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6 Simple Ways to Increase Facebook Page Engagement

150 150 Zack Jackson

Guest writer: Andrew Scherer, HSBO

Almost 3 billion people use Facebook every month, including almost 300 million in the United States. With that number expected to increase to around 325 million in 2026, it’s no surprise that 93% of businesses are on Facebook. 

Furthermore, 78% of consumers in the United States have made purchases after discovering products on Facebook. However, if you’re frustrated by the lack of engagement you are getting on your Facebook page, don’t despair. With a few simple changes, you can drastically increase your Facebook engagement and drive more traffic, sales, and conversions.

Here are six simple ways to increase Facebook page engagement. 

1. Analyze Your Most Popular Posts

Your first step should be to analyze your most popular Facebook posts. That will allow you to discover things such as: 

  • Which topics are driving the most engagement
  • What type of media gets the most likes, shares, and comments
  • Whether short or long posts fare better
  • Which CTAs work best

For example, you may find out that posts with memes get more reactions or that posts with GIFs get more shares. Or, you may learn that asking a question leads to more comments or that using a specific type of CTA results in more click-throughs. 

Facebook Insights has all that you need to analyze your top posts. There, you can sort your top posts by shares, likes, or comments. I suggest doing all three to figure out the specific factors that lead to each of those three. Then, you can try to combine all those factors in future posts to get more post interactions. 

Like in SEO, the 80/20 rule applies here: You will likely discover that 20% of the strategies or tactics you have been using generate 80% of all your success on Facebook. 

You will need a Facebook page, as opposed to a private profile, to access those insights. 

2. Post What Your Audience Wants

It sounds simple, but it’s necessary to stress nonetheless. That’s because too many businesses post what they want to post instead of what their audience likes. 

Or, they post what they think their audience enjoys. However, their audience may want something different. 

So, how can you find out what your audience is interested in? Analyzing your top posts is one way to do that, but you don’t have to stop there. There is a lot more information you can glean from other sources. 

I suggest using Facebook Audience Insights, which you can access in the Facebook Ad Manager. There, you can drill down into the specific demographics of your target audience, including: 

  • Age 
  • Gender
  • Relationship and marital status
  • Education
  • And a lot more

I advise taking a look at the Interests section. There, you can learn about the types of pages your target audience has expressed an interest in on Facebook. If a large percentage of your audience seems interested in a topic, consider incorporating it in your future posts. 

It’s also worth asking your audience directly. An easy way to do this is to set up a poll on Facebook. If you have a Facebook page, this is straightforward – create a post and select the poll option. Add a few different response options, and set a time for your poll to end. 

3. Keep Your Posts Short

Facebook doesn’t limit the length of your posts like Twitter does (technically, there is an upper limit, but it’s over 63,000 characters). Nevertheless, if your posts are too long, people will just gloss over them. 

When long posts show up in users’ news feeds, Facebook will only show the beginning of those posts. Users will have to click on “See more” to reveal the rest of the post. That’s why your most important information should be at the top of your post. At the very least, include an intro that is eye-catching and engaging. 

However, if people click on your post to read more and discover a lengthy essay, they won’t bother reading through it. 

Consider keeping your posts to just one or two paragraphs. That way, people will be able to read your entire post, without any of it getting hidden by Facebook in the news feeds. 

You’ll be surprised by how short you can make your Facebook posts and still get superb engagement. You might think that longer posts engage better, but they don’t. The ideal Facebook post length for optimal interaction is just 50 characters, according to a Buzzsumo analysis. Generally, the longer posts get after that, the less engagement they attract. 

4. Don’t Disregard Images and Videos

Did you know that Facebook posts with images get more than double the amount of engagement as text-only posts? 

The reason for that is simple. Humans are visual creatures. Half of our brains are involved with processing visual information. We can identify images we see for just a few milliseconds, and we learn and remember information better when it’s presented in a visual format. 

When people are scrolling through Facebook, they are often relaxing or distracted. They might not be in the mood to force their brains to concentrate on a block of text. Seeing what their friends are up to by browsing images and videos they uploaded is a lot easier and requires less effort. 

