Facebook Mobile Posts Drive More Engagement

If you are already running a social media campaign, or are running several, then you may be aware of the fact that you can post on Facebook from a desktop as well as from mobile devices. With Facebook continuously becoming a more and more important part of any marketing campaign, it is important to note which posts are driving more engagement than others. Lately, there has been a trend where more Facebook admins are starting to post their content via a mobile device rather than through their desktops. Considering there are over 800 MILLION monthly active users on Facebook mobile, this shouldn’t be a surprise, yet a majority of Facebook admins still do not take advantage of the ability to post on Facebook from mobile. A recent study was conducted to gauge the effectiveness of Facebook mobile posts, and the evidence suggests any Facebook admin who is not posting via mobile devices should reconsider their ways.

Facebook’s EdgeRank checker recently ran a study that measured the response to posts on Facebook via mobile which found that 5% of Facebook page posts are posted using a mobile device. So as of right now, 95% of Facebook’s posts are coming from a desktop or third party app. However, this could change considering the study revealed that admins who are taking advantage of mobile posts are generating a 39% increase in engagement as opposed to a non-mobile entity. Also, per fan engagement spikes from 0.38% to 0.53%.

It still cannot be proven that mobile posts are CAUSING more Facebook engagement, but upon closer inspection, we might be on to something. We already know that Likes, Shares, and Comments are the best way to measure and gauge engagement on Facebook. Not only does it show that people are talking about you and your company, but when people are engaging with your page it increases the amount of exposure the page is getting. If you are not generating Likes, Shares, and Comments on your Facebook page, then you are not accomplishing any of your goals. However, when EdgeRank measured the reach of these posts, the reach of mobile posts were basically similar to that of desktop or third party apps.

So we know that Facebook mobile posts are creating more engagement, but it is not necessarily increasing the reach of the posts. But why does mobile content create more interaction in the first place? There are two schools of thought:

• Facebook Mobile Users Are Savvier-People who use Facebook on their mobile devices are more likely to be savvier with technology, more notably when interacting on Facebook via a mobile device.
• Content via Mobile Can Be Posted Live-Facebook admins who can post content live in real-time create a lot more engagement with users because it is extremely relevant. Right here, right now posts are instantly recognized by Facebook users and they like when content is presented to them on a live or behind the scenes basis.

Like we mentioned earlier, we cannot prove that mobile posts CAUSE more reaction, but a lot of the evidence suggests it does, especially when posting live content.

Statistically speaking, 63% of all brands experienced an increase in engagement when they posted using mobile devices. If you are a Facebook admin and you have the opportunity to live Facebook an event, or post behind the scenes content, take advantage of it! People love it when they are presented fresh and unique content, and with live content they know that is exactly what they are getting. Content has always been the workhorse of Facebook marketing, and live content makes it even better and more relevant.

So the next time you are considering what or how to post to Facebook, try live Facebooking or posting behind the scenes content so your users and fans KNOW they are getting fresh and unique content.