14 Ways to Increase Facebook Page Engagement
Engagement on Facebook Pages has fallen by 70 percent since the start of 2017, according to BuzzSumo who analyzed over 880 million Facebook posts by brands and publishers. As a social media marketer, it is worrying to see these trends.
But we feel there are ways we can combat this organic reach decline on Facebook and we’d love to share some strategies with you. In this post, we’ll share 14 straightforward ways to increase your Facebook Page engagement — many of which are proven and have worked for us.
14 ways to increase your Facebook engagement
Starting a Facebook Page might be easy but with the falling organic reach and engagement, growing a Facebook Page can be challenging.
Here are the 14 tactics you can try today to increase your Facebook Page engagement:
1. Post less
Posting less grew our reach and engagement by three times. But the main reason for the growth wasn’t just because we were posting less. It’s because posting less allowed us to focus on quality instead of quantity.
2. Post when your fans are online
We used to believe that there’s a universal best time to post on Facebook: early afternoon. But not anymore We now believe that every brand has its own perfect time(s) to post. That’s because the best time to post depends on several factors that are specific to each brand: What industry are you in? Where is your audience based? When do your followers use Facebook?
3. Create specifically for Facebook
What works on Instagram or Twitter might not always work on Facebook. For example, hashtags are great on Instagram and GIFs are great on Twitter but both less so on Facebook. It’s best to create your Facebook posts specifically for your Facebook Page.
4. Try videos
If you’re wondering how to craft your Facebook posts, we think you should try videos. From what we have seen this year, videos perform best on Facebook in terms of reach and engagement. The BuzzSumo study mentioned above also found that “videos now gain twice the level of engagement of other post formats on average”.
Here are three more tips to help you get the most out of your videos:
- Upload your videos onto Facebook: Videos uploaded onto Facebook have, on average, 110 percent higher engagement rate and 478 percent higher share rate than YouTube links, according to a quintly study of six million Facebook posts.
- Experiment with square videos: After running $1,500 worth of experiments, we found that our square videos received higher average views, engagement, and completion rate than our landscape videos, especially on mobile devices.
- Add captions: When studying over 500 Facebook Pages and 12,000 Facebook videos, Locowise found that 93 percent of video views happened without sound.
5. Go live
Facebook has also been pushing their Live videos a lot in this past year.
They tweaked their algorithm to rank live videos higher when they are live than when they are no longer live. Facebook reported that “People spend more than 3x more time watching a Facebook Live video on average compared to a video that’s no longer live” and “people comment more than 10 times more on Facebook Live videos than on regular videos”.
Here’s a bonus: Your followers might be more likely to check out your content.
Social Media Examiner noticed that when they went live more often, their non-live content received more exposure.
To help you get started with Facebook Live videos, here are some ideas you can try:
- Share behind-the-scenes of an event, your work processes, or your office
- Host a Question-and-Answer or Ask-Me-Anything session
- Interview industry experts using a software like BeLive
- Explain or demonstrate how to do something
- Discuss breaking news
- Share weekly tips
6. Share curated content
It might feel weird sharing other brands’ content. That’s how we felt initially. But after experimenting with sharing high-quality curated content, the results changed our mind. By sharing top-performing posts from sites like Techcrunch, Inc., and Quartz, we were able to reach a much bigger audience.
This helped us grow our Facebook Page, allowing us to share our own content with more people.
There are two types of curated content you can share:
- Third-party content from other brands
- User-generated content from your customers
7. Ask for opinions
It might be obvious that people comment when they have something to say. But sometimes, we don’t offer them a chance to say anything! Asking questions is a good way to offer our followers a chance to share their thoughts.
8. Boost your top posts
If you have a budget for Facebook advertising, consider boosting your top-performing posts. Your top-performing posts are proven content — content that is proven to engage your audience. This makes them suitable for a boost. With the right ad targeting, these posts would continue to engage more people, reach even more people. And you don’t need a lot of money for this.
9. Recycle your top posts
Besides boosting your top posts, you can also recycle them.
This will help you get more value out of your content. When you re-post a piece of high-quality content, it can often generate as much reach and engagement as the original post (sometimes, more) — essentially doubling the value of that content.
For example, we first posted a blog post as a link with a list as the caption. As our followers loved it, we (boosted it and) re-posted it with a video. This time, it reached almost twice as many people and generated a little more engagement, with roughly the same ad spend.
There are several ways you can make it look fresh again:
- Add a video
- Add an image
- Ask a question
Generally, for Facebook, you would want to wait several weeks before reposting the same post if you are posting only once or two a day.
10. Watch other Facebook Pages
The social media landscape is ever-changing. What’s working today might not work tomorrow. It can be helpful to learn from other Facebook Pages and see what has been working for them.
Facebook provides an excellent feature for this: Pages to Watch. Pages to Watch allows you to compare the performance of your Facebook Page and posts with similar Pages at a glance. You can also easily check out each Page’s top posts by clicking on their Page name.
11. Experiment with new content
Another way to keep up with the ever-changing social media landscape is to constantly experiment with new content. Testing new types of content keeps you at the edge of the latest trends.
Here’s how I like to think of it when it comes to testing new Facebook content:
- 70 percent of your content should be the types of content that are already performing well now, such as videos and images.
- 20 percent of your content should be iterations and improvements of your 70 percent, such as new types of videos.
- 10 percent of your content should be experimental content, which might become the next big thing.
12. Reply comments
If you want your followers to engage with your Facebook posts, here’s something simple to try when they comment: reply to all their comments. This would make them feel heard and be more willing to comment on your Facebook posts in the future.
Something we do at Buffer is to sign off each reply with our first name. This adds a personal touch to our replies.
We use Buffer Reply to reply our followers on Facebook (and also Twitter and Instagram). Having all the comments in one single place makes it more efficient as we don’t have to jump from post to post.
13. Host giveaways (occasionally)
Our contest and giveaway posts generally get the most amount of engagement. There are two things we keep in mind while hosting such giveaways:
- We do them only once in a while. Having giveaways regularly can sometimes annoy your followers.
- We give relevant gifts.
14. Create a linked Facebook Group
Finally, a potential resolution to the falling organic reach and engagement on Facebook is to start a Facebook Group and link it to your Facebook Page.
A Facebook Group would likely generate more discussions than your Facebook Page. My hunch is that the discussions in your Facebook Group will benefit your Facebook Page in several ways:
- More awareness
- Facebook algorithm boost
If you are considering starting a Facebook Group, here’s our complete guide to starting and managing a Facebook Group.
What have you been trying on Facebook?
If driving engagement on your Facebook Page has been challenging for you, I hope you’ve found one or two (or 14) tactics that might be useful to you.
One thing I would keep in mind when using these tactics is that it might take a while for the results to show. It took us some time to figure out what works for our Facebook Page. Don’t be disheartened if you don’t see an increase in engagement immediately.