Engagement is key to being successful on Facebook.
Facebook engagement posts: Posting to Facebook daily with little or no feedback can be really annoying in the long run. It could lead us to abandon the social network or significantly worsen the quality of our daily work.
On the other hand, even if you have a good level of engagement, it may be useful – and profitable – to try to further increase the performance of your page to maximize the chances of conversion.
Whatever your situation, this guide will surely help you significantly increase the engagement of your fan page. Let’s begin!
What are Facebook engagement posts?
Facebook doesn’t waste many words to define the concept of engagement. The concept of engagement is pretty simple: a finger presses a specific key. There are four ways a fan can create Facebook engagement posts:
- Click on the link you shared
Everything else, at least for Facebook, cannot be considered as such. So it doesn’t matter that a fan:
- read your status
- see a photo you posted
- Click on a photo
- Like your fan page
Please note. This does not mean that these four actions are not absolutely important! Simply, Facebook’s algorithm doesn’t consider their engagement. That’s all.
Engagement means involvement: it is a human fact
Beyond what Facebook says or does not say, engagement is a human fact and must also be considered as such. Sure, you’re working on the interface of a social network, but you’re still dealing with real people who have a perfectly normal life and who somehow don’t care – and mostly ignore – the whims of algorithms. This means that it is also very important to evaluate what engagement really means to you and your fans.
If you post an update about a new service, the post gets very few interactions but your phone rings all the time, you still got a great result. Conversely, it would not matter if the engagement was skyrocketing on Facebook but your PBX was as silent as a fish.
Involvement is, therefore, a human fact and as such, it varies in quantity, quality, and modality, influenced by multiple factors. There are market niches that can count on a naturally high engagement rate, others have to deal with a sort of chronic constipation. Your task will always be to try to improve the performance of a fan page or group by moving within the range of engagement that your audience allows you.
In Facebook engagement posts: Engagement determines the exposure
The previous paragraph suggests a different, probably broader perspective from which to view engagement. However, Facebook’s yardstick is very important and you have to take it into account while trying to meet the requirements we were talking about when we gave the definition. In fact, alongside the concept of engagement, we must introduce that of exposure.
How many users see a piece of content every time you post something on your fan page? The real number might scare you. On average we talk about something like 5% of your fans. Yeah, you got it right. This is what we in jargon call guaranteed organic reach. Can we influence this percentage? Surely. Like? By creating Facebook engagement posts.
Getting shares is the best way to increase the organic reach of a post. By sharing content, in fact, the user makes the scope of his personal account available to him and will make the post-run on the news feed of his friends. But sharing is quite rare, as it is a strong action for Facebook users. If with the like we are basically agreeing with content, with sharing, in addition to expressing this consent, we are saying to our followers “Hey, I think you should see it!”.
To increase Facebook engagement posts, however, we can also rely on likes, comments, and clicks on links. These actions marginally involve the friends of the user who performs them as the notifications provided for this type of action are now quite rare and generally very inconspicuous, but they communicate to the Facebook algorithm that the posted content is liked and therefore is considered to be quality.
And we know very well that the pursuit of quality is an obsession for Facebook. In response, therefore, the algorithm will ensure that the organic reach of that content increases and therefore the exposure of the content and the brand of those who produced it increases in direct proportion to the Facebook engagement posts rate!
Facebook engagement posts Content is the key
Before going into detail, an indication that may seem trivial, but which is not. Most entrepreneurs work carelessly on Facebook. They improvise for the day, forget to publish or publish the first thing that happens to them without verifying the goodness of the content they are feeding to their users. This is when it’s good!
It is not uncommon to find fan pages full of self-promotion, perhaps with identical posts posted daily. All this does not work: why should a person waste time following pages managed in that way? Furthermore, since January 2015, promotional posts are heavily penalized by Facebook following the results of a survey conducted by questioning thousands of users of the social network.
The feedback was quite telling. When asked about the possibility of improving the content of their News Feed, the majority replied: fewer promotional posts, more updates from friends, and the fan pages we love. Therefore, avoid abusing:
- posts that are limited to an invitation to purchase a product or install an application
- posts that invite users to take advantage of a promotion and that do not contain actual content
- posts that reuse the same content as an ADS.
