How to increase engagement on a Facebook page? When it comes to content, make sure it’s tailored to your audience, high-quality and attention-grabbing. It should either evoke their emotions or solve their problems. How can you help your audience? What are they looking for? Do that consistently and followers will grow to trust your page and gladly recommend it to their friends.
I served as a freelance social media manager for Casamento Click, the Brazilian version of Spanish wedding planning portal BodaClick, between 2011 and 2013. During that period, the number of likes and shares on their Facebook page grew considerably. Here’s how I did it:
I started posting three times a day instead of just one, looking to increase the page’s visibility on the followers’ timeline. To make sure quantity would not compromise quality, I’ve implemented a content calendar and used Hootsuite and Buffer to schedule posts. Today there are many more online tools and apps to help you edit, schedule and measure the reach of your posts.
Bear in mind that Facebook’s algorithm changes, so you have to adapt. Although the tips above are still valid, today consistency alone is no longer enough to make your page visible. Facebook has significantly decreased the visibility of non-targeted posts (i.e those the company doesn’t get money for in the form of advertising), leading several important players to leave the platform altogether. The same is starting to happen now with Instagram. If you want to start a Facebook page now, accept that the stakes are higher: you just have to invest some money, period.
Before I joined the company, Casamento Click’s main goal for its Facebook page was to attract more visitors to its website. Therefore, all my predecessor did was post links to the articles.
While generating traffic to the website is important, a Facebook fanpage should be seen as a medium in its own right. It’s a complementary way to tell your brand’s story and help your customers. Take into account that Facebook users don’t always want to leave the platform. Additionally, it looks like Facebook’s algorithm diminishes the visibility of posts featuring external links.
That’s why I’ve implemented exclusive content to Casamento Click’s Facebook page. As Facebook users usually don’t want to read long texts on the platform, the posts were mostly picture-based. I used to use Photoshop and Photofiltre to edit the images and Canva and Piktochart for graphics — once more, today there are many more tools to help you with that.
Back in those days, many companies didn’t care where they got their pictures from: Google Images, Pinterest, everything was seen as fair game. That’s until photographers started contacting them for unauthorized commercial use of their work. Even then, I made sure to only use our own photos or royalty-free photos from platforms like Pixabay, Flickr, and Pexels. Better safe than sorry!
You can also directly ask a brand’s PR representative or press office for campaign and product photos. If a blogger or social media user has a photo you like, send them a message asking if they mind you sharing it. They’re usually OK with it as long as you tag them.
Here are some of the content styles I’ve implemented:
1. Creative wedding ideas
Brazilian brides are always looking for something to make their wedding stand out from the rest. This type of post is both inspiring and useful. Unusual ideas also prompt the followers to tag a friend or share the post on their own timelines.
2. Beautiful wedding dresses
This is arguably a bride’s most important decision and they often look at dozens of pictures for inspiration before deciding on a particular dress. Consistently suggesting different dress styles kept those brides coming back to the page.
3. Romantic pictures
Organizing a wedding is no easy task, so it’s nice to remind grooms and brides about the bigger picture. Photos that celebrate love or suggest romantic ideas for the wedding day appeal to the followers’ emotions and associate Casamento Click’s brand to a positive feeling.
4. Friday’s shout out
Most people in Brazil get married on a Saturday, so every Friday we posted a beautiful wedding picture wishing the best of luck to all couples marrying the day after.
Those about to get married usually tagged their partners and friends looking forward to the big day, while those still on the planning phase would tag photographers for photo shoot inspiration.
Although those picture-based posts did not direct users to Casamento Click’s website, thus not necessarily generating sales, they’ve helped to establish the page as a valuable source of information. Loyal followers would then learn that they could turn to the website for even more value.
Today, as social media platforms strive to become e-commerce spaces in their own right, the possibility to make a sale via social media not only does exist but it’s in fact their main focus for the future. Just think of Instagram’s shopable posts, which initially took users to the merchant’s website but Facebook has recently announced that they will soon no longer need to leave the platform to finish a transaction. Pinterest is quickly following suit. Stay up to date about social media platforms’ latest developments by following their blogs and press pages.
Calls for action
After a couple months, I noticed that beautiful pictures were great for generating more likes and shares, but they didn’t always increase the number of comments. So, I started to include questions and calls for action in the posts, inviting followers to share their opinions and experiences and get to know each other better. A few examples:
- Asking followers which of two wedding dresses they find the prettiest;
- Asking them whether they would or would not follow a new wedding trend;
- Asking them how they met their partner;
- Asking them what’s the worse thing that could happen on their wedding day;
- Asking them to choose an emoji to express how their wedding is going to be.
People love to talk about themselves. Sometimes all they need is a little push! This type of post helps to build a community around the brand.
However, this is now a well-known trick. Some influencers even overuse the technique, leading followers to make jokes and memes about the fake questions weirdly inserted at the end of the posts and the absence of interaction afterward.
Use this technique in moderation and make sure to react to the answers so that people know you care. Again, these answers may provide valuable insights for your future content, so keep an eye on them or hire a community manager to do it. That’s one of the ways to get to know who your followers are and how you can serve them even better.