What Worked and Why
Last year, Buffer shared their top social media posts and the reasons behind their success. Now, they’re back to do it again for 2023! In this article, we’ll take a look at Buffer’s best-performing posts on each platform and analyze why they worked so well. As we delve into these top posts, we’ll gain valuable insights that can shape our own social media strategies for the upcoming year.
Key Metrics for Success
Buffer uses engagement rate and impressions as their primary metrics for assessing post performance. In this analysis, we’ll explore the top posts on Buffer’s LinkedIn, Instagram, X (formerly Twitter), and TikTok based on these metrics. Notably, Facebook is not a priority for Buffer’s social media strategy. It’s important to mention that the posts we’re about to discuss were all organic and not boosted!
Top post based on engagement rate: An AMA request
Despite receiving fewer comments, this post had a high engagement rate. It was shared as a PDF carousel, which has proven to be successful on LinkedIn. Buffer’s posts featuring their team and culture have historically performed well, so it’s no surprise that this post asking followers who they’d like to do an AMA with from Buffer was their top performer.
Top post based on impressions: A poll on employee benefits
Polls on LinkedIn are an effective way to initiate discussions, and Buffer used this strategy to talk about work culture. With the ongoing conversation around remote work as a benefit, asking people to choose the most important benefit generated a lot of diverse opinions in the comments.
X (Formerly known as Twitter)
Top post based on engagement rate: An open role at Buffer
‘We’re hiring’ posts often perform well, and Buffer’s unique culture, salary transparency, and amazing benefits make their job postings even more appealing. Listing the salary upfront caught people’s attention, even if they weren’t interested in applying.
Top post based on impressions: A question on remote work perks
Buffer’s passion for remote work resonates with their community, and this post aimed to spark conversations about unique remote work experiences. The question received many responses and allowed people to share their insights.
Top post based on engagement rate: A repurposed post on marketing metrics
Practical advice performs well on Instagram, and Buffer repurposed a top-performing post from the previous year. This post provided valuable advice, particularly for small business owners who may not be social media experts.
Top post based on impressions: A fun twist on a hiring post
This hiring post stood out with its humorous approach. Buffer used old-school Microsoft Paint to create a graphic, which caught people’s attention as they scrolled through Instagram. The post was cute, fun, and straight to the point.
TikTok
Top post based on views: A CapCut meme about remote work
This TikTok post became Buffer’s favorite of the year, thanks to its combination of factors. It used a trending meme format, was relatable and funny, and had a short video length that appealed to those with short attention spans. The post also poked fun at Buffer’s fully remote team, adding a touch of self-awareness.
Buffer learned an important lesson from this viral TikTok: views don’t always translate into new followers. Going viral isn’t the ultimate solution to social media success.
Takeaways for Social Strategy in 2024
Buffer’s open roles generate significant attention, showcasing the interest in their unique culture. Focusing on culture-related posts will continue to be part of their strategy in 2024. Additionally, practical advice resonates with their audience, as many are small business owners navigating social media. Sharing insights and experiences about Buffer’s culture remains a powerful topic, aligning with their core values of transparency. Finally, Buffer emphasizes the importance of authentic trend-following, ensuring that trends align with the brand and its values.
If you’re curious about your own top posts of 2023, Buffer provides a simple guide on how to check them. Simply visit analyze.buffer.com, select a channel, update the date range, and sort the posts by impressions, likes, or engagement rate. Discover your top-performing posts and gain valuable insights for your social media strategy!
Thank you for reading! If you have any questions about Buffer’s top posts or would like to share your own top posts of 2023, leave a comment. Buffer would love to hear from you!
Did you miss our previous article…
https://onlinemarketingagencies.net/how-my-creator-startup-made-4-figures-in-5-months-while-working-a-9-to-5-2/