What you post on your fan page has to be interesting to your fans, it has to inspire them and give them tangible value. We’re not here to embody Santa Claus: it’s simply that Facebook is completely focused on the quality of the user experience of its users and it just so happens that your fans are a subset of those. If you collaborate with Facebook, you live, otherwise, you will be suffocated by anonymity.
Whenever you post something you should ask yourself if that something agrees with this description. If it isn’t, move on and look for more.
So I can’t get promoted?
Absolutely yes, you can do it! But you have to take into account a subtle link between promotion and engagement. If the main goal of your constant posting on Facebook is the engagement or – more humanly – satisfying the needs of your fans, you will retain your fanbase. This alone may be enough to indirectly increase your sales performance. But there is more. In situations like this, the sale is often welcomed with fervor by users and even a promotional post gets high levels of engagement!
From a technical point of view: Native and Non-Native posts
The post natives hold fans within Facebook. If you publish an image, all the possible paths that the user can follow by clicking on the content will keep it in the social network. These posts are usually used without promotional intent. They are useful for creating a discussion or adding to a conversation already in progress on the page. They are generally considered to be high-quality content and are very useful in defining the brand. The post types that belong to this category are:
Non-Native posts, on the other hand, are almost always used for promotional purposes. They cause the user to leave the context of Facebook to reach the destination point of the sharing, which is where the content really develops. They are generally used for the promotion of their contents and the perception of their quality is very varied and largely depends on the goodness of the editorial plan put in place on the page. The post types that belong to this category are:
Of course, there is also a gray area. In fact, suppose you post a link to a free guide or video. Usually, we talk about semi-native posts, however, I don’t completely agree with this classification. In fact, I believe that this type of post is closer to the non-native than to the native because even if the gratuitousness distances fans from the concept of sale, it is also true that the ultimate purpose of this type of conversation is the insertion of a user into the inside the funnel mesh, or rather of the sales process.
Also in the gray area, we find all those native posts that, far from offering content, are limited to representing a product that is or will be on sale. Even if in this case the purpose of the sale falls, that of the promotion remains intact and, therefore, you should carefully evaluate the impact that this type of content will have on your target audience.
Editorial plan: integrate post types
When designing your fan page editorial plan, you need to provide the right mix between native and non-native posts. Even if by nature the entrepreneur would constantly want to bring users to their spaces, it is necessary to be much more forward-looking than that. The post natives should be the majority of your updates, especially if the posts are not natives far from offering additional value and free to users who follow you.
To keep the effectiveness of promotional posts intact, you could foresee periods during which you will not publish them at all, thus desaturating the perception of your audience. On the other hand, remember to never suspend the publication of native posts. I have often seen fan pages active during sales periods then fall into abandonment once the promotional phase is over. Users are not stupid, there is no way to make fun of them without repercussions.
Speaking of performance, keep in mind that it’s perfectly normal for non-native posts to have less engagement than native ones, so don’t worry about it and go on your way without worrying too much. The concept, in terms of engagement, is to rely on native posts to create an interaction rate that can be leveraged as a flywheel for non-native posts at a later time. And by now you should know that as engagement increases, Facebook will grant you more organic reach and therefore more exposure for your brand and promotional posts.
So this is the situation you will have to deal with every day. The organic reach is very low, you cannot always use it to promote yourself, and, in general, being successful on social networks is by no means a foregone conclusion. Constant commitment is needed and, in case you do not want to contact a team of professionals to take care of it for you, it is a question of dedicating time and resources to this communication channel.
Facebook engagement posts: Heal the target
How many chances do you think you could ever have of getting engaged talking about heating systems to the citizens of Las Vegas (40.6 ° annual average)? Obviously none. It is an extreme example, but it gives the idea. The main reason why it doesn’t make sense to invite all friends to like your Facebook page or by fans is that the people who follow your fan page should be genuinely interested in what you post. Only in this way can you think about going further and starting good strategies to increase Facebook engagement posts.
