Social media platforms are the best way of reaching the modern-day customer. Billions of people globally use different social media platforms, and Facebook is arguably the pioneer of today’s social media.
With great power comes great responsibility; with a gigantic user base, millions of businesses are competing with each other to grab the customer’s attention and get their content in front. As with any social media network, Facebook loves user engagement. Content that can get the audience hooked and spending time on the app is content that Facebook likes, which is why they actively promote pages with high engagement figures.
Here are a few points on why it is important to have high engagement on your Facebook page. Then we will dive into the strategies that can be used to boost engagement on your page:
- High visibility and reach: Facebook’s algorithm pushes content that has high engagement to other users, meaning even higher reach and visibility.
- Rise in credibility and brand trust: High engagement shows other users that people like your content, provoking the instinct to join the bandwagon.
- Brand community: A steady, loyal customer base is the heirloom of any business. High engagement means that customers love your brand as much as they love your content.
- SEO benefits: With posts that have high engagement, particularly mentioning your brand, expect to see greater hits from search engines pointing to your site/Facebook page.
- Higher ROI in ads: Creating ad copy that resonates with the target audience and garners engagement is likely to lower your CPC as Facebook rewards you for helpful content.
Now that we know why high engagement matters, let’s discuss ways to increase engagement on your Facebook page and bolster your performance.
Know Your Audience
Content is king, period. Having good content beats even the best promotion strategies in the world. Users genuinely appreciate content that is helpful and addresses their area of concern. The first step in the creation of good content is knowing who you are producing it for.
Audience profiling can be a good way of figuring out what your audience wants. For example, if you are looking to target teenagers, try to see what kind of content teens usually respond well to. These can include trendy videos or the creation of a dance challenge paired with a giveaway!
Some individuals appreciate quirky social media posts and some like their social media feeds to be sober and professional; you must understand what kind of content your audience is looking for. Get that right, and you will face no difficulty in getting into people’s hearts!
Post Consistently
The beauty and the buzzkill of Facebook is the sheer volume of posts that show up in the home feeds of users. If your brand is not in front of consumers, rest assured that some other brand is.
Posting consistently ensures that your audience remembers your brand and that your content is in their minds all the time. Mind you, we are not suggesting you spam your audience; we’re simply asking you to post regularly so that your audience doesn’t forget about you.
Posting frequency can have varying impacts on different pages. If your content is liked, users will engage with it. Posting once daily is not a bad idea.
For example, if you are running a competition, give daily updates or highlight important or valuable responses so that users know their entries are being duly recorded.
Optimize Post Timings
The best thing about social media marketing campaigns is that you get constant feedback on how your campaign is performing, unlike offline mass marketing campaigns. Analytics applications allow you to understand when your audience is active on platforms. This can be specific days and specific times of the day.
Most users are active in the nighttime. Altogether, knowing this can help you to choose the time that your posts should go live.
A good way of ensuring your posts go live optimally is to create a content calendar and schedule posts in advance. So, sit down on the weekend and line up your posts for the following week. Happy posting!
Use Different Media Types
Knowing your audience and choosing the right media types can be a dealbreaker in the effectiveness of your content. Try to use a mix of videos, images, GIFs, etc., to engage with your audience.
Try to narrow down what kind of content works best for your audience. For example, a tech store in New Zealand by the name of Techtown has a quirky social media team that creates funny workplace-related videos that the audience finds relatable. Their CEO attributed their quick rise to success to their social media strategy that kept the audience engaged and hooked.
Conduct Facebook Live Sessions
People love putting a face behind the brand. The human connection and touch are essential for users to relate better to the brand. Facebook live sessions conducting a Q&A session or a behind-the-scenes session can be vital to helping your audience make a deeper, more meaningful connection with your brand.
Adding collaborators to the live session, such as influencers in your niche, can be a great way of letting people know that you mean business. Reaching a greater audience thanks to live sessions has been attested to by many social media managers throughout the internet, and experts say that live sessions generate authentic engagements that viewers relate better to.
Repost Old Posts That Worked Well
Leave the stress of always producing new content – sometimes, old is gold. There is no harm in re-running a post that did well in the past. There are instances where not all of your audience (even the users who have liked and followed your page) sees your content.
Posts that previously generated good engagements can always be reposted. If it is something that resonates well with the public, then you can expect to have even better results the second time around, considering the additional reach.
Engage Back with Comments
There is no use in stimulating a conversation on your Facebook page if you are not going to engage back. Make users feel like they are a part of the brand persona and you truly care about them. By doing so, you enable users to have a better sense of belonging to a family and a community.
Community building can be essential in the long run for your brand’s success. A brand that has a loyal customer following can translate into sales and positive word of mouth.
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