Table 5.
Associations between post characteristics and engagement metrics per person reached calculated using negative binomial regressions adjusted for post reach.
| Post characteristic | Likes, IRRa (95% CI) | Shares, IRR (95% CI) | Comments, IRR (95% CI) | Post consumers, IRR (95% CI) | ||
| Paid or organic |
|
|
|
|
||
|
|
Organic | Refb | Ref | Ref | Ref | |
|
|
Paid | 1.51 (1.17, 1.97) | 0.84 (0.64, 1.09) | 1.46 (1.05, 2.03) | 1.02 (0.74, 1.39) | |
| Post type |
|
|
|
|
||
|
|
Photo | Ref | Ref | Ref | Ref | |
|
|
Link | 0.53 (0.44, 0.64) | 0.67 (0.52, 0.86) | 0.61 (0.44, 0.84) | 0.72 (0.59, 0.88) | |
|
|
Video | 0.65 (0.52, 0.81) | 0.84 (0.63, 1.11) | 0.85 (0.60, 1.21) | 1.14 (0.91, 1.43) | |
| Post dayc |
|
|
|
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||
|
|
Sunday | 0.93 (0.75, 1.15) | 0.90 (0.69, 1.18) | 0.92 (0.65, 1.29) | 0.93 (0.74, 1.16) | |
|
|
Monday | 0.73 (0.61, 0.88) | 0.64 (0.51, 0.81) | 0.81 (0.61, 1.09) | 0.72 (0.60, 0.87) | |
|
|
Tuesday | 1.06 (0.91, 1.23) | 1.18 (0.98, 1.42) | 0.90 (0.70, 1.14) | 0.83 (0.71, 0.98) | |
|
|
Wednesday | 1.00 (0.84, 1.18) | 0.90 (0.73, 1.11) | 1.01 (0.77, 1.33) | 2.01 (1.67, 2.43) | |
|
|
Thursday | 1.01 (0.87, 1.18) | 1.15 (0.95, 1.39) | 0.96 (0.75, 1.22) | 0.88 (0.75, 1.03) | |
|
|
Friday | 1.21 (1.02, 1.43) | 1.08 (0.87, 1.35) | 1.33 (1.01, 1.75) | 1.08 (0.91, 1.29) | |
|
|
Saturday | 1.05 (0.88, 1.25) | 1.14 (0.91, 1.41) | 1.14 (0.87, 1.49) | 0.94 (0.78, 1.13) | |
| Time of post |
|
|
|
|
||
|
|
8 am to 5 pm | Ref | Ref | Ref | Ref | |
|
|
6 am to 8 am | 0.68 (0.57, 0.81) | 0.91 (0.74, 1.12) | 0.69 (0.53, 0.90) | 0.62 (0.52, 0.74) | |
|
|
After 5 pm | 0.72 (0.58, 0.89) | 0.91 (0.72, 1.14) | 0.85 (0.64, 1.13) | 0.61 (0.50, 0.73) | |
| Communication technique |
|
|
|
|
||
|
|
Instructive/call-to-action | Ref | Ref | Ref | Ref | |
|
|
Emotional | 1.18 (1.00, 1.39) | 1.00 (0.81, 1.24) | 0.58 (0.45, 0.75) | 1.03 (0.84, 1.27) | |
|
|
Informative | 1.05 (0.85, 1.30) | 0.90 (0.69, 1.17) | 1.00 (0.72, 1.41) | 0.98 (0.77, 1.24) | |
| Target behavior |
|
|
|
|
||
|
|
Other | Ref | Ref | Ref | Ref | |
|
|
Act | 0.87 (0.69, 1.08) | 1.23 (0.92, 1.64) | 1.11 (0.77, 1.58) | 0.36 (0.28, 0.45) | |
|
|
Drink | 0.96 (0.73, 1.25) | 1.53 (1.09, 2.15) | 0.84 (0.56, 1.27) | 0.32 (0.24, 0.42) | |
|
|
Eat | 0.81 (0.64, 1.01) | 1.14 (0.85, 1.53) | 0.92 (0.65, 1.31) | 0.47 (0.36, 0.60) | |
| Interactions with paid or organicd |
|
|
||||
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|
Post type |
|
|
|
|
|
|
|
|
Paid link | 1.49 (0.98, 2.26) | 1.37 (0.83, 2.25) | 0.69 (0.36, 1.29) | 0.83 (0.53, 1.28) |
|
|
|
Paid video | 0.15 (0.09, 0.23) | 0.32 (0.19, 0.53) | 0.25 (0.13, 0.48) | 0.46 (0.29, 0.74) |
|
|
Time of post |
|
|
|
|
|
|
|
|
Paid 6 am to 8 am | 1.45 (0.94, 2.24) | NSe | NS | NS |
|
|
|
Paid after 5 pm | 1.62 (1.06, 2.48) | NS | NS | NS |
|
|
Paid or organic/communication technique interaction |
|
|
|||
|
|
|
Paid emotional | NS | NS | NS | 0.64 (0.43, 0.96) |
|
|
|
Paid informative | NS | NS | NS | 0.62 (0.34, 1.10) |
aIRR: incident rate ratio.
bRef: reference category.
cPost day is in comparison to the mean of all days.
dOnly two-way interactions that were significant for at least one outcome are shown. Where the overall test of the interaction was nonsignificant, it was dropped from the final model.
eNS: nonsignificant.