What content material do Fb audiences like to share, like and touch upon?

To reply this query we reviewed two billion articles and Fb posts that had been revealed this 12 months. We set out our findings under, together with:

The content material (articles, movies, and weblog posts) that had been most shared on Fb
The viral Fb posts that gained probably the most engagement
Skilled reflections on the findings and the teachings for content material entrepreneurs

Actuality examine for the remainder of us: These prime articles and posts had been distinctive outliers and we can’t anticipate to copy their success. Nonetheless, we will be taught from them to realize deeper insights into the sorts of content material that interact Fb audiences. On this submit we focus on the implications for content material creators with commentary from advertising and marketing and publishing specialists.

The 2 tables under present probably the most shared content material on Fb and the highest viral Fb posts this 12 months. The hyperlinks to the content material objects are within the dialogue of the articles after the desk.

Probably the most shared content material on Fb 2017

As we will see under Fb audiences readily share entertaining, inspiring and heart-warming content material revealed outdoors the platform. Music movies topped the charts this 12 months with three of the highest ten posts. We are able to additionally observe a robust tribal component relating to the sharing of political and opinion content material. There have been two political posts within the prime ten.

Probably the most viral Fb posts in 2017

In the case of Fb posts, the highest posts had been virtually solely movies. Solely three of the highest 20 posts weren’t movies. The most well-liked matters had been:

Sensible hacks (5 of the highest 10 posts had been sensible suggestions)
Superior and galvanizing content material
Meals and recipes (5 of the highest 25 posts had been meals posts)
Cute animals
Music movies

4 of the highest 20 most shared Fb posts had been in Spanish. One of many prime 20 posts was in French.

For an in depth evaluation of probably the most partaking movies see our earlier evaluation of 100m Fb movies.

Word: The overall Fb interactions had been as at sixth December 2017. The desk doesn’t embody sport obtain pages, police appeals, or petitions. The desk solely consists of the highest three posts of the identical kind e.g. music movies.The highest content material shared on Fb in 2017

For the content material articles under we have now proven the whole engagements throughout Fb, Twitter, LinkedIn and Pinterest for every article.

For shorthand, we regularly check with whole shares although technically the Fb determine is engagements because it additionally consists of Likes and Feedback, each of which may trigger content material to be shared. You may argue share is stronger engagement than a like, and a remark is stronger nonetheless, and we should always weight them, however that’s an extended argument, and it’s almost Christmas. So let’s preserve it easy.

To search out out extra on the headlines that interact individuals on Fb, see our assessment of 100m headlines and the highest phrases that interact individuals on Fb.

To seek for probably the most shared content material on any web site or for any matter go to BuzzSumo.

Music movies

Probably the most shared content material on Fb this 12 months was a YouTube music video ‘Despacito‘ by Puerto Rican singer Luis Fonsi that includes Puerto Rican rapper Daddy Yankee.  This tune reached the highest of the charts in 47 nations and was the primary tune primarily in Spanish to prime the Billboard Sizzling 100 since 1996. By no means heard it? Sure, you may have. The video has been seen four trillion occasions, yep that’s trillion. However why not add yet one more depend to the pile and provides it one other whirl.

Music movies stay one of the crucial shared types of content material. This video by Ed Sheeran was the second most shared content material on Fb gaining virtually 10m shares.

The third greatest music video was the Thai video ‘I’ve been crying’ by Prue Nakarin (ทุกคนเคยร้องไห้ – ป้าง นครินทร์) which gained over four.5m interactions.

Movies by Coldplay, Taylor Swift, and Enrique Iglesias additionally gained over 3m Fb interactions. Disclaimer: BuzzSumo makes no endorsement of the standard or earworm-ness of those tunes. What do we all know? Lower than Tay Tay it appears.

