Have you noticed your Facebook engagement has been on a downward spiral lately?
There’s no need to panic.
Although the recent changes to the Facebook algorithm have many marketers sweating, the update isn’t as scary as it seems.
The short of it? Facebook is asking brands to rethink how they earn likes, comments and shares on their posts.
For example, Facebook is explicitly fighting against engagement bait and spammy tactics which they see as undercutting their algorithm.
The takeaway here is that what might have worked brilliantly for brands in the past might not fly today.
And that’s exactly why brands need an explicit Facebook engagement strategy if they still want that sweet, sweet organic reach.
You don’t need to abandon your current Facebook page or start over from scratch, either. Instead, you just need to consider ways to set your posts up for greater engagement. Below we’ve outlined 10 strategies to do exactly that.
Let’s take a look at how to increase engagement on Facebook:
1. Tap into Perfect Post Times
The more engagement a post receives, the more likely Facebook’s algorithm is to reward it with reach.
This might seem a bit backward but it speaks to the importance of timing your posts to perfection.
By posting when your followers are most active, you instantly increase the likelihood of getting likes and comments.
And yes, there are data-driven best times to post on social media which can clue you in on what your posting calendar should look like.
The key here is to not just post at random and expect engagement. With the help of the chart below and analyzing your past post engagement, you can zero in on a schedule that makes sense.
We recommend using a Facebook scheduling tool to plan your social media calendar days or weeks in advance. It’ll keep you from forgetting to post and give you the flexibility to test different posting times.
2. Focus on Fan-Centric Content
Many brands make the mistake of putting themselves in a box when it comes to their content.
Let’s say you’re running a Facebook page for your sandwich shop. Should you exclusively post content related to sandwiches?
Of course not.
For starters, there’s only so much that can really be said on a day-to-day basis about your brand or product. As soon as your content starts to feel repetitive or stale, your audience will tune out.
Here’s some food for thought: your Facebook content isn’t all about you. It’s about your fans. They might like you, but that doesn’t mean they only want to hear about you all day long. Once you start to embed that idea into your strategy, increasing Facebook engagement becomes much more realistic.
And if you’re struggling to find ideas for fresh content, you can start by asking yourself a few questions.
Are There Any Relevant Real-World Events to Piggyback?
Pulling from pop culture and current events is a smart move if done tastefully. Check out how Hubspot put out an awesome video on Marvel’s marketing strategy to coincide with the release of The Avengers: Infinity War.
Found Any Fascinating Facts or Stats Related to Your Fans Lately?
Infographics and shocking statistics are prime for discussion and debate, both of which are huge pieces of Facebook engagement. Activity in the comment sections spells good news to the updated algorithm.
Have You Made Your Fans Laugh Lately?
Like it or not, Facebook has become a hotbed for memes and humorous content. Although humor not might be the perfect fit for every brand, funny content typically performs well and is a lighthearted way to diversify your posts.
It might be tempting to simply talk about yourself, but that’s not going to drive much engagement. Strive to stick to the golden rule of rule of content curation that says only 20% of what you post should be self-promotional.
Besides, filling your feed with a variety of content will always keep your followers looking forward to what’s next.
Oh, and if you want to have instant access to fresh pieces your audience will love, tools such as content suggestions from can do the digging so you don’t have to.
3. Analyze Your Most Popular Posts
Sometimes the key to increasing Facebook engagement is to look inward.
Let’s say you have a post that knocks it out of the park. Tons of likes and shares, and plenty of love in the comment section.
Rather than treat that post as an anomaly, you should instead take steps to recreate the same social magic again.
Maybe it was an unexpected meme. Perhaps it was an epic case study.
Either way, you should have a pulse on your top-performing content instead of playing guessing games. Again, your fans’ activity is key to understand what to post.
To better break down that activity, take a close look at your Facebook analytics to see firsthand what’s receiving the most reach. The answer might very well surprise you.
4. Step Up Your Photo Game
Visual content totally kills it on Facebook–plain and simple.
Photos make up the overwhelming majority of content on the platform, signaling that people would much rather engage with a visual than a link or wall of text. So if you want to improve Facebook engagement, get visual.
However, the type of images you post make a massive difference in terms of performance.
Many budding businesses make the mistake of relying on stock photos or images pulled from elsewhere rather than creating their own content.
Instead, brands should strive to show the personality behind their business. There’s a reason why photos “in the wild” are so popular from big brands, as are stories from employees.
5. Prioritize Comments & Replies
Improving your Facebook page engagement isn’t a “one and done” affair.
If someone takes the time to comment on your content, you should return the favor yourself.
People overwhelmingly want to interact with brands, which is the reason why so many businesses that reply to comments score more interactions.
And by the way: replies have become an expectation in today’s social space. Given that people respect a social response within four hours of commenting, timely responses are a game-changer.
If nothing else, taking the time to reply to fans shows that you’re listening to them. This is a good look from a branding perspective and also encourages more interaction among fans in the future.
If you don’t have time to respond to each and every inbound message you can create a Facebook Chatbot to do so for you!