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The Most Effective Calls to Action for Facebook Posts

by Ayaz Nanji  |  
June 18, 2014
  |  19,589 views

Simply asking people to share a post is often the most effective call to action (CTA) for Facebook posts by brands, according to a recent report from TrackMaven.

Posts that include the word "share" garner nearly two times as many social actions (likes, comments, and shares) on average compared with those that do not (4.02 vs. 2.19 average interactions per post), the analysis found.

Use of the word "please" was also found to be an effective CTA, with nearly double the average number of interactions as well.

Of the words examined, "now" was found to be the least effective: Posts including the word have only marginally greater effectiveness than those that do not.


Despite the effectiveness of some CTAs, the report notes, marketers must bear in mind that the latest News Feed algorithm change penalizes Pages that engage in "feed spam behavior," which is defined by Facebook as "when a post explicitly asks News Feed readers to like, comment or share the post in order to get additional distribution beyond what the post would normally receive."

Accordingly, the authors suggest marketers follow Facebook's advice and create calls to action that are "genuinely trying to encourage discussion among fans."

Below, additional key findings from the report, which was based on an analysis of 1,578,006 posts shared by brands on 5,804 Facebook Pages.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Dan Fri Jun 20, 2014 via web

    While I agree (and have seen this work well) seeing that some of these terms and tactics directly contradict Facebook's recent changes to 'prevent newsfeed spam', do you have concerns that using these tactics will result in your posts actually being seen less in the long run?

    “Like-baiting” is when a post explicitly asks News Feed readers to like, comment or share the post in order to get additional distribution beyond what the post would normally receive

  • by Regina Floyd Mon Jun 23, 2014 via web

    Wow...thank you! This clarified so much for me in terms of increasing post engagement without getting frowned upon by Facebook.

  • by Sean Swentek Wed Jun 25, 2014 via web

    This is great info! Unfortunately, as you state in the article, the new Facebook algorithm makes this data somewhat useless. Explicitly asking for likes and shares will be heavily penalized in the new algorithm, as will terms like "comment", "read", etc. that tell the user what to do.

    Cheers.

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