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What Are The Factors That Encourage Engagement in Social Media?

What are the factors that encourage engagement in social media?

Anyone who knows me know that I love statistics. I love numbers that tells me about human behaviour, and that in turn also tells me how I can improve what I’m trying to achieve. 

TrackMaven did a study based on 1,578,006 posts shared by brands on 5,804 Facebook Pages. All of the Pages included had a minimum of 1,000 Likes. And this is what they found in trying to correlate Facebook engagement with different variables. This study could be applied to any social media platform.


Call to Action on Social Media Platforms

social media chicago, social media agency chicago and call to action correlationSimply asking people to share a post is often the most effective call to action (CTA) for Facebook posts by brands. Posts that include the word “share” garner nearly two times as many social actions (likes, comments, and shares) on average compared with those that do not (4.02 vs. 2.19 average interactions per post), the analysis found.

Use of the word “please” was also found to be an effective CTA, with nearly double the average number of interactions as well. Of the words examined, “now” was found to be the least effective: Posts including the word have only marginally greater effectiveness than those that do not.



  • Correlation between hashtags and social media chicago, social media agency chicago 83.9% of the posts examined did not contain any hashtags.
  • Among posts that included hashtags, the majority had only a single hashtag, accounting for 11.6% of all posts.
  • Posts that included hashtags had more interactions on average than those that did not.
  • Posts with one or two hashtags had more engagement on average than those with three or four.
  • Only 0.02% of the posts examined used seven hashtags, but those that did had exceptional engagement, with 5.41 average interactions per post.

In other words, when you are using a social media platform, always use hash tags for better engagement.


Exclamation Points!

  • Correlation between social media engagement and exclamation points71.2% of the Facebook posts examined did not include an exclamation point, 21.6% used a single one, 5.2% had three, and 2% included four or more.
  • The analysis found a positive correlation between post effectiveness and number of exclamation points per post.
  • Posts with seven exclamation points had the most engagement, with 7.8 interactions on average.

In summary, exclamation points seems to garner a lot of attention!!!!!!!


Question Marks?

  • Correlation between social media engagement, social media chicago and question mark punctuation78.1% of the Facebook posts examined did not contain a question mark, 19.6% had a single one, 1.8% included two, and 0.48% had three or more.
  • As with exclamation points, the analysis found a positive correlation between post effectiveness and the inclusion of question marks: Posts without question marks had fewer average interactions per post (2.35) than those that included one or more questions marks (2.90).
  • Posts that used nine question marks had extremely high engagement, with 6.05 average interactions per post on average, but such post accounted for fewer than 0.002% of posts.

Question marks seems to garner a lot of attention. But Why?????????