If you’ve been a business on Facebook for any amount of time you’ve likely noticed the dramatic shift in engagement on your posts in recent years. The organic reach for facebook business posts started declining in 2014 and has continued to decline to the point where organic reach is nearly non-existent. That is, without a good bit of strategy behind what you’re doing. Luckily, with a bit of foresight and intention, you can maximize your posting on Facebook and reach the right people with your message! Good news, right? The way the algorithm for Facebook is arranged is simple - the more a post on your feed is engaged with, the more that people are likely to see it. Today we’re sharing our 5 major tips for increasing the engagement of your posts.
But, before we begin, we have to tell you that we believe all successful social media starts with a couple of basic concepts. First, it’s important to be consistent in what you’re sharing. Stay true to your business and brand and speak about things that are relevant to your business or industry. This keeps your message clear and your audience engaged. Second, use striking imagery or videos to catch the eye of your audience. The Facebook feeds of your audience are overflowing with content; it’s important that you have something visually appealing to grab their attention. Pair those two ideas with our 5 tips for Facebook strategy and watch as your Facebook fan page lights up with engaged and excited followers. Let’s get to it:
1 | Shareable content is king.
It’s important to remember that the more engaging your post, the more people will see it. Taking time to ensure that your content is something that your audience will want to share with their network is a great way to rank higher in their feed. Share-worthy content includes:
-blog posts with helpful or interesting information
-clever, interesting, or fun videos
2 | Maximize Facebook ad investments.
Facebook used to be great free advertising for your small business. However, since the algorithm began arranging content based on interest, that’s no longer the case. While advertising may no longer be free on Facebook, it is affordable. Investing in advertising on Facebook is easy and can be inexpensive. However, there are three major mistakes we see brands making with Facebook advertisements that we’d love for you to avoid. First, they’re not using them. It’s a small investment of $5-$20 that can get your post in front of the eyes of thousands of people. It’s a giant missed opportunity to ignore that all together. Second, they’re boosting un-engaging content. It doesn’t matter how many people see what you’re sharing, if it’s not interesting or engaging, you aren’t going to get a return on that investment. Finally, they’re only boosting to their fans or to friends of fans. We encourage you to take time to research how to build the best custom audience for your brand or business. This will open you up to people outside of your immediate network and maximize your investment, putting your content in front of people that are highly likely to become fans or consumers.
3 | Timing is important!
One of the most overlooked keys to a highly engaged post is the time of day that you are sharing. Even though timing can make or break the success of a pos, many businesses are simply sharing as they remember to do so. There are a few things to keep in mind when you’re thinking about timing a post that we’ll share with you today; however, we encourage you to do your own research that covers your target audience. As you can imagine, the social media habits of a small-business owner are different than those working a 9-5 job, and so on. As for the basics, here are a few things to keep in mind:
- Monday-Friday and 9am-7pm is your highest window of success.
- Thursday & Friday are the most active days on Facebook
- 1pm is the time for the highest number of shares on Facebook
- 3pm is the time for the highest number of people clicking on links in Facebook
4 | Provide insightful or helpful information.
Perhaps the easiest way to increase your engagement is to share information that is helpful or interesting for your audience. Give them a reason to tell other people about what you’re doing. Are you a chef with an amazing method for peeling oranges quickly? Are you a blogger with an original system for planning your posts for the month? Your audience will be grateful for the tip and they’ll want to share the love with their network of people too. Just make sure that you are sharing information relevant to your industry or business. Remember, consistency in what you’re sharing is important.
5 | Bring your audience into your inner circle.
Your personal Facebook page revolves around your ‘Facebook friends.’ Facebook re-named this to ‘fans’ when it relates to your business page, due to the fact that you don’t have to follow your ‘fans’ back. However, we would encourage you to change that term internally. Think of the people following your business page as friends. Engage with them, ask their opinion on decisions that you’re making, ask them what their favorite things to do are, bring them into your inner circle. Just like meeting new people in real life, the more interesting you show them they are, the more they are going to want to talk to you. To have a successful and engaging Facebook account, people need to be talking to you!
Pay attention and make adjustments! We always have our eyes on the pulse of our clients' accounts. What posts are succeeding? Which ones are flopping? The best way to make the most of what you’re doing is to try a bunch of things and see what works and what doesn’t. Just like most things in life, we learn from trial and error, just keep trying and learning from both your successes and your mistakes.
Good luck out there!
Persona Creative is a social media marketing agency focused on helping small businesses, creative entrepreneurs, and makers connect with their fans online in a meaningful and authentic way. Our services include account management, content production, and social media coaching and training. Learn more at personacreative.com and follow us on Facebook, Instagram, and Twitter @personacreative.