One of the primary components of any social media plan is raising your total social media engagement—and the same applies for Facebook. If you’re marketing your company and its goods or services on Facebook, you want your target audience to interact with your material.
However, improving your Facebook involvement might be tough. You need to know the correct methods to execute and how to get started.
Throughout this post, discover more about what Facebook engagement means, how to measure your Facebook engagement rate and 13 critical tactics for improving engagement on Facebook.
What is Facebook engagement?
Facebook engagement refers to any activity that a Facebook user does on your Facebook page—mainly likes, comments, shares and clicks. Increasing the amount of interactions you see like this on your page demonstrates that your Facebook marketing plan is effective and that your content connects strongly with your audience.
Methods for Determining Your Facebook Level of Engagement
Using this easy method, you can determine your Facebook interaction rate:
Facebook Engagement Rate = [(Total Likes + Comments + Shares)/Total Reach] x 100
Facebook insights or an external Facebook analytics application may provide you with these metrics. Find out how engaged your Facebook page is with your audience by taking a look at the “Post reach” and “Interactions” sections of your page dashboard.
A median engagement rate of 0.063% was observed on Facebook. Even though this engagement rate is low, your brand has a better chance of exceeding it if you apply the thirteen tactics listed below.
13 ways to boost Facebook interaction
While you’re at it, don’t discount the efficacy of Facebook ads; these 13 tactics will help you expand your organic reach. Your Facebook advertising campaign will be more effective if it incorporates these 13 organic reach tactics.
1. Understand your target audience
To make sure your content reaches the people your company can assist the most, it’s important to know who you’re writing for. This will help you develop a stronger approach and message.
To begin, familiarise yourself with the demographics of social media users so you can identify your target audience on each site. Taking a glance at Facebook’s fundamental demographics, for instance, we observe:
Visual representation of the age and gender distribution of Facebook users, as provided by Statista.
Check to see if this fits in with the general population of your company. Continue your search, nevertheless. With what kinds of goods and services does your company assist its customers?
Here are some things to keep in mind while targeting males in their thirties:
- Verify that they are on the platform you choose (you should be OK in this instance).
- Create a plan that caters to that audience
- Keep them in mind while you’re composing your article
2. Know the optimal times to post on Facebook
Generally speaking, Facebook’s algorithm will provide greater reach to posts that get more interaction. While this may seem counterintuitive, it really highlights the need of precisely timing your articles.
If you want more likes and comments on your posts, publish when your fans are online most.
In addition, you may get some guidance on the optimal posting schedule for social media based on data-driven recommendations.
Posting at random and expecting interaction is not the trick here. Finding a sensible timetable is easy with the chart below and some research on your previous post involvement.
If you want to organize your social media schedule ahead of time, Meta Business Suite is an excellent tool. It enables you to plan posts for days or weeks in advance, experiment with optimal posting times, and ensures you never miss a post.
3. Regularly publish content
Posting consistently is just as important as the next post, which should focus on quality. Some brands post four or five times a day on Facebook, according to global data, but that’s a lot of content to share consistently.
Determine a reasonable posting frequency for your team, either daily or weekly, and stick to it. Creating material on a regular basis improves your chances of pleasing the algorithm and increasing the number of individuals who read your work.
You are doing well if your blogging is regular and trustworthy.
4. Highlight high-quality material
To further enhance the likelihood of audience engagement, ensure that your material is entertaining, informative, and of high quality. As they embark on this journey, several businesses err by limiting their content options.
Suppose you own a sandwich business and manage a Facebook page. Is it OK for you to just share sandwich-related content?
Not at all.
For starters, there’s only so much that can really be said on a day-to-day basis about your brand or product. As soon as your content starts to feel repetitive or stale, your audience will tune out.
Here’s some food for thought: your Facebook content isn’t all about you. It’s about your audience. They could like you, but that doesn’t imply they just want to hear about you all day long. Once you start to implant that notion into your approach, growing Facebook engagement becomes lot more attainable.
And if you’re trying to generate ideas for new material, you may start by asking yourself a few questions.
