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Study: Most Facebook brand posts written at 5th grade level or below

What do you get when you analyze 5,800+ brand Facebook pages and nearly 1.6 million total posts?

Depressed, I assume.

But you also get some interesting insight into social media content. The Marketing Maven’s Guide to Facebook took this approach, and the results can be found here.

Some of the highlights from the study:

• The majority of brand Facebook posts (67.3 percent) are written at a fifth grade level or below.

• Lunchtime posts are most popular, but after hours posts (5 p.m. – 1 a.m.) see higher interactions per hour.

• Posts with photos are 37 percent more effective than posts with just text.

• Fewer than 1 in 6 posts contain hashtags, but those that do see 60 percent greater engagement on average.

• Posts with exclamation points more than double engagement.

Digiday took particular exception to the idea of most posts being written at a fifth-grade level or below, noting, “Facebook requires that users be at least 13 years old, or in seventh or eighth grade.”

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