Engagement is a coveted element for anyone managing a Facebook page. However, achieving high engagement rates isn’t as easy as it used to be. According to a 2018 study by Hootsuite, a Facebook post’s average organic reach is only around 6.4% of the page’s total likes.
But low organic engagement rates shouldn’t leave you panicked. While a plush social ad budget is nice to have on the backburner, you don’t have to drop big bucks to drive engagement on Facebook. I’m a firm believer in making compelling, engaging organic content. You have to know how to work with the Facebook algorithm to thrive.
To hit an engagement gold mine — heck, even just to make sure you’re on your fan’s feeds — your brand needs a strong Facebook engagement strategy. Here are a few tips for creating a robust strategy to help you increase engagement on Facebook:
1. Post when your audience is most active
Time is a critical factor when it comes to increasing engagement on Facebook. If you’re not posting when your fans are most active, you’re going to miss them. Check in each month on your Page Insights to find out when your fanbase is online and build your content schedule to meet those times. On the pages I manage, I’ve found that posting in the evening after 8 p.m. is the sweet spot. Experiment with posting similar content at various times and tracking engagement.
2. Keep track of your most engaging content
Understanding and growing your engagement requires careful tracking of your engagement wins. Which of your previous posts got the most engagement on Facebook? What totally flopped? Find out how you can recreate the success or even build off of it. Each month, I look back at the most successful Facebook posts from the past and assess trends. However, you can review as often as makes sense.
Last year, I posted a lighthearted and fun story about a lost guinea pig stuffed animal found on one of the buses of the transit authority I work for. The post went viral within an hour and we were even getting contacted by local media! This taught me that I can have more fun with content and it also allowed me to build off this post with future stories about this same stuffed animal.
3. Switch up your post content and format
If you typically post images or graphics and are getting dismal engagement rates, why not try a simple video? Test out a variety of post formats including some of Facebook’s handy features like polls, Facebook Stories, or going live. There are so many post types available now. Challenge yourself to come up with new ways to deliver the same message ten different ways! Remember to track what you have the most success with so you can recreate it.
4. Harness the power of video
Video comes out on top as the most engaging type of Facebook post across the board. According to BuzzSumo research, video posts get at least 59 percent more engagement than other post types. Creating more video content is worth budgeting for — or seeking low-cost or free alternatives — in the long term. Even simple, quick videos can have more ROI than a single image post. Using Adobe Spark Post or Facebook’s built-in video creation tools is a great way to immerse yourself in the world of video creation.
5. Appeal to your audiences’ emotions
Think about the reaction buttons on Facebook. How can you tap into these key emotions within your audience? Yes, even the anger emotion! Inspire a variety of feelings with your content by creating curiosity sharing fascinating facts, conversation starters, and response drivers. Keep a close eye on pop culture, politics, and trends of all kinds so that you can inject your brand in a thoughtful way.
6. Provide a look inside your brand
Everyone loves feeling like a VIP. When you give your audience a look behind-the-scenes at your company, they feel even more connected to your brand. This can be something as simple as sharing photos and an inside look at a recent internal cookout, sharing photos from a volunteer day, or even going into a warehouse to see where a product is made. What may seem everyday and casual to you could be a whole new experience for your audience, especially when they already love your brand.
7. Share content generated by your fans
Whether it’s by hosting a contest or simply requesting your fans share unique content related to your brand, there’s no better way to engage your fanbase. I’ve noticed a variety of pet brands like Chewy and Small Pet Select asking their customers to post photos of their animals with the box their products are delivered in. Both of these brands make a big deal about sharing these photos, which then means their fans react, like, comment, and share out of excitement! Take a look at your brand and see how you can drive engagement with user-generated content.
There are so many small things you can do to make a big impact on your engagement on Facebook. Remember, as a marketer, it’s your job to continue learning and experimenting to improve your company or the brands you work with.