An Analysis of Every Facebook Post I’ve Made in The Last 6 Months

An Analysis of Every Facebook Post I’ve Made in The Last 6 Months

Since I blew up my old business in October 2017, I’ve built three new seven-figure businesses.

I’ve talked a lot recently about how I did this:

… BUT there’s one thing that’s been present throughout it all: Facebook.


I use Facebook to “test” my ideas.

Facebook is where everything begins.

I post videos and random thoughts…

I share ideas and observe feedback…

I ask questions and invite people to take part…

I gauge one idea against the other…

I don’t consider myself a Facebook expert, but I do know more than most, and that’s because I’ve used it a lot, experimented A LOT, and engaged with my audience on it (a lot… as in, every day).

Facebook has helped me build several seven-figure businesses, but more important, engage with my audience and become ‘top of mind’.


I’ve never taken the time to dive into how I use it.

  • what works versus what doesn’t?
  • what sort of message creates the most engagement?
  • what sort of messages do I share the most (questions, results, personal stories)?
  • how often do I post?


I’ve based everything I do on my gut feeling

Until now, I’ve measured results based on observation.

Sure, I’ve dove deep into Facebook Ads and figured out what works and what doesn’t, but the personal messages I post on my personal profile… ?



Until now…

Over the last 6 months, a member of my team has tracked EVERY single message I’ve posted on my personal Facebook profile. Each week, he’s given me an overview of what does and doesn’t engage, and we’ve created most of the content we share around this.

But we didn’t know the big picture.

We didn’t know, for instance, what performs better: a video or long form message.

We didn’t know if questions created more engagement than invitations, or if personal stories create a bigger impact than results/trainings.


If there’s one thing I’ve learned over the last two years, it’s to value and protect your time. I love Facebook, and I intend to keep using it (a lot), but I want to focus on less so I create more impact.

I want to make the most out of every post, and the only way I can do this is to know what works and what doesn’t.

I want to help you do the same, so you can make sure you’re using Facebook in the best possible way.

Because if you’re like the business owners we help in The Relevancy Engine, you don’t have the time or resources to waste. You want to quit hustling and instead become a business owner who works on your business (not an entrepreneur jumping from idea to the next).

But you also want to become ‘top of mind’ and the most relevant choice in your industry.

You want to go ‘Nuclear’ with The ROI Method:

  • Relevant: share the right message with the right people, at the right time …
  • Omnipresent: become ‘top of mind’ with regular, relevant content …
  • Intimate: build trust and intimacy by sharing your story and creating a journey …


And look, I’m not saying Facebook makes or breaks this!

I’m not for one second saying you NEED to use Facebook to make this work.

You don’t. You need to build your entire marketing around you, your business model and your audience. For some people this doesn’t include Facebook, but the reality is (at least for now) Facebook is an important part for “most” entrepreneurs.

And honestly, it’s still the easiest and cheapest way to take what we teach through The ROI Method, and run with it so you can become “the” authority in your niche — practically overnight.

  • Relevant: Facebook allows you to share the right message with the right people…
  • Omnipresent: Facebook allows you to dominate their newsfeed, becoming ‘top of mind’…
  • Intimate: Facebook allows you share your story, and have them engage with you often….


This is what I’ve done for years, and over the last two years I’ve become hyper conscious and focussed about how I do it — BUT until recently I didn’t understand what worked and what didn’t…

Now I do, and after you’ve read this article… so will YOU 😉

I’ve had one of my team track and measure EVERY message I’ve posted on Facebook since the 27th October 2017 ( every video, long form article, image and random post ).

It’s opened my eyes to what works vs what doesn’t, but has also shown me how I spend my time.

All this will let me BLOW UP my next six months, allowing me to take my Facebook game to the next level. You can do the same after you read this, and I’ll show you step-by-step how you can…

(literally giving you the step-by-step SOP my team uses)

This is what you’ll learn over the next ten minutes:

  1. Which post ‘type’ gets the best engagement, and which performs the worst…
  2. How video performs compared to long-form article posts…
  3. Which performs better: short or long form posts…
  4. Which post ‘type’ created the most viral engagement…
  5. How I spend most of my time on Facebook (and how I may need to change this)…


So let’s dive in…

First, showing you how EVERY single one of my Facebook posts have performed over the last six months (between October 2017 and May 2018), and then I’ll show you how we track and measure all this on a weekly basis — and how you can do the same.

