How to Make Your Facebook Posts More Engaging
Engagement or conversions are usually the two goals when a brand is posting on Facebook. Depending what your goals are, either engagement or conversions will matter more. For example, if your goal is to increase traffic to your website, a Facebook post with a high like count isn’t really matter.
Conversions are when you want someone to perform an action after seeing your Facebook post. This can be subscribing to a newsletter, become a member or you may even want them to go to your website to buy a specific product.
Good Facebook posts are highly likely to have things in common. However, if you want your post to have a higher conversion rate, you’ll need to use a different method to achieve a high engagement rate.
Creating a visually attractive post is so important. You are basically competing with every other post that shows up on someone’s feed, and it only takes 2.6 seconds to catch someone’s attention so they will stop scrolling.
Before posting on Facebook there are a few elements that you need to keep in consideration:
- High-Quality images. You need to make sure that the images that you are posting on social media aren’t at low quality. Nobody will want to click on them, and it can reflect badly on your brand.
- Limited Text. Make sure that your images have less than 20% text on them. This makes people not want to look at your post.
- Stock images. If you can afford to pay a photographer or illustrator to take original and make original images, do it. Stock images are easy to scroll past and can be too simple for your brand.
- Colour Contrast. Having a good contrast in colours will make your images stand out making them more eye-catching.
- Design for Mobile. 88% of people use Facebook on their phone, so you will have to make your images in mind that they are going to be viewed on a smaller screen.
When writing your statuses, you need to keep your writing clear, simple, and straight to the point. Try to avoid promotional language. Too much marketing speak can put you out of favour with the Facebook algorithm. Showing your personality within your content will also help you to engage better with your audience.
It does depend on your audience on what personality your brand should show. You should also look at other trends to see what is working best on posts. Facebook users usually tend to have an eight-second attention span so you need to make your content be as attractive as you can.
Call to Action
When making your post you also have to think about what you want to be your call to action will be. You need to take into consideration that if you’re not sure what your call to action will be, no one else will. If you are wanting to increase website traffic, sales, or engagement, you are not going to receive it if you don’t invite it.
A call to action should also give you post a purpose for your readers to act upon. To also get more people to engage in them is saying things like “Only a few places left” to create some urgency.
If you don’t give your audience a good reason to visit your website or engage in what you are asking them to engage in, you shouldn’t be asking. In your post, you might want to include what benefits they will receive if they click onto your call to action. It can also include more details of one of your products and its cool features.
Facebook is mainly known for its ad targeting capabilities. Although there many ways for an organic Facebook post to work just as good.
To be strategic you need to think about your audience’s demographics. For example, you need to think about your audiences age range, their gender, where they live and what are their main interests are. You will want to tailor your posts around these important factors so you will receive more engagement and increase your reach.
Take into consideration on what times you also post as well. You will be wanting to post when your users are more likely to be online. Hootsuite has found that this is usually between 9:00 am and 2:00 pm and on Tuesday, Wednesday, or Thursday. This can also change depending on who your audience is.