The Importance of Facebook Engagement
Before we dive headfirst into strategies, we should define what we mean by Facebook engagement. Engagement sometimes means different things to different marketers and businesses, but in general, increasing your Facebook engagement means your audience is more likely to:
- Comment on your updates
- Like your content
- Share your content
- Look at your posts or videos
- Click on your links
The more your audience performs these actions, the higher your Facebook engagement rate, and the more successful your business page will be, increasing traffic and conversions to your website.
What’s not to like, right? Here are seven powerful strategies to achieve this.
1. Celebrate the Holidays (Fake Ones Too)
Facebook engagement is all about relevance. If you post relevant content for your customers, then they’re going to engage with your content.
One of the most straightforward approaches to creating this relevance is by acknowledging holidays throughout the year and working them into your post updates.
2. Start a Facebook Group
Your Facebook activity shouldn’t solely be limited to your brand page. When you start a Facebook Group, you can drive people and therefore activity to your brand page.
There’s a difference between a Page and a Group:
- A Facebook page is the public presence of a business, organization or even personality
- A Facebook group is a community of like-minded Facebook users that rally around a specific cause, organization or personality, holding small-group discussions about a shared interest
So how can a group actually drive traffic to your page?
Let’s say that your business is a real estate corporation. You maintain a separate page for it, where you post updates about the real estate market, home-buying tips, and anniversaries special to your brand. Simultaneously, you’re also a member of a real estate-based group, where the community regularly discusses market trends, its members’ home-buying and home-buying experiences, and any questions related to home ownership.
By frequently posting and sharing information within the group, you’ll eventually be seen by members as a trustworthy source of knowledge—and traffic to your page will follow that way.
3. Post Surveys, Polls and Quizzes
Taking the pulse of your audience is a guaranteed engagement-upping tactic. What fan doesn’t want to share his or her opinion when their favorite brand asks them a question?
There’s perhaps no more direct way of engaging your audience because you’re asking them a straightforward question.
In general, a survey is for more serious topics, such as what your audience thinks you can do better or their personal experiences with your brand. On the other hand, a poll or quiz can be a bit more frivolous in nature and play to your audience’s sense of fun. A poll or quiz can ask your audience:
- What you’re doing for the holidays
- What you think of current events in the news
- Whether or not you’re going to buy a hot, new product.
4. Time Your Facebook Updates Just Right
Based on when you post to your page, you can drastically affect your engagement levels. The idea is to avoid posting when fewer people are around and post during peak times. It’s simple math: When more people are active on the platform, your posts stand to get more exposure.
According to a compendium of 23 studies, the best opportunities for posting on Facebook are:
Best Times of Day:
- 9 am
- 1 pm
- 3 pm
5. Tell a Lot More Facebook Stories
Human beings are hardwired to tell, listen to, and respond to stories. It’s in our DNA. According to a study published in Nature Communications, storytelling is associated with all sorts of cultural benefits, such as cooperation, preferred social-partner status, and higher reproductive success.
With this fact perhaps in mind, it’s no wonder that Facebook last year debuted its Stories feature for both individual profiles and pages. Stories are brief, user-created pictures or videos that are uploaded to your page. The feature is centered on the platform’s in-app camera that lets you incorporate unique filters and lenses to shared content, as well as visual, geolocation tags to pictures. This content can be posted for only 24 hours, creating artificial scarcity and a sense of urgency to view said content.
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