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Research at the University of York has shown that brands that "take on" their competitors in Facebook posts are more likely to get higher engagement rates.
Researchers, investigating the methods used by 50 high-profile brands to engage with Facebook audiences, showed that social media users engaged positively with posts that were openly competitive in their messaging, such as brands comparing themselves with other brands.
Success - Rate - Percent - Posts—200 - Research
Despite this success rate, only 1 percent of the 10,000 posts—200 from each of the 50 brands—investigated in the research used this tactic.
Dr. Snehasish Banerjee, from the University of York's Management School, said: "It is interesting to see that some of the most successful methods of engaging with Facebook audiences, are those that are least used by brands trying to reach social media users.
Move - Professionals - Content - Media - Users
"Being openly competitive is perhaps regarded as a risky move by marketing professionals, but they can generate some of the most fun content for social media users.
"Facebook is primarily a channel were people look for entertaining content, so it is not surprising that companies that retain their brand values in their posts, but can perhaps poke fun at rival companies are endearing to users."
Marketing - Posts - Rates - Meant - Area
They also found that targeted marketing posts had high engagement rates; this meant posts that are pointed at a particular geographical area, for example, did better than if the post had been distributed to all Facebook users anywhere in the world. Yet only 38.6 percent of the posts in the study used this method of reaching their audiences.
The most successful and frequently used marketing posts were those that emphasised a topic or story with the brand taking centre stage. The 72 percent of posts that followed this method had high engagement, but only if the topic or story was relevant to the brand offering.
Example - England - Cricket - Team - Sponsor
For example, if the England Cricket Team's sponsor posts...
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