An audience soiled by non-target people will not only complicate your life in terms of engagement but will prevent you from taking full advantage of data analysis. So, especially if you are starting and haven’t compromised the homogeneity of your fanbase yet, be concerned about gathering strictly targeted fans. It’s harder, I know, but the results will be noticeably better in the future!
If necessary, segment your audience
So far we have assumed that all audiences who follow your Facebook page are interested in all the content you post, but in specific situations, this may not be the case. In the case of Coinè, for example, the public could be further segmented into two large strands: those interested in content on SEO optimization and those who are looking for material relating to the Social Media Strategy.
In cases like these, it might be convenient to use targeting for posting to increase audience affinity with the content we are about to launch. This will increase the chances of interaction and, with them, the engagement rate.
I have already talked about this topic in a specific how-to video, so I refer you to that to learn more about the topic.
Put some of yourself in it, always
When posting something you should always include a few words that introduce the main content. The most common mistake I come across is publishing an image or photograph without any captions. More technically: never neglect copy. In one of her articles, Amy Porterfield compares this unfair practice to a guy who buys a beautiful birthday card and sends it to the birthday boy without writing anything. Would you ever do that? I do not believe it.
As eloquent as the subject of your sharing may seem to you, the copy will allow you to put an additional footprint. You can take advantage of it for a broader description of what you are posting, for further reflection, to ask your fans for an opinion or simply to communicate to everyone how you feel at that moment.
These are all occasions to let your personality and your way of dealing with things shine through. And it’s very important that people feel your humanity behind the content you share because that’s the key to making a connection. And connecting with your audience is the foundation of any funnel.
Keep the conversation going
If I asked you to describe a conversation, a turning point in the real world, I am convinced that sooner or later you would tell me that it is an action that involves the active presence of several people. Yet on social media, it happens very often to find pages that publish a lot of content without ever participating in the discussions that they generate. If the comments are positive, maybe they read them and are pleased with them, if they are negative, they delete them. This is not a conversation. Followers will soon notice and stop interacting, eventually leaving the brand.
To interact with your fans, ask questions, be present, and be interested in their opinion. It shouldn’t be too difficult for you, after all, you are trying to sell them something, and knowing how they think will help you understand what their expectations, their goals, and their needs are: that is everything you should try to satisfy with your services.
A good habit to enhance the conversation is to monitor the content after posting it, for half an hour or if possible a few more minutes. This way you can quickly respond to any comments showing that you are really interested. After that, it will be easier for your fans to accept the fact that, maybe after an hour, you have had to leave the PC to devote yourself to something else. They are small strategies, subtleties, but in the long run, they will make a difference.
What if the conversation languishes despite everything?
If you are just starting and deal with niche topics, perhaps quite technical, it is quite normal. First of all, you must always consider that people tend to interact with those who they believe are at their level of knowledge or, even better, with those who they think are more prepared than them. In these cases it is very important to give yourself the time to demonstrate your preparation to your audience, to be important in your niche as an expert. The moment you have demonstrated your competence, the interactions will not belong in coming.
If, on the other hand, the constipation of interactions derives from long-term neglect, you simply have to implement all the advice in this guide and wait. Basically, you are trying to win back the trust of your audience by convincing them that the change of course is not temporary. It may take time, but it’s time well spent, so have patience and trust.
Search for shares
As mentioned earlier, shares are the best way to significantly increase your brand exposure even to non-fans, so a great opportunity to increase your fanbase. Unfortunately, it is not that easy to get them, so let’s see some good strategies.
The important thing is to have a good story to tell
A novel puts in the mouth of one of his characters a phrase that could easily be used as the opening of any Social Media Strategy manual: “You are not really screwed as long as you have a good story aside, and someone to tell it to”. Well, if you want your fans to take an interest in your business and start considering your brand positively, tell them a story. Inherent to the brand of course!
