fbpx

What Does Facebook Engagement Look Like?

Share This Post

Share on facebook
Share on twitter
Share on linkedin
Share on pocket
Share on email
Share on print

In January 2018, Mark Zuckerberg announced that the algorithm of Facebook posts were going to be prioritized through the focus on more “meaningful social interactions.”  In a nutshell this meant that Facebook were going to reduce the amount of posts that were shown that were more click away from Facebook-focused and more on users sharing posts geared toward discussions and engagement.

Six months before Zuckerberg made this announcement, I had already made the decision to pivot the way my team at realtor.com would create their social content, from driving traffic to driving engagement.  At the time, July 2017, the average Facebook Page was seeing approximately 2% engagement rates on their posts – a percentage that had been dropping for years and was continuing to drop for those who chose to continue with traffic-focused content. 

By the time the January 2018 announcement was made, my team’s conversation-driven content had already increased our engagement by 50%, and we continued to increase it to over 100%, because we focused on what Facebook was focused on

What Exactly Is A Meaningful Interaction?

Facebook considers meaningful interactions to include:

  • A person commenting or liking another person’s photo or status update (note: per Facebook, simply liking something is the least meaningful of all interactions)
  • A person reacting to a post from a brand that a Facebook friend has shared
  • Multiple people replying to each other’s comments on a video they watched or an article they read in the news feed
  • Someone leaving a comment on your post.
  • A person sharing a link with a group of Facebook friends over Messenger to start a conversation
Various Content types with Engagement Rates

One thing that is common amongst these interactions is commenting.  Whether it’s through typing a response to a friend’s post, conversing with one another on a post or chatting through Messenger, it’s the effort taken to interact is what makes it meaningful in the eye of the algorithms.

One Word: Engagement

To me, meaningful social interactions can be broken down into one word: engagement. It’s no longer acceptable (or profitable) to simply post non-paid content with the purpose of driving traffic to your website.  That will not encourage engagement – because whether you accept it or not, a click is not considered true engagement.  To pull people away and out of Facebook, is (literally) going to cost you money.  Period.  So if allocating budget to drive traffic to your website is not an option, then creating content that will meet the Facebook algorithm requirements mentioned above is a must.

And, honestly, I’m completely ok with that.  For most businesses, getting traffic to your site is one thing, but keeping them there to explore, gain value and bring you revenue is what your ultimate goal truly is.  So if you consider how it would be if once your potential customers landed on your website they are only pulled away to another site with zero money generated for you, you probably wouldn’t be ok with it either.

How To Add Engagement

To me, meaningful social interactions can be broken down into one word: engagement. It’s no longer acceptable (or profitable) to simply post non-paid content with the purpose of driving traffic to your website.  That will not encourage engagement – because whether you accept it or not, a click is not considered engagement.  To pull people away and out of Facebook, is going to cost you money.  Period.  So if allocating budget to drive traffic to your website is not an option, then creating content that will meet the Facebook algorithm requirements mentioned above is a must.

And, honestly, I’m completely ok with that.  For most businesses, getting traffic to your site is one thing, but keeping them there to explore, gain value and bring you revenue is what your ultimate goal truly is.  So if you consider how it would be if once your potential customers landed on your website they are only pulled away to another site with zero money generated for you, you probably wouldn’t be ok with it either.

Making your Facebook posts show up more often and to more people is key to your social effort success.  Here’s some simple ways to help make this happen:

  • Be Choosy - not everything you do or think belongs on Facebook, especially not on a Facebook Business Page.  If it doesn’t generate some type of meaningful engagement, your credibility, in the eyes of Facebook, will decrease. Think about the audience(s) you are ultimately trying to reach and post for them, every time.
  • Write Authentically - clickbait has been a big no-no in the eyes of Facebook for many years now, but engagement bait is also frowned upon - things like “comment below”, or “like this” in your post content will be marked as not being meaningful and therefore your post, and future posts, will not be shown to as many people.
  • Vary Your Types of Content - make sure you include posts with images, without images, with videos and without videos.  Videos in particular will be given priority over other types of content on Facebook and so should definitely be a part of your overall content strategy.  This can be proven  with video generating six times more engagement than any other types of content.
  • Native vs Owned Content - Facebook doesn’t want you to drive their traffic off of their site (see above), so keep a 80/20 rule in place with 80% being native content (posts with no links to your website) and 20% owned content (posts with links to your or other websites).  
  • Post with (Engagement) Purpose - consider the way you write your content and how you can make it conversational but not engagement baiting.  Asking questions is always a great way to do this, and keeping your questions as simple as possible makes your followers more likely to respond.  Comments are much more desirable as they are seen by Facebook as a meaningful engagement versus just liking something which is much easier to do (with a single click).  Sharing is also seen as a more meaningful type of engagement seen from your followers, as they are showing vested interest in your content.

Like to know more about how to write content to meet the needs of both Facebook and your audience?  Let me know in the comment section below or click the yellow icon in the bottom right corner to start chatting with me now.

Subscribe To Our Newsletter

Get updates and learn as it happens

More To Explore