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Facebook has its own metrics; one of the most important metrics is (engagement).
As a Social Media Agency, you are going to find all you need to know about Facebook Engagement Rate and how to improve it in this article.
What is Facebook engagement rate?
Facebook Engagement rate simply is; any action a Facebook user takes on your Facebook Page, Ad, or group.
Every react, comment, click, or share is an engagement on Facebook.
Facebook Key terms:
In case you are not a Facebook addict; which I doubt, here is a quick recap:
Reacts such as: Like, Love, Wow, angry, …etc. They reflect how many people reacted to your post.
Reach means how many people have seen your post.
Click: means how many people clicked on your ad, image, or links.
How to measure engagement rate on Facebook?
Here is the easiest way to measure your engagement on Facebook. You can divide the total engagement with number of total followers and then multiply it by 100.
In other words: Total Engagement ÷ followers × 100 = Engagement rate.
It can show you how your post works, so you can determine whether your engagement rate is good or bad.
Actually, you can find tools that can help you in