High engagement with Facebook posts is often the intended goal of any content marketing campaign. Marketers want people liking, clicking and commenting on their posts, but recently, we have observed engagement rates decrease on Facebook. We want to provide a series of tips on ways you can attempt to improve your engagement without paying a penny.
If you have recently witnessed their Facebook advertising efforts, you will have noticed that FB is currently pushing their paid advertising services. This certainly matches with recent changes behind the scenes in their post algorithm which now clearly favours paid posts from business pages. Despite this focus on paid advertising, there are still some methods you can use to increase your levels of engagement. One key tip we think can have a profound impact is the use of Facebook audience optimisation.
Introduced early in 2016, audience optimisation appears to have gone under the radar as a means of improving engagement. Marketing blogs like to focus on improving quality of content, or calls to action – but what’s the point of doing this if your content fails to get in front of the right people? With an estimated 65 million businesses operating a Facebook page – posting an average of 1.48 times a day – brands need to make sure they are utilising every tool possible to get their content to the right audience. Using Facebook audience optimisation is simple:
- Enable FB Audience Optimization in your settings
- Click on edit the edit for Audience Optimisation in a page’s general settings.
Once you have clicked Saved Changes you will have activated Audience Optimization.
- Apply an audience
- Compose your post and the target icon below it.
Once you go through to the pop-up and specify your preferred audience. Segment your audience based on their interests, age, gender and more.
Analyse your results.
Head to the Insights tab on your Facebook Page and click on ‘Posts’ in the navigation bar. Here you can see exactly how much reach and engagement each post has received. Once ten posts have gone live, we implore you to look at what is working and what isn’t and go back to the drawing board.
Targeting may have previously been considered a feature of Paid Advertising, but this has not been the case for some time. Paid advertising is slowly taking over Facebook, but we know that tools like these work to effectively provide an increase in engagement rates.