8-2-21

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To Post or Not Post From a 3rd Party Tool?

A common question amongst marketers is ‘does using a 3rd-party posting tool hurt my brand’s organic reach and engagement on Facebook?’It's a great question. Heck, you're likely spending countless hours creating posts. Why not make sure they're getting maximum reach? The folks at Sendible set out to lay the 3rd party question to bed. Here's what they found out: 

• Overall, posts that were scheduled to Facebook via third-party tools achieved 10.3% more engagement than those posted natively. (Increase of 0.6 percentage points)

• Posting links to Facebook via third-party posting tools like Sendible actually achieved 52.9% more engagement when compared to those that were posted natively. (Increase of 2.7 percentage points)

• On average, photo posts achieve 32.2% less engagement when they’re published by third-party tools rather than from Facebook’s native platform. (Decrease of 1.9 percentage points)

• By cross-posting to Facebook via Instagram, engagement takes a hit. For both photo and video posts, we saw a decrease of about 5-10% in engaged user rate. (Decrease of 0.3 percentage points)

• Posting videos via third-party tools like Sendible resulted in decreased engagement of about 20%. (Decrease of 1.1 percentage points)TLDR: Posting via a third-party social media tool doesn’t decrease post engagement on Facebook overall.

Today's Challenge

Dive deeper into Sendible's findings here. 

Elevate your brand story on social media with Sendible. Collaborate with your clients and teams to plan, post, and measure the success of content on every platform.<< TRY IT NOW >>

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