For commitment-phobes, the word “engagement” may be a terrifying and loaded one — but for social media marketers, Facebook engagement in 2021 is the holy grail.
In fact, we’re not talking about popping the massive Q: we’re talking about growing your interactions (reactions, shares, comments) and audience for your Facebook Page.
Facebook engagement is important as it can help extend organic reach. Engagement helps increase your News Feed placement based on the Facebook algorithm.
Moreover, likes and shares expand your posts to your audience’s extended network.
Finally, engagement indicates that your viewers are, well, engaged. And an engaged viewer that desires to interact with your brand is something every marketer should work for.
What does Facebook engagement mean in 2021?
Facebook engagement is an action someone takes to interact with your Facebook Page or one of your posts.
The most typical examples are reactions (including likes), comments and shares, but they can also include saves, viewing a video, or clicking on a link.
How to increase Facebook engagement in 2021
1. Teach, entertain, inform, or inspire
Your Facebook viewers are not looking for a sales pitch, and they’re definitely not going to engage with one.
They want to engage with content that can make them smile, think, or improve themselves in some way.
Plant delivery company Plantsome doesn’t just post product images, it also shares lifestyle inspiration photos.
2. Get to know your viewers
However, here’s the thing: what you feel is interesting or inspiring is not always related.
Once you’re looking for engagement, it’s the desires and needs of your viewers that matter.
And it’s difficult to understand what those desires and needs are unless you actually understand who your audience is.
Facebook Page Insights offers a ton of useful information about your viewers. Study this information carefully, and look for any unexpected details that could help you to create a more meaningful connection with your fans.
3. Keep it short
Almost the Facebook users access on their mobile devices—a whopping 98.3 percent of users.
Two sentences and a photo are all the Vancouver music venues needed for their post. Keep your post short and compel to catch attention quickly and entice users to stop scrolling and interact.
4. Concentrate on quality
If people move through content quickly, there will be no time for sub-par graphics, videos, or text.
In case you’re running out of unique content to publish, content curation may be an effective way to share quality, informative content that will get your viewers excited.
Pantone mixes things up by sharing colorful images from shutterbugs every so often… like this lollipop pic.
Quality doesn’t need to be complicated, or expensive. Actually, Facebook recommends keeping everything simple with a consistent color scheme and quality pictures.
5. Be relatable and human
Whether it’s sharing some behind-the-scenes content, presenting some trustworthy and vulnerable emotions, standing up for your values, or sharing a funny meme that acknowledges relatable experience, audiences are eager for authenticity.
The UEFA football organization doesn’t just post about the excitement of the game or hot pics of soccer players: it celebrates the real volunteers working outside of the spotlight to help make their tournaments happen.
Don’t be afraid to get a bit intimate or raw with your content — in some circumstances, being overly polished can actually feel cold.
6. Use (great) photos
Facebook posts including a photo get higher-than-average engagement rates. Simple photographs work effectively. Facebook recommends a product close-up or a customer picture.
Candle brand Paddywax publishes a mix of product photographs and lifestyle shots, however, every part is well-lit, well-framed, and visually striking.
You don’t need an expensive camera or photography equipment—your mobile phone is all you need to start.
7. Make a video or broadcast live
Video posts see even greater engagement than photo posts. Like images, videography can be simple, cheap, and also work effectively, and you will get started using your mobile phone.
Even a short, atmospheric video like this one from Glossier can compel a rampant scroller.
Facebook Live videos see the best engagement of all, so incorporate a real-team broadcast (ideally with dogs involved, like this Helping Hounds Dog Rescue instance) into your social strategy every once in a while.
Remember that vertical video provides you the most screen real estate on mobile devices.
Importantly, Facebook’s algorithm prioritizes native videos, so that you’ll get the perfect results once you upload your vids directly to the site, instead of sharing a link.
8. Ask a question
An interesting question is an effective way to kick off an active comments thread. Here are some ideas for you:
- How do you [complete this action]?
- Why do you [like this event or brand]?
- Which one do you like?
- What’s your favorite [fill in the blank]?
Burger King asked followers to suggest the name of its sourdough starter in a caption to this video. (Still waiting for them to decide on an answer but we like “Glen.”)
You can also ask followers for information about what kind of content they are interested in from your brand
Sometimes a simple comment back is what your followers need.
. Then, give them what they ask for. This targeted content will encourage even more engagement.
9. Respond to followers
If someone takes the time to comment on one of your posts, ensure that you will reply. Nobody likes being ignored, and fans who engage with your posts want you to engage back.
Ensure you have a team in place to monitor and reply to all comments. Sometimes all the things your fans need is just a simple comment back. Generally, more action is required. If somebody posts a question that requires a customer service response, direct them to your CS channels or have an appropriate person follow up. ModCloth is always on the ball.
10. Test and measure everything
On Facebook, there are tons of chances to learn what your followers like, and what they don’t.
The statistics say that video posts get the most engagement, but that might not be true for your particular brand. Or maybe your followers just can’t get enough 360-degree video.
Analytics is such an essential part of the testing process. After all, if you’re not measuring how those tests are going… what was the point?