Following on from our recent blog post about increasing Instagram engagement, we decided to share what we’ve researched into increasing Facebook engagement.
Due to the new algorithm that Instagram and Facebook are putting into place, many small businesses have been seeing a drop in their engagement (and as a result, their sales). Facebook will also soon be split into a personal feed, and a business feed. This, coupled with the new algorithm, mean that being relevant is more important than ever. Facebook judges your posts relevancy based on post interaction, which means that in order to be seen, your posts need more likes and comments. However in order to receive likes and comments, you need to be seen. A head scratcher right?!
Here is what we’ve found, in hopes that we can all beat the system!
Here are some things to do in preparation for your Facebook overhaul:
- MAKE A LIST OF QUESTIONS THAT ARE RELEVANT TO YOUR BRAND.
- CREATE AN EDITORIAL CALENDAR, CONTAINING THE BEST TIMES AND WHAT TO POST. YOU CAN INCORPORATE ALL YOUR SOCIAL MEDIA ONTO THIS.
- USE FACEBOOK PAGE INSIGHTS TO SEE WHAT OTHERS IN A SIMILAR LINE OF BUSINESS ARE DOING IN THEIR CAMPAIGNS AND SEE IF YOU CAN INCORPORATE ANY GOOD IDEAS INTO YOUR OWN. DON’T COPY, BE YOURSELF!
- The first thing that is recommended is DON’T FOCUS ON QUANTITY, FOCUS ON QUALITY. If you saturate your feed, Facebook is more likely to think your page is a spam page and not promote your posts at all.
- Facebook insights are a goldmine of information to use. Use it to check when the highest amount of your followers are active, and post accordingly.
- Try to vary what you post, don’t just stick to pictures, add questions, post about other businesses (which will help attract some of their followers to your page), style guides and current events.
- Current events posts are very important to make Facebook think you are relevant. Funny memes about the weather, or day of the week, or even politics go down well. Just don’t be too controversial if talking politics!
- Try and curate pictures for Facebook as well as Instagram. Although you need to share some pictures from Instagram (another way to draw people’s attention to your Instagram feed), you should create special picture posts just for your Facebook followers. About 50/50 is recommended. Remove hashtags if posting direct from Instagram.
- Use your FB Insights to see your most recent Top Post, and repost, but make a subtle change, maybe add a question about it and encourage people to comment. Analyse this post and see what could have made people respond more, was it the colours? Was it funny? Was it current? Then use this in future posts.
- An obvious one here, but ALWAYS REPLY TO COMMENTS! This is SOCIAL media, be friendly! More comments = more engagement = more followers = more sales.
- Publish videos and aim to get around 50% completion rates. Show behind the scenes of the business, talk about who and what you’re about, show new lines of stock, be interesting! Videos with captions and not sounds have been said to be better, as some people don’t like their phones and tablets to start shouting at them!
- Facebook posts between 0-50 characters long receive the most engagement. The more characters you add after that, the less engagement you can expect.
- Try to get in the habit of ending every blog post you publish with some sort of call to action. For example- “If this speaks to you, share it with your friends as well!”
- The colours red, orange and green have been found to attract more people to posts, so try and incorporate those colours in text.
- Facebook will be penalising any overly promotional posts, as they want you to pay them to advertise, not do it yourself. NEVER include back links to your site, instead direct people to the ‘Shop Now’ button.
- Drive traffic to your Facebook page from other sources. Send the audience that interacts with you on other social media to your Facebook page. You could simply include a link to your Facebook page within a tweet or include it on your Instagram bio.
- DON’T BOOST POSTS. This doesn’t work. Instead, use behavioural targeting categories on Facebook ads and target specific groups who are most likely to become customers, and respond well to your posts.
There you have it! By following these tips you should see an increase in engagement on Facebook. The main thing to take away is always reply to people who comment on your posts, and make sure to carefully curate every post.
Thank you for reading, next week we will post what we've learnt about Twitter marketing.
Kisses, Cathy x