Facebook can be a great asset for businesses of any size or niche – it’s a platform that can be used to expand reach and create a sense of brand loyalty among followers. There’s also an abundance of content format choices and an established paid advertising infrastructure with fairly advanced demographic targeting options.
While tracking and growing followers on Facebook is important, measuring engagement is also vital. Engagement proves that your content is hitting the mark – but it’s something that is becoming harder on Facebook as a series of algorithm changes intended to prioritise updates from friends and family connections makes Page content less visible.
Why does boosting engagement matter?
Facebook boasts over two billion monthly active users (over a third of the online population) with approximately six new profiles added every second. The general statistics on Facebook demonstrate just how powerful the social media platform can be to businesses of all sizes, from global giants right down to locally focused firms.
The opportunity Facebook presents to reach new audiences is clear, but why does engagement matter? Social media is a channel for discovery and engagement is a clear indication that followers like what they see. Your Facebook posts shouldn’t be solely sales orientated; that would likely quickly lead to your follower numbers falling, instead it’s all about forging a connection. Engagement drives increased reach rates and leads to higher conversions.
So, how do you work around the Facebook algorithm changes to make your content more visible and bolster fan interaction? Try these four strategies to set you on the right path:
1. Vary the content type that you share
Your feed should be filled with a variety of content, from simple updates and links to your blog posts through to images, videos and even Facebook Live. Variety helps to keep your posts fresh, interesting and ensures they appeal to a range of consumer personas. It’s also a simple way to improve engagement statistics.
Video in particular is a hit when it comes to engagement. Video posts typically earn the highest rate of engagement despite making up only 3% of content. Every day, Facebook users watch around 100 million hours of video content.
You can step it up another gear by using Facebook Live. According to BuzzSumo research which analysed 100 million videos, the average Facebook video receives 928 interactions, compared to the 1,043 interactions Facebook Live videos earn. Posts with images also see engagement increase by 2.3 times, so make sure you have a library of photographs to share.
2. Make a clear call to action
If you want your social media audiences to do something, tell them. Failing to add a call to action on Facebook posts when necessary is a common but costly mistake.
For example, the average advert click through rate on Facebook is 0.9% but with a CTA button, the number increases by a factor of 2.85. Letting your audience know what you want them to do, whether it’s to leave a comment or to check out a video, can deliver instant engagement results.
3. Use Facebook Ads
It goes without saying that the more Facebook users your content reaches, the greater the opportunity to see engagement. While the social media platform boasts billions of users, you’re only accessing a small amount of that when you focus on your followers alone. Facebook Ads help you expand your reach and create new opportunities for engagement. It’s also an excellent way to increase the potential leads each post can generate.
To maximise your Facebook ads ROI, it’s vital to select content that can encourage engagement. Linking back to our two other points, video content that includes a call to action, for example, boosts the chances of your content earning likes, shares, and comments.
4. Share valuable content
It can be tempting to use your Facebook channel as a sales platform but that’s not where its value lies. Consumers use Facebook to uncover new things and it’s this that you should focus on when creating a Facebook engagement strategy. A StubHub survey found that 62% of respondents have used the platform to learn more about live events while research conducted by Pew Research found that almost half of US adults use Facebook as a news source.
The good news is that there are plenty of opportunities to convert, even though social media is used as an information gathering platform. A survey from Curalate found that in a three month period, 52% of respondents discovered a new retail product through Facebook, outlining a golden opportunity if you can balance value and sales.