page - keywords

7. 42% of Fans like a page to get a coupon or discount

According to Socially Stacked, 42% of Facebook fans like a page in order to get a discount or coupon. A study by Wildfire Interactive showed that coupon-based campaigns received the highest engagement rates. Giveaways and sweepstakes came in just behind coupons as highly engaging post types.

more engaging Facebook page - coupons

Before I forget, if you’re a Buffer user, you can see analytics for Facebook, Twitter and LinkedIn right from your dashboard!

In case you found this article helpful, the best follow-on posts for you to read are our complete guide to the latest Social Media statistics, as well as the latest Twitter statistics.

What have you observed has changed the most on Facebook in the last few months? I hope these statistics might be helpful to get your Facebook page on the right track!

Image credits: HubSpot 1 and 2, Track Social, Mashable, Bit Rebels, Buddymedia, Alex E. Proimos

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Written by Belle Beth Cooper

Belle is the first Content Crafter at Buffer and co-founder of Exist. She writes about social media, startups, lifehacking and science.

  • Alexaaa

    very useful stuff, cheers!
    How many people were used to test to find these figures?

    • Belle

      Glad you liked it! The numbers would depend on each different study so you’ll need to click through and read each one separately if you want more info 🙂

      • Bargain Babe

        Loved this post! Going to share this with my bloggers and use these tips immediately. Thanks

  • Tim Ludy

    Very useful information on how to optimize your Facebook posts. It seems that people are motivated by taking action whether it is answering a question, participating in a contest, or getting a coupon. If you just give them information without asking them to do anything the post will end there.

  • Eric Leszkowicz

    Fantastic information…..And here i thought buffer just made the easiest to use social media in the world.

  • Angelo Gutierrez

    Very useful information Belle. Just when i needed it. 🙂

    • Belle

      Awesome! Hope it’s helpful.

  • “Photo posts get 39% more interaction” and similar statistics have been quoted often, but its not true for all business pages. We have noticed for many of our users that Photo posts aren’t their most engaging posts. You should look at your own data and decide what works for you.

    Fortunately Facebook has now added a table for this in the new Insights so you can see your “Top Post Types”.

    • Belle

      Good point—general guides aren’t always perfect for everyone. Testing is the best way to find out what works!

    • veepopat

      yes i agree as well…to each his own. general guides are certainly helpful, but are general by nature. adapting useful tips to your own demo and strategy is sound advice.

    • I would agree for the pages things are a little different and depends on which type of business.

  • Kelly

    Very good tips. We know Wednesday afternoon 3pm is also a good time to post. Social analytics helps us to understand these social media platform better.
    If you want to know more about how to do social analytics, you can read Uniqloud free report on its official website.

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  • Sara Murphy

    Thank you for some awesome tips. This is the first time I’ve heard that Thursday and Friday’s get an 18% increase in engagement. I will definitely use this! 🙂

  • Zane

    Great post. Do you guys have similar stats/posts on Twitter and LinkedIn?

    • Belle

      Thanks Zane! We have categories in the sidebar (over on the right-hand side of the blog) for LinkedIn and Twitter—lots of goodies in there!

  • Love this post, very implementable advice.

  • kai did

    I always post fb message with emoticons. Its give better emotional feeling to whole message. 🙂

    • Ivy_le

      where we can find emoticon, pls?

  • SEOIndia

    Stats might not be perfectly right for all the scenarios but its true. Nos can vary.

  • Elaine Grice

    Very informative article… thanks for sharing

  • JasonEC

    This is an awesome post! It should be required reading for anyone in direct sales or social media marketing. I love statistics! Give us more!!!!

  • Great article collecting all these statistics into one post. I do agree with @disqus_Gbn1LOlARb:disqus though in that statistics can vary by Facebook Page and each page should look at their own metrics. Facebook insights provides this data, and with tools like Scoreboard Social you can easily measure your competitors most engaging Facebook updates. [Full disclosure: I am the co-founder of Scoreboard Social]

  • Jamie

    Very helpful article, thank you!

  • Thang


  • RM

    Who cares about all these percentages for Facebook, when you forgot to note the most important percentage of all. That is that only 11% to 16% of your posts actually get viewed by your followers in the first place, unless you pay FB to boost your post. Facebook is a ‘marketing blackhole’—internet marketers have known that for years. Facebook is ran like a communist platform, compared to open source internet standards. Facebook has become too diversified and lost focus… it’ll be the way of the Myspace before we know it.

