Social media analysis for content posted to Buzzfeed's Facebook Page. Looking at emoji, and other unstructured data. To get a full data analysis of your content and custom recommendations for improving engagement check out Decisive CoPilot http://decisive.is/copilot

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Content Teardown: Buzzfeed Facebook Page
hello@decisive.is

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Methodology
We generate a set of facts about each post and use them to build a predictive model of the
Decisive Content Score. We use various techniques from robust statistics to build these multiple
regressions with each fact encoded as a regression variable.
The following slides include a few of our actionable findings.

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The Decisive Score takes into account traditional engagement metrics such as reach, likes,
favorites, comments, but also measures how willing your audience is to share your content, and
the emotions your audience express. The Decisive Score gives you a comprehensive view of
how your content is performing across accounts and platforms.
What’s In The Decisive Score?
Sentiment
Shares
Mentions
Comments
Likes/Favorites
High Impact
High Impact
High Impact
Medium Impact
Low Impact

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Emojis Can Predict Performance
Our analysis shows the types of emojis that users respond with on a Buzzfeed
post is a strong predictor of how well a post will perform. When 😂 is in any
comment on a post, it performs +22 points better than when 😢 is used.

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Squares Work Best
# of Posts by Image Size
0
750
1,500
2,250
3,000
Wide Tall Square
1,1141,407
2,852
+2.5 Points Higher
+14.9 Points Higher
Across Buzzfeed's accounts, square images boosts the Decisive Score. Square
images work so well because they are optimized for mobile screens.
500px
500px

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Video Is WAY more engaging
# of Posts by Content Type
0
1,250
2,500
3,750
5,000
Photo Video
649
4,723 + 22.8 Points Higher

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Hashtags also drive higher engagement!
# of Posts
0
1,500
3,000
4,500
6,000
Without Hashtag With
69
5,304
+8 Points Higher

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Rank Keyword
lol 8388
people 4555
love 3891
cute 2075
haha 2053
buzzfeed 1927
time 1656
make 1401
funny 1344
hahaha 1306
Top 10 Response Keywords
By and large people come to Buzzed to be entertained.

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Other Interesting Findings
Content posted after 9pm had moderately better scores than other times.
Lighter images had moderately better scores than darker ones.
Images without a caption had significantly lower scores.

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Send us an email to say hi 😃!
hello@decisive.is