Facebook, above all, is a social platform. People go there for the social aspect and less so for discovering businesses and products. Nevertheless, by using visual imagery, you can overcome that obstacle and make your posts eye-catching, fun to look at, engaging, and interesting. 

As you may expect, videos also make your posts infinitely more exciting and engaging. Typically, video posts do a lot better than posts with images. Nevertheless, you can’t make all your posts into video posts – you want to spice things up a little. 

Even when posting images, you want to vary the type of photos you post. For example, you can include professional product pictures in some posts, but include snapshots of your team and office space in others. You can upload GIFs and memes to foster a stronger relationship with your fans and catch the attention of even more followers. 

Just be original! Don’t lift memes off the internet. Instead, follow meme pages on Instagram to learn about recent meme trends and make unique variations of those memes, geared towards your niche and followers. Remember that memes won’t work well for every niche – they tend to work better with younger audiences. 

5. Post at the Right Time

Not all businesses realize this, but Facebook won’t show your post to all your followers. It will only show each post to a small percentage of fans. Facebook looks at the pages and profiles a user engages with most often when deciding which content to show them, and in which order to prioritize that content. 

In addition, it won’t necessarily show all your posts to even your most engaged followers. Or, it might display some content further down in their feeds, and they may never see it. 

Posting at the right time can help you beat the algorithm, as it increases the chances of your followers coming across your content. When your followers spend more time on Facebook, Facebook will end up showing them more content than usual. 

So, what is the best time to post on Facebook? Many studies have been done on this, with different studies suggesting different optimal times. However, as a general rule, afternoons seem to be a good time, especially on Thursdays and Fridays. At those times, people are at work but are tired and are looking for distractions. 

Early morning during the week may also be a good time. Weekends may not work as well, as people may be busy spending time with their families or relaxing. 

It’s worth pointing out that your followers may live in different time zones, especially if you run a global ecommerce store. Look at your audience demographics to see where they are located. 

Also, the optimal time varies from one target audience to another. That’s why it is better to do your research instead of relying on the research of others. Publish posts at different times, on different days, and track engagement for each post. Eventually, you will notice trends, and you will be able to pinpoint which times work best for you. 

6. Engage With Commenters

Finally, engage with commenters! If people comment on your posts, but you never reply or even like their comments, they will eventually stop commenting and engaging with your posts. Nobody wants to feel ignored, as if their opinions are not valued. 

Reply to comments regularly. Even if you schedule posts to be published in advance, you need to check in on your page and engage with comments. You don’t have to respond to each comment, but the least you can do is like or react to them. 

Final Thoughts

Engagement on Facebook is critical. Facebook uses engagement to decide which content to show to which users. If you can get people to engage with your content, it will create a snowball effect. The more they interact with your posts, the more Facebook will show them your content, leading to even more engagement. That makes it easier to eventually convert them into clients. 

Wanna Preserve Your Privacy? Good Luck With That!

150 150 Zack Jackson

One of the big buzzwords heading into 2022 in the digital space is “PRIVACY.” First … the word “buzzword” may actually be the most annoying buzzword people use for articles like this, but I’m not sure what other word to use.  The point is, everybody’s talking about how they want to protect their privacy and they don’t want Big Tech messin’ around in their data.

So let’s get the facts out of the way … protecting your privacy ain’t gonna happen.  All these companies may ACT like they care about protecting your privacy, but if you believe that then you probably also believe that Mark Zuckerberg actually cares about “community” and “bringing people together” on FaceMetaBook or whatever they call it now. 

Really what Big Tech wants to protect is their own behinds from any kind of lawsuits, so they may SAY they want to protect your privacy, but they’ll also be more than happy to mine all of your digital activity for anything and everything they can.

OK … rant over.  Now let’s get to something helpful … what does this mean for you as a small business owner looking ahead to 2022?  

1) It means people at least want to THINK that their privacy is being protected.  So first and foremost, don’t be all spammy and invasive. Lurking around in people’s data is the digital marketing version of that creepster in the bar who tries to buy you free drinks and take advantage of you.

