The Ultimate Guide To Facebook Engagement
Did you know: people share 1.3 million pieces of content on Facebook every minute, of every day.
That’s a lot of content.
As a digital marketing agency, we understand the importance of creating great content that resonates with your target audience and makes them want to engage with you, i.e. take action on any of your posts or page, all the way from likes and comments to tagging you.
Why does engagement matter?
Because it helps organic (not paid or sponsored) reach. When you create engaging content, people feel compelled to respond to you, and this emotional involvement is the heart of successful social media marketing. It’s a cycle: the more engagement you get, the more curious people will be to check out your page, and you reach a whole new audience. The sharing itself is a sign of endorsement, or what is known as social proof, like the numbers on the example below.
Image Source: Econsultancy
When Facebook announced changes to its algorithm in 2018, it meant that the more back-and-forth discussed posts would get greater visibility, though this demotes engagement bait (for example, “Like this if you’re a Gemini!”) that encourages responding in a single word or emoji.
Check out our take on the Facebook Ad Pixel here.
What kind of posts get the most engagement?
The most engaging type of post is video. Average engagement rate of video posts on Facebook is 6.13 percent, while average engagement is 3.6 percent, which makes it a strong motivator to include video in your marketing strategy. That’s almost 60 percent more engagement than a regular post.
Image Source: Statista
When Facebook says it wants to focus on “meaningful interaction”, that’s anything viewed for a significant amount of time: like videos. Interestingly, the time and day you choose to post content also makes a difference in your levels of engagement, with Sundays being the most engaging days on average. As per your region, try out different days and times to see when you get the best engagement, and with what type of content.
What posts work best for my business?
The best way to get inspired on the kinds of posts that work best for your business is by looking at other business pages that cater to a similar audience. Pay attention to:
- Media type (image, video, link)
- Media format (image with text, video length)
- Tone of post
- Posting frequency
And, of course, our article on Facebook lead generation too.
Here are a few of our best tips on generating Facebook engagement:
Share content created by fans, customers, or even employees to show how much they matter to you. Make sure to get permission first, and this feeling of goodwill will lend to more overall engagement. Check out our ideas for social contests you can run today to get started on those shout-outs.
Image Source: Rignite
- Get To Know Me
We know it can be tempting to put up things you find relevant and inspiring, but it’s important to remember here that your audience might not feel the same way. You can do this by getting to know your audience through means like Facebook Insights, and create more meaningful connections with customers.
- Stay Short
Facebook’s data shows that people scrolling through their newsfeed via mobile – the majority do – spend 1.7 seconds on each post, which proves people’s 8-second attention spans and the need for businesses and marketers to create content accordingly. Use the “short and sweet” rule when creating posts that capture’s attention and get people to stop scrolling and engage with you.
- Ask Away
People like to talk about themselves, and an interesting question is a great way to kick off a comment thread. Ask them what kind of content they’d like to see from you, if they agree with a political agenda, or what their favourite home-made dish is.
Image Source: TechCrunch
If someone makes the time to comment, make sure to reply too. Sometimes just a comment back is required, or more action is. If you use Facebook Messenger for your business, try and aim for the “Very Responsive” badge.
- Stay Consistent
Facebook’s News Feed is based on algorithms. When you post consistently, your audience comes to expect content from you regularly, and it’s recommended to post 2-3 times a week, keeping in mind when your audience is online the most.
- Use Stories
Similar to Instagram Stories, Facebook Stories are strategically placed to draw attention to your content. It’s a great way to post as often as you’d like without overwhelming people’s Feeds, and you can be more informal as well.
- Be Verified
People like to know who they’re talking to online, and the certainty that you know what you’re talking about is legitimate. This applies to brands, so get a verified badge to let people know you’re genuine and they’ll feel safer engaging with you, too.
Image Source: ResearchGate
- Use Call-To-Actions (CTAs)
This gives people the option to do more than comment, like, or share your posts. You can engage people further with CTAs by:
- Book appointments
- Watch videos
- Go through your website
- Check out new offers
- Join your Facebook group
Give your audience something to talk about. Tribe of Brands can help you stay on top of trends to effectively navigate the complex waters of the internet. Our marketing agency can help you with further ideas on how to design world-class websites, seamless user journeys, and digital marketing campaigns.
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