What Types of Facebook Posts Are The Most Contagious?

As marketers, we’re always looking for ways to help us build brand loyalty, grow relationships, and keep our sales funnel running smoothly.

If your brand is on Facebook, this is easy…. through Facebook posts.

Likes vs. Shares


Which is more important – getting more “likes” or more “shares”?

“Likes” would be better, right? If a post has a lot of likes, that means a lot of people agree with, support or identify with your post. That’s a good thing, right?

Well, yes.

But as marketers, you might be surprised to find out that getting more post shares is actually more important.

Likes are important, too, but shares are far more valuable because they help you to reach beyond your existing fanbase without requiring you to pay for ads. 

Ironically, shares are also much harder to earn than likes – on average, while 3.4% of fans will like an average post, only 0.4% of fans will share one.

To get someone to share a post, that post must be something special. It needs to either communicate something about the person/business sharing it, or create a bond between that person and their friends/followers. 

Of course, sometimes you may have different goals for your posts.

Before you compose a post, decide what your goal is with the post – do you want more likes, comments, shares, or click-throughs on a link? Naturally, it would be great to get all of the above, but that doesn’t happen every day, no matter how awesome your posts are – unless you’re say, George Takei.

Anyway, what you need are posts that encourage a high level of positive engagement and interaction.

Marketo and Carter actually did a recent study on the types of posts that are the most shared and most liked on Facebook.

Here’s the list:

1. Weather posts

Now, complaining about the weather is pretty much a universal thing, no matter on which side of the equator you live on.

Of course, normal posts like “It’s so freaking hot today even in the shade!” aren’t going to cut it.

But if you get a little creative and combine a weather complaint with say, a famous children’s TV series?

Take this post that’s been going around my newsfeed for example (the haze is back, and it’s pretty bad right now):


For a simple photoshopped image that someone uploaded to go viral like that… not too shabby at all.

2. If you are (insert word here)…. then like and share!

Seeing these types of posts on my newsfeed always makes me groan out loud. If you’ve been using Facebook at all over the past year, I’m sure you’ll have seen at least ten different variations of this post, which was the second most shared type of Facebook post.


Personally, you may not be the type of person who likes sharing these types of posts (or seeing them all over your newsfeed), but you need to know what your audience likes and will share.

In this case, this type of post is so popular and widely shared because the person who shared it knows not just how to appeal to their audience, but also how their audience sees themselves.

This was posted by a page that primarily caters to mothers… but since there are more aunties than mothers, it was a smart angle to appeal to. There was a clear call to action in the image, and I’d say it definitely got them the results they wanted – over 16,000 shares and 3,000+ likes can’t be a bad thing.

3. Inspirational quotes

Some of these are pretty cliched and over-quoted, and sometimes you can’t even be sure that the person who supposedly said it was really the person who came up with the quote.

But there’s no denying that people love their motivational quotes.

They say you can just take any image, fade it a little with pretty effects and put a quote on it in Helvetica font and nobody will even care what the text actually says – they’ll assume it’s an inspiring quote anyway.

bad motivation 2

But seriously, people love inspirational posts and quotes. Why? Because it motivates them and makes them feel empowered, and they want others to know about it and be inspired, too.

There are a lot of other post types that are frequently shared, but it’d take too long to list them all down here. You can click here to check out the e-book and report by Marketo and Carter.

So, how do you create your own posts like these?

There are plenty of resources online for making your own memes and funny e-cards, and even sites that provide backgrounds for your own inspirational quote images. They’re free, so all you have to do is Google them.

So you have no excuse to not get creative.

Get out there and start creating awesome posts that will your fans will love, like, and definitely share!

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