Breaking information and exclusives

Individuals are fast to share breaking information on Fb. Over 44% of Individuals get their information from Fb (faux or in any other case). Nonetheless, the sharing will be very fragmented as there are sometimes tens if not a whole lot of articles on the identical information story. On this instance, the preliminary unique reporting of the suicide of Chester Bennington by TMZ gained over 7m Fb engagements. This explicit story could have gained additional traction as it’s a couple of musician, but in addition as a result of it was a really tragic human story.

Viral quizzes

Viral quizzes nonetheless seem to do nicely although we’re seeing much less engagement than in earlier years. Presumably this format’s hitting a saturation level, although this quiz from Girls.com gained over 5m shares.

As we have now reported in earlier research, viral quizzes could get shares on Fb however nobody hyperlinks to them, presumably as a result of they’re extra simply enjoyable and never evergreen referenceable content material. This quiz received backlinks from solely seven domains in line with Majestic and solely 16 hyperlinks from 5 domains in line with Moz regardless of over 5m shares. If you wish to construct content material that beneficial properties hyperlinks there are higher types of content material than quizzes.

Inspired by the success of this submit in January, Girls.com ran one other model, “Can You Move This Superior Grammar Take a look at?”, which gained three.7m shares. Following the outdated writer adage, ‘if it really works, do it once more’ the location revealed over 200 quizzes this 12 months, 19 of which gained over 1m shares every.

One other standard type of the quiz is the persona kind. Due to Cosmopolitan and lots of different magazines for this format. The trick about that is to make sure the reply makes the consumer seems to be clever, distinctive, and all spherical wonderful, in order that they share the outcomes. What State Ought to You Transfer To Primarily based On Your Persona? gained over 3m Fb Interactions. See you in Idaho.

Journey and journey

One theme that runs by means of standard Fb content material is journey and journey. They are usually inspirational, visually stunning, and divert us from actuality (presumably the purpose of Fb?).

This subsequent article selling a practice journey by means of America’s most stunning websites clearly resonated with over three.8m Fb engagements.

Heartwarming tales

Feeling good is sweet for you, and good for Fb engagements. This heartwarming story of Mexican bakers supporting the victims of flooding after Hurricane Harvey was broadly shared on Fb, gaining over 2.4m engagements. It was the highest submit from The Impartial newspaper this 12 months.

There are different examples of heartwarming, feel-good tales that had been shared on Fb. For instance, a video of Garth Brooks giving his guitar to a fan who had most cancers had over 2.6m Fb engagements. The highest submit on the New York Occasions this 12 months was this submit on Harvey and Irma, a pair married for 75 years who marveled on the storms bearing their names. This submit gained over 1.1m Fb engagements. Possibly they’ll undertake Stormzy and smash the report subsequent 12 months.

Research and analysis findings

Articles that report the findings of research are inclined to do significantly nicely on Fb, together with ‘science says’ fashion articles.

This text under reported on a analysis research from MIT, Northwestern, and College of Florida in regards to the prison propensity of siblings. That is the kind of content material that households could share for enjoyable as a lot as for the worth of the analysis. My eldest truly shared this submit on Fb and tagged his youthful sister. It’s a pleasant instance of analysis and tribal posts mixed, and a good way to get at your siblings by means of social media. The submit gained over 2m Fb engagements.

The same submit, “Research Reveals The Extra You Hold Out With Your Mother, The Longer She’ll Dwell”, reported on analysis from the College of California, San Francisco displaying that loneliness performs a big function within the decline so typically related to outdated age. This submit additionally acquired over 2m Fb interactions. One other instance is “Scientists Say That Being Forgetful Is Truly A Signal You Are Unusually Clever“. This submit received over 1.4m Fb engagements (roughly – we overlook the precise determine).

The article under coated a extra controversial analysis report on the influence and effectiveness of flu vaccines. This was a research report which can even have been shared by individuals to tell their pals. The submit gained over 1.9m Fb engagements.

Cute animal movies

Traits come and go however cute animal movies are without end. They’re nicely often called one of the crucial standard types of content material on Fb. Marking a change from cat movies, this video of a seal that likes its tummy tickled (don’t all of us) gained over 1.9m Fb engagements. Cats: You’ll want to up your sport in 2018.

