Should you be creating content around low or zero-volume keywords?
By Louise LinehanOct 26 2021
Want to improve the performance of Facebook campaigns, benchmark against competitors, and investigate industry trends on Facebook?
You’ve come to the right place.
We’re pumped to be bringing you two new BuzzSumo tools that can help you transform your Facebook social strategy:
Facebook is the world’s largest social media platform, so it’s safe to say Facebook data is pretty important.
Facebook’s own “Page Insights” tool does allow you to compare your performance and posts with similar pages on Facebook via the “Pages to Watch” feature.
But this information is limited: you can only view the previous week’s worth of data, can’t see clear breakdowns in engagement, and can’t easily extract information.
What’s more, Facebook can be difficult to navigate, so identifying the key pages making an impact in your industry can be time consuming.
To make matters worse, searches and feeds can also be influenced by the Facebook algorithm, meaning it’s harder for you to determine pages that are having a big impact on your audience.
With these tools you can...
These tools enable:
1. Easy competitor comparison
Compare up to 9 pages at any one time, and deep-dive into competitor insight.
2. Advanced, quick, and actionable insights
Power your Facebook performance with scaled Facebook insights, in seconds.
3. Speedy discovery of the top performing Facebook pages
Facebook Pages makes identification of thousands of pages at a time as simple as typing in a keyword. You can break out of your algorithm bubble and discover influential pages based on your most important keywords.
4. Historical trend analysis to track page performance over time
Having a more comprehensive data overview over a longer period of time allows you to find actionable insights, and see broader historical trends.
5. Easy reporting
BuzzSumo’s Facebook Page Analyzer allows you to quickly compile exportable reports with CSV and graph downloads.
Not only does this insight help you spot the competitors making waves in your industry, it enables you to unpick competitor game plans, and upcycle their best Facebook strategies.
The new Facebook Pages tool allows you to use a simple keyword search to discover relevant and influential Facebook pages.
In seconds you can discover thousands of top performing competitors and influencers. No more guesswork involved.
Your keyword search can be niche, industry, or even influencer focused, to return relevant pages themed around that topic.
Facebook Pages are sorted by "Relevance".
Relevancy is determined by evaluating a number of different components, including:
Use this tool to determine your most closely aligned competitors, or thought leaders.
Plus, you can add filters to narrow-down results make that decision even easier:
Once you’ve discovered your competitors or influencers, you can take them over to the Facebook Page Analyzer...
Head to the “Influencers” tab in BuzzSumo, to find Facebook Pages.
This will take you straight over to the Facebook Page Analyzer where you can start benchmarking your competitors.
Alternatively, you can go straight to the Facebook Page Analyzer in the “Content” section of BuzzSumo, and type in your known competitors.
Identify the top players
From the very beginning, know which of your competitors are most active on Facebook (Posts Analyzed) and which get the most engagement (Total Engagement or Avg Engagement), via the report overview.
In this example, the top player is SkinCeuticals, with the highest number of:
Over the chosen date range ie. the last year.
Single out your competitors’ top posts and take note
Looking at trends in engagements over time, you can hone in periods of high engagement, and investigate further.
For example, we can see that Caudalie experiences a sharp increase in average engagement in April 2021.
We can find out more about the post behind that peak in one of a few ways:
Factor Facebook performance into your reporting to impress your managers and / or clients, with a detailed analysis of personal, competitor, or client campaigns.
Don’t follow the herd, unless you’re sure they’re getting it right.
Many social media tools suggest times to post based on competitor activity.
BuzzSumo’s Facebook Page Analyzer looks not just at when your competitors publish, but also how the audience respond, to give you a better indication of when your audience is actually most engaged.
In the skincare report below, the most engaging day of the week appears to be Monday.
When it comes to time of day in the skincare niche, there doesn’t appear to be any direct correlation between engagement and time published, which indicates that the post type is more important in this industry.
But, if you look closer, there are still some insights to be had. You can see, for example, that 18:00 is a busy time to post — with all but one competitor publishing at this time — whereas 13:00 - 14:00 has high average engagement, but fewer publishers present.
You can use this kind of insight to power your social media strategy.
With the Facebook Page Analyzer, not only do you discover what your audience is looking for, you unearth what they're missing out on.
For example, looking at post types, you can spot content gaps where many of your competitors have yet to explore.
In the skincare industry, only three out of eight competitors have publicized giveaways on their Facebook pages, yet there is clear evidence to suggest that audiences love this kind of content.
Origins and Caudalie have seen between 250 - 650 engagements surrounding their giveaway content — approximately 120% above their average engagement count.
This is a clear content opportunity for other skincare brands to take advantage of on Facebook.
This method will help you find successful content ideas for Facebook campaigns, time and time again.
Work out the cost of your content efforts
You can also use the content post engagement data in this report to project the cost and ROI of your content efforts.
For example, let’s imagine you’ve decided to do a giveaway worth $100.
If you know from your competitor analysis that your giveaway is likely to receive 650 engagements, the cost of this content activity will be $0.15 per engagement (ie. 100 / 650 = 0.15).
So for as little as $0.15 per interaction, you could build some pretty impressive organic engagement.
Spot ROI opportunities
From there you can calculate an approximate ROI to justify your content decisions, by comparing organic Cost Per Engagement (CPE) against the cost of paid advertising.
According to AdEspresso, Cost Per Like (CPL) on Facebook’s advertising platform equated to $0.20 for the first three quarters of 2020.
If you subtract the $0.15 CPE of your giveaway from this paid $0.20 CPL, you’d achieve a minimum cost saving of $0.05 per engagement, or a grand total of $32.50 – if you’re aiming for 650 engagements overall.
We say minimum here because an organic giveaway campaign has greater potential to generate more than just likes.
If competitor performance is anything to go by, it can encourage shares and comments too, which are even better forms of engagement.
What’s more, the amount of feed based impressions that will be generated by this trio of engagements will likely far surpass what could be achieved for the same price via paid advertising.
So there you have it. A pretty easy way to calculate the ROI of your content decisions on Facebook, by comparing industry benchmark data with Facebook Page Analyzer data.
If you want to hone in on just your own performance, you can do that too
Simply type your Facebook page into the Facebook Page Analyzer, select it from the dropdown, and start analyzing.
The report features all of the same data, including:
Analyze the success of your own campaigns with country, language, and post type filters, and reflect on the Facebook posts working hardest for you.
So, there you have it. Seven things you can do with BuzzSumo’s new Facebook tools, to ensure your social media strategy works harder than any other competitor!
Our Facebook Page Analyzer and Facebook Pages tools are available on Large and Enterprise plans.
Let us know how you’re using our Facebook tools by clicking on the feedback link in the BuzzSumo app, or reaching out to us via Intercom with your thoughts.
Start building your Facebook page strategy today with a free 30-day trial of BuzzSumo – no credit card required!
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