I’d like to know how best I can create engagement on my Facebook page
Struggling to create or increase your Facebook’s page engagement?
Who isn’t these days
With the new updates Facebook has brought to their algorithm (EdgeRank), it’s becoming challenging to reach a good enough percentage of your audience to get a fair enough engagement rate. Many marketers and business owners are really upset about the fact that they can’t reach more than 20% of their audience without paying for promoted posts. Facebook has made it clear that if you want to reach a larger portion of people who have already raised their hands when they liked your page, YOU NEED TO PAY!
While many people might blame Facebook for ruining their page’s engagement, I really don’t!
Imagine that you have a website with a huge audience that really loves it.
Would you pass a low quality guest post just because you don’t want to upset the person who has written it knowing that it’ll decrease the loyalty of your hard earned audience?
I bet you don’t!
So why blame Facebook?
Facebook is doing what any business owner would do, trying to increase loyalty/engagement of their fans with their platform. If you make an unforgettable experience for their fans on their platform, they’ll reward you with better engagement rates. If you don’t, then that’s their way of telling you BYE BYE!
Also, if you want to miss on the 1 billion users Facebook has, then that’s up to you. If you also learn that Facebook isn’t right for your business, then don’t use their platform. Instead focus on other platforms that might bring in better results.
I know this seems harsh for many, but it’s really the truth. Facebook is a business. A business needs to make sure that it makes money. In order for Facebook to make money, they need to filter quality content for their users or otherwise they know that their users will be overwhelmed and leave. The more they can keep their audience within the platform, the more they have a chance to show them more advertisements and the more money they’re going to make!
In a previous post called “The Ultimate way To Keeping Your Audience Engaged On Facebook”, I explained the fact that you should treat your Facebook page as your website. If you want more engagement that EdgeRank will reward after with even more and more engagement, you need to keep their audience within the platform and occasionally lead them outside if you have a promotion or a new blog post…etc.
We don’t know yet that Facebook counts clicks to external links in their EdgeRank, but I doubt they do since their ultimate goal is to keep you inside, so keep that in mind!
So How Can I Skyrocket The Engagement Rate On My Facebook Page?
Now we’re talking
Before I can give some Facebook engagement ideas, I need to make something clear first.
Do not use copyrighted material!
I know that most pages do, but if you want to stay in the safe side, you don’t want to do this.
I know that looking for images that you can adapt and share is quite challenging sometimes, especially when you’re about to share them on Facebook. Most images that you can share require attribution, and if you put a link on the top of the photo, then you risk of driving your audience to the source without getting their engagement first. You can put the attribution as a comment, but I’m not sure it’s appropriate then. Some people also put the attribution inside the photo, and that might not be enough!
I don’t want to get you into a copyright lecture here, but if you want to build a solid based business, you need to play by the rules. I personally use Photoshop to make most of the images I post on my client’s Facebook pages. You can use any image editor you have to make those images. They don’t have to be fancy or anything. In fact, the simpler the better!
I have a rule when posting content on Facebook, that if you post something that your fans can digest and laugh at/get inspired by/get motivated by in less than 5-10 seconds, you got their engagement. With the short attention span marketers are suffering from today, the simpler, easier to digest content you post on Facebook, the better it’ll perform.
What Type Of Posts Works Best On Facebook?
I’ve said this many times, and I will say it again. Images are the best performing updates on Facebook. Hands down!
Every Facebook page I managed for my clients had its engagement rate increase using images. No matter what industry you’re in, images will perform better on Facebook. WHY?
Because images are fun and interactive, and these are exactly the characteristics of the content people want to consume on Facebook.
To make use of this, you need to transform almost every type of content you was posting on your page into images.
Don’t get me wrong here. I don’t mean that you make your Facebook page like your Pinterest board. Short text statuses perform really well on Facebook as well!
What To Do Before You Design Your Perfect Posting Strategy?
Before you can start making changes on your posting strategy, there is something that you need to check first. I like to work strategically and not just throw arrows and hope they find their way into something!
The first thing you need to do is to check your Facebook page insights. The reason for this is to understand the demographics of your page’s audience so you can post content accordingly. You’re going to be amazed of how much understanding you get just checking those insights.
Under the “Likes” section, you’re going to learn how much males and females make of your total audience, the age ranges, countries, cities…etc. If you discover that most of your audience are females who are 25-34 of age and live in New York city, then you should understand their culture first, learn more about them (from local newspapers…etc), check other local Facebook pages to see what drives their engagement up…etc. This way, you don’t have to go through lots of trial and error!
Tricks To Skyrocket Your Facebook Page’s Engagement Rate
1- Keep Your Photos Small
This is very important when it comes to Facebook marketing. Many people are using mobile devices to access Facebook today, and I wonder how much time your 1 mb picture will take to load. FOREVER!
I like to keep my photos below 200 kb whenever I post to Facebook. This is not obviously a rule of thumb, but I bet that big images (in terms of size not dimension) perform poorly although I didn’t perform enough tests to conclude that.
In terms of dimension, you should make your image 403 * 403 pixels. If you make it bigger than that, it won’t show up properly!