[ in as little as 30-minutes per week ]

I have some templates and resources to help you do this, but first let’s jump into the results so you can uncover which type of Facebook post performs the best …


An Analysis of Every Facebook Post I’ve Made in The Last 6 Months

Over the last six months (October 2017 to May 2018) a member of my team has tracked EVERY single one of my Facebook Posts (posted to my personal profile).

[ If you’d like to access this spreadsheet, click here ]

Recently, I asked him to analyse all this and come up with some observations and results.

He did, and let’s just say it’s opened my eyes 🙂

I’ll share the complete results and observations with you in a second, but first let me explain how it works …

An Analysis of Every Facebook Post I’ve Made in The Last 6 Months 1

Some of these columns are obvious (date, FB Post, amount of likes and comments, etc…), but others need a little more explanation before we dive deeper.

  • Medium: this looks at what type of post it is, and is typically one of:
    • Video (pre-recorded)
    • FB Live (live stream)
    • Image
    • Short Form (less than 50 words)
    • Long Form (more than 50 words)



  • Topic: this looks at the subject type (this list gets updated constantly):
    • Omnipresence
    • Relevancy
    • Consistency
    • Hustle
    • Six Figure Hamster Wheel
    • Lead Generation
    • 6-7 Figures
    • 7+ Figures
    • Fake Lifestyle
    • Personal Growth
    • Relationships
    • Flow State
    • Obstacles
    • 6 Pillars
      • (Mindset)
      • (Sales)
      • (Finance)
      • (Operations)
      • (Customers)
      • (Marketing)

(this is generally what I write about the most, but this list does get updated/tweaked)

An Analysis of Every Facebook Post I’ve Made in The Last 6 Months 2

Finally, there’s the level of engagement each post gets…

This isn’t an exact science.

But in general, this is how we score it …

  • Low = 10 – 30 likes and/or 5-10 comments
  • Medium = 30 – 80 likes and/or 10 – 25 comments
  • High = 80 – 150 likes and/or 25 – 50 comments
  • MEGA HIGH = 150+ likes and/or 50+ comments


Each week, my head of content analyses the previous week’s posts and updates the spreadsheet.

Again, this isn’t an exact science.

He watches the videos and reads the posts, and makes a call on topic type and engagement level.

He then sends me a brief overview of what has and hasn’t worked, which this helps us create relevant content that our audience needs (especially leading up to one of our video shoots).

I’ll share the exact step-by-step process we use to track and measure all this soon …

It’s a simple process almost anyone can integrate into their business, but before we get into the how… let’s look at the actual results from the last six months.


Here are the results in full:

We grade each message for engagement level, giving it either a low, medium, high or mega high status. The overall split between engagement levels over the last six months was:

  • Mega High = 19 (3%)
  • High = 82 (13%)
  • Medium = 206 (31%)
  • Low = 349 (53%)


We then dove into each engagement level and created a breakdown for ‘Post Type’:

  • Mega High
    • Invite / ASK: 6 (32%)
    • Personal Philosophy: 6 (32%)
    • Personal Story: 4 (21%)
    • Lifestyle: 2 (11%)
    • Question: 2 (11%)


  • High
    • Personal Philosophy: 30 (37%)
    • Personal Story: 25 (30%)
    • Invite / ASK: 10 (12%)
    • Lifestyle: 9 (11%)
    • Question: 8 (10%)
    • Results / Training: 7 (9%)


  • Medium
    • Personal Philosophy: 97 (47%)
    • Personal Story: 49 (24%)
    • Results / Training: 27 (13%)
    • Invite / ASK: 24 (12%)
    • Lifestyle: 21 (10%)
    • Question: 12 (6%)


  • Low
    • Personal Philosophy: 194 (56%)
    • Personal Story: 57 (16%)
    • Results / Training: 44 (13%)
    • Invite / ASK: 35 (10%)
    • Lifestyle: 23 (7%)
    • Question: 14 (4%)