What’s trending?
Pulling from pop culture and current events is a sensible choice if done properly. Take a look at the fantastic piece that HubSpot published in honour of Christmas.
Social Media Post for Christmas by HubSpot
Can you share any festive anecdotes?
Huge portions of Facebook interaction during the holiday season come from heart warming stories, infographics, and surprising holiday facts. These spark conversation and debate, perfect for spreading festive cheer. The improved algorithm loves it when people are talking in the comments, so encourage sharing and interaction!
Has the personality of your brand been showcased?
Christmas is the perfect time to infuse your brand’s social presence with a bit of holiday spirit. Whether it’s a funny Christmas meme or a heartfelt holiday message, seasonal humour or warmth can work wonders. That said, keep it authentic to your brand’s tone—it might not work for everyone.
Avoid over-promoting yourself.
While sharing holiday offers and products might seem tempting, remember to balance promotional content. Stick to the widely-accepted content curation rule: no more than 20% of your posts should focus on sales. Instead, focus on creating value and connections with your audience this season.
Keep your audience excited.
By consistently posting a variety of holiday-themed content—DIY Christmas ideas, festive recipes, or feel-good stories—you can keep your fans eagerly awaiting your next post.
5. Address client concerns
It takes more than a “one and done” to increase interaction on your Facebook page. Make sure you respond to comments on your article if someone takes the time to do so.
Many companies see an increase in engagements when they react to comments because people overwhelmingly desire to communicate with brands.
Just responding to fans’ messages demonstrates that you’re paying attention to what they have to say. Looking fantastic from a branding standpoint, this will hopefully lead to more future fan involvement.
If you’re swamped with social media messages and don’t have time to answer each one, consider building a chatbot on Facebook or using an external messaging service to centralise all of your communications.
6. Raise the quality of the visuals you use.
Simply said, visual material rules Facebook, and Facebook isn’t shy about their love of video content.
The platform’s preference for visual content over text-heavy posts is evident from the fact that images and videos are among the most popular post kinds, second only to links. Get visual if you want to increase interaction on Facebook.
But the quality of the media you share has a huge impact on how well things work.
A common pitfall for startups is using stock footage or images instead of creating their own original content.
Companies should instead make an effort to reveal the character that drives their brand. There’s logic to why company tales and images taken “in the wild” are huge hits.
Never mind the stock picture network; this is all about social media.
Additionally, remember that photographs may be a great tool to entice people who scan around social media without pausing to look at your postings. Brands like GoPro, who dominate the market with their picture content, can attest to the fact that images with vibrant colours and breathtaking vistas usually perform well.
To further stimulate engagement among their followers, Facebook promotes that marketers post videos directly to the platform rather than just sharing URLs.
Which means you can’t just paste a link to your latest YouTube video into your article; you need to put some thought into it.
Alternatively, companies should include films in their Facebook postings whenever they can. Publishing video material on Facebook on a daily basis is a sensible decision that the platform supports, whether it’s cartoons, ads, or hopping on Facebook Live.
7. Consider user-generated content.
UGC, or user-generated content, refers to anything that your audience creates and shares with you via your feed. Having their own material published by a business they love is a great way to engage your audience and make them laugh.
There are many approaches you may take to get user-generated content (UGC) from your audience if they haven’t already provided any.
Make a request first. Post an ad encouraging users to share media featuring your items. Think about making it more of a game or holding a contest where you give away free stuff or gift cards to the person who comments or messages you with the most user-generated content.
Consider bringing in a user-generated content generator as a second option. A brand ambassador is someone you pay to create material solely for your company’s page to post, as opposed to an influencer, who promotes your brand to their own following. Even if it lacks the genuine thing, this might be a fantastic approach to begin your user-generated content adventure.
8. Use Facebook analytics to inform your strategy
Looking inward might sometimes be the secret to boosting Facebook engagement.
Imagine you’ve got a post that really rocks. There is a tonne of support in the comments area, as well as likes and shares.
You should stop looking at that post as an exception and start making plans to bring that kind of social magic back.
It may have been a surprising meme. Maybe it was a very remarkable case study.
