Each day, 699 million people log into Facebook, representing almost half of its 1.5 billion global users. While that figure may represent a staggering number of potential customers for your business, the Facebook Ads platform has first dibs on what those users will see in their news feeds.
Facebook is constantly changing its algorithms, and many recent changes have been to favor the rotation of Facebook Ads. What this means is that the content you post on your Facebook page is getting less organic exposure than it once did.
The key to having your content consistently populate news feeds is to get more engagement on Facebook.
The average person spends 15 hours each month on Facebook. To be clear, the duration of time a user spends browsing his or her news feed is of no consequence to you. What matters is posting content to your Facebook page that will engage these users. Engagement occurs each time a user,
- likes your post,
- shares your post,
- comments on your post,
- or clicks a link included in your post.
The ultimate objective of every post on your Facebook page should be to encourage engagement. When a Facebook user engages with your content, your posts are more likely to organically populate in his or her timeline going forward. In turn, this provides you with more opportunities to engage with that user again. Further, when a user engages with something you have posted, that activity may be shown to his or her friends, thus increasing your odds of attracting new fans.
There are many strategies you can use in your posts to get more engagement on Facebook. Here are a few examples:
Caption This Image
These posts work well to get more engagement on Facebook, so long as the image is compelling. The only option the user has to caption the image is by leaving a comment.
Like If You…
Like if you ever owned one of these!
These types of posts are very effective when the image induces some sense of nostalgia. Almost like an inside joke, the user feels compelled to like the image to feel like part of the in-group.
Would You Rather…?
A common type of Facebook post that encourages engagement is structured as,
Like if you drink Coke! Share if Pepsi tastes better.
Which do you like better? Coke or Pepsi? Let us know in the comments!
The user feels validated that his or her vote for option A or B is in some way being counted. The beauty is that either way, you win.
When to Post
As with most things, timing counts for a lot. It is best to post to Facebook when user engagement is at its highest.
Post on Weekends
Facebook users engage with posts 32 percent more often on weekends compared to weekdays. This isn’t surprising. After all, most of us have more time on weekends to browse our Facebook timelines. What is surprising is how many businesses post to Facebook on weekdays only.
Post in the Afternoon
Conventional social media marketing wisdom tells us that users are most likely to be on Facebook before work, during their lunch break, and then right after work. As it turns out, more users share content on Facebook at 1 pm than any other time of the day.
What to Post
Your niche may speak volumes about your engagement level. There are definitely some topics that users feel are more worthy of likes, shares, and comments than others. Try to find ways to integrate popular topics in the content you post.
Most Shareable Topics
Posts related to these five topics tend to get more engagement on Facebook.
- Technology & Social Media
- Food & Drink
Words That Encourage Sharing
Posts that begin with any of the following words are more likely to be shared on Facebook.
Fun Engagement Facts
Keeping your Facebook posts short, with a pointed question, or containing a quote or emoticon, are all good for boosting engagement.
- Posts with less than 80 words receive 23 percent more engagement.
- Phrasing your post as a question makes it twice as likely to receive a comment.
- Posts containing quotes are liked and shared 19 to 26 percent more often.
- Posts that include emoticons get 33 percent more comments.
Think Before You Post
Before you post anything to Facebook, ask yourself,
Does this post encourage users to like, share, or comment?
If the answer is no, consider a revision. You might offer the greatest products or services in your industry, but without an engaged audience, Facebook is about as useful to your marketing efforts as Myspace.