Facebook Engagement: How to Get More Likes, Shares, and Clicks
It’s amazing how ingrained Facebook has become in our lives, personally and professionally; as consumers and as individuals.
When a business doesn’t have a website, it’s surprising, but when it doesn’t have a Facebook page, it’s straight up dumbfounding.
Facebook pages, like most social media profiles, are free, easy to set up and use, and to a degree, level the competitive playing field for businesses — why wouldn’t you create one?
For those that have, it can be extremely frustrating when they don’t see success just as easily as the set up was, but there is hope.
While some brands do seem to get it right from the beginning, in most cases, Facebook engagement doesn’t come quickly thanks to the platform’s algorithmic timeline.
The brands who get the most likes, comments, and shares have the knowledge and tools to be successful, and after reading this article, you will too.
Are People Seeing My Brand’s Facebook Posts?
Facebook has evolved over the last several years and the most recent changes have had a significant impact on how many people see posts from your business page.
The bad news is fewer people see your company’s Facebook posts organically than in the past.
So, what happened?
In exchange for access to the content hosted, Facebook reserves the right to monitor individual usage patterns.
Each like, comment, and page view is tracked and then fed into a fancy algorithm that continues to personalize a user’s feed in order to optimize their experience. So that band you streamed yesterday? Hello! And that company page liked three months ago? Goodbye.
This is incredibly frustrated for marketers, especially if your brand worked hard to build up a following of thousands of Facebook fans. Now only a small fraction of those fans will see your posts in their timeline organically.
The good news is you can make moves to change that.
Essentially, Facebook has moved to a “pay-to-play” model, meaning you have to pay to promote your posts if you want to guarantee they are seen by your buyer personas but don’t give up on Facebook just yet.
Luckily, Facebook advertising is one of the most cost-effective ad platforms ever. Using it, you can ensure your posts are seen by exactly who you want and in turn, improve your Facebook engagement.
Below is a screenshot from Facebook’s Help Center showing you how they define engagement rate and how you can analyze your page’s engagement using Facebook’s Insights dashboard.
*Note: Your brand’s Facebook page will need to have at least 30 likes before the Insights tab is available, so don’t panic if you just created your profile and don’t see it yet.
How to Effectively Reach Your Buyer Personas With Your Facebook Posts
Your brand needs to maintain a high rate of Facebook engagement to ensure you’re reaching the most people without promoting your posts (or that you’re reaching even more people when you do boost your posts).
The more people “like”, comment, share, and view your posts, the more your posts will appear in their timeline. All you have to do is get their attention once and maintain it forever… Easier said than done, right?
Below are several tips to ensure you’re effectively engaging on Facebook and reaching your audience.
1. Post Updates Regularly
Much to the dismay of bosses everywhere, over 29% of Americans use Facebook during work hours every single day. (That’s more than other social media networks and even Gmail or Yahoo! Mail.)
In fact, Facebook’s highest traffic usually occurs mid-week between 1 to 3 pm which tells us two things — 1) Almost everyone hits that after lunch productivity slump than we think and 2) people are always looking for new content on their newsfeeds.
Posting every hour or so is excessive, but you should give your buyer personas something to entertain (or distract) themselves with every day. They want it.
2. Post Photo in Comments
This is a sneaky trick that you’ve probably seen, but didn’t think about from a social media marketing perspective; commenting with photos.
According to KISSmetrics, photos get 53% more likes, 104% more comments, and 84% more clicks on links than text-based posts. Photos also stick out like a sore thumb (in a good way) in the comments section so try responding to customer posts or even the content of peers to attract more engagement.
3. Use Social Calls-To-Action (CTA)
Even though it might feel uncomfortable to ask for likes, comments, and shares — it works. As long as you’re posting useful information and sharing valuable content, there’s nothing spammy asking your readers to help your content to reach even further.
4. Promote Your Posts
As mentioned above, the organic reach of page posts is now limited. According to Facebook, “of the 1,500+ stories a person might see whenever they log onto Facebook, the newsfeed displays approximately 300.”
Facebook’s post promotion allows you target your audience by a number of different characteristics including:
- Job Title
A more cost-effective strategy, however, is to only target your existing Facebook fans, since they’ve already expressed an interest in your brand. When they subsequently “like,” comment, and share your boosted post, their friends will then see it expanding your total reach.
Need ideas for the types of Facebook posts worth boosting? Check out these 11 ways to boost Facebook engagement provided by Social Media Examiner.