You should not waste time speculating about what your top-performing content is. The behaviour of your followers is crucial in determining what to publish, as said before.
Examine your Facebook statistics closely to see which posts are getting the most views; this will help you to properly categorize your activity. What I’m about to tell you could shock you.
9. Capitalize on staff support
Why not have your staff help out with content sharing instead of depending on your brand page?
To keep your employees up-to-date on all the latest news, videos, and other information, use an employee advocacy platform. Subsequently, individuals need just access their dashboard in order to post the material on their own Facebook profile.
You can even make it easier for your staff to discover and publish the material they want to share by adding recommended language for their Facebook post using Employee Advocacy. Plus, users have the option to share it on LinkedIn and Twitter.
The nicest aspect is that your staff is eager to spread the word about your stuff. Our employee advocacy launch checklist reveals that a lack of bandwidth, hesitancy, lack of confidence, and forgetfulness are among the most prevalent obstacles preventing workers from taking action. Advocacy from inside the organisation eliminates these obstacles, facilitating posting with ease.
The advantages of advocating extend well beyond the expansion of one’s audience. Getting views is great and all, but the main goal should be to have people read the articles and interact with them. In comparison to company-shared information, employee-posted content receives twice as many clicks, according to LinkedIn.
10. Learn how the Facebook algorithm works
What shows up in people’s news feeds on Facebook is determined by a set of rules called the algorithm. For each user, it does this by considering the following four factors:
- Inventory: Facebook keeps track of everything that potentially show up in a feed.
- Signals: Facebook considers factors such as the content’s nature and the frequency of user interactions when deciding whether or not to display it in a user’s feed.
- Predictions: In order to anticipate what users will be interested in seeing in their feed, Facebook employs predictive analytics.
- Relevancy scoring: To determine what material is most relevant to a user, Facebook employs a score system called relevance scoring.
Content will be recommended to users by Facebook’s algorithm based on these four factors.
To improve your content’s visibility, ensure it is relevant to your intended audience, fits a popular content genre, and is engaging enough to elicit responses. Partnering with a trusted social media marketing agency can further enhance your content strategy, helping you reach your audience effectively and drive meaningful engagement.
11. Create Facebook Stories
Another fantastic content type to make to engage your audience is Facebook Stories. You can reach and engage your fans in more ways with stories since they appear in a different place of the feed—at the very top.
Facebook stories are those postings that, after 24 hours, vanish from your feed. Whether it’s showcasing your goods, making an announcement, or simply just engaging your audience with surveys and Q&As, these visuals can do it all.
To boost interaction even further, make Facebook stories a regular part of your campaign.
12. Collaborate with influencers
Engaging your audience with influencer marketing is yet another fantastic strategy. More people will see your company if you team up with influencers who already have a sizable Facebook following. Facebook is a great platform for influencer marketing since it allows users to post visual content about your product or service while tagging your company.
To encourage more interaction from visitors to your website, you may simply reshare or repost the material. As a result, they are more likely to see more of your material in their feeds.
13. Get Verified
Obtain verification at last! Having your company verified increases the likelihood that people will want to follow you and engage with your material since it confirms your authenticity. A blue checkmark will appear next to your brand name after verification, letting users know that your Facebook page is official.
Please adhere to following guidelines in order to be verified:
- Then check to see whether your page was eligible.
- Launch the form for requesting verification.
- Please attach the required papers to verify your identity.
- Include stories that demonstrate the public’s interest in your brand.
- Submit the form in its entirety.
When it is done, you just wait. If you don’t get accepted the first time, try again.
Discover how to identify missed opportunities in your content by exploring our blog on How a Content Gap Analysis Benefits Your Online Marketing Strategy.
Start ramping up your Facebook engagement.
Possessing a Facebook engagement plan is, in the end, the most important thing. End of story.
Looking at the most popular companies on Facebook will show you that they post and engage with followers often. Instead of actively engaging with their audience, “dead pages” only repeat what other people have said.
The bright side? These suggestions may be automatically included into your Facebook strategy right now.