Are you having a hard time engaging your audience on Facebook? If that’s the case, there are a number of things that you could be doing wrong and these need to be addressed because let’s face it, an audience that does not interact with your brand is basically useless.
So what could you be doing wrong? Why is your audience not sharing your content? Why are you not getting Facebook likes and why are people not commenting on your updates?
1. Your updates are too long
Statistically speaking, long posts tend to receive less engagement on Facebook. This makes sense if you think about it. In the fast-paced world of today, who has the time to read a whole block of text on Facebook? Most people just swiftly go through what’s happening around them and that’s that. In most cases, they won’t read updates more than 100 characters long, which is exactly where you should draw the line. Keep your Facebook updates 100 characters long or less.
2. You are not using enough visual aids
Based on case studies, when it comes to Facebook marketing, it is far better to let bold and beautiful visual aids do the talking rather than words. Indeed, if you are a Facebook marketer you should know that according to statistics, Facebook posts with some kind of photo or video attachment generate far more engagement than words. If you have some time, check out the official Starbucks page on Facebook and you should understand right away where we are coming from.
3. You are posting your Facebook updates at the wrong times
According to a recent report published on bitly, if you want improve your engagement with your audience on Facebook, there are optimal times for posting updates. Briefly, it is believed that Facebook traffic is maximum between 13 00 and 15 00 and as such, updates and links posted in that 2 hour window generally receive the most click-through rates.
(See source here: http://blog.bitly.com/post/22663850994/time-is-on-your-side)
The best times for posting on Facebook
Believe it or not, when it comes to marketing on Facebook, of course what you choose to post or share on your Facebook page is important but equally important is when you choose to be active on the social network. Timing is pretty important and it largely determines the level of engagement you receive from your audience.
1. If you need a day off Facebook, pick Wednesday
For reasons that remain unclear, the worst possible day of the week for making Facebook posts is Wednesday. Facebook users tend to show a relatively lower rate of interaction on that particular day of the week.
2. Don’t miss out on the weekends
While Wednesdays are the worst days ever for making posts on Facebook, what you don’t want to do is miss out on the weekends, the best time to post content on Facebook. According to statistical data, posts made during the weekends tend to receive approximately 15% more engagement than those made on the normal week days.
Note that this particular pattern for posting content on Facebook is a general template but it is by no means set in stone. In some industries, variations are common. If you use Facebook for the purpose of promoting the online exposure of your brand, you would know better what works for you based on trial and error.
3. Don’t be nocturnal
For Facebook marketing, marketers are advised to favor posting updates during the day rather than in the middle of the night. Research suggests that Facebook users tend to engage more with posts made during the day, normally between 08 00 and 19 00.
Other Facebook pointers
At this point, it would be worth it for brand marketers to realize that while keeping active on Facebook is a good practice, you don’t want to overwhelm your audience with content posted every hour. Too many posts too often hinder engagement rather than promoting it. What will end up happening is Facebook users are going to start unsubscribing from you.
One of the best ways to really engage Facebook users is to ask questions. People on Facebook just love taking quizzes and answering questions. Research suggests that a Facebook post that contains a question generates a 92% better comment rate than normal posts. Earlier we also discussed how including a picture or a video in a post can improve interaction.
Last but equally important, in recent years, there has been an increasing use ofemoticons by people of all ages. These, as you probably already know if you are a regular Facebook or Skype user, are very effective for the purpose of conveying emotions and they work so much better than words. Frankly, the emoticon “☹” works way better than verbally saying you are feeling sad. The same rule applies when making posts on Facebook.
If you want some place to showcase your brand or website online, the place to start is obvious: Facebook. Currently, Facebook has approximately half a billion users. The potential here to build an audience is massive. Currently, many businesses use Facebook as an integral tool to promote their visibility online but many are not quite getting the concept right. The key here is you don’t want to be a brand like many others on Facebook. You want to build a community that people would love to be part of. Did you ever visit the Coca-Cola page on Facebook? If not, you should.