Finally, as well as ‘Post Type’, we graded each message for ‘Medium’ (long form, short form, image, video, FB live):

  • Mega High
    • Long Form: 8 (42%)
    • Short Form: 7 (37%)
    • Image: 5 (26%)
    • Video: 1 (short ad-video) (5%)


  • High
    • Long Form: 31 (38%)
    • Short Form: 31 (38%)
    • Image: 14 (17%)
    • Video: 9 (11%)


  • Medium
    • Short Form: 108 (52%)
    • Long Form: 55 (27%)
    • Image: 52 (25%)
    • Video: 19 (9%)


  • Low
    • Short Form: 160 (46%)
    • Long Form: 73 (21%)
    • Video: 67 (19%)
    • Image: 66 (19%)


I liked what I saw, so decided we needed to go a little deeper.

I wanted to know what the breakdown for each ‘Post Type’ and ‘Medium was, so we ran the numbers and came up with the following:

    • Personal Philosophy: 327 (46%)
      • Mega High = (2%)
      • High = (9%)
      • Medium = (30%)
      • Low = (59%)


    • Personal Story: 135 (19%)
      • Mega High = (3%)
      • High = (19%)
      • Medium = (36%)
      • Low = (42%)


    • Results / Training: 78 (11%)
      • Mega High = (0%)
      • High = (9%)
      • Medium = (35%)
      • Low = (56%)


    • Invite / ASK: 75 (11%)
      • Mega High = (8%)
      • High = (13%)
      • Medium = (32%)
      • Low = (47%)


    • Lifestyle: 55 (8%)
      • Mega High = (4%)
      • High = (16%)
      • Medium = (38%)
      • Low = (42%)


    • Question: 36 (5%)
      • Mega High = (6%)
      • High = (22%)
      • Medium = (33%)
      • Low = (39%)


    • Short Form: 306 (43%)
      • Mega High = (2%)
      • High = (10%)
      • Medium = (35%)
      • Low = (52%)


    • Long Form: 167 (24%)
      • Mega High = (5%)
      • High = (19%)
      • Medium = (33%)
      • Low = (44%)


    • Image: 137 (19%)
      • Mega High = (4%)
      • High = (10%)
      • Medium = (38%)
      • Low = (48%)


    • Video: 96 (14%)
      • Mega High = (1%)
      • High = (9%)
      • Medium = (20%)
      • Low = (70%)


This is the complete breakdown of all the messages I posted on Facebook over a six month period.

We looked at these numbers over a few days and had some meetings, and came up with some eye-opening observations. I’d like to share some of these with you now, as they don’t only show what works on Facebook (vs what doesn’t), but also how to best use your time, money and resources…


Key Observations (and what I’ve learned):

  • 53% of my posts get a low engagement, with a further 31% getting a medium engagement. This means 74% of my posts don’t perform that well, which further strengthens the idea that omnipresence is important (so you can be top of mind, at all times).


  • Overall, I share a lot of ideas and most of them don’t hit home. I take this as a lesson to share often — so you can find solutions and impact — but to also be careful about how I spend my time — so I don’t waste it with certain posts.


  • Of my posts that do go viral (Mega High and High) ‘Personal Philosophy’ and ‘Long Form’ lead the way; with ‘Personal Story’ and ‘Short Form’ not far behind.


  • Although ‘Ask/Invite’ posts don’t perform well overall, these types of post do create some of the most engaged, viral posts (32% of Mega High).


  • ‘Video’ posta don’t perform well in terms of engagement, with 70% of videos scoring ‘low’.


  • ‘Question’ based posts only account for 5% of total posts, but in general score quite well. This shows me I should ask more questions, more often — which makes sense, as these are some of the most engaging and community-based posts.


  • The vast majority of posts fit under ‘Personal Philosophy’ (46%), and although a lot do score Low, they account for 37% of the High engagement posts.


  • This shows me that ‘Personal Philosophy’ posts are important, although I have to accept that they may be hit-or-miss. Most of my ideas come from these posts, so although they won’t always engage other people, they can help me fine tune an idea or better communicate something with my team.


