The effectiveness of a Facebook Page is measured largely in its “engagement.” Found in the Insights tab, engagement is the percentage of users who shared, clicked and/or commented on a post. If your Page contains posts with minimal engagement, it’s usually indicative of some underlying problem, such as a lack of relevancy in regards to your audience. But the good news is that you can improve your Page’s engagement by following some simple steps.
Post Photos
Why should you post photos on your Facebook Page? According to a study conducted by SocialBakers, photos account for 93% of the most engaging types of posts on Facebook. In comparison, links and video were 2% respectively while status updates were 3%. Statistics such as this attest to the power of photos on social media. This doesn’t necessarily mean that all of your Page’s posts should be photos, rather diversify your efforts with a combination of different post types while placing an emphasis on photos.
Host a Contest
Of course, you can also encourage greater visitor engagement on your Facebook Page by hosting a contest. For instance, you could ask visitors for recommendations on a new product name in exchange for a chance to win a prize. Each time a visitor leaves a comment, it boosts your Page’s engagement. Furthermore, Facebook recently eased its rules regarding sweepstakes and contests, allowing them to be hosted directly on the Page Timeline as opposed to a third-party app or service.
Refer to Facebook’s Page guidelines for more information on how to host a contest.
Ask a Question
Have you tried asking questions on your Facebook Page? Assuming you have a decent number of followers, chances are at least some of them will respond, in which case it will create stronger engagement. Facebook even has a built-in tool designed specifically for this very reason. Just click the “Ask a Question” link at the top of your status update bar to create a poll with pre-defined answer options.
Change Posting Frequency
The frequency at which you make new posts while directly affect your Page’s engagement. A study conducted by Buddy Media found that making one or two posts to a Page per day resulted in a 40% greater user engagement when compared to making more than three posts per day.
Facebook Ads
If you have the available finances, consider purchasing ad space via Facebook Ads to boost your Page’s engagement. Just a few years ago, Facebook announced that it would be reducing the number of commercial posts that appear in users’ news feeds. And when fewer users see your posts, it will naturally have a negative impact on engagement. To counter this change, many business owners and Internet marketers have resorted to the social media network’s paid advertising platform, Facebook Ads. For just pennies per click, Facebook Ads can drive tons of new visitors to your Page while boosting its engagement in the process.