As we’ll see under, a few of the hottest Fb posts had been additionally animal movies.

Tribal political posts

Probably the most shared article on Huffington Publish this 12 months was a political viewpoint “I don’t know easy methods to clarify to you that you must care about different individuals“.

Tribal political posts have grown during the last 12 months.

Two of probably the most shared gained over 3m Fb engagements every. The primary was this article by American Bacon on ‘President Trump requiring ‘welfare to work’ – the free journey is ending’. The second was this text ‘20 Million Muslims March Towards ISIS and The Mainstream Media Fully Ignores It‘. Each are robust opinion articles. The latter article takes a particular view or opinion of the occasions. Some would possibly argue a extra correct title can be “Tens of millions of Muslims participate in mass pilgrimage of Arbaeen – regardless of Isis”. The petition to question President Trump additionally gained over 2m shares.

It seems individuals share content material on Fb to assist their explicit political tribe or viewpoint. Usually political posts have much more shares than likes or reactions. There may be some proof that the extra partisan the content material, the extra that specific tribe will share it. That has echo chamber unintended effects in fact – the extra you want content material that matches your tribe, the much less divergent viewpoints you’ll see. Hey, we didn’t make the algorithm, we’re simply reporting on it.

Gorgeous photos

Inspiring or wonderful photos are nicely shared on Fb. This gorgeous picture from Bored Panda acquired over 1.6m engagements on Fb:

Supportive content material

This subsequent submit describes the highs and lows of being a mother. It’s a highly effective submit by Bethany Jacobs with a message to all mothers. The submit gained over 1.6m Fb engagements. It’s an enchantment to probably the most highly effective tribe on this planet.

Sensible and well being content material

Well being content material is a perennial favourite on Fb, together with the secrets and techniques to an extended life. This subsequent submit was a sensible and informative submit utilizing lemons to exhibit what breast most cancers can feel and appear like.

Opinion posts

This topical opinion submit on The Atlantic gathered over 700,000 shares, but in addition over 2,600 hyperlinks. Most of the statistics within the article have been broadly challenged, however the query “have smartphones destroyed a era?” clearly resonated with Fb audiences.

Opinion posts on in-vogue topical discussions seem to get shared broadly. This subsequent submit from The New Yorker explored why details don’t change our minds. Ironic given a few of the fact-free content material that’s gone viral this 12 months. The submit gained virtually 500,000 Fb engagements.


The key to an extended and completely satisfied life is one other perennial favourite matter, particularly once they’re within the “science says” class. We have now picked out a few examples under:


Probably the most partaking Fb posts of 2017

We might emphasize once more that these posts are the outliers; they’re the very topmost partaking posts.

Most of the pages publishing these posts have enormous audiences. For instance, First Media Blossom has had greater than 31m individuals like their Fb web page. This doubtlessly allows their posts to realize very massive attain. That stated, not all First Media Blossom content material achieves such excessive ranges of engagement. And, some posts from websites with smaller audiences additionally carry out nicely. Probably the most partaking submit relative to web page viewers dimension was MTV Australia’s video in regards to the millennial era which achieved over 100m views and 2m shares, with a web page viewers of 770,000 likes.

Sensible hacks

This Fb video of sensible on a regular basis hacks was the highest Fb submit in 2017. It had over 400m views and was shared over 12m occasions. It additionally had over 3m likes and reactions and 186,000 feedback. We have now no stats on whether or not individuals truly decluttered something after sharing this. Nevertheless it feels good to understand it’s doable.

This submit was certainly not a one-off for First Media Blossom; they’d three posts within the prime 5 most partaking posts this 12 months pushed by their massive viewers. Two of their different sensible hack posts, 5 Stunning hacks and eight methods to rework your wardrobe, every gained over 5m shares and 240m views. This submit by Vibrant Aspect on superior concepts for outdated T-shirts additionally gained over 4m shares. Leverage a development, be constant, and construct an viewers. That’s easy methods to set up.

