bAsta look at the top positions of the ranking of the most popular posts on social networks in 2022 to understand it. What we love most about social networks are private stories, personal experiences, shared emotions. But there’s a big difference between rewarded content on Facebook and the most popular on Instagram. As highlighted by the report on the year of Italians from the point of view of social media produced by DeRev, digital communication and strategy company.
Facebook’s most popular posts
And of Piero Angela the most popular post on Facebook in 2022. Content signed by the missing conductor was posted by the account of superquarks, a Rai program he created in 1995 and to which Piero Angela decided to entrust a posthumous greeting to the viewers. He totaled over 954 thousand interactions, among which 197 thousand shares stand out.
Content with a high emotional content wins
It is in second and third place Benedetta Rossi (Homemade by Benedetta)known for her cooking recipes, which nevertheless conquers the podium in two positions out of three with the sharing of two private moments: her 50th birthday (938,384 interactions) and a photo from the hospital to testify to a successful operation (858,347 interactions) .
Scrolling through the following positions we find a clip coming from Italia’s got talent and posted by Sky (839,121 interactions). The Hunziker – Ramazzotti kiss published by the presenter (674,188 interactions) e the farewell of Surace house to grandmother Rosetta (657,771 interactions).
In the last four positions of the top 10 are the procession for the celebrations of St. John the Baptist shared on Facebook from the Visit Formia page (560,649 interactions). There victory at the basketball World Cup of the Italian national team with Down syndrome (495,285 interactions) published by Eurosport Italia.
A video about one dispute between a restaurateur and two carabinieri concerning checks on Green Passes, posted by the Barlett E AVEST page on January 29th (426,432 interactions). It is a traditional post for the platform, of the type with photo and catchphraseshared by the Engines page. News in defense of the work of the Police forces involved in road safety (424,763 interactions).
On Facebook, TV wins and click-catching dynamics
The comment by the CEO of DeRev, Roberto Esposito, is quite merciless: «This ranking reveals the total absence of evolution for the Facebook audience. In fact, the analysis returns the image of a target using a relatively new tool to do the same things as always.
These are users that we reward content for high emotional ratewithout particular quality characteristics in technical terms or value of the message, mostly linked to an ultra-popular tradition and in symbiosis with what is proposed by the TV. From a role point of view of the platform, the behavior of Italians on Facebook makes it stale and dominated by click-catching dynamics».
The most popular posts on Instagram, the top 10
DeRev’s analysis tells of a Fedez who is completely master of Instagram, well beyond first place and able to outclass his wife, Chiara Ferragni, who does not appear in the ranking of the most popular posts in Italian and is only in third place in the one that considers the contents in all languages (in any case always preceded by the husband).
In detail, Fedez occupies the first five positions of the Instagram Top 10. And then also the subsequent ones from seventh onwards (up to 12th in the general classification, but he comes back again later). Interspersing this absolute domination is in both cases (6th and then 13th place) the Juventus account that enters the Top 10 thanks to a dribble by Ángel Di María which fills up on interactions (1 million and 940 thousand).
Juventus also manages to position itself in the ranking that considers content in all languages, where Ferragni also appears in third, seventh and tenth place.
Fedez, king of Instagram (much more than Chiara Ferragni)
As for Fedez, however, none of his work leads him to emerge on social mediabut posts dedicated exclusively to illness, wife and children. The first it is worth 3 million and 986 thousand contacts. In second place, there is still him, with the Congratulations to Leo on the occasion of his fourth birthday (2 million and 403 thousand interactions), while the disease that unquestionably marked his year returns to third place: he thanks the health team and receives a participatory response: 2 million and 208 thousand interactions. In the Top 10 there is also the “peace” post with J-Ax (5th place and 2 million interactions).
Disease beats music, and there’s no contest
«On social media, communication entirely oriented towards the promotion of a commercial message does not work, Roberto Esposito pointed out «The fact that Fedez gathers greater consensus when he talks about himself and his family rather than when he shares his work it is completely normal because when purely human themes are addressed, the audience inevitably expands, which can react to them from memory or shared experience».
The Ferragnez strategy
The Ferragnez strategy, therefore, “is simply perfect”. And obviously it also works when implemented by Chiara Ferragni, who literally invented this way of communicating. “However Fedez has become the student who surpasses the master. From a technical point of view, this analysis confirms the importance of creators who can convey messages based first of all on an authentic relationship with the community”.
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