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

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© 2019, © 2019 American Academy of 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.


Quesenberry, K. A., & Coolsen, M. K. (2019). 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. Journal of Current Issues & Research in Advertising, 40(3), 229–244. https://doi.org/10.1080/10641734.2018.1503113