Every Community Manager on Facebook makes three major choices when they create a post:
Really good Community Managers will tell you that there is no hard and fast answer to these questions. However, the best approach is to match your strategy to your audience. What kind of messages are most attractive to your daughter or niece? Tone/type/time choices heavily impact the response a post gets.
It was our goal to give Community Managers a blueprint for reaching the audience they want to reach. Facebook has recently added more opportunities to segment who sees your posts, making actionable data about your audience more important than ever.
Socialtyze took a look at 200 posts in 9 different communities in the CPG category. These groups were selected based on similar size, a consistent posting strategy, and a lack of seasonality to protect against any skews.
Your strategy can drastically change your audience. That’s why it is imperative that brands know exactly what to share with their fans.
Fans Under 25
Fans Over 25
The words and tone you choose are critical for reaching the right age group on Facebook. The big takeaway is that Facebook is meant to be a fun place. Just like any good party, no one likes it when someone is trying to hand out business cards.
They were especially responsive to tone, and leaned heavily (+295%) towards funny and casual posts. Keep this in mind with your copy. They want content that comes from a voice that is familiar and relatable.
Showed more tolerance toward posts with a promotional tone – as long as it stayed casual. Funny, cheeky posts underperformed with this group, at 52% below the average. Their expectations from a brand are clearly different. They aren’t looking for entertainment so much as deals.
Below are some basic rules to live by when it comes to tone:
As the chart below indicates, understanding how women spend their time on Facebook will help you capture the correct audience.
Are more active in the early evenings as they settle in and are ready to socialize with their friends.
There is a dramatic shift in posting times as females move into adulthood. Once they’ve effectively transitioned their schedule from the school to workday, their Facebook exposures move with them.
Primarily, what our results indicate is how much age and work schedule are reflected in Facebook usage. The higher likelihood a demo is to have a job with a 9:00-5:00 schedule, the more likely they are going to interact with Facebook during lunch breaks and early mornings.
To activate this information follow the table below to best reach your desired audience at the right time.
It is Socialtyze’s hope that with this information you will be able to optimize your posting like you optimize your Facebook ad buys. Keep your audience in mind when creating your posting calendar and strategy. Know when it’s the best time to reach them and how they want to be reached.
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