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How to Get More Engagement on Facebook
Ingrain Social Media Tip of the Day #5
If you aren’t getting engagement on your Facebook page, post more frequently and at different times.
Noticed a drop in your Facebook engagement? Thanks to the Facebook algorithm, there are several factors that dictate the engagement rate of any given piece of content, and it can be tricky to navigate the influences that lead to a great Facebook engagement rate.
Long before we ever had a term for the system that ranks content, what we now know as an algorithm, I detected a series of actions that would either increase or decrease the engagement a business post received on Facebook. At the time, I thought it was standard knowledge, so I didn’t make too big of a deal about it, but I did start teaching other people how to use Facebook for increased interaction and following. I also created an audit process that is outlined in my book, The Social Sell.
What are the top factors influencing Facebook engagement?
Throughout years of managing Facebook accounts, I have found 6things that affect Facebook engagement above all else, these are:
I have written a lot of content regarding the necessity to be consistent in your social media posting, and you can read a more in-depth explanation in my recently written article, 5 Social Media Mistakes You are Making in Your Business and What to Do Instead. In a nutshell, Facebook (and all algorithmic sites) rank users who are posting consistently much higher than those who are not. As you begin to post on a consistent schedule, you will notice a steep increase in engagement.
2. Posting at the same time every day
While auditing accounts, I can immediately see a correlation between posting at the same time each day and limited engagement on a Facebook page. I believe this is due to Facebook’s prioritization of native posts and the inclination that content which is posted at the same time each day is likely posted using a third-party scheduling app. Although you can now schedule natively in Facebook, you are less likely to schedule at the exact same time daily as you would be using a third-party app that typically chooses the posting time for you.
3. Links with no context
When you copy and post a link with no context, ie. filling out the text box above the link and adding your thoughts, you are less likely to receive engagement because the content simply isn’t compelling or worthwhile most of the time. Although the article may contain great information, it’s too easy to scroll by without a good reason to do so. When you add context to the link by explaining why you felt the need to share, quoting something from the article, or adding your own spin on it, this is more likely to receive interaction and/or shares.
4. Off-brand content
Probably the most difficult to illustrate, off-brand content is anything that doesn’t have to do with your product, service, or message. For example, a window-washing company that posts a meme about Sesame Street is going off-brand. That was a more obvious example, but they can be much more subtle. Staying on brand creates predictability and engagement. Your fans are following you because your brand is relevant to them in some way. Posting off-brand content is subconsciously confusing and will not receive a high level of engagement as it loses its relevance.
5. Low follower count
Although follower count is not the most important metric when looking at social media engagement, it does play a part. As more and more people use social media, it is easier to get lost in the noise and having too few followers makes it even more difficult to get the engagement you desire. On the other hand, if your followers are super relevant and love your brand, this could create a higher engagement percentage overall.
6. Low engagement
As crazy as it sounds, low engagement fuels low engagement. Look at any post that received inital engagement in the form of comments, shares or reactions and you will see a gradual and continual flow of engagement on that post over a period of time. On the other hand, a post that receives no initial engagement is unlikely to get many reactions, comments or shares ever. The most likely cause of this is poor content, but there could be other factors at play (see points 1-5).
How to get more Engagement on Facebook
The moral of the story is post more frequently and at different times while staying consistent week-to-week. Think 3-5 posts weekly. That has proven for me to be the most effective number of posts to get interaction on Facebook while remaining manageable for the page owner. In addition to posting more frequently, make sure your content is relevant and engaging. Don’t post random stuff or boring links just to be posting
Pro Tip: Consistency and persistence are key
Mandy Davis is the owner of Ingrain Social Media a boutique digital marketing agency in Bend, Oregon that specializes in digital marketing with an emphasis on social media marketing. Mandy helps clients from all walks of life and industries get their brands found online.