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Facebook engagement refers to any measurable interactions that your content receives from Facebook users, such as clicks, reactions, comments, shares, follows and saves.
Facebook engagement is important, especially since Facebook decided to make posts from family members and friends a priority instead of business. Since this, every brand has seen a Facebook engagement rate decline. When your content keeps people engaged with your brand, Facebook will place your posts higher on your followers’ news feeds. Being able to encourage meaningful conversations and natural interactions with your followers on Facebook will help your brand thrive.
Understand Your Audience
When it comes to posting Facebook content, it’s important that you know who your audience are and what they are looking for. All that time you have spent coming up with interesting captions and amazing graphics for your Facebook posts will be in vain if your followers are just not that interested in it. The good news is that you can use tools on Facebook such as the Business Suite to get a more in-depth look into who your audience are, where they come from, how old they are, and more, that you can use to tailor your content to fit the demographics of your audience.
Post Consistently When Your Followers are Online
If you want to improve your Facebook engagement rate, it’s important to avoid posting whenever. Instead, choose times to post carefully so that they coincide with when your followers are active and more likely to see your content. To see when the best times to post are going to be, head to the ‘Insights’ section on your Facebook page and click on posts. Then, select ‘When Your Fans are Online’ to get more information. You can then use this to choose when to post and keep it consistent so that your followers know when they can expect more content from you.
Focus on Visual Appeal
Despite the fact that Facebook is not a visual-centric social media platform like TikTok or Instagram, it is a good idea to make sure that most, if not all of your posts have some kind of visual element included. You can boost visual appeal and, in turn, encourage more engagement with your posts when you choose high-resolution photos and videos that are the right size and aspect ratio for a Facebook feed post, Carousel Ad or Story.
Avoid Engagement Bait
Have you ever been scrolling through Facebook and come across posts that ask people to take action without a purpose? This is called ‘engagement bait’ and might look like posts that ask customers to react a certain way in response to a question, or comment or tag somebody in a post. However, while this might be a good way to get your engagement rates up initially, Facebook has announced that they are going to identify and demote any posts that engage in this type of content, so it’s just not worth it.
While Facebook engagement has dropped for all brands due to the algorithm promoting personal posts, there are still lots of things your business can do to make a difference.
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