  • ‘Personal Story’ posts also (in general) score well, with a good split covering Medium and High. This is because it provides intimacy, so is a type of post I can create more of (again, they won’t always perform / grade well, but they do help build trust with my audience).


  • The majority of messages I post tend to be ‘Short Form’ (43%), which dominates the low and medium engagement levels (over 40% in each). In general, ‘Long Form’ posts perform better, although ‘Short Form’ posts do have a purpose — especially when creating omnipresence.


  • ‘Images’ only account for 19% of posts, but for the most part  perform quite well (especially, it seems, when connected with either a short or long form post). I need to share more images, not necessarily of me, but graphics to disrupt my audience’s newsfeed.


  • ‘Lifestyle’ posts only account for 8% of posts, but again perform well relative to this. I’ve always been wary to share too many of these, because they can come across as bragging (and almost every online marketer does it — far too much). But they do perform well, and is another way to build trust and intimacy with my audience.


I could share more, but these are the standout observations me and my team found.

It’s too early to say how this will affect my Facebook strategy moving forward, but it has opened my eyes (and I’m excited to test a few ideas in the coming weeks).

What I will say is this… stats don’t tell the entire story.

That may sound strange, seen as I’ve spent this entire article so far talking about how and why you should track your Facebook posts, but it’s true… you need to take into account the Invisible ROI.

If you spend all your time worrying about how many “likes” you get, you’ll miss a trick.

Fact is, a lot of what you share (whoever you are, and however big your audience is) will go unnoticed — either because Facebook doesn’t share it, or because it doesn’t capture your audience’s attention.

HOWEVER that isn’t to say it has no value.

The whole point of The ROI Method is to look past the immediate returns and instead focus on the long-game. This is how you build huge (long standing) success, so just because a post (or post type) doesn’t perform well doesn’t mean it won’t help you build the trust you need.


  • Relevancy
  • Omnipresence
  • and Intimacy


All three matter. Having one or two only takes you so far. Facebook offers a great platform to achieve all three, but that doesn’t mean the stats will always make you look like an all-star.

A lot of what you share will bomb, but so long as some of what you share hits home, it’s all good 🙂

So… with all this in mind, how do you do it?

How can you track all this daily, weekly and monthly?

Let me show you the step-by-step process we take …

(it’s a lot easier than you might think)


How We Track This Entire Process Daily, Weekly and Monthly (step-by-step)

When I sent the above results to a select number of business owners I know, the common response was, “wow… that must have taken you a lot of time.”

The truth is, it didn’t.

Personally, it took me hardly any time at all.

But it didn’t take my team long, either…

ONE member of my team manages this entire process, personally spending 10-30 minutes per week on it (and a couple of hours analysing the results a few times per year).

It’s a simple process you can use yourself, so I asked my head of content to write the next section, and break down each step — and to record a video of the whole process (if you prefer to watch).

Over to my head of content for the entire process in full, step-by-step…


STEP #1: Collect ALL Facebook Messages From The Past Week

Each Friday, we have one of our VA’s (we use update the ‘Facebook Spreadsheet’ by collecting all Facebook posts from the previous week.

These are the instructions we set our VA:

Step #1: Visit Scott Oldford’s Personal Facebook Profile (click here)


Step #2: Open the ‘Facebook Spreadsheet’


Step #3: On Scott’s personal profile, start at the top (Thursday just gone), and create a new line in the ‘Every Damn Post’ Tab for each new post (written by Scott Only*), until you reach the previous Friday (collecting all posts over this 7 day period).


Step #4: For each post, make a note in the ‘Facebook Spreadsheet’ of:

  • Date (month/date/year)
  • First Sentence / Title of Post (+ hyperlink it to the post’s unique url)
  • Post Type (text (long or short), image, video, or FB live video — include video length)
  • Likes (the number of ‘likes’ on the post)
  • Comments (the number of ‘comments’ on the post)


Step #5: Repeat this process until you have worked through all seven days worth of posts.


*only include posts written and posted by Scott Oldford. Do not include posts that appear on his timeline, written by someone else (and who tagged Scott into the post).


