Facebook: Engagement is the KEY
Facebook is doing several new things with their algorithm to improve your social media marketing experience. Forget about “likes.” Now, it’s all about who your audience is and how many times they share your information.
Facebook advertising now allows you to organically extend your reach without paying extra to boost posts. The best thing you can do for your ad campaigns right now are to utilize metrics and analyze ad performance to make sure your audience is engaged and your posts relevant.
How Does the Algorithm Work?
There are four core factors driving this algorithm: predictions, signals, inventory, and score. This determines relevance and where your stories get posted.
Essentially, what your customer sees in their newsfeed is based on posted stories, who posted it, and the likelihood of you getting comments. Facebook looks at your users, how often you interact with them, if you are related in some way, and then it makes predictions. Some predictors include:
- Whether or not your users will click on the story
- Whether or not the story is informative
- Whether or not your users will comment, like, or share
- Whether or not your users will spend time with the story
Why is Engagement so Important?
Engagement gives an accurate picture of what’s really going on. When people are liking, sharing and discussing posts, the level of engagement is high. When people mention your brand and recommend your page to others, it means people care about what you have to say, and the reach of your brand has greater potential. This is a very important element in Facebook advertising.
Think about it this way: the number of people who talk about your brand versus the number of likes. Anyone can like a page. It’s fast and easy and requires little involvement. If your audience is commenting and sharing, that’s engagement. And that’s what it’s all about.
Social media marketing companies specialize in developing engaging posts that keep people sharing and talking long after the original post. Social media marketing is more than just creating a page where anyone can stop by to see what you’re up to. It’s about making sure you reach audiences beyond your targeted core.
It all ties back to metrics. Social media marketing companies analyze your data to figure out what your audience connects to the most, so you can give them more of what they want. Customization and personalization, humor and field expertise are all things that keep audiences engaged and coming back.
What is an Acceptable Engagement Rate?
Acceptable is one to two percent. But hey, if you’re shooting for the stars and you’ve got the right content, 20% is not unattainable!
Make Facebook Advertising Work for You
Take the time to evaluate your social media marketing strategy to ensure it has all the key elements of success. When you provide valuable, relevant, and targeted information to your audience, they are more likely to actively engage with your brand and share your posts and pages with friends.
Facebook advertising has more potential than ever before. Their new algorithm helps you make the best choices for your ad campaigns based on user behavior and habits. Harness this powerful data to work for you and get the most out of your advertising efforts.
When it comes to Facebook marketing, are you up-to-date on the latest marketing trends? Take full advantage of this powerful tool with our Facebook Marketing Guide, and build more conversions organically.