One of the most popular features of EzyInsights has been our unique Traffic Light system. This feature was designed with one goal in mind: to help prevent you accidentally damaging the potential performance of your previous Facebook post.
This feature has been rolled in to Post Recommendations. Here you'll find the Traffic Light, along with up to 3 recommendations on what to post next on that Facebook page.
How Post Recommendations work
Currently, EzyInsights looks for engagement activity (primarily web shares) on articles that have not yet been published to the Facebook page in question. There is a several hour window within all articles will be considered.
It's possible you don't see any recommendations at all - this happens when our algorithm does not detect any posts or engagement.
You may also see a story suggested that has been posted on one of your other Facebook pages. This is by design - the recommendations and traffic light are page specific, but they take into consideration content across your website.
How the Traffic Light works
When EzyInsights discovers a post has been made on a page, it automatically triggers a red light while we calculate engagement speed on the post. The length of time that the light stays red is determined by multiple factors, but the most influential one is: whether the previous post gaining more engagement speed* from one minute to the next.
If a post doesn't pick up any engagement, the light will return to green fairly soon, but if a post starts to take off, the light will remain red for longer.
The light will also stay red for longer if a post achieves a high engagement speed*.
Why the Traffic Light works
One of the things we noticed quite early on at EzyInsights was that when posts were made close together, a new post would negatively impact the engagement speed of the previous one. After looking at a lot of data, we saw a consistent trend where a post's speed would drop dramatically when another post was made "too soon" on the same page.
When to ignore it
If you have a post that is performing merely OK, and you have a killer piece of news you know if going to do really well - post it! It's a guide based on data, but you have the real life experience to give the light context and make good decisions.
During times of heavy engagement - for example during a live event. During a World Cup final, or the Eurovision Song Contest, or a breaking news story that is getting updated frequently - throw the rulebook out the window.
Any questions? Ask us via the chat!
*As measured in Engagement Per Minute