Facebook used to be the perfect channel for reaching your audience, large or small, without spending money. Since Facebook’s initial public offering in 2012, the organic reach of Facebook posts has declined to around 6% (and is probably still declining). If your brand, business, or organization doesn’t have the budget to promote posts or run ads, it’s important to do everything you can to engage your audience by publishing great, engaging Facebook posts.
Here are 5 tips for encouraging your audience to engage with your Facebook content:
Add a Photo
Photos have an 87% interaction rate on Facebook. They take up a lot of News Feed real estate and they’re easy to consume, so they’re more likely to catch your followers’ attention.
Make sure you use a high-quality image that is of interest to your target audience. Post a variety of different images, such as funny photos, infographics, and photos of your team. Just do me one favor: avoid selfies.
Include a Link
Facebook weights link posts higher than it ranks posts with a simple photo. When you post a link, Facebook provides a preview of the page you’re linking to. This link preview is very important – it helps get you clicks, take up more News Feed real estate, and connects your audience with your (or others’) interesting content.
People love to talk about themselves and their opinions. Asking a question will help you generate comments on your content, which increases its organic reach.
Bonus: your audience’s answers can help you figure out what they are looking for, what they like or dislike, and what you can do to improve your product, service, and social posts to encourage leads, sales, and engagement.
Keep it Short
It can be tempting to post longer updates on Facebook because it doesn’t have a character limit like Twitter. But studies show that longer Facebook posts actually receive less engagement.
This infographic from Buffer suggests that you keep your Facebook posts limited to 40 characters or less. If you have trouble keeping to such a tight limit, shoot for roughly the same length as a tweet.
Time it Right
Timing is everything. Post too often in a day and you can drive your audience away and receive less engagement per post than you would if you only post once or twice a day. Post at the wrong time of day and you could miss your audience altogether.
Experiment with different times and frequencies to determine when is the best time to post. If you don’t know where to start, try posting between 1 and 3 PM. And don’t forget the weekends – engagement is 18% higher on Thursdays and Fridays, and over 30% higher on weekends.
Hey, Big (or Small) Spender
If your Facebook posts aren’t receiving the level of engagement you would like, try implementing one of these tips. But if you’re sharing a seriously fantastic piece of content, it might be worth investing as little as $5 or $10 a day to improve its reach.