Exploring Engagement Degrees of Facebook Campaigns
Audience EngagementWhen analyzing an outreach campaign, increasing the audience is essential for the growth of the campaign. In the age of social media, this is much easier to quantify than in the past. We can measure who is actively following a campaign and getting continuous updates from the campaign directors, as well as gauging how audiences react to campaign content through likes, shares and comments. Looking at the metrics as a whole gives us one perspective of how the general audience feels about certain posts, but we wanted to explore beyond the base metrics. We decided to go further than observing the overall audience patterns, and see what these patterns look like when accounting for how often users interact with a campaign. Was there a way to observe engaged user patterns and how do those patterns compare with the general engagement readings?Veterans Coming HomeWe worked with the Veterans Coming Home campaign (VCH) and analyzed their user interaction rates to gain insight into engagement with the campaign’s posts. We grouped users by their total Facebook likes and comments on posts from the campaign home page from March 1st to July 31st.We can see that most users only interacted with a post once. However, the graph also shows that there were over 700 users who interacted with more than five posts and over 200 users who interacted with over 10 posts. Having this breakdown gives the campaign a lens into the large group their significant users are part of and how passionate they were during the campaign.How many ‘engaged likes’ did a post get versus a ‘general like’?Using the breakdown of like patterns, we can identify the campaign’s engaged users and see which posts they supported compared to the campaign’s general audience. The figure below shows the distribution of total likes in comparison to posts with likes from engaged users (users who interacted with over 5 posts). The posts are color coded based on the order of the top posts the general audience interacted with.* Looking at the top 50 posts, we can see that there are some differences among these preferred clips across the spectrum. The graphs would be identical if posts reached engaged users the exact same way as the general audience. But the figure shows that there is some clear mixing, with the posts highly liked by the engaged audience not matching the ones liked by the general audience.It’s also interesting that the slopes between the two graphs are fairly different. While the overall audience is skewed by the top two posts, that is not the case for the engaged graph, where the top two posts are much closer to their following posts. This could be due to the size of the audience being compared (17,658 to 861), but it still shows a lack of resonance in the engaged user audience that’s present in the general audience.To further illustrate insights, we looked at how the top post across the entire campaign for engaged users stacks up against the general audience. The red post is an original video from VCH about a comic veteran who performs a stand up routine with his service dog. The blue post is a video from ABC News, cross-posted on the VCH campaign, about a marine dog who was injured in combat and awarded a prestigious medal of honor after recovering from his injury.As we can see, the top post across the entire campaign was by far the most liked (over 3 times more likes than the next post). However, that was only tied for fifth among engaged users, showing that the overall resonance didn’t perfectly translate to the engaged audience. On the other hand, the post engaged users liked the most was the third most liked across the entire campaign’s audience, but had only 15.6% of the likes that the top post had. ConclusionThis analysis has provided a new way to breakdown a campaign’s audience patterns by evaluating how often a user interacts with a campaign. This approach provided Veterans Coming Home with a deeper look into the percentage of users consistently interacting with their campaign, resulting in further understanding of the campaign’s engaged audience patterns. We also compared how popular posts performed overall within their engaged audience, showing that the patterns weren’t identical. This helped VCH further understand the reach of the campaign’s content and help classify what types of videos succeeded in reaching both general and engaged audiences.For more information, follow Veterans Coming Home and Kindling Group on Facebook and Twitter at @kindlinggroup and @vetscominghome. For information on our findings from the Veterans Coming Home campaign, see our initial post.Footnotes*Black colored posts in the second graph are posts that were not in the first graph.