Does Posting on Facebook over the Holidays get Higher Engagement?

by Michelle Heathers on December 7, 2011

For marketers, the holidays represent a time to engage fans even more than normal. You can practically push out any status update with the word “Christmas” in it and you’ll get more comments and likes than usual.

But wait, is this true?

I decided to dig into the data from some of BrandGlue’s clients and see if the accepted idea that posting over the holidays got higher engagement for these specific fan pages.

For my study, I looked at 3 fan pages, ranging in size from 130k fans to 5k fans. I took the averages from the entire year for:

  • Comments
  • Likes
  • Impressions
  • Overall engagement percentage

I then looked at the following holidays and compared the averages (for the above data points) from the entire year against the averages for these specific days:

Thanksgiving, Veteran’s Day, Halloween, 4th of July, Father’s Day, Memorial Day, Mother’s Day, Valentine’s Day, New Year’s Eve and Day, Christmas Eve and Day.

For my study, I only counted holidays that the specific fan page pushed out content that was related to the holiday. If it was non-related, I didn’t count the engagement for that day. Please note that for holidays, the majority of push-outs had a “Like this” call-to-action.

The below graph shows the increases (or decreases) in percentages when comparing the holidays to the rest of the year. For example, the 130k fan page saw a 198% increase in likes, but a -70% decrease in comments for holiday posts.

Fan Page Size: 5,000 18,000 130,000
Comments 53% -1% -70%
Likes 20% 93% 198%
Impressions 18% 9% -3%
Overall Engagement Percentage 0% 8% 63%


Thoughts? Do you get more comments, likes and impressions when you post on holidays?

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One thought on “Does Posting on Facebook over the Holidays get Higher Engagement?
  1. Daniel Schilling

    It’s always nice experimenting with Facebook/Twitter/Google+ on special events like christmas. I don’t have the feeling, that my fanpage for this site recieves drastically more comments over the holidays. But that’s maybe the case that I only have around 220 fans at the moment, which isn’t all that much compared to those stats.

    Merry Christmas! Daniel

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