Hey there 👋🏽

It’s been a while! Tami’s out this week for a well deserved holiday break, so I’ll be taking over the newsletter 😁 As we wrap up this year (still can’t believe 2022 is almost over 🤯), I just wanted to say thank you for subscribing and connecting with us at Buffer. We’re honored to be a part of your week and love interacting with all of you.

We hope you have a healthy and happy holidays 💕

See you in 2023!

💌 In today’s email:

• 🚀 Buffer’s Top Social Posts of 2022 (And Why Our Social Media Manager Thinks They Did So Well)
• 📱 Mitra recommends Pablo — a photo creation app — to effortlessly produce sharable images on social media. 
• 🤳🏾 What’s happening in social: Elon Musk announced another controversial Twitter policy to only reverse course hours later, Facebook made it easier to create reels within the app, Instagram launched a 2022 recap template for reels, and TikTok will provide info on why certain videos appear on your feed. 
• + All the best content from the blog.

Have a great weekend, and we’ll see you next Friday!

Warmly, 

Umber & the Buffer team

P.S. Still looking for last minute gifts? Check out our Holiday Gift Guide from Small Businesses.

🏊🏼 Deep dive: An Analysis of Buffer’s Top Social Posts of 2022 

As the year comes to an end, Mitra, our social media manager, took a walk down memory lane and reflected on our top social media posts of 2022. Mitra categorizes the top posts based on engagement and impressions on Twitter, Instagram, LinkedIn, and TikTok. Plus, she analyzed why exactly she thinks these posts did so well.

At the time, this meme was trending and Mitra knew we should join in with our own twist. We work four days a week and we really love to talk about it! So, this tweet was the perfect opportunity to laugh about how passionate we are about the four-day work week.

This post a great example of how jumping on timely trends can pay off when executed well and staying true to your brand, and that’s exactly how it ended up with such a high engagement rate.

Mitra believes this one performed so well because of a combination of things: Going back to the office is a controversial topic, many people were quote tweeting their answers which put our tweet in front of their followers, and seeing the quote tweets encouraged others to participate with their own answers.

Mitra was a little surprised to see a static image as our best post based on engagement rate. But to be fully frank, this was posted before Instagram’s algorithm changed to focus on Reels, so engagement was a lot better on posts like these. Mitra has a feeling that if we posted this again today, the metrics would be a little lower.

But there are a few factors she believes made this post perform so well: It’s a topic that our followers are interested in and something they may need advice on, it’s simple and easy to read, informative, and gets straight to the point about brand strategy.

And this Reel was our best Instagram post based on impressions. 

📈 Find your best performing posts with Buffer

Measure social media performance, create gorgeous reports, and get recommendations to grow reach, engagement & sales with Buffer Analyze. 

👇🏽 The latest from the blog

• The Schedule and Strategy I Used to Gain 13K+ TikTok Followers and 1M+ Organic Impressions: Even with no content creation background, Michelle Dear managed to grow two TikTok accounts with huge followings for her business in just a matter of months. Learn exactly how she did it, along with plenty of tips and tricks for succeeding on TikTok—without it taking all of your time.
• How to Get Started with YouTube Shorts: In this piece, Tami covers everything you need to know if you’re interested in creating YouTube Shorts.
• Why and How We Close Buffer For The Last Week Of The Year: Hailley has a great post about why we've closed Buffer for a week at the end of the year. We’ve been doing this since 2016. It’s like a reset, except across the whole company. 

🎙️We revived The Science of Social Media!

The Science of Social Media is a weekly podcast exploring hot topics, best practices, and insights into social media from the Buffer team and top social media marketing experts.

📱 Social Tip of The Week from Mitra, Buffer’s Social Media Manager 

Looking for an easy way to create beautiful, engaging images to share on your socials? Use Pablo! No sign-in, no design experience, and no money needed— just head over to bufferapp.com/pablo

🤳 What's Happening in Social

• 🤔 Twitter announced a controversial policy preventing users from posting links to competitor sites - including Mastodon and Instagram - but then reversed said policy less than 24 hours later. 
• 📹 Instagram just released a 2022 recap template. Users can use the template to post a Reel recapping their year with all of the content they’ve shared on Instagram in 2022. The app has included narrations by popular celebrities — including Bad Bunny — that can be added to the videos. 
• 📈TikTok will start explaining why they recommend certain videos in users’ feeds. 

• 🎥 Facebook is making it even easier to create Reels within the app. 

Thanks for reading! 💟

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