Engagement on social media, be it on Facebook, Instagram, Twitter, etc. translates to any action that users take on your posts. Among these, we can count likes, comments, shares, tags, and check-ins.
User engagement on Facebook is essential for several reasons. First, it is a way for your brand to come directly in contact with potential customers. Second, engagement is a means of building and maintaining trust and loyalty. And thirdly, it is an excellent way to boost your posts past Facebook’s new and improved algorithms.
User engagement is among the best things that one can expect from social media. Here are several techniques to increase your involvement with Facebook.
Understanding the Audience
To cater to your audience and increase your engagement with them, it’s important that you get to know them first. You need to know to what type of content they mostly respond to so that you can deliver time and time again. Facebook Page Insights is a useful tool that provides you with this information. It tells you what posts received the most engagement, in what way, when, as well as who were the people that engaged the most.
Being located at the very top, Facebook Stories have access to prime real estate in users’ News Feed. It shouldn’t come as a surprise then that 62% of people said that they became more interested in a brand after seeing one or more of their stories. An extra benefit of Facebook Stories is that they can be of lower quality, allowing you to experiment more and be more personal with your audience.
While on the topic of quality, it’s highly important that you create and post content that brings real value to your audience. It means the material that can help your audience in their personal or professional lives or, at least, to leave them with something more than when they came in. It will increase engagement, and help with Google rankings. Concerning the design, you should try and keep it simple with a consistent colour scheme and easily recognizable images.
In 2019, 80% of customer-oriented internet traffic will consist of video content. What’s more, one study indicated that over 83% of consumers consider sharing a video with friends and family if they find it interesting. A good example here is how-to videos. Google has highlighted this type of videos as a go-to for over two-thirds of millennials looking to pick up a new skill quickly.
A good way of driving engagement on Facebook is to initiate it yourself. This technique has seen widespread use over the past years. So much so, that Facebook is now hammering down on posts that border on spam. Nevertheless, there are ways to spark debate with your posts without having to resort to spamming.
The most effective way of doing this is by posting content that’s debate-worthy. Controversial topics (e.g. social-political issues), for instance, are great conversation starters. Better yet, two-thirds of consumers say that brands should take a stance on these. However, this should be taken with a pinch of salt. Overly-political or social posts may end up alienating part of your audience.
Ask Questions and Respond
An equally good way of sparking debate is to frame your posts in the form of questions. But to honestly take advantage of the situation, you also need to respond. Before long, your followers will stop engaging with your brand if you ignore them and don’t participate in return. In most cases, a simple comment will suffice. Some individual cases, on the other hand, may require some customer service, so be prepared for that possibility and respond a.s.a.p.
It should go without saying that engagement and reach -go hand in hand. But your reach is limited by both the number of your brand’s followers as well as Facebook’s somewhat recent algorithms.
A good way of bypassing this is by encouraging your staff to share your content on Facebook and other social channels. In addition to broadening your reach, this technique will also increase engagement naturally. Statistics indicate that people are 16 times more likely to interact with a post if it’s coming from friends and family than from the brand, itself.
Target Your Audience
As your business grows, so will your social media audience. A broader audience, though a good thing, also implies more diverse interests and geographical locations. So, when you have special events coming up, or you’re posting content that’s location or interest-specific, it’s a good idea to narrow down your audience.
Facebook allows you to target specific members of your audience based on a wide variety of factors such as interests, location, gender, job, etc. By doing this, you will, of course, narrow your reach but will increase the relevancy of your posts, as well as your engagement rates.
A high engagement rate on Facebook is highly sought-after by marketers mainly because it helps them reach out to their target audience organically. It means that there’s less paid advertising, which helps in achieving both marketing and business goals faster. And if you are interested increasing your audience and your engagement, then download this resource today. We are all about getting you to the next level in sales, and in business.
Until the next time,