If you think the popularity of Facebook is declining, think again.
Last year, the social media platform grew another 18%. Which means, it keeps forging further and further ahead than any of the other competing platforms.
People are spending a minimum of an hour on Facebook each day; liking, sharing, reading, or simply scrolling.
The volume of content being published to Facebook is growing at a steady (and alarming) rate. Because of this, the network is focused on policing shared information more aggressively, filtering out anything that’s irrelevant. This stops users from being snowed under whenever they log in.
Here’s the problem with that:
Your ability to reach your own fans is fading fast. Facebook itself has admitted you might not be able to reach any of them in a single day.
The good news is that there are still a few steps you can take to reclaim the attention of the fans that you worked so hard for.
Your brand needs to maintain a high rate of Facebook engagement to ensure you're reaching the most people without promoting your posts (or that you're reaching even more people when you do boost your posts).
The more people "like", comment, share, and view your posts, the more your posts will appear in their timeline. All you have to do is get their attention once and maintain it forever... Easier said than done, right?
Below are several tips to ensure you're effectively engaging on Facebook and reaching your audience.
Post Updates Regularly
Facebook's highest traffic usually occurs mid-week between 1 to 3 pm which tells us two things -- 1) Almost everyone hits that after lunch productivity slump than we think and 2) people are always looking for new content on their newsfeeds.
Posting every hour or so is excessive, but you should give your buyer personas something to entertain (or distract) themselves with every day. They want it.
Post Photo in Comments
This is a sneaky trick that you've probably seen, but didn't think about from a social media marketing perspective; commenting with photos.
According to KISSmetrics, photos get 53% more likes, 104% more comments, and 84% more clicks on links than text-based posts. Photos also stick out like a sore thumb (in a good way) in the comments section so try responding to customer posts or even the content of peers to attract more engagement.
Use Social Calls-To-Action (CTA)
Even though it might feel uncomfortable to ask for likes, comments, and shares -- it works. As long as you're posting useful information and sharing valuable content, there's nothing spammy asking your readers to help your content to reach even further.
Promote Your Posts
As mentioned above, the organic reach of page posts is now limited. According to Facebook, "of the 1,500+ stories a person might see whenever they log onto Facebook, the newsfeed displays approximately 300."
The quickest and easiest way to rise to the top and get more Facebook engagement is by "boosting" your posts.
Facebook's post promotion allows you target your audience by a number of different characteristics including:
A more cost-effective strategy, however, is to only target your existing Facebook fans, since they've already expressed an interest in your brand. When they subsequently "like," comment, and share your boosted post, their friends will then see it expanding your total reach.
Take your fans behind-the-scenes
People love seeing "how the magic is made" so to speak. Whether it's a look inside the making of a movie, or going backstage at a concert, it feels exclusive and special, even though it may not be either.
Sharing experiences from your customers, pictures of your employees working, and other content providing a glimpse inside your business are great ways to promote your brand in a friendly, engaging manner.
Give the people what they want!
Focus more time and energy on the type of Facebook posts your buyer personas enjoy most. To figure this out, access your Insights tab and look at what posts get the most likes, comments, and shares. This doesn't mean you shouldn't try something new from time to time, but savvy marketers will focus most of their efforts on what works.
Love your Facebook fans
You can tell the difference between a brand that loves their fans and the one that's simply using Facebook to push their products/services. Brands that love their fans have communities of loyal customers begging the brand to take their money. A few simple ways to show your love include:
Responding to comments
Sharing posts created by your fans
Liking posts where your brand is mentioned
Giving away free stuff or random discounts
Use Facebook Ads to Drive More Engagement
The quickest way to get more engagement on Facebook is by using Facebook Ads -- specifically, Page Post Engagement Ads.
These ads are optimized differently from Website Clicks, which primarily focus on getting Facebook users to go to your website.
Page Post Engagement Ads are great because many of those users who like, share, and comment on your post are going to click the link to check out your article or they're going to read your post.
Since we're focusing on Facebook Engagement right now, Page Post Engagement Ads are the way to go. Once you've built up a strong community on Facebook, you might decide to run Website Clicks Ads to drive more traffic.