Individuals are superior

This Fb video posted by Individuals are Superior (19m web page likes) is a celebration of the wonderful issues that individuals can do. It gained over 500m views and over 10m shares, likes/reactions, and feedback.

Extra animals

This Fb video posted by GaryTV is a compilation of animals and folks being affectionate to at least one one other. It had over 380m views, it was shared virtually 10m occasions, acquired three.6m likes and reactions, and attracted over 250,000 feedback. By way of engagement relative to Fb web page likes, this submit did higher than Blossom and Vibrant Aspect, because it gained extra engagements than the 6.5m folks that have appreciated the GaryTV web page.

Additionally within the prime ten Fb posts was this video of a cute Panda from iPanda which gained over 6m shares, likes/reactions, and feedback.

Music and leisure

As we noticed with the highest content material above music movies are very talked-about and get extremely shared. This video posted by Tyra Banks was shared over 4m occasions and had over 5m likes and reactions. Additionally an instance of individuals being superior.

Tyra’s Fb web page has had over 8m likes, and her submit of a heartwarming video of a younger woman singing was additionally within the prime 20 posts with over 5m shares, likes, and feedback.


Possibly recipe movies are the final word FB submit: They’re visible, a hack, enchantment to an enormous cooking tribe, and encourage us to behave. Our earlier evaluation of 100m Fb movies discovered that meals movies acquired extra engagements on common than some other matter. Thus it was not a shock to a see a meals video within the prime ten posts this 12 months. This video posted by So Yummy had over 270m views, virtually 5m shares, 2m likes/reactions, and over 130,000 feedback.

This video from Blossom on stunning issues you can also make with solely two substances was additionally within the prime twenty posts with over 6m shares, likes, and reactions.

The highest non-video submit was this set of meals recipes. It was additionally the highest Fb submit in Spanish this 12 months with over 5m shares. This submit additionally did nicely relative to the three.9m folks that have appreciated Anna’s Fb web page.

The highest French submit on Fb this 12 months was additionally on meals. This video on making l’omelette tartine gained over four.3m shares, likes, and feedback.

Tribal content material

Folks share content material to indicate assist for his or her tribe, whether or not it’s their sports activities staff, their political allegiance, their co-workers, or simply individuals like them e.g. bald males, firstborn youngsters or individuals with ginger hair. It’s doable to be all three by which case there’s most likely a particular submit only for you. The following three prime Fb posts had been all tribal posts in some type.

a) Sport

The prime Fb picture submit of the 12 months was this one from FC Barcelona, which gained over 5.5m shares and likes/reactions. It was additionally one other instance of Spanish content material within the prime 20 Fb posts of the 12 months.

b) Generational content material and views

This Fb video posted by MTV Australia centered on the millennial era.  It was seen over 100m occasions, shared greater than 2m occasions, and attracted over 80,000 feedback. In some ways this may very well be argued to be the highest Fb submit relative to the dimensions of its personal web page viewers; 770,000 individuals have appreciated MTV Australia’s web page, however this video gained over 2m shares and 100m views.

This submit created numerous heated debate between totally different generations. For instance:

c) Political content material

This Fb video posted by Attn:Video of Arnold Schwarzenegger’s message for Donald Trump in regards to the Paris Local weather Settlement was seen over 77m occasions, shared over 2m occasions, and attracted 35,000 feedback. There’s ardour and rage in right here which may encourage tribal engagement if you happen to’re on his facet.

Inspiring know-how and concepts

Folks like to share inspiring new know-how and concepts. This video submit of a ship eradicating plastic and flotsam from water was shared over three.8m occasions and had over 1.4m likes and reactions.

Lastly, once I spoke to numerous individuals about this analysis they anticipated Buzzfeed’s or Donald Trump’s Fb posts to be close to the highest. For the sake of completeness, the highest Buzzfeed submit was a video on the ability to dwell and forgive which gained three.5m engagements and was seen 177m occasions. The highest submit by Donald Trump was his assertion on immigration coverage which had over 1m engagements, primarily reactions starting from like to indignant. Controversy and powerful opinion continues to impress engagement.

