With over 1.04 billion daily users and 40% of small businesses in the US, Facebook is a major piece of the social media marketing puzzle for most companies. For a long time, brands saw a lot of success on Facebook and were able to reach their target audience fairly easily. More importantly, they were able to do it organically (without using paid ads). But that all changed in 2014-2015 when business pages started seeing significantly less organic reach for their posts.
After the shift, business owners and marketers were left confused, frustrated and lost. What was once a huge traffic generator and branding tool was starting to look like a pay-to-play platform.
How Lower Organic Reach Impacted Facebook Engagement
One of the factors that determines what shows up in a user’s Facebook News Feed is the engagement a post receives. When a post has a lot of comments, shares and likes, it signals Facebook that users who have liked that page, would probably be interested in that content. This makes it all the more likely to show up in a fan’s News Feed.
The problem is it’s harder to get those likes, comments and shares when your posts aren’t being seen by a large portion of your audience. It’s kind of a catch-22. You need engagement to show up in your fans’ News Feed, but you need to show up in their News Feed to get the engagement.
Luckily, there are still ways to reach your audience and boost your Facebook engagement, despite the changes to the News Feed. Give these 10 tactics a try to start getting more likes, comments, clicks and shares on your Facebook posts.
1. Post at the Right Time (Hint: It’s Not When You Think)
Organic reach may have been reduced, but it’s not gone. One of the reasons Facebook changed the way content is displayed in News Feeds is due to the growing amount of content being published. As more brands and people started joining Facebook, the number of posts went up as well. That creates a lot of competition.
The trick is to post when engagement is the highest, not necessarily when the most users are logged in. Although most people tend to check their Facebook during the day time, the most engagement happens at night. Buzzsumo found posts published between 10 p.m. and midnight (local time) receive the most engagement.
As you can see, the peak time for posting is around 11 a.m. However, that’s also when engagement is the lowest, most likely because News Feeds become inundated with so many new posts that people just skim through. But at night time, there are fewer posts being made so users have more time to go through and engage with each post.
It’s a good idea to schedule your Facebook posts ahead of time to be more efficient. Test different times between the most engaging hours to find out what works best for your company.
2. Share Content Your Fans Want to See, Not Just What You Want Them to See
If you want people to engage with your Facebook posts, you need to share content they want to see. Oftentimes, businesses assume just because they’re in a certain industry, all of the content has to be directly related to that field. For instance, a sandwich shop might stick to posting content only about sandwiches, deals they’re having and company news. The problem is that most people don’t want to read about sandwiches every day, so they’re less likely to engage with your Facebook posts.
In order to balance it out, broaden the type of content you share. A sandwich shop could post recipes, nutrition tips and other content that’s not necessarily about sandwiches, but also isn’t so unrelated that it seems out of place. A sandwich shop posting about online marketing wouldn’t make much sense.
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3. Look at Your Posts That Have Gotten Engagement in the Past
Why try to completely reinvent the wheel? Sometimes the best way to get additional Facebook engagement is to publish more of the same type of content that you’ve had success with in the past. You can find your most engaging posts using Sprout’s Facebook Reports.
After you’ve identified the strongest performing content, all you have to do is double down and start creating more like it.
4. Use Real-Life Photos
As annoyed as we all say we are with people posting pictures every time they go to Starbucks, the fact is we’re still looking. On Facebook, photographs are the most engaging type of content you can share. Photos make up 75% of the posts on Facebook and account for 87% of the content shared on the platform, Social Media Examiner reported.
When you look around on most business pages, you’ll see a stream of stock images, rather than original pictures. Instead of relying on generic photos, use your phone or camera to take some real pictures. Posts containing original photos feel more personal and organic.
Another great tip to add more photos is to send your Instagram photos to Facebook. Go into your settings on Instagram and connect your Facebook account. Then when you take a photo, just tap on the Facebook icon to automatically share your pictures.
5. Reply to People
You’re putting a lot of effort into getting people to engage with your posts. But once someone actually takes the time to leave a comment, are you ignoring them? Don’t just make a post and move on. You should check your comments throughout the day so that you can reply as quickly as possible. The longer you wait, the less likely the conversation is to continue.
Sure, you’ll have the occasional troll that’s just posting a comment to get attention. But most of the people who leave comments for your posts do it because they resonated with what you published. Make them feel heard and appreciated, and they’ll be more willing to engage with your future posts as well.
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