I’ve set this up as an automatic and recurring task, so this happens on autopilot each week. It’s usually done by the same VA (from, who sends me an email once it’s done.

There can be anywhere between 20-50 messages each week, so the time it takes our VA to bring everything together does differ. Most of the time it uses up one credit from FancyHands, which proves it’s a quick process (once the VA has done it a few times).


STEP #2: Update The ‘Facebook Spreadsheet’

Every Monday morning, my first task is to open the ‘Facebook Spreadsheet’ and arrange it by date (Sort Sheet Z — A). Assuming the VA has had no issues collecting the previous week’s data, a bunch of half-completed rows await me…

An Analysis of Every Facebook Post I’ve Made in The Last 6 Months 3

To begin with, I grade each post for engagement level:

An Analysis of Every Facebook Post I’ve Made in The Last 6 Months 4

I then go through each post and open the link so I can watch / read, and make a note of  each message’s “Post Type” and “Topic”:

An Analysis of Every Facebook Post I’ve Made in The Last 6 Months 5

During this process, I make a note of any ‘standout’ posts (by highlighting them in bold):

An Analysis of Every Facebook Post I’ve Made in The Last 6 Months 6

These ‘standout’ posts are sometimes highlighted due to popularity, but sometimes I highlight them because they are articles / videos that could prove useful for future content (either for the blog or Youtube channel).

In total, this part of the process tends to take between 20-45 minutes (depending on the number of posts and videos). All in all it doesn’t take long, and it’s an interesting process as it gives me an opportunity to get caught up with ALL the previous week’s Facebook posts.


STEP #3: Email + Update The Content Team

Once I complete Step #2, I send Scott a quick email (Monday morning) with a link to the ‘Facebook Spreadsheet’, and include the rest of the content team in it (so they’re kept in the loop).

We also make a note within the email about any ‘standout’ posts or other noteworthy observations, so the rest of the content team can plan for their schedules /  calendars…


STEP #4: Analyze The Data on a Monthly Basis

Towards the end of each month, I set Scott a task to spend 30-minutes looking through the ‘Facebook Spreadsheet’ and any other notes I’ve sent him.

The point of this isn’t to deep-dive into the data, but rather reflect on:

  • Popular posts vs non-popular posts…
  • Number of videos, long form, short form, etc…
  • Which posts create the most comments…
  • Which posts create the most likes…
  • Any posts that don’t perform well (especially if I like them)…


Scott here again (thanks to my head of content for breaking that process down, step-by-step)…

As you can see, this is a quick, cheap and easy process.

Personally, I spend hardly any time at all each month on it.

But this final part (step #4) is HUGE!

It gives me an idea of what is and isn’t working, but also refreshes my memory on what I’ve posted in recent weeks. When it comes to planning new videos, articles and trainings, this spreadsheet is where everything begins.

It overviews everything I need, and because it links to EVERY message I post on Facebook, it’s saved me so much time — especially when shooting new videos.

It’s a gamechanger, and we’ve already helped several clients within The Relevancy Engine implement into their own business.

Which may leave you wondering… how can you do the same?


How To Analyse Your Own Facebook Posts (in less than 30 minutes per week)

You can do this entire process in less than 30-minutes per week, but my advice is that YOU SHOULD NOT be the one who does it.

Assuming you’re at $20,000+ per month, you don’t have the time for this.

Or should I say… you could spend your time MUCH better.

Instead, delegate this process to one of your team, and give them the freedom to hire a VA (or service like FancyHands) to do some of the heavy lifting once they know how the whole process works.

You have to weigh up the costs!

If my head of content did this entire process, it would take him 2+ hours each week (instead of 30-45 minutes). Not only does that cost us money, but it affects what he can do with our content creation.

So it makes sense to outsource Step #1 of this process to FancyHands, for pennies to the dollar…

This 4-step process works for almost any person and any business, ands although everything we’ve talked about so far relates to Facebook, you can use the same process for other platforms:

  • STEP #1: Collect ALL Facebook Messages From The Past Week
  • STEP #2: Update The ‘Facebook Spreadsheet’
  • STEP #3: Email + Update The Content Team
  • STEP #4: Analyze The Data on a Monthly Basis


The only work you need to do as a CEO / Business Owner is to skim through the weekly report your each week, and then dedicate 30-60 minutes every month to analyze what is and isn’t working.

