Facebook rules the social media industry with the maximum number of daily active users.
The company has grown over the years and now competes with the likes of some of the largest technological giants.
Billions of people around the world love what Facebook brings through its mobile and web platforms.
You can share about your life through posts, tune into stories, go-live, play games, schedule events, follow celebrities, run your page or business with advanced tools and more.
The possibilities are endless with Facebook.
This Is why brands use Facebook to grow their presence and achieve goals by attracting potential customers and generating revenue.
The social media giant offers some of the best tools in the market to help brands flourish by running successful advertising campaigns on the platform.
But this mostly depends on the fan following of a brand and engagement by the audience.
Say you have only 50 followers who rarely engage with your posts.
Do you think you can convert some of them into customers?
Well, of course not. This is because you need your followers to engage with your content and, based on their behavior, execute strategies to convert them.
While most brands understand this, only a few accomplish success. This Is because of the massive competition on the platform.
Millions of brands compete every day to attract the attention of the same share of the audience.
Hence, you need to make sure everything you post is high-quality and engaging enough to attract meaningful interactions because, if you don’t, some other brand will seize the opportunity.
In this article, we’ll discuss everything about engagement on Facebook, and learn some proven tips to increase the engagement on your Facebook content.
Let’s get started…
What is Facebook Engagement?
Consider Facebook engagement as interactions with your posted content on the platform.
In simple words, if someone reacts to one of your posts by liking, commenting, or sharing, then you can count it as an interaction.
Hence, more engagement on your content, more is the value of your work.
This means you can analyze engagement on your posts to measure how much value you are providing to your audience, and hence learn from their interactions about what’s working and what’s not.
But you must remember, Facebook engagement isn’t limited to post interactions only. The engagement can happen on your ads, groups, or pages as well.
Why does Facebook Engagement matter?
People talk about measuring the engagement on their Facebook posts, but why does it matter?
Let’s understand this with an example.
Say you run a Facebook page with 1000 followers, but when you post content on your page, you only get 30 likes or even less. If you think logically, with 1000 followers you should get at least 500-600 likes on your posts.
Why does this happen?
This happens because Facebook measures the performance of your posts by analyzing the interactions on them.
The posts having higher engagement rates get more exposure to the followers/similar audiences compared to the ones with lower engagement rates.
In simple words, Facebook prioritizes posts with higher interactions.
Hence, measuring the engagement on your posts helps you understand why only a few people are interacting with them.
This helps you find what’s working and what you should avoid or change about your posts to make them engaging.
How to measure Engagement on Facebook?
Now you know why measuring engagement on Facebook matters. Let’s discuss how you can effectively measure it.
Facebook’s algorithm has a unique way of tracking engagement at the individual post level, as well as for the group and page.
If you are the admin of a page on Facebook, you can access the engagement metrics of the page under the Post Insights section.
Here, you’ll find the engagement insights for individual posts and for the entire page.
Well, there’s another method you can use to measure Facebook engagement on your own.
This involves using a formula which is: the number of engaged users divided by total page reach multiplied by 100.
For instance, if one of your posts has 5 likes, 4 comments, and 1 share, with a total reach of 1,000 people.
This means the engagement rate is 1%.
While this’s a simple way to measure the engagement rate, you must also understand which interactions to consider.
This Is because engagement rates of organic posts and paid campaigns get defined by unique interactions.
For instance, for organic posts you can go with likes, comments, shares, clicks, etc and for paid campaigns, monitor the cost per click, conversion rate, website clicks, leads, etc.
Let’s go through a few engagement metrics to understand how they affect the engagement rate of your organic posts.
You get a like on your post when someone hits the like-button. The number of likes on your post reveals a lot about the quality of the content.
Would you like a post or video if you don’t find it interesting?
Of course not, this is because people scroll through hundreds of posts every hour and like only the ones that either resonate with them or catch their attention.
Hence, the more the number of likes on your posts, the more is the quality of your content to pass the brand message to the audience.
Comments on your post take the engagement to a higher level. This Is because people who genuinely connect to your post take the time and attempt to leave comments.
You might have come across this situation where every so often you might hit the like-button randomly, but only comment on posts that resonate with you.
Hence, many comments on your posts mean more people are engaging with them. This also tells you how the audience perceives your brand and the value it provides.
Well, when do you actually share a Facebook post with someone?
This happens when the post is either relevant to your interests, or it’s extremely helpful/ engaging that you feel the need to share it.
