Factors influencing the success of social media posts: A quantitative analysis of over 60 million Facebook posts

Jan Lies and Sascha Fuß
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Jan Lies: Institut für Oekonomie & Management, Germany
Sascha Fuß: Digital Analyst, TWT Digital Group, Germany

Journal of Digital & Social Media Marketing, 2019, vol. 7, issue 2, 137-147

Abstract: This paper investigates the factors influencing the success of social media posts. Specifically, it analyses over 60 million Facebook posts to explore how interaction rate is influenced by factors such as the post type and the use of hashtags and emojis. The findings indicate that certain characteristics do contribute to the success of social media posts. Based on the sample used in this analysis, the post type and the number of hashtags do influence the success of Facebook posts. For this reason, companies should actively consider using them to optimise their reach on Facebook.

Keywords: social media; posts; Facebook (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2019:v:7:i:2:p:137-147

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