That’s it.

So simple.

It costs you and your team very little time, and hardly no money!

But in return you create:

  • a master spreadsheet with every Facebook Post you ever create…
  • an overview of the types of posts you share, and what performs the best…
  • an easy to access file full of video /  article / content ideas…
  • a set of data to share with your team, so everyone knows what’s working and what isn’t…


To be honest, I cannot believe we didn’t do this sooner.

For the time and cost involved, it’s an absolute no brainer.

After reading this, I hope you agree 😉

If you do, I have one final resource I’d like to share: a blank template of our “Facebook Spreadsheet”.

An Analysis of Every Facebook Post I’ve Made in The Last 6 Months 7

>> Click Here to Grab This Free Template Now <<


You can download this now and use it to track and measure your own Facebook Posts, and tweak it so it aligns with your own topics and content.

(again… this doesn’t only work for Facebook. We’ve already taken this same template and tweaked it for Instagram, Linkedin, blog posts, PR articles, etc…)

This is one of the best additions to our business over the last year, and we’ve already helped several of our Relevancy Engine clients implement it into their own business.

(the feedback so far from them… amazing!).

It’s a no-brainer, and something I hope helps level-up your own Facebook strategy.

It’s one of the best ways (if not “the” best way) to utilize The ROI Method.

No matter what business you’re in, the only way you’ll become the “go to” expert in your niche this year is if you become:

  • Relevant: share the right message with the right people, at the right time …
  • Omnipresent: become ‘top of mind’ with regular, relevant content …
  • Intimate: build trust and intimacy by sharing your story and creating a journey …


Once you achieve ALL three, you go “Nuclear”!

The R.O.I. Method: The 6 Figure Entrepreneur’s Guide To Exponential Growth in Business


This is where my focus lies at the moment, and we’re helping some truly amazing entrepreneurs do the same through The Relevancy Engine.

People like:

Katya Varbanova.

Before she began implementing R.O.I. in her business, Katya averaged $25k/month. Within 60 days of using this framework, she had her first $100k month.

Plus, she grew her audience massively, and has deepened her relationships.


Then there’s Sunny.

Sunny Lenarduzzi was in the mid-6 figures before she started to implement the R.O.I. Method.

In 2017, she did 4x the revenue she did in 2016.

Her audience grew by over 25%. And, with the relationships she’s built, she has begun securing popular speaking gigs, such as Traffic and Conversion 2018 and Social Media Marketing World.


There’s also Pat Brewer.

Pat runs a marketing and consulting company exclusively for financial advisors. When he started with the R.O.I. Method, he was generating around $20k-$30k a month.

Now, within 90 days of implementing this into his business, he’s cleared multiple $100k months.

If you want results like these so you can

  • Blow up the size of your audience…
  • Exponentially grow your revenue…
  • Create deeper, more meaningful relationships…
  • Become top of mind, and the “go to” expert in your industry…
  • Own your audience’s newsfeed!

… Then I’ve created a program to help you implement The R.O.I. Method inside your business within the next 90 days.

It’s called The Relevancy Engine.

The R.O.I. Method: The 6 Figure Entrepreneur’s Guide To Exponential Growth in Business

This program is for the entrepreneur ready to impact their clients at their highest possible level; for those ready to their grow revenue, audience and relationships.

In 90 days, we help you implement a massively Relevant marketing message, become Omnipresent with it, and develop Intimacy.

If you’re ready to blow up in your industry and massively grow your audience, revenue and relationships over the next 90 day… Book a Call Here to see If the Relevancy Engine is right for you.

We’re changing how businesses run in 2018 and beyond.

We’re changing the lives of our clients (in a big way).

We’d love to help you do the same, so if you think you’re a good fit, book a call now 😉




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Copyright © 2020 Scott Oldford. All Rights Reserved.
Copyright © 2020 Scott Oldford. All Rights Reserved.