The Art of Creating Popular Content on Facebook: A Qualitative and Quantitative Study of Content

Charlotte Lejre

Student thesis: Master thesis


This thesis is investigating how to create popular content on Facebook amongst private companies positioned in Denmark. Companies using social media are now more than ever in a networked society faced with the struggles of engaging their audiences through creation of popular brand content. This research examines one hundred popular brand posts on Facebook from ten large companies. In this thesis, popular refers to engagement with the content, i.e. number of likes and shares. This thesis conducts a quantitative content analysis based on categories developed through a qualitative study of content with experts and existing theory. The findings from the thesis diverge in some areas from the theory where the academic contribution to the field is found. Especially the findings of two categories are relevant to mention: Timeslots between 6-8 am and 6-10 pm are linked to popularity. Furthermore a product theme in the content is linked to popularity contradicting previous theory.

EducationsMSc in Business Administration and Organizational Communication, (Graduate Programme) Final Thesis
Publication date2018
Number of pages140