Your engagement rate on Facebook is one of the ways you can measure your business’s growth and success. It’s also important, as Facebook is one of the most used social media channels worldwide, and it should feature in your social media strategy.
Facebook engagement refers to any action or interaction that people take on your Facebook page. This includes clicks, likes, shares, and comments. Knowing the rate at which this happens is essential for understanding your business’s performance. That’s because it measures how much your audience interacts with your Facebook posts.
So, it tells you whether the content you are producing is valuable to your Facebook audience. And the more useful your social media posts, the more likely people will see the value in your product and service.
There’s a formula you can use to measure the average Facebook engagement rate. First, you need to get your total number of interactions or engagement for a specific post. You can find it by going to Insights and All Posts Published.
Then, divide this figure by the total number of people who saw it. Finally, multiply the result by 100 to calculate a percentage.The figure for an average engagement rate will depend on your industry.
For example, according to the social media management platform Hootsuite, the average rate for the food and beverage industry is 0.71%. For health and wellness, it’s 1.31%, and for technology, it’s 1%. So, a good Facebook engagement rate would be anything above these figures.
This article will set tips for increasing Facebook engagement to win new customers and sales.
You’ll learn some easy hacks to add to your Facebook strategy and find out about engagement metrics so you can understand how your business is doing.
Post at the right times when your audience is most active on the platform
The first rule is to post when your audience is most active. The times will depend on several factors, such as the location of your audience and which sector you are in.
Use the Facebook Insights tool or social media management platforms to discover valuable data and measure engagement.
Use visuals such as photos and videos
Another way to capture your audience’s imagination is to use more photos and videos in your posts — visuals are critical to Facebook fans.
Instead of using stock visuals, be creative and make your own so people can understand your brand. Ensure that the quality is good, too, so hire a professional photographer if you can.
Use Facebook Live to provide real-time content and encourage interaction
Facebook’s algorithm loves live videos, so make the most of Facebook Live. If you do this regularly, your videos will be pushed to the top of your audience’s feed, making them more likely to notice and engage with your posts.
Ask questions or start conversations to encourage comments and discussions
Be proactive when it comes to engaging with your audience. Ask customers how they’re using your products, or ask them for ideas about what they want to see next. It’s a surefire way to stimulate discussions and comments.
You can also use polls to create debate in your Facebook community.
Use Facebook Groups to build a community around your brand
You can create a group linked to your brand to promote a sense of belonging and community.
It’s a way for customers to connect and discuss your brand, leading to higher engagement rates.
You can also set up events for your group to unite members.
Share user-generated content to show appreciation for your customers
Everyone loves to see their personal content liked and shared — the same is true for your customers. This is also great for business, as it helps to generate word-of-mouth recommendations.
Encourage your customers to share content based on your products by using hashtags and running photo competitions.
Working with influencers is another way to encourage user-generated content. Once they start posting about your products, their followers feel inspired to do the same. It’s a great way to increase organic reach rates.
Use hashtags to increase discoverability
You can use hashtags in lots of ways in your social media marketing to engage with your audience, raise awareness of your brand, and make it easier to find (“discoverability”).
Create memorable hashtags that your followers will enjoy using and sharing.
Another way is to run a hashtag contest where you ask your followers to post using your hashtag to be in, with the chance of winning a prize. This way, you can spread the word about your brand and engage with your audience.
Respond to comments and messages in a timely and personal manner
It’s essential to respond to comments and messages from your Facebook followers.
And it’s just as important to do so on time, thanks to the immediate nature of social media platforms.
Set aside regular time throughout the day to interact with your followers in this way. When they get a timely reply, they will be more likely to engage with you.
Host giveaways or contests to encourage participation
There are so many ways you can run a contest or giveaway to encourage your audience to share and interact.
You could offer a giveaway to the first ten followers to comment on and share your Facebook post, or you can use the anniversary of your business to offer a prize.
Get customers to summarize how they use your product, and award a prize to the wittiest answer. Or run a photo competition on a theme with your sector — the endless possibilities.
Use Facebook Insights to track performance and optimize content
Keep track of your engagement metrics by using the Facebook Insights tool to discover what content your audience is engaging with and what your top-performing posts are. You’ll also find out how many link clicks, likes, shares, reactions, and comments your post receives.
As well as getting valuable data about your business page, the dashboard will also point you to competitors’ Facebook pages that you can check out for tips. You can export data to share with your team and update them on reach and engagement rates.
Collaborate with other brands or influencers to expand your reach
Partnering with brands or influencers is a great way to expand your reach and connect with more people. Approach brands that aren’t in direct competition with your business. For example, if you sell health supplements, you could partner with a well-being coach.
An influencer shares testimonials and unique insights into your product, and because they already have many engaged users, you can tap into their success. Sponsor them to share quality content about your product, interview them using the Facebook Live tool, or appoint them as brand ambassadors.
Use Facebook Ads to target specific audiences and increase visibility
Create a Facebook Ads account and then create individual ads or campaigns. You can always count on our Facebook advertising services if you need any assistance with this.
The steps on the Facebook Ads dashboard will help you target your ad to a particular audience so you can expose your product to a demographic with a natural interest in it.
This means that as well as more exposure, you will be more likely to reach people with a genuine need for your product and who will be more inclined to engage with you.
Create engaging and interactive content such as quizzes, polls, or surveys
Your relationship with your audience is two-way, so make it easy for them to interact with you.
Create engaging content such as quizzes, polls, and surveys to give your followers a chance to express what they think.
It’s a fun way of engaging with them, and they’ll appreciate the chance to offer their opinion.
Experiment with different types of content and formats to see what works best for your audience
Try out different types of content and formats, and gauge your audience’s reaction using the Insights tool. Sometimes, it takes a few attempts to get it right, so don’t be afraid to try some different styles at the beginning.
If your audience reacts strongly to visual content, then post more photos and videos — it’s a case of giving them more of what they notice so they stop scrolling and start interacting.
Analyze your competition and industry trends to stay relevant and adapt your strategy accordingly
Find out what’s going on within your sector and what your competitors are doing. Browse through social media platforms to know what the latest trends are and what people are talking about, and research the latest developments in your field.
This will help you stay relevant and give you ideas to adapt your strategy to what’s trending.
Frequently asked questions
Do I need to post every day for more engagement?
Yes, social media managers recommend posting at least once a day on Facebook to stay relevant to your audience. Posting regularly will also help you align with the Facebook algorithm, which in turn will push your posts higher up your audience’s feeds.
I’m not very creative, so how can I take engaging photos?
Hiring a professional photographer for every post is beyond the budget for most businesses. But there are lots of ways you can improve your photography skills yourself. Do a short online course (many are free), or find an in-person workshop local to you.
Save photos on other social media accounts that you like, and try to copy their style. And remember, practice makes perfect, so keep experimenting to gain experience.
Is there a service that can help boost my median engagement rate?
Yes, NEXT BASKET can handle your digital marketing on various channels, helping you to increase engagement rates and get more exposure for your business.
It’s just one of the many tasks we can do as your go-to online platform service provider to help you run and promote your ecommerce business. Don’t hesitate to reach out to us to know more.