Marketing

World Wide Web

Viral marketing

Computer science

Rebranding

Business

Content (measure theory)

Advertising

Psychology

Mathematics

Politics

Social media

Political science

CONTEST

Sociology

Content analysis

Mathematical analysis

Promotion (chess)

Social science

Journal of Current Issues & Research in Advertising

Organic reach, the number of people shown a brand Facebook post through unpaid distribution, has been declining. Which factors increase shares, likes, and comments—engagement measures known to impact organic reach? A content analysis of 1,000 brand Facebook posts text found (1) significant effects for new/now posts on increasing shares and comments, (2) significant effects for time/date posts on increasing shares, and (3) significant effects for education posts on decreasing likes and comments. Promotion/contest and social cause/corporate social responsibility (CSR) posts produced no significant results. Connections to diffusion theory and viral definitions are explored. Managerial implications are also discussed.

What Makes Facebook Brand Posts Engaging? A Content Analysis of Facebook Brand Post Text That Increases Shares, Likes, and Comments to Influence Organic Viral Reach