An Evaluation of Buffer’s Prime Social Posts of 2022

It’s the tip of the yr, which implies it’s time to replicate on all of the work you’ve performed in 2022 and determine for those who ought to make any adjustments going into the brand new yr.

I’m Mitra, the social media supervisor right here at Buffer, and that is my first weblog publish! In the present day I’m sharing Buffer’s prime performing social posts from every platform and provides you with an evaluation into why I believe these posts carried out so properly. Not solely is it enjoyable to look again at our prime posts of 2022, but it surely’s additionally an effective way to grasp how we must always form our social technique for 2023.

What metrics are we utilizing to calculate these prime posts?

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

And for those who 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 prime posts of 2022!

Twitter

Prime Submit Based mostly on Engagement Charge

This was a enjoyable one. On the time, this meme was trending and I knew we must always take part with our personal twist. We work 4 days every week and we actually love to speak about it! So, this meme was the right alternative to chortle about how passionate we’re concerning 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. Just a little meta, proper?

This publish an ideal instance of how leaping on well timed tendencies can repay when executed properly and staying true to your model, and that’s precisely how I believe it ended up with such a excessive engagement price.

Prime Submit Based mostly on Impressions

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

I believe this one carried out so properly due to a mixture of issues: Going again to the workplace is a controversial matter, 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 all the responses to this tweet! Remember to take a look at our TikTok with a recap of our favorites.

Instagram

Prime Submit Based mostly on Engagement Charge

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

There are a number of components that I consider made this publish carry out so properly: It’s a subject that our followers are interested by and one thing they could want recommendation on, it’s easy and straightforward to learn, and to be totally frank, this was posted earlier than Instagram’s algorithm modified to give attention to Reels, so engagement was loads higher on posts like these. I’ve a sense that if we posted this once more in the present day, the metrics could be a little bit decrease.

Prime Submit Based mostly on Impressions

One thing we at all times say right here at Buffer is that “Our company culture is our superpower.” And this publish actually reveals that to be true. Similar to the Twitter meme above, this was a development that I knew we may bounce on. Not many corporations are sharing their salaries, so I had a sense this could catch folks’s consideration and the audio simply match completely.

I’ve a number of causes for why I believe this publish bought so many impressions. First, it’s a brief video (lower than 10 seconds), so that you don’t want to fret about holding folks’s consideration since will probably be over earlier than they lose curiosity. Second, not many corporations are transparently sharing their salaries like we’re (superpower!), so when folks discover out we have now a complete web page devoted to our workforce’s salaries, they’re actually shocked. And lastly, this audio was simply beginning to development when this was posted, so extra folks have been prone to see our publish.

TikTok

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

Prime Submit Based mostly on Views

@bufferapp

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

♬ Canyons – Official Sound Studio

This was a extremely enjoyable publish! On the time, we have been hiring a Progress Product Supervisor and thought it will be enjoyable to publish concerning 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 truth: Tom was an actor when he was youthful, so I had a sense he could be fairly comfy in entrance of the digital camera.

There are plenty of causes I can say this video did so properly (except for Tom’s good appearing abilities), however what all of it comes all the way down to is that this: Our firm tradition is our superpower (didn’t I let you know?).

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

After 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 is not too late to kick off your TikTok technique – learn extra about learn how to get began on TikTok.

LinkedIn

Prime Submit Based mostly on Engagement Charge

Two nice issues about this publish: 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 properly. I took the replies from this tweet and turned them into graphics to share on LinkedIn.

I believe this publish was our most engaged publish as a result of it featured our Buffer neighborhood and in addition inspired others to affix in with their very own recommendation. Since there have been a number of photographs to undergo, folks spent extra time on the publish swiping via every bit of recommendation. The theme additionally stays true to our mission, which is to assist small companies.

Prime Submit Based mostly on Impressions

This publish was my first time attempting out long-form content material on LinkedIn, so I used to be fearful that folks won’t take the time to learn the entire thing, but it surely ended up doing rather 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 folks could be interested by. As a substitute of simply telling folks, “hey, we have a four-day workweek,” I believed I’d go a little bit deeper and clarify how the corporate made this resolution and in addition share the outcomes.

Together with this publish together with a related matter and sharing outcomes, I believe the opening traces are actually what caught folks’s consideration and inspired them to learn extra (“We’ve been working four days a week for over two years now. We’re not working ten hour days to make up for the extra day off.”) Similar to how it’s a must to embrace your hook within the first three seconds of a TikTok video, it is advisable embrace your hook at first of a LinkedIn publish.

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 often blended in with the remainder of our nice sources serving to small companies and creators
• Easy = higher. The posts that carried out properly are literally ones that didn’t require numerous video enhancing or fancy graphics, so I have to do not forget that being genuine and relatable is extra vital than having the nicest-looking content material.
• Taking part in tendencies can payoff for those who can authentically join it together with your model. 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 actually join it with our model. There’s no stress to do each single development!
• It’s alright to be a little bit playful together with your tone, simply be sure that to maintain it optimistic. 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 take a look at what have been your greatest posts of 2022? Right here’s how.

• Go to research.buffer.com
• Choose a channel on the left
• Replace your date vary (prime proper) to Jan 1 2022 – December 20 2022
• Choose Posts
• Scroll all the way down to the Submit Insights part
• Choose if you wish to kind by impressions, likes, engagement price, and so forth.
• Be sure that it’s sorted in descending order
• Your #1 publish can be on the very prime of the listing!

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