2)  I’ve said it before and I’ll say it this time in all caps … YOU NEED TO OWN YOUR OWN AUDIENCE.  There should be no need for third party data on your customers. You need to be engaging with them first hand and gathering it yourself.  That way once you have it, it belongs to YOU and you are in control of how you use it.  

No algorithms, no confusing SEO, just you interacting with your customer base who actually WANTS to communicate with you.  Crazy concept, right?

I encourage you in 2022 to have FIRST-HAND interaction with your customer base, whether that be thru digital engagement, email communication, or even … gasp … actual human interaction in your store, or at an event, or however you connect.  Now when you reach out to these people again and again, their loyalty and support continues to grow and grow.

Don’t rely on somebody else to tell you about your customer base.  Gather that information yourself and own it forever!

Facebook Finally adds story scheduling!

150 150 Zack Jackson
Scheduling Stories is Here!

Rejoice!

Being able to schedule posts has been a Godsend for small businesses and social media managers alike. And while there are plenty of third party sites out there that offer this service, using Facebook’s Creator Studio function presents itself as a more convenient option because it doesn’t require additional logins and syncing to other sites. (Plus, let’s not act like Facebook doesn’t give preferential treatment to posts run through its own site vs. outside sources!)

Scheduling POSTS has been a great resource, but Facebook had yet to allow the scheduling of STORIES … until now! Stories are a great way to create an additional contact point with your audience, but it has always required you to do it in the moment, which can be incredibly difficult for any small business owner who’s already wearing 27 different hats on a daily basis. Now you FINALLY have the ability to do it in your down time, additionally allowing you the advantage of scheduling things with daily relevance to drop at midnight on that day and disappear 24 hours later. No longer does your “Happy Taco Tuesday” story have sit there and look all ridiculous for 8 more hours on a Wednesday morning!

There is one catch … this function is available in Facebook’s new Business Suite functions, which not everyone has access to just yet. For more information on Business Suite and scheduling stories, Social Media today has more

Own Your Audience

150 150 Zack Jackson

There’s been a great deal of talk lately (or “noise” might be the better word) about Apple vs. Facebook vs. Google vs. Advertising vs. Privacy.  I could sit here and try to dissect the entire hot mess, but really you just have a bunch of billion dollar companies fighting with all of them trying to look like the “hero” to the court of public opinion.  

It’s kind of like when Directv would fight with a network like ESPN over money.  Each side would tell you how the other is the “bad guy” and how you need to go complain to them to “do what’s right.”  Simple fact is, no matter who “wins” this battle of digital privacy, there’s still going to be a million ways to track individual users and “new and improved” ways to squeeze money out of small businesses for ad spending.

I bring all of this up to hammer home this message … Stop just relying on other resources to reach your audience! OWN YOUR AUDIENCE YOURSELF!!!

Yes … using companies like Facebook and Google to advertise to a targeted audience is a useful resource, but don’t let it be your ONLY resource.  When you do that, you are always at the mercy of their system. They control the algorithms and will in turn control who sees your information and how often. When you own your own audience, YOU have that control.

It is absolutely essential that you explore ways to gather the contact information of your customer base, and then use that information strategically in ways that reward your customers and increase your revenue.  There are many ways to do this … email databases, loyalty programs, and text message reward systems are some examples.  And the beautiful thing about systems like these is that when you send something to your audience in these ways, EVERY single one of them will receive it. 

Meanwhile, Facebook will sit here and squash your organic reach down to about 10% of your audience and then tell you to spend money for the “privilege” of reaching the rest.  Why?  Because they own the audience and get to decide how to utilize it.  When YOU own the audience, you’re the one who calls those shots.

When done right, social media marketing can absolutely be an effective way to boost your business. However, things are always evolving and changing, so it’s entirely possible that there will be a day that social media marketing doesn’t exist or it least isn’t the shiny new marketing toy. When you’re the one who owns your audience, you’re already prepared for that evolution and can continue to reach them in the most effective ways possible.