Also I noticed that PNG photos appear clearer than JPEG photos on Facebook. I don’t know why is this, but if you see that your images are a little bit blurry, then you might want to convert them to PNG and see if they improve.
2- Be Personal
Wait, don’t leave
I know that you’ve probably heard this hundreds of times, but I can tell you that there is a good reason for it. I don’t like to mention “Be Authentic” or “Be Personal” types of stuff unless it’s really necessary. Let me give you an example:
A Facebook page that I manage right now for a client does really well in terms of engagement. We get a virality between 1-4% on every image I post on the page (which is good!). However, when she posts a personal message/photos of her…etc, the virality spikes to almost 13% (which is huge!). I don’t know about you, but this is a clear indicator that people connect better with personal messages. Although this type of posts is great, I don’t like to abuse it too much. I like to use 70% of posts that keep fans inside Facebook, 25% of external links and 5% of personal messages. You might want to experience and find the sweet spot for your own audience!
3- Choose A/B Posts
These posts work like a charm, especially if they’re image based. These posts are great for gathering feedback as well as skyrocketing engagement rates. Also, the more personal you can make both of the images, the better engagement you’re going to get. You can ask them to compare 2 products, 2 features, 2 website designs, 2 Facebook header images, 2 types of people, 2 books…etc. The opportunities are endless, and people really like to compare things. That’s the reason behind the success of many review sites that compare different products to let their audience choose what’s best!
Snapshots can combine the power of fun, visual and informative altogether. Many people use them differently depending on the industry. Like when you’re walking down the street and shooting photos, you can imagine that the web is the street and the snapshot feature is your camera. Anything you find interesting on the web can make a good candidate for a snapshot post. As you can see below, Mari combined the power of snapshots, comparison and occasion (The Holidays) in the post!
You can also post snapshots of something you’re working on, your website, stats, results of a particular test you’ve conducted…etc
5- Experiment With Different Times
I’m not going to recommend a best time to post on Facebook this time, but I don’t find any value of doing so, especially with the gazillion of studies out there that each claim they got the best time to post on Facebook!
Believe me when I say that each audience has its own habits on Facebook or anything else. Your job is to experiment with different time slots to figure out which one performs better, and then keep testing to improve your results.
There are many variables when it comes to measuring the effectiveness of your posts, and time slots are only one of them. The way to start is by checking your Facebook insights for the best performing statuses to see if they have anything in common whether it’s time, type of post…etc.
Contests, if done correctly, can bring in a boat load of new fans and increase your engagement rates overnight. Make sure you use third party apps for your contests because Facebook can get mad at you and shut down your profiles if you do it within Facebook.
The success of contests relies on 2 main factors: the theme of your contest and the gift. The theme must be interesting enough for people to get in, and the gift must be targeted enough to avoid gift seekers and get only targeted fans.
7- Image Questions
Questions are already proven to bring engagement rates up, so imagine if you combine them with the power of visual!
I’m not sure where I learned this first, but I think it’s from Amy Porterfield. To drive your engagement rates even further, you can transform your questions from just text to an image based text. The use of this is literally infinite, so you can be creative!
You can put quotes inside a background (do a search on Google for free backgrounds and you’ll find a gazillion!), and then add an additional text inside the image like “Do You AGREE!”.
You can also put in “Fill In The Blank” questions inside an image and let people answer them.
As I told you before, you can use any free or paid image editing software and it’ll produce amazing results. You definitely don’t have to be a photo editing expert. On Facebook, the simpler, the better!
8- Calls To Action
Although most Facebook marketers tell you to put a call to action in almost every status you put out there, it doesn’t always work the way you want it to be.
Sometimes, people get annoyed if all you do is instructing them what they should do. You should let things go naturally and if you want to include a call to action, don’t make it too obvious that you only need a like or a share from you audience. That will be heartless, isn’t it?
I noticed that sometimes when I include a call to action, people don’t do anything at all! That might seem strange to you, but people don’t always like it when forcing them to do things. Your best strategy is to just put hints so you don’t annoy them!
Still, calls to action are very powerful when it comes to driving your engagement rate up. You can embed them inside your image to make things more visual and interesting. Also, make sure to give a reason for people to do whatever action you want them to do. Example: “Like” if you agree, “Share” if you think your friends might find this helpful, “Like” if you think that A is better than B (make sure that A is what most people find better!)…etc.
9- The Power Of Mixture
Facebook marketing is becoming more of a science itself. It incorporates lots of variables from post type to timing. The better you have a clear understanding of those variables, the more engagement you’re going to get. It also requires some time and creativity to keep your fans always interested. The better you’re able to mix the strategies I mentioned above, the more engagement you’re going to get. I know it’s not always easy to do that, but that’s the cost of having access to one seventh of earth’s population
For more strategies on driving Facebook engagement, check out my free ebook “The Facebook Status Formula: 19 Status Update Formulas To Get Likes, Shares, Comments And Lots Of Traffic To Your Website”
So have you used any of these tricks to drive your engagement up? If you have additional tips, make sure you share them with us in your comment below
Image Credit: cambodia4kidsorg