About Your Posts
These tips are focused on helping you improve the content and style of your organic posts. Always experiment and see what changes you can make to improve post engagement.
- Keep your posts short. Studies have shown that posts with a total character count under 70 do better in both reactions and comments than longer posts. The longer a post is, the fewer people will read and react to it.
- Include emojis, particularly the reactions themselves. It’s a way of making your brand seem more casual and approachable, and it’s a way of subtly reminding users that the reactions exist and that they can use them.
- Time your posts on Thursday or Friday. Other studies have shown that Thursday and Friday have the highest engagement rates, particularly Friday. For everyone out there who has faffed about on Facebook when they should be working on a late Friday afternoon, you know exactly why that might be.
Optimizing Media
Facebook posts that include images are always going to perform better than posts without. Part of it has to do with how EdgeRank works, and part of it is simply visibility and the attractiveness of imagery. Post images of various styles to encourage certain types of reaction.
- Post images of adorable animals. Animal pictures, particularly pictures of cute baby animals, do very well on Facebook. There are entire pages dedicated to just sharing those pictures. You’ll get a lot of likes and loves, and a lot of hahas if you’re posting pictures of said animals getting into trouble. You can also post pictures of animals in trouble, like the results of poaching, to get angry and wow reactions and to support a cause.
- Post images of babies. This will get you the same reactions as above, just from a different segment of your audience. If you’re primarily young parents and women, you’ll get a lot of interaction. If you’re a traditionally masculine and largely male audience, they won’t work quite so well.
- Post images of happy people. This is a general tip for ads as much as it is for organic posts; happy, smiling people do well compared to other pictures. It’s a sort of implied emotional connection between the stock photo model and the viewer.
- Post images of beautiful people. Despite the body positivity movement and the ongoing fight against shaming people for their bodies, beautiful people still have an advantage in society. Celebrities, models, and fashionable people all work well to get a lot of likes and a few loves.
Reward the User
Contests are a long-standing way to get people talking about your brand and engaging with you on your posts. Some contests have reactions built right in, while others just earn them as a side effect.
- Have the prize chosen via reactions. That idea up above where you take two pictures and have a vote with reactions? Do the same thing, except the winner, becomes the prize. If you have a way to track it, you can even draw the contest winner out of the people who used the reaction for that prize, so no one gets something they didn’t want.
- Give away coupons to your service. Everyone likes a good coupon, right?
- Give away your product. What’s better than a coupon? Free!
- Set up a caption contest. Captioning an image is a good way to get more than just reactions as engagement; it gets comments as well. Of course, you have to then judge the comments, and that can get tedious if you get a ton of entries.
- Run a live stream video vote.
- Run a photo submission contest. Getting your users to submit photos gets you engagement from the submission, and you can then re-share the photos later for the engagement they’ll bring as well.
- Run sweepstakes. You’ll pretty much always get a ton of entries when all a user has to do to win is post a reaction. It’s just such a low bar to clear.
Iterate and Improve
- Monitor the success of your posts. Analytics will always be your best friend.
- Figure out what posts work the best. Are they images of a certain variety? Controversy? Newsjacking? Find out.
- Do more of the best and less of the worst. Optimize your content to keep your average level of engagement high.
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