The stories that work best on Facebook

Recent research from NPR found that nine types of stories posted by local stations spurred engagement on Facebook. Can the same strategy work for brands?

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They were place explainers, crowd pleasers, curiosity stimulators, news explainers, breaking news, feel-good pieces, topical buzzers, provocative controversies, and awe-inspiring visuals.

That’s great information to have if you’re a radio station manager, but what if you’re a communicator running a brand’s Facebook page? Can those same story types draw engaged fans?

PR Daily asked storytellers and brand communicators which stories work best for them.

No silver bullet

Robert Rose, strategist in residence at the Content Marketing Institute, says brands’ mileage may vary when it comes to particular story types. In general, “awe-inspiring” stories such as a soldier dad coming home from overseas or “cute overload” items with adorable animals drive the most engagement, he says, but it’s not universal.

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