Facebook is a goliath in the social media world. In fact, Facebook has more users than there are people in China.
Those users are also active. They don’t just sign up for an account and never return to the site. The average Facebook user in the United States spends 40 minutes a day on the site.
With so many fish in the water, you can be sure there are a lot of sharks, too. Since there are so many active users on the site, there are also a lot of brands there trying to get their attention. If you want to stand out from the crowd, you will have to find ways to increase user engagement and make them feel more connected to your brand.
Here are a few simple things you can do to get more engagement on Facebook:
Create Quality Content
The one thing you can do to increase user engagement on any platform is to create quality content.
No matter where they see it, people respond to content that is funny, entertaining, inspiring, interesting, or even controversial. Whether you are making your audience laugh or cry, smile or rage, the important thing is that you are making them feel something.
If you aren’t sure where to start, look at the kind of content your competitors are sharing, as well as the kind of content people in your target audience are sharing. You will quickly learn what kind of content makes the most impact.
Video was once a dark horse, but it has become a bona fide leader in the race now.
You need to be sharing videos on your Facebook page if you aren’t already. Sharing videos from your YouTube or Vimeo page is fine, but you will get even better results if you create videos for Facebook Live.
Broadcast live from an industry event, community happening or company function. Interview experts or other notable people live. You can even film a fun game with your employees and show it.
If you aren’t going to take advantage of the Live option, try to post the video directly to Facebook. You’ll get more reach, which will result in more engagement.
Optimize for Mobile
A growing majority of online and social users are on mobile. If you aren’t optimizing your Facebook content for mobile users, you will be missing out on a large part of your audience.
Always record your videos in HD to ensure that they have good quality for mobile users. Keep them at a small size so that they load quickly and so that time-crunched users can watch them quickly.
Don’t crowd your videos or your images with a lot of text or other graphics. Everything should be easy to read on a smaller mobile device.
Assign a Management Team
A lot of brands make the mistake of allowing everyone on the team to post to social media. What this does is dilute the focus of the marketing strategy and take away responsibility that guarantees results.
It is best to assign a management team for your social media strategy and for your Facebook marketing strategy in particular. These team members will become intimately acquainted with the followers on the page and better understand what kind of posts resonate with them. These members will then be able to create a strategy that gets more results.
Having a dedicated team also means that you can demand accountability. You can put metrics in place for determining success, and you can get answers if those metrics are not met.
Facebook has made it harder and harder for brands to reach their followers, even when those followers have chosen to be notified about new posts.
Even if you have great content, it’s going to be hard to get user engagement when your posts are buried in the news feed or don’t appear in it at all. You can’t even appeal to your followers to visit your page because they aren’t going to see that post either.
What you can do is buy advertising to boost your post. More of your followers will see your post, which will increase engagement and help the post to get more exposure among their friends and followers.
Create a specific budget for Facebook advertising so that you can boost important posts as needed. You don’t have to pay to boost every single post, but you should have criteria in mind for what posts you want to boost to make the most impact and get the most engagement.
Of course, you’ll want to follow up any marketing strategy with ongoing data analysis and testing to see what works. Using the right tools, such as those offered by CodeFuel, can also help you get more results by enhancing your efforts and ensuring that you get the right exposure with the right audience. Follow these tips and you’ll be well on your way to success with Facebook.