It’s official, Facebook is the absolute powerhouse of Social Media platforms with daily usage continuing to out-stretch all the others. So let’s take a look at a few tips which will help you increase Facebook engagement and make the most of your content.
First things first – what do we mean by Facebook engagement? Facebook engagement is any activity performed by a user on a Facebook page. This could include liking a post, sharing a post, commenting on a post, clicking a link, viewing a video, etc.
Engagement can result in improved organic reach, therefore more potential customers seeing your activity, and so should be a vital, measurable aspect of your Facebook marketing strategy.
It can be tricky to get right, so don’t give up at the first hurdle – to help you on your way, we’ve shared our 8 top tips for increasing your Facebook engagement.
1. Choose the best posting times and frequency
You will need to figure out the times your audience are most likely to be using the platform, in order to have the greatest chance of reaching them and achieving engagements.
It’s not always easy or straightforward to pick the absolute best time to post, and in doing your research you will probably come across a whole host of different suggested times and days, but a great place to start is with the built-in Facebook Insights. This handy article from Buffer runs through How to use insights to find your best time to post on Facebook.
Remember, the best time to post on Facebook will be unique for every brand. By posting at the time your specific audience is most active, you will have the best chance of being seen in their News Feed and achieving positive engagement.
2. Less is more
Just because Facebook gives us the freedom to write more *a lot*, doesn’t mean we should exercise that right! Research concludes the ideal length of a Facebook post is 40 characters – who’d have thought it – with over 60,000 to play with.
You should be sharing just enough information in your post to entice the reader to click through to your content. If you’re asking a question or sharing a brief update, use your discretion of course, but for regular posted content, remember that on the whole, less is more.
3. Use eye-catching graphics
‘A picture says a thousand words’ is no joke when it comes to our hyper-enriched, always-on world. Graphics can help your content stand out – if they’re striking enough they can reward you with that ever-so important thumb pause.
Drawing on research mentioned in our article 7 Essential Skills Every Social Media Manager Needs, “We are incredible at remembering pictures. Hear a piece of information, and three days later you’ll remember 10% of it. Add a picture and you’ll remember 65%.” Brain Rules
It’s widely reported that posts with images receive better engagement than those without, so flex those creative muscles and test out this simple way to drive more likes, shares and comments.
4. Share content that’s valuable to your audience
If your audience doesn’t see any value in what you’re presenting them with, they’ll quickly switch off. You’ve probably worked hard to achieve that Like, now you have to work harder to keep it and make it worthwhile.
You’ll want to start off with some simple ways to add value.
Is this helpful information? Are you telling them something that solves a problem, or enlightens them to a topic or issue? Or are you delivering a thinly veiled sales pitch?
Is what you’re sharing actionable? Your audience should be able to take the information you’ve provided and act upon it.
Are you confident in your content? If you are striving for shares and likes, your audience has to be just as confident in the published material as you are, to want to attach their name to it.
5. Ask the audience
One of the engagement metrics you’re aiming for is comments. By asking a question you’re asking for an answer. You could even experiment with the built-in, newly-added polling feature.
You could ask the audience about which of your product features they prefer, how to perform an action or what their feelings are about a competitor, for example.
If you’re asking a question, always be prepared to handle the answers, either positive or negative. It’s probably best not to schedule a question post and go on holiday for two weeks leaving your intern or CEO to field any tricky responses!
6. Have a call to action
All marketing content should have a call to action – a final message to close the deal, make the sale, encourage your listener to do what you would like them to actually do.
Each of your posts on Facebook will be written for a purpose, to drive the reader to do something. Typical words of encouragement could be ‘share’, ‘please’, ‘trial’, ‘free’, ‘today’, etc. If you want your audience to engage, guide them and tell them how to do it in each instance.
AdEspresso created an excellent article on 31 Call to Action Examples which is definitely worth a read for inspiration.
7. Engage with others
Facebook is a social platform – so it’s important to be part of the ongoing conversation – brands can be just as social as their followers. You’ll naturally want to be more tactful with your brand interaction than you might be as a personal user. Always remember that you’re engaging with an audience of real people, enjoying their daily lives.
Search out other pages which are in some way complementary to yours, consider what their audience engagement is like and determine when it would be appropriate to post relevant content or comments. You may also start to share the content of other brands’ on your page if it would be beneficial to your audience.
This is a relationship building approach. Other brands are likely to notice and the goal is for them to return the favour to widen the reach of your brand. If all goes well, you may even look to form some sort of official mutually beneficial content agreement.
Joining a Facebook group is another way to engage with others, to connect with relevant audiences. Hootsuite have a must-read article on Everything You Need to Know About Using Facebook Groups for Business.
8. Try out different video styles
Video content is here to stay. Statistics fromvarious sources tell us videos earn the highest engagement rate, despite making up only 3% of content, 85% of Facebook users watch videos with the sound off and Facebook gets over 8 billion average daily video views.
With such a huge desire amongst users to consume video, you’ll want to make it a part of your content strategy that doesn’t get old and tired. There are many different styles to try out to mix it up and keep it interesting for your audience:
- Broadcast via Facebook Live – a product launch party, new product delivery, a competition winner announcement
- Create an educational or tutorial video of how to use or do something
- A behind-the-scenes look into your company – give the audience never before seen access to your brand and the real people behind what makes it great
- A customer case study or testimonial
- A promotional brand showcase
The best thing about Facebook is that you don’t have to be a marketing guru to get started. Learn from your successes and don’t repeat your failures, make improvements along the way. Always track your performance and adjust your strategy to suit your brand and audience. Good luck – Facebook is a powerful and engaging tool in the right hands!