Even though the social media landscape appears to be changing on a regular basis, with new social networks popping up every few weeks – Facebook has remained a business’ preferred tool for communicating with customers. Did you know that 93% of businesses use Facebook as their primary social network?

This is why it’s so important to know what sort of content performs best on Facebook, to ensure that your message is being seen by your customers. 

Key Takeaways from a BuzzSumo Study

Buzzsumo has access to some of the most robust data when it comes to Facebook posts. A recent survey of theirs took data from 777 million Facebook posts and also analysed the type of content posted by 20,000 influential Facebook Business Pages.

Key Takeaway 1 – Video Is King:

When it comes to taking your Facebook content strategy to the next level, there is no better way to do so than through the use of video content. On average, video posts get at least 59% more engagement than other post types. This is only increased further by Facebook’s recent ‘Watch’ section of their website & mobile apps.

When looking at the top 500 most engaged with Facebook posts of 2020, more than 81% were videos whereas images & links only made up 18.2%

Key Takeaway 2 – Most Popular Reactions

The most common reactions on Facebook are LOVE and HAHA. You might be wondering why BuzzSumo chose to analyse the most common Facebook posts, the answer is that it gives us a look into human psychology and gives us a better understanding of ‘why’ people like certain types of content on Facebook.

Clearly from this data, people are interacting with content that they find inspirational, funny or a mixture of the two. Brands that focus on creating content around these emotions and reactions are far more likely to produce successful content for their page. Which brings us onto…

Key Takeaway 3 – Inspirational, Funny or Practical Content is the most engaging

In order to hone in on the exact types of content brands and marketers should be creating more of as we move further into 2021, BuzzSumo attempted to categorize the types of content from the data set. In conjunction with the most common reactions on Facebook and a subjective analysis of the top 500 Facebook posts, three common themed began to emerge. 

The most successful content could be categorised as either; inspirational, funny or practical. 

Any brand can tap into these emotions, and if paired with video – you have a recipe for a very successful Facebook post. 


Before planning out your Facebook content for 2021, why not go through your previous posts and take mental notes on the type of content you posted

  • Do you notice any trends?
  • What type of content are you sharing?

Also think carefully about the tone that you’re putting forward, does it come across as inspirational, funny or practical? And if you’re not already using video for your Facebook page, now is a great time to start.

As always, if you have any questions about social media marketing and want to chat to some experts, please don’t hesitate to give us a message and we’ll be more than happy to help you.


Leave a Reply