With an average of 1.47 billion people logging into Facebook every day, almost 50 million businesses continue to use the 13-year old social networking platform for attracting new customers and interacting with their existing audience. According to Hubspot, 76% of Facebook users use their feed to discover content that aligns with their interests, which has lead to the creation of more than 4 billion posts per day. With a 4:1 ratio of posts to people, there’s simply too much content up for consumption and with the rapidly decreasing organic reach, Facebook algorithms have been pushing businesses to invest in paid advertising for a while.
Pick a post frequency and publishing time that works:
Buddy Media’s study found that out of the 86% posts that go live from Monday to Friday, the user engagement tends to peak on Thursdays and Fridays. Content published between Monday and Wednesday recorded a 3.5% below average engagement rate. KISSmetrics suggests that 1 pm is the best time to make a post on Facebook if you’re looking for shares, whereas, 3 pm is perfect for businesses aiming for higher click-through rates.
Depending on the industry you’re in and the kind of product or services you offer, your recommended timing may vary. For example, according to Argyle Social, B2C businesses are expected to achieve better engagement rates on the weekends.
Adopt a ‘trial and error’ approach to see what resonates with your audience to create a publishing schedule that your team can adhere to. Use ‘Facebook Insights’ to determine when most of your followers are online to increase your number of likes, comments and shares.
Invest in native videos:
A Socialbakers research study that included 4,445 business pages and more than 670,000 posts concluded that video content drives 2x more traffic (compared to images) by garnering an average organic reach of 8.7%.
Facebook users watch nearly a 100 million hours worth of videos every day, which also explains why 73% of marketers are now spending their time producing engaging video content to grab eyeballs. Whether you want to take your customers behind the scenes or experiment with educational content, videos are easily the key to ensuring better engagement rates for your brand.
Here are a few tips to help you get started:
- Concentrate on quality right from the first frame: Since most Facebook users opt for the auto-play functionality for the videos that appear in their feed, you should lead with visuals or imagery that’s sure to catch the viewer’s eye.
- Invest in exclusive video content: While you can upload videos from other creators (with permission) to your page, post exclusive video content ideated and created by your team attracts more viewers, since they are rewarded with something that’s difficult to find anywhere else.
- Offer appropriate context: Pull out a key moment or quote from the video and use it as a text component for your post to set expectations for the kind of content the viewer can expect if they were to continue watching.
Use Facebook Live to receive 3x more views:
On average, people spend 3x more time watching a Facebook Live session compared to a native video, resulting in higher conversion and engagement rates. Between January and May 2016, there was a 300% increase in media companies that were using Facebook Live to push unique, attention-grabbing content to hype up their product releases, create awareness around upcoming events, connect directly with their audience in real-time and drive traffic to their landing pages, among other things.
For example, Target used Facebook Live to host an unscripted talk-show to encourage conversation about college dorm decor during the back-to-school season.
On the other hand, The Weather Channel uses Facebook Live pretty often to answer questions from viewers regarding a specific tornado or hurricane.
Analyze your content performance to optimize your posts:
With Facebook Insights, you can get an in-depth understanding of your audience, measure the success of your content, track page views, monitor post reach and stay on top of metrics important to you. With all this data in hand, you’ll be in a better position to determine the exact type of content that resonates with your audience, so you can make informed decisions about your social media strategy.
Whether you’re aiming to create brand awareness, drive traffic to your eCommerce platform or promote events, building and maintaining consistent audience engagement on Facebook goes beyond ‘try everything and see what sticks’. When you have access to more meaningful insights related to your content and audience, you’re better equipped to tailor your posts to be more successful. For example, if your target audience is both women and men, but you find that women engage more often with the content you publish, then you can focus your time, resources and efforts on the audience sub-set that’s more likely to ‘convert’.
If you’ve been struggling with driving engagement on your Facebook page, we hope the above pointers can help you change things up for the better. Remember, you might not see instant results with these tactics, so don’t feel discouraged if you don’t see a noticeable increase in engagement immediately. While understanding current trends and best practices in marketing is recommended, don’t be in a rush to incorporate an approach that a competitor has successfully implemented. Keep an open mind and experiment with content frequently to find what works for your brand.