Try to show how creative processes happen, tell them about the evolution of your products, talk about how you turned an idea into reality. In short: tell. And don’t forget to show your emotionality. Were you afraid of not making it? Did you feel immense joy the first time you managed to make a sale? were you stunned when you knew a certain thing? Let your humanity shine through and you will give your followers a way to empathize. If you succeed, you’ve already achieved an incredibly important goal and interactions won’t belong in coming.
But be careful! Sincerity in these cases is the simplest way! Trying to come up with a character and act out a believable story is very, very complicated. If you were to be sliced and clumsy everything will collapse in a few minutes. So unless you’re really very good, just tell the reality.
Put your fans in a beautiful light
People rarely share stories that they disagree with or make them look bad. Usually, indeed, through sharing, we try to show off trying to please our friends. This is why the countless chain letters running on Facebook are so successful! Should we help? Look at my folks, I’m doing my part by sharing a post on Facebook! It is a questionable attitude, we agree, but things work this way and here we simply try to use them to our advantage.
When you post something always remember this. Those who use your products must feel better than others, smarter, more attentive, smarter. Do you use Apple? You are a person who pays attention to details, you take care of your look, you are creative, you want technology to be at your service without having to worry about how it works, you are cool and you have some money to spend. Do you use Android? You don’t want to be fooled by the dictatorship of Apple, you want full control of your device, you pay attention to substance rather than form, you are a reliable, concrete, intelligent and savvy person.
It is the truth? Not necessarily. Just as negative hypotheses are not necessarily true. More briefly, just to get the idea: do you use Apple? You only buy it because everyone has it. Do you use Android? You don’t have the money to buy Apple. These are also half-truths, valid for some and not for others, but no company would ever dream of setting up communication in these terms! So always try to spot the positive categories and give your users the feeling of belonging to those. People say they don’t want to be pigeonholed, but none of us can do without, at the end of all words, thinking of ourselves without considering ourselves as belonging to this or that group. We are always with someone and (hopefully peacefully) against someone else.
Talk to your fans like you would talk to a friend
On Facebook, you are not in a university classroom. Even if you are much better prepared on a topic than your audience members are, on average, you cannot afford to speak as if you were going to give a lecture. Like it or not – and with its pros and cons – social networks are a completely horizontal terrain, in which we do not consciously accept reverence. This of course opens the way to countless charlatans, but it immediately clarifies the best tone with which to strike up a discussion: always be confidential, friendly. It’s the easy way out, which works in the vast majority of cases.
Curate titles and images
Ever heard of Lercio? It is a satirical site that creates fake news. Sometimes funny. Well, many have never noticed that almost always, the article does not exist, there are only an image and a title.
It is another of the bad phenomena originating from social networks: people very often share content without having actually consulted it. They read the title, they see an image, and… if they like they share!
Obviously, I’m not telling you to create content that includes only a title and a cover image, but I want to make it clear immediately that if you neglect these two elements, it is very difficult to achieve good results on social networks.
The image, in particular, should always capture the attention of the gaze and at the same time clarify the object of your sharing at a glance. It is very important because it has been shown several times that the same content is published with one image rather than another, has completely different feedback on social media.
If you are not particularly good with photo editing programs, I recommend using Canva, a great online service that will allow you to create beautiful images to attach to your content.
The last piece of advice in this long guide is not so much about the nature of the content you will share on Facebook, but about their organization. As written at the beginning, improvising your shares day by day is unlikely to lead to significant results. Instead, it is advisable to prepare an editorial plan that can guide you for at least a month.
By operating in this way, not only will you have full control of the publications without risking sudden white paper syndromes, but you will be able to correctly mix all the contents you have. Very often, in fact, we have good content to use and without adequate planning we end up shooting all the arrows of our bow in the first few days, only to remain dry afterward. Not a good idea, don’t you think?
Try to calibrate the publication, create real strands (odds, funny images, quizzes, explanations, how-to, and so on) and create a blend that you think can be a winner. Then…
Facebook engagement posts: Test and analysis
Then put your editorial plan into practice and see how it goes. Experience clearly plays a key role in obtaining good results in the shortest possible time, but the concept is always the same: any strategy you put into action must always be considered a test and as such must be analyzed and repeated making any necessary changes.
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