What does engagement indicate on Facebook?
Facebook engagement is an effort someone gives or takes on your Facebook Page or one of your posts.
The most obvious actions are reactions, comments, and shares, but one can also click to save something to view later, click on a link to visit another page or view a video.
How to grow Facebook engagement
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1. Educate, host, notify or encourage with rich content
They want to connect with content that will entertain them, inform them, or make their lives better in some way.
Plantsome, an online plant delivery service, shares more than product images on its Instagram feed—it also shares lifestyle inspiration photos. Perhaps you’ll find them helpful in getting to know your audience.
But here’s the thing: what you find entertaining or inspiring is not always relevant, and in fact may end up stifling your creativity.
When seeking engagement, it’s important to pay attention to the wants and needs of your audience.
2. Keep it brief
The vast majority of Facebook users access the site on their mobile devices—a whopping 98.3 percent of users.
This Vancouver music venue does it right: a single photo and two sentences of text. The short post makes it easy to engage with the post as you’re scrolling through your feed.
3. Focus on quality
With reader attention span shrinking and people moving through content quickly, there’s no time for poorly designed elements—graphics, videos, or text.
If you’re running low on original content, curating content can be a great way to share quality, informative content with your audience.
4. Be relatable and human
Whether it’s sharing some “behind-the-scenes” content with your audience, presenting the genuine and vulnerable emotions you’re feeling, taking a stand for values you believe in, or sharing a funny meme that is relatable to your audience.
The football organization UEFA doesn’t just post about the excitement of the game or hot pics of soccer players: it showcases the real volunteers helping to make their tournaments happen.
5. Use (amazing) images
When Facebook users post a photo on their page, their posts receive higher-than-average amounts of engagement. According to Facebook, the most effective photos are close-ups or shots of a product or a customer.
Candle brand Paddywax shares both product images and lifestyle images on its Instagram feed, but everything is well-composed, visually compelling, and aesthetically pleasing. You don’t need a fancy camera or photography equipment—all you need to get started is your phone.
6. Create a video or broadcast live
The engagement you get from a video post is even greater than what you get from a photo post. Photography, videography can be easy and low-priced, and you can get started using your mobile phone.
Even a short, atmospheric video like this one from Glossier can catch the eye of someone who has no intention of stopping to watch.
7. React to followers
If someone makes the effort to leave a comment on one of your postings, make sure to respond.
Fans who engage with your site want you to engage with them in return. Click To TweetMake sure you have a team of people or a monitoring program set up to respond to all comments. A simple comment back is sometimes all that’s needed. Sometimes more action is required. If someone posts a question that must be handled by customer service, redirect them to designated CS channels or have a customer service representative follow up.
8. Do the Analysis
Analytics is such a vital part of the testing process. After all, if you’re not measuring how those tests are going — and what effect they have — how can you ever hope to succeed?
Since the Facebook News Feed is algorithmically generated, your fans may not see your content right when it is posted. However, Facebook still considers “when was this posted” to be a signal that affects which content is rewarded with a spot in. And Facebook also claims that you’ll see an increase in engagement if you schedule your posts when your fans are online.
9. Get engaged in Facebook groups
Using Facebook groups is a good way for musicians to grow their fan base; more than 1.8 billion people use Facebook groups. By interacting with members of your Facebook community, you can create brand loyalty and increase engagement on your page.
Joining relevant Facebook groups is a great way to connect with other business owners, as well as thought leaders in your industry.
10. Attach a call-to-action button
Using a call-to-action button on your Page gives people more ways to interact with your Page.
For example, EyeBuyDirect.com uses a “Shop Now” button to drive traffic for its stylish eyeglasses.
Brands, too, want to be associated with real people. By having a verified badge, visitors can see that you’re a genuine brand and they can feel safe engaging with your posts.
After all, no one wants to be fooled into liking or sharing a post from a fake Page misrepresenting a brand.