Brands have always accepted Facebook as a key marketing tool to generate engagement and branding. The question is whether Facebook creates more engagement, visibility, traffic and experience than other tools. Searching for an answer to this for some time leads to understanding how the different attributes of Facebook posts have an impact on the number of “likes”, comments and “shares” that a post gets.
Below, I identify 8 ways to increase the number of “likes” a post receives:
1. Focus. Stay up to date. I’m talking about messages that relate to holidays (Christmas), festivals, gigs, world issues, relevant events, anything related with current affairs. Perhaps they won’t be directly related to the product’s or company’s essence but they will be perceived as something more personal and, hence, better accepted (more so, even, than promotions.)
2. Express yourself through photos. Every picture tells a story. A photograph communicates something personal in a fast, easy way. You also have to make an effort to match a suitable text to the picture. Images from your company’s product catalogue generate greater engagement than other types of content.
3. Share what we love. Sharing success stories and also failures, achievements, prizes, apologies or thanks make you more human, accessible and familiar to your community. Many will also identify with the brand. When they “like” a post, they’re telling their network of friends why they identify with the brand.
4. Branding. Don’t hesitate to promote the brand and its products. When your customer visits your Facebook page, they should leave with a good impression of your brand and products/services. The public will visit the walls of the brands they’re interested in.
5. Humour rocks. Laugh and everyone will laugh with you. We all enjoy a laugh. Make your posts fun as funny posts get many “likes” and will be shared a lot. For instance, funny pictures. Being funny is an art.
6. Humanise the brand. Inject emotion to it. Brand communication starts by using the “human” side of social media. The community loves messages that turn a wall into a living object that expresses human emotions in the form of videos, images, or real-time personal statuses, for instance. Facebook is a communication platform rather than a production channel. Shar0ing posts that contain emotions helps connecting with the community. In turn, they share these emotions with their network.
7. Educate and equip. Create content that is informative. Brands sharing content that is useful to their audience get greater exposure and engagement –more “likes”–, especially in the case of information designed to improve and enrich the brand’s fans. This education could include the company’s history, the product creation process or the state of the market, for instance. When fans interact with this type of content, they’re creating educational content which is shared in their network.
8. Ask to be “liked”. Ask and you will receive. It’s simple. If you ask to be liked, like for instance Veuve Cliquot does in their posts, you’ll get more “likes”. Ask in a polite, fun way, and don’t overdo it; otherwise, the cure may be worse than the disease!
What other ways can you think of, do you know of or do you implement to increase Facebook engagement?