    • ekzooks

      So you want to get 100% of your fans to see your posts for free? That would be a sure way for FB to go the way of MySpace quickly. Charging for boosting posts sounds like capitalism at its’ purist to me, not communism.

    • maria

      I agree with RM…I remember when FB just came out…it was all free…and way more engaging and fun….based on my customer base…most aren’t using FB anyways…and don’t plan on it…its lost a lot of momentum…and I do see it as becoming obsolete…there are just so many social platforms today…its overwhelming…and people have a sense of throwing their hands up and saying…whats the point…too much…is just that…too much

      • Roger Dudek

        Enough with the ellipses. Christ.

        • Covertfun

          I fell in every single ellipsis and now my work day is over 🙁

  • Great article, ya’ll. Thanks for putting the time in to create this content.

  • Moderator

    Love these stats!

  • Great post thanks for the info – you might want to change that KissMetrics link in the first statistic 🙂

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  • Taylor

    I just got a job as a social media director for a content media company and although I was a marketing major I still want to learn as much as I can out of school! You are so helpful! Thank you for all of your statistical advice! Love this blog!

  • Antonio

    VERY good post! Thanks!

  • Gary Jay

    Thanks for this valuable info. I have a question though. I’m generating a good amount of Facebook likes on each blog post (20-30 on avg.) I’m wondering if this contributes to my sites FB fan page edge rank in any measurable way or is this apples and oranges. If not what is the value of someone liking my blog posts regarding my FB fanpage. Thanks in advance.

  • kavin

    I recently purchased facebook likes from and they delivered real lieks to my page. Recommended service

    • Ivy_le

      did they give you a like from global users or your country users?

      • Monica

        I have order their monthly service ( and they are really good at providing likes on daily basis.

      • zubi

        They provided likes from global but they are fast and reliable. They are perfect at photo likes too.

    • lisa

      what a joke… if you want all your likers from India, Plilippines or Thailand go ahead. Just remember all a liker has to do is look at your demographics and they will know you bought likes then your reputation is tarnished.

  • Stacey

    Less than 50 people see my posts with links or photos. When it’s just text & nothing else, over 300 see it. Every single time.

    • I’m exactly the same … our photo’s get seen by 100 people or so out of 4,500 whereas our text post get to around 1200

    • Panji

      this has something to do with internal algorithm. plain text will be seen more, picture comes second and lastly link.

      When we are talking about interaction, it’s something deeper than just being seen, (ratio, etc) that’s why it is said post with picture get more interaction.

      • mandyg

        True but how can we get more interaction if not much people (if not any at all) are seeing the posts?

  • N Liapaki

    Maybe the day and time of the posts has to do with the country, too. For example, in Greece Thursday and Friday are the worst days for pages to share. Maybe people are indeed more on Facebook, but they are busy making plans for the weekend with their friends!

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    A lot of people likes wimo free wi-fi for likes, (source:

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    gonna have to read this again later. Kick ass post!

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    can anyone belive this??

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  • Cool beans. I learned something new today…. Several things actually! Thx 😀

  • Belle that is some very helpful stats. They adapt very well to a certain range of clients we cater for. It might be helpful to include that most FB relevance only adapts to B2C ventures as well as they need to directly sell customer products. Services do not do so well. But that is simply always the case. Show and grab always works ;).

    Thanks heaps!

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  • I have been using Buffer for at least 9 months now and I love the functionality of it. The information you provided in this post will definitely help get more out of using Buffer. I was actually surprised to see that the use of emoticons increases engagement. Typically you are taught to keep a professional appearance but as you said, putting a more human approach to business will most likely give a higher return. Thanks for the article.

    • Courtney Seiter

      Really happy to hear this; I hope you see a big uptick in your Facebook engagement!

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  • Erwin

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    what do you think Facebook can be used for social media marketing as useful as twitter
    or we have to pay in Fb

    • Hi Erwin! Thanks for the comment! Seems like FB is going the way of paid advertisement for increased reach. We’re hoping to explore some new ideas on how to grow reach organically – will definitely report back with what we find! 🙂

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  • disqus_kxZlCvM4S9

    I really hate Facebook so much, they making everything so complicated and hard. is really stupid. is not even wort it.

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