The other day I was reading a discussion on LinkedIn that someone posed a question on whether or not asking a question to your audience was the best way to increase social media engagement. Multiple people had insights on this but almost all of the answers had a constant theme which was that as long as you are posting relevant content, you don’t necessarily need to ask a question, yet don’t do it every time. Fair enough. But as a social media marketer, I was looking for someone to add suggestions on what else works, especially when it comes to Facebook.
Often times I hear from clients or students who are volunteering at a nonprofit for experience, that they try posting relevant content but it doesn’t seem to get any content ‘likes’, comments, or shares. It also isn’t driving Page ‘likes’, either.
With so much content on Facebook these days, and the 100+ pieces of data that go into their news feed algorithm, it’s not easy to get your content liked, commented on, or shared by just posting relevant content. You need to step up your game.
Here are some sure fired ways to get more comments, likes, and shares on your Facebook content:
- Promote your post even if only for $5 or $10. It does a few things: increases your visibility and increases your overall engagement. Your best bet is to look at your Insights and see what resonates better with your audience: photos, links, text, or video. Then promote that post. (Make sure if it’s a photo that it doesn’t exceed their 20% text rule). The people that like, comment, or share you post have now engaged with your brand. This increases your future chance of appearing in their news feed.
- Try a “fill in the blank” question about them (not your product, service, cause, or mission, but something relevant to your industry that also let’s them share a little bit about them). For example, if you’re a software company, you might ask, “If I could develop a smart phone app for one thing, it would be ________” or if you’re a non-profit for education, you might write: “The best teacher I ever had was _________.” The point is making it relevant to your industry, but not necessarily to what you’re selling. Try to break out of “sell mode” once in a while.
- Post an image or quote that inspires people. It can be a simple image with text overlay or a comic strip or photo (with credit to the illustrator/photographer of course).
- Entertain or educate people with not what you want them to know, but what they want the know or would be interested in.
- Read your competitors’ Facebook Pages and see what people are talking about there. What types of content inspired them to click or comment? Post more of that kind of thing on your Page.
The bottom line? Every time you create a piece of content for Facebook, give yourself the competitor litmus test which is: ask yourself if you saw the same thing on your competitor’s Facebook page, would you comment, like or share it?