Facebook is simple, you update your wall and people will flock to your page and respond, right?
That is the dream that every business owner believes before they get started;
or that is what they’ve learned from people who claimed to be ‘experts’ in this field.
With all of the competition on Facebook today, it’s getting harder for brands to get exposure. And even if your posts do show up in a consumer’s News Feed, are you posting in a way that they will notice your content? Most of them tend to give up or stop updating their page when they aren’t seeing the results that they want despite their constant updates. To increase engagement on Facebook, you need to create content that is not only relevant but personal too.
According to The Creative Group, more than 50% of advertising and marketing executives said they expect companies to increase their investment in Facebook this year. So, lets have a look at effective ways to create Facebook posts that will attract more engagement and see what the increase in investment is aiming for.
Add an image or video: The brighter and more interesting, the better, but make sure it is relevant to what your post is about. It’s been no secret for a long time that Facebook posts with images and now videos attract more engagement than links and text-only posts. Think about what attracts your attention mostly at an art Gallery, the painting or the description next to it; or watching a film versus just reading reviews.
Create a content plan: Many brands post on Facebook without a plan, or even worse, they only post self-promotional content. Consider creating a content plan for your posts that cover various topics relevant to your brand. For example, one of our recent clients GlobeTrekers (a Cycling Tours Company) cover different sorts of content relating to Cycling Gear, Training Tips, Nutrition/Exercise Tips and much more along with self-promotion. So once you choose some topics, create a content calendar and make sure to organize your content so that there is variety each week. Maybe you choose 7 topics and cover 1 a day or something similar. Vary your content and keep people on their toes.
Keep it short and sweet: A study by the National Center for Biotechnology Information showed that people have an attention span of 8 seconds, which is 1 second less than that of a goldfish! If you apply that to Facebook, it’s important to keep your content short, and make your first few words interesting. Mashable does a great job of this, and we apply this technique wherever possible with our clients. Think of your posts as your companies elevator pitch, you only have a few seconds to stand out and draw attention towards yourself, not a few minutes.
Don’t over-hashtag: A recent Buffer study revealed that posts without hashtags outperform posts with hashtags on Facebook. However, instead of dismissing them altogether, consider how you’re using them. Are they all relevant, and necessary? Nike often uses their famous slogan #JustDoIt in their posts because it’s synonymous with their brand. So your companies hashtag could most likely be your slogan too, something which people will instantly associate with your brand.
Always customize your Facebook link descriptions: When you post a link to Facebook, it pulls the metadata automatically. Unless you personally set this meta data up perfectly when writing/posting the article, you will likely need to edit it. It only takes a minute and can make a big difference as showing personalised clear titles and content is better than something half done.
Experiment with your publishing times: Dig into your analytics to discover the days and times that your posts perform best. According to HubSpot, the best days to post on Facebook are Thursday and Friday, and the worst days to post are Monday through Wednesday. Of course, you’ll want to decide what works best for your page. For example, if you’ve important news for children, make sure it’s after school time and similar with working adults to wait until after working hours. And another interesting one, if you’re posting about food (Food Blog, Restaurant, TakeAway, etc.) you should aim to post when people will be most hungry (Mainly: Breakfast, Lunch & Dinner time).