Has the engagement on your Facebook page seemed too low recently? And does it seem like it shouldn't be that way, especially when you've done well in the past?
Over the years, Facebook has made many modifications to its News Feed and because of that, it expects its users to make some changes as well.
The deal on Facebook's News Feed
In 2014, after much surveying and analyzing feedback, Facebook decided to control the volume of organic promotional posts that people see. Anyone posting the following types of posts saw a dramatic decrease in engagement:
Posts that solely push people to buy a product or install an app
Posts that push people to enter promotions and sweepstakes with no real context
Posts that reuse the exact same content from Facebook ads
No one sees my Facebook posts–2020 edition
Now that we've entered a new decade, it's time to change up your frame of thinking. Instead of getting frustrated by the Facebook gods [and by gods, I mean Mr. Zuckerberg and his developers], let's get resourceful and figure out how to increase engagement on your posts in the most organic way.
Check out Keap's Lifecycle Marketing Assessment to determine where your business stands among the industry's top performers.
Facebook's 2014 update wasn't intended to ruin the chance for business Pages to succeed on News Feeds; what Facebook really wants is a better experience for audiences on its platform. While this update makes it harder for small business owners like you and me to market to our customers, it is catering to its users and giving them more of what they want.
Facebook is giving you the opportunity to raise your stakes and show your worth. Instead of using Facebook for sales or promotion pushing, consider the following:
- Become a resource: When all you do is talk about yourself, people get bored. Share relevant content and solutions that could help your customers. Tips, tools, news, and industry trends are all things followers will appreciate more than a sales post.
- Build relationships: Listen to and engage in conversations, and share a behind-the-scenes look at your business. Gain your followers' trust by being honest and entertaining.
- Serve your potential and current customers: Let prospects and leads know what they are missing out on by sharing customer success stories, case studies or statistics. To serve current customers, use your page as a customer service portal by addressing issues quickly and graciously.
- Have fun: Don't be too stuffy; that might be why your engagement is down in the first place. Post funny or inspirational items to connect with your audience in a creative and lighthearted way.
- Optimize your page: Utilize all of the creative space on your page in new ways and test often. Use the cover photo and create custom content tabs with your calls to action. The News Feed is for creating relationships; the page is for selling.
Making the above improvements to your posts will make a huge difference in audience engagement and potentially become a lead generation tool. Users will appreciate the effort and the subtlety in how your posts are complementing the rest of their feed. If Facebook realized there was enough feedback to make a change for its customers, you would be wise to do the same. Facebook may have forced your hand by dinging engagement levels, but so be it if it better serves its audience; and after all, its audience is also your customers/followers. So, here's the good news:
- Spam marketers won't be hogging precious space on your followers' newsfeeds, giving you a better chance to get noticed.
- You'll be giving customers/followers what they've asked for, which will make them much more willing and likely to engage.
- Planning and changing now will save you time, money and energy later.
- Your "like" rates should increase now that your followers are receiving high quality interactions from your business.
The silver lining: Everything Facebook does benefits it and you; it wants everyone to have a good user experience. It doesn't want businesses bombarding followers with sales pitches and bogging down News Feeds with irrelevant content. It loves and values businesses with Pages because it drives traffic by the billions. So do your best to abide by its rules and be better for your followers.