Facebook engagement is vital to help boost your brand’s organic reach. Organic reach offers optimal News Feed placement and allows your audience’s network to see your posts through shares and likes. Engagement is more important than ever thanks to Facebook’s latest algorithm change.
Even if your brand has the resources for a Facebook ad budget, organic reach can help co-pilot your paid efforts to reaching a greater audience. In fact, DPNY Beach Hotel and Spa learned that each like or share raised their reach to six or seven new people. That’s a significant amount of exposure for no extra cost.
Although it can be tempting to simply boost post after post to take the shorter (but more expensive!) route to grow your audience and engagement, it can be even easier to boost engagement organically! Once you try a few different methods and see what content your audience engages with most it will become simple to curate your content calendar with countless posts that spark conversation and impressions.
Here are simple ways you can organically increase Facebook engagement for your brand today!
1. Ask a question
Asking a question is arguably the easiest way to increase engagement on a Facebook post. It directly invites your audience to share their thoughts, ask questions, express their opinions or list their favorites. Here are a few different questions options that can be easily adapted to suit your brand:
- What is your favorite use for our [INSERT PRODUCT NAME]?
- How do you celebrate [INSERT HOLIDAY OR EVENT]?
- What is a product or service you think we’re missing?
- What was your favorite moment of 2018?
- What is your New Year’s Resolution?
- What is your favorite [INSERT SONG, MOVIE, TV SHOW]?
- What type of content do you want to see more of from us?
It’s important to note that asking these questions is only part of the process. You also need to make sure to reply (or like if appropriate) to each comment. No one likes to be ignored, and having a brand take the time to authentically respond will make a big impact.
2. Say no to stock photos
No doubt about it: photos generate significantly more engagement per post than text. Visual content will most likely always be superior on social media. However, the type of images you post makes a massive difference.
Many businesses sign up for a website with hundreds of royalty free images and fall into the trap of posting too many stock photos. While stock photos are beautifully edited and of high-quality, they don’t show off your brand’s personality.
You don’t need a fancy camera or a few years of photoshop under your belt to create your own photographic content. Your mobile phone will do just fine! Here are a few different things you can photograph today to generate personality on your Facebook page:
- Employee feature
- New product share
- Shopper of the day feature
- Storefront photo
- Food photo
- Before and after shots (hair salons, construction businesses and personal trainers could utilize this quite often)
Images are powerful tools to help tell your brand’s story. Be sure to pay attention to which photos your audience engages with most often and post more of that type of post!
3. Directly upload videos
If you’re copy and pasting the link to your businesses’ YouTube video on Facebook, you’re doing it all wrong.
The key to utilizing Facebook videos for engagement is to directly upload them to Facebook. Why? Well, they autoplay in people’s feeds. This means that without clicking on it or even reading a caption your video will draw people in. Chances are it will catch their eye and they’ll take the time to watch a good bit of it, comment or like it. In fact, videos uploaded onto Facebook have 110 percent higher engagement rates than YouTube links!
It’s important to note that adding captions to your videos is almost necessary. 93 percent of users watch Facebook videos without sound. Adding captions will provide users with the necessary information needed to understand the purpose and appeal of your video.
Don’t be afraid to explore Facebook Live videos, too! Facebook’s algorithm ranks live videos higher when they are live than when they are no longer live. This significantly increases the longevity of live videos. Here are a few ideas for Facebook Live videos:
- Behind-the-scenes of your office or an event
- Q&A with a CEO, expert or brand ambassador
- Industry expert interviews
- Product demonstration
- Recipe share
- Weekly tips
Be sure to caption each live video with a short but clear title that makes the purpose and content of the video clear.
4. Contests and giveaways
Launching a bi-monthly giveaway or contest is a simple and effective way to organically boost engagement on Facebook. By encouraging users to like the post, leave a comment, share the post, tag friends or post a photo, you will naturally produce an abundance of engagement. It’s important to note that your contests should offer a prize that is authentic to your brand. For example, a personal trainer could offer a free month of training services or a piece of equipment such as a jump rope, a clothing store could offer a gift card or a shirt and a marketing agency could offer month’s subscription to a project management program. You can’t run a contest that doesn’t make sense for your audience and their interests.
Here are a few different examples of contest you can easily run:
- Like to win
- Comment to win
- Caption contest
- Fill in the blank contest
- Photo contest
Though your contest or giveaway will most likely generate an abundance of engagement and new followers, be sure to limit your contests to once per month or every other month. Too many contests and giveaways tend to annoy your followers and feel spammy.
5. Curate content
Most brands are apprehensive when advised to share content from other brands (i.e sharing their posts directly to your page, or creating a post utilizing their blog posts or photos), but it’s extremely beneficial.
Well-established brands have the luxury of skipping this step, but smaller pages need a bit of a boost when it comes to engaging content. Sharing viral videos, articles, photos and blog posts that are applicable to your brand is an excellent way to organically increase engagement on your page. Why? Well, this content is already trialed and tested. It’s content that has gone viral and appealed to the masses. By sharing it on your page, it increases the likelihood of one of your current audience members commenting on it, liking it, or sharing it. This not only increases engagement on your page, but will also generate more organic new followers.
Additionally, you can share content that your users have created for you! If you own an ice cream shop and a follower uploaded a stellar photo of a sundae made at your business, go on and give it a share! Simply credit the customer. This will also encourage other followers to upload their photos, too.
It’s important to note than unlike boosting posts or running ads, organic engagement doesn’t happen overnight. It takes patience and persistence to organically increase engagement on Facebook, but your wallet will thank you! Give these tips a try and let us know which worked best for you and your brand.