Abstract and reflections

At first of this submit we made clear that these prime posts are outliers – they’re distinctive and we can’t replicate their success. We must also word that relating to Fb posts, evidently the dimensions of the viewers of the Fb web page is necessary in serving to to realize attain, regardless that natural attain is comparatively low. Thus, constructing your Fb web page viewers is necessary.

The analysis demonstrates that individuals on Fb actively share and interact with:

Music movies, in a number of languages – the highest movies had been in Spanish, English, and Thai
Sensible movies demonstrating hacks and suggestions
Meals and recipes, significantly movies
Awe-inspiring movies and pictures
Heartwarming, supportive, and uplifting content material together with human tales and animals
Tribal content material together with political posts, sports activities posts, and opinion content material
Information and findings from the newest research and scientific analysis

In the case of Fb posts the highest posts are virtually solely movies. What can be fascinating is that for a lot of client publications, the extent of interplay they get once they submit straight on Fb is way increased than for the content material revealed on their very own websites. For instance:

Proinertech prime three web site articles had interactions of 80ok, 74ok, and 65ok. Their prime three FB web page submit interactions had been 268ok, 167ok, and 106ok
Mashable prime three web site articles had interactions of 964ok, 783ok, and 728ok. Their prime three FB web page submit interactions  had been 2.2m, 1.7m, and 1.2m
BuzzFeed prime three web site articles had interactions of 1.4m, 916ok, and 873ok. Their prime three FB web page submit interactions had been 3m, 1.6m, and 1.2m

Whereas historically content material beneficial properties extra likes and reactions than shares, this isn’t all the time the case. Within the examples above there are numerous the place the Fb submit has had much more shares than likes. Good examples are posts on meals recipes, new know-how, local weather change, and the millennial era.

Skilled reflections

Mari Smith

Mari Smith, the world’s premier Fb advertising and marketing professional, encourages entrepreneurs to not gloss over these analysis findings too shortly: “It is perhaps simple to assume that viral success on Fb is just achievable for B2C, or just for celebrities, or just for manufacturers with main budgets.” 

“However there’s absolute gold on this data-backed submit that goes hand-in-hand with Fb’s robust deal with a video-first technique for the previous two years. Fb is totally giving video content material — together with Fb Dwell — excessive precedence visibility within the Information Feed.” 

“Fb is on a mission to ascertain itself as a number one digital streaming television-style platform, basically competing with YouTube, Netflix, Amazon Prime, Hulu and extra. And, whereas short-form video content material on Fb gained the day traditionally, the corporate is encouraging longer type video now, as exemplified in this research that BuzzFeed lately carried out with a 14-minute video (talked about earlier in BuzzSumo’s submit right here). Fb is now closely testing mid-roll video advert breaks in addition to pre-roll adverts, of 5-15 seconds and so we’ll begin to see a rise in attain, visibility, and shares of longer movies. “ 

“Savvy companies will obtain a lot larger natural attain and derive a lot better ROI for paid promotions by focusing virtually solely on video content material going ahead. However the secret is to create video content material that’s extremely “thumb-stopping” and extremely shareable. BuzzSumo’s detailed evaluation right here offers wonderful meals for thought to dramatically enhance your video content material in 2018, whether or not you’re an SMB or main model, and whether or not you’re trade is B2C or B2B:

How will you convert your content material and experience into quick, sensible tutorial-style movies? Round 90 seconds or extra is good for Fb.  

Can you place the highlight extra on storytelling by actual individuals in your small business for video content material? E.g. buyer success tales, employees highlight, heartwarming ways in which your small business impacts the neighborhood, and so on. 

You should definitely use gorgeous imagery and video footage that grabs consideration within the first three seconds. (Take a look at wave.video for an important video app that features entry to 2.5M belongings.)”

Matt Navarra

Matt Navarra, Director of Social Media at Proinertech, believes the findings “underline numerous the suspicions and predications many individuals made earlier within the 12 months. Video could also be costly to create, and should take larger effort for publishers to provide, however the attain and engagement they drive remains to be phenomenal and fascinating.”

“The larger concern that’s effervescent beneath the floor for 2018 is how these publishers who pivoted to video will fare if/when Fb’s algorithm will get tweaked once more to favor no matter Mark Zuckerberg’s subsequent enterprise goal is.”

“Content material creators have exhausted their tolerance and endurance relating to dancing to Fb’s ever-changing and disruptive algorithmic tune. Sadly for them, they’re considerably powerless and have little possibility however to play the sport, or depart the celebration. For now.”

“The highest content material in 2018 will possible observe the same method to the outcomes proven on this evaluation. Nonetheless, Fb’s VR ambitions could shake issues up a bit subsequent 12 months, and the event of its video platform ‘Watch’ could shift the needle in the direction of long-form video being the stand-out format for hit content material in 2018.”

Heidi Cohen

Actionable advertising and marketing professional Heidi Cohen believes the findings from the analysis “underscores that entrepreneurs should be current and human on this world community. Take your 2018 Fb advertising and marketing cue from the Cluetrain Manifesto: “Be human!” Fb isn’t about pushing your newest promotion or content material. Somewhat Fb is about reaching out and interesting together with your viewers throughout their “me” time.”

“Whereas many individuals present their finest facet once they submit on Fb, perceive that they flip to the social media platform to really feel linked, entertained and diverted from their present actuality. If you happen to’re bored or annoyed you wish to escape. For instance the highest rated New York Occasions article was a couple of couple with the names of 2017 hurricanes, not in-depth journalistic savvy.”

“To construct higher and deeper relationships together with your Fb viewers, right here’s what I like to recommend for 2018:

Be current on Fb. Don’t restrict your self to your organization web page. Take part in teams and encourage staff to have particular person pages that construct neighborhood. (In fact, just remember to define your social media tips!)
Use movies wherever doable and different visuals to interrupt by means of. Whereas headlines are key, persons are visible beings. Determine easy methods to remodel your data into movies and pictures that present new views.
Discover hooks to your merchandise and content material that faucet into the highest matters. The simplest are leisure and heartwarming tales. “

Mark Traphagen

Mark Traphagen of Stone Temple believes “the chief message to entrepreneurs from this research knowledge is the worth of understanding and tailoring your content material and supply to consumer intent. Whereas we regularly consider “intent” as a search attribute, there may be additionally such a factor as platform intent. For instance, at Stone Temple we did a research of why video rating is so totally different between Google Search and YouTube, regardless that each are Google properties. We concluded that the almost certainly motive behind the good distinction within the two rating algorithms is that customers go to YouTube and seek for very totally different causes.”

“In the same approach, as this research has proven, individuals come to Fb with a particular intent, primarily to be distracted and entertained. In fact, the predominance of movie star, music, animal and human curiosity content material testifies to that. Nonetheless, the robust displaying for sure sorts of knowledge and analysis research exhibits it’s doable to succeed with extra severe content material if you happen to can current it in a approach that’s stunning, surprising, or “gotta see that” fascinating. The primary level is to remember the fact that to succeed on Fb your content material and promotions should be tailored to what individuals anticipate to get from Fb, whereas not compromising your final enterprise targets.”

“However, you must all the time think about whether or not “going viral” is absolutely the perfect purpose on your campaigns. Clearly, none of us would thoughts having our content material in subsequent 12 months’s Buzzsumo “High Fb Content material of the 12 months” submit! However the possibilities of that occuring are slim. Maybe a greater purpose is to concentrate to your particular goal audiences and work laborious to create content material that may resonate with them. 100 engagements from individuals almost certainly to grow to be your clients could also be price extra to you than 10,000 from individuals who won’t ever do enterprise with you.”

We hope you may take away some inspiration from our roundup and plan for a good higher 2018 on Fb. We’d love to listen to your reflections.

This submit was initially revealed
on BuzzSumo


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