As the Facebook audience continues to grow and the average news feed gets more and more crowded, it’s gotten more challenging for small businesses to get attention on the social network. As of December 2020, Facebook reported have 1.84 billion on average daily active users on the social platform. So how can you get your share of visibility among those billion of users? Here are ways to get the most traction on Facebook for your small business.
A study of top 100 posts on Facebook found that 40 characters or fewer receives the most engagement on average. These ultra short posts are also the least frequent types of posts on Facebook, apparently. Over 80 characters, engagement drops off substantially.
Although people prefer actual posts to be brief, they like posts that link to longer articles. Articles between 1,000 and 3,000 words get the most engagement. According to Backlinko, long-form content gets an average of 77.2% more likes than short articles. However, we found diminishing returns for articles that exceed 2,000 words.
To make your Facebook post cleaner, delete the URL link when the preview image appears on your post.
According to a study from Buffer, the best time to post on Facebook is between 1pm – 3pm during the week and Saturdays. It was also found that engagement rates are 18% higher on Thursdays and Fridays. However, it is still better to trust the data that you have. If your Facebook analytics suggest a better time for posting because of a certain track record, it would be best to trust that instead.
Social media video is totally having a moment right now. Hubspot found in a recent study that video is the most preferred content online. While images get more engagement than any other type of post, videos are the type of content most likely to be shared. Work on creating shareable videos and photos. Facebook Live is a great option for short, attention-getting videos.
Read more: How to boost your sales with social video
Based on this experiment shared on Agorapulse, the writer showed that posts uploaded on Instagram and then cross posted on Facebook get fewer reach than when posting natively on Facebook. While cross posting is a convenient way of sharing your posts to both social media platforms, it does minimize your potential reach on Facebook.
Hootsuite recommends asking for followers’ opinions to get the engagement ball rolling on your Facebook page. Questions get more likes on Facebook than any other type of post. They’re also a natural way to stir up users and get them talking to each other.
Facebook viewers are not too keen on just being sold to. It is best to drop the sales-y posts and switch to content that will educate, inspire, and entertain viewers. Quality content creation can be difficult which is why outsourcing is often a good solution for companies who require a lot of content. In 2020, 49% of B2B organizations outsourced at least one content marketing activity, 86% of which was content creation and 30% content distribution.
According to Hootsuite’s Social Marketing Team Lead Brayden Cohen, “Daily posting will grow followers 4x faster than posting less than once a week. Makes sense: more visibility.” From the company’s own study, the average Facebook Page shares 1.55 posts per day, which means that for Hootsuite’s social goals, 1 to 2 posts per day is just right.
Did you know that an average of over 34% of new customers are acquired through contests? Contests also have a 3.7% higher conversion rate as compared to other CTAs. Giving away a prize attracts attention. You can build in requirements that get more people to your Facebook page. For example, have contest entrants share a photo and whoever gets the most Likes wins the contest.
It’s important to have a wide variety of content to cater to your audience, i.e. text, images, videos, questions, etc. It’s important to include video content to your marketing strategy because the average engagement rate for Facebook video posts is 0.26% when the average engagement rate overall is just 0.18%. Another cool thing to notes is that Facebook Live viewership increased by 50% this spring of 2021. Facebook attributes this increase to people’s desire to attend live events like fitness classes, or connect with people they can no longer support in person, like their favorite artists.
While Facebook has never officially confirmed it, many social media marketers believe that they prioritize posts in new formats in the News Feed, getting them more reach. Trying out recently-invented post types like 360 video or Facebook Stories may have an added benefit if the algorithm prefers new formats.
Small business owners would be glad to know that adding CTAs to a Facebook page can increase click-through rate by 285%. So don’t be shy about spelling out what you want customers to do (“Vote now!” “Share your tips!” “Click for an appointment!”). It was reported that there was a 90% increase in click-through rate by using first-person phrasing: "Start my free 30 day trial" vs. "Start your free 30 day trial." Another good tip is that there was a 26% increase in clicks by adding an arrow icon to their CTA buttons.
An average Facebook user clicks on 12 ads per month. This stat proves that users continue to pay attention to and engage with Facebook ads, rather than tuning them out.
Your organic posts and paid promotions should go hand in hand in nurturing current and prospective followers. Hootsuite recommends boosting your best performing organic posts so that followers do not even know they’re clicking an ad. It is also good to target your ads to people similar to your organic audience. Most importantly, it is worthwhile to look at your data and evaluate your content data results.
Over 96% of Facebook visits are made on smartphones so it is important that your videos and images are optimized for mobile viewing. What’s more is that 79% of Facebook users only access the site through mobile. Some examples of mobile-optimized content are vertical videos, readable posts with short paragraphs, and mobile-ready landing pages.
If you have a business page on Facebook, then you have Facebook Insights and other tools at your disposal to track the results of different Facebook approaches. Reading and analyzing this data will show you what resonates with your customers well.
Make sure your Facebook strategy is serving your overall marketing strategy. It’s easy to get caught up in getting likes and shares and lose sight of whether those likes and shares are driving more people to your website, store, or restaurant.
In building out a Facebook content strategy, it’s important to figure out who your target audience is, the best post frequency, the content type that works, and the company branding you should remain consistent with. Remember to avoid too much sales-y content and to find a balance between informational and promotional content.
Want to get better results from Facebook without a lot of effort? Enlist Facebook marketing experts who can help you build your audience, get more likes, and boost engagement. There are a number of social media marketing professionals out there, so it’s best to shop around for an agency that will work best for what you need and for your budget.
Having an effective Facebook content strategy is only one piece of the whole ecosystem that is digital marketing. While Facebook continues to hold the top spot for getting the most social engagement, there are other social media platforms and digital marketing tools that you can work on to greatly boost your online presence. But having a good Facebook marketing strategy is a good start to getting brand awareness and customer engagement working for your business.