Hence, having many shares on a post shows the content is successfully resonating with the audience to urge them to act.
Shares also help in increasing the brand awareness and hence attract a more relevant audience.
Clicks on your post mean the number of times a user clicks on the post image or a link in the post.
Many clicks mean users are taking the time to interact with the posts, and hence you need to post more such content.
You can use the clicks-data to measure photo views, view plays, or link clicks of your posts.
8 tips to increase Facebook engagement like crazy
Well, now we’ve discussed everything about Facebook engagement. Now, let’s learn 8 simple tips to increase engagement on your posts by many folds. These are proven tips that successful brands use on Facebook to drive results from their shared content.
Post when your audience is online
Brands have unique audiences which they target to drive results.
This varies with industry, services, and the niche you are representing on Facebook.
You can’t target any random audience and expect them to resonate with your content. This means you must understand your audience thoroughly before creating or posting content for them.
This also includes finding the hours when they stay online.
Most people believe there’s a universal time at which if you post, you’ll get maximum results. While this is true for some niches, the best hours to post varies with the audience.
Imagine putting a lot of hard work into creating the best content, only to get a little engagement. This would not only discourage you, but if it happens frequently, your brand/page won’t grow.
What if you’re posting great content when your audience is busy, aka not online? This means your posts have little chance of appearing in-front of your audience. Every so often, posts also get lost in the feed.
Hence, to get maximum interactions on your content, you must post when your target audience is online.
You can find the best hours by looking at the data in the Facebook Page Insights and Facebook Creator Studio.
Post only high-resolution images
Audience, over the years, has grown certain expectations from brands and pages.
They are selective of the content they want to see and interact with. This Is where one of the defining aspects of social media comes in.
Social media is full of glitters. In simple words, users love high-resolution images that truly bring out the best of the subject.
It’s not only appealing to the eye, but also tells a lot about the effort someone has made to post great content.
Think about it. Would you stop scrolling through your feed to engage with a blurry, or low-res image?
Hence, you must post only high-resolution images to grab the attention of your audience and tell them you are making an effort.
Leverage the power of UGC
UGC means user-generated content.
This includes any content posted by customers of your products.
Say you sell handmade jewelry and a few of your customers have posted images wearing them.
You can use this as an opportunity to attract more audience and hence engagement on your posts.
When people see others happy with your products, they’ll absolutely check out your brand/page and might even engage with the posted content.
Sharing the UGC is also a great way to gain the trust of people.
Engage with your audience
Engaging with the audience is the most rewarding tip you can use to attract more engagement.
People on social media have a lot to say about brands and pages. They also love when brands value their presence by engaging with them.
Say someone has left a comment on your recent post. Now, you can either ignore it or reply to make the person feel valued. This also attracts more conversations around the post because people feel you’re making an effort to engage with them.
While you can’t reply to every comment, you must try your best to engage with your audience in unique ways.
Use stories and go-live
Facebook has a plethora of remarkable tools you can use to grab the attention of your customers and engage with them.
For instance, posting Facebook stories consistently is a great way to share time-sensitive content. People love skimming through stories. You can use it to share a sneak-peek of your upcoming content or product.
Facebook live is another way you can attract engagement. When you go live to interact with your audience, they feel valued and interact back.
Post more video content
According to a statistic: 87% of marketers say video has helped them increase traffic.
This is because videos are a great way to pass the message quickly and keep the audience engaged.
This Is true for short video-content under one minute.
With video, you control every element of your content.
You can use relevant visuals, funny captions and even subtitles. Hence, focus on creating more video content for your audience.
Use engaging CTAs
CTA means call-to-action. It’s one of the most critical parts of a content.
People on social media don’t really take action until told.
For instance, if you share a post with a link, and you want people to click on the link.
Now, a post without a CTA wouldn’t attract the clicks, while if you use a CTA, say: “Click on the link, Now!” more people will click on the link.
Hence, you must use this opportunity to attract more engagement.
Use Facebook groups
Facebook groups host exciting discussions about many niches.
People mention the things they appreciate about brands and share their experiences.
Hence, creating a dedicated Facebook group is an excellent way of building a loyal community and attracting more engagement.
You can also share exclusive content or updates about your brand to make members feel valued.
There you have it. Now, you know all about the engagement on Facebook, why it matters and how you can measure it for your posts and page. You also know 8 proven tips you can use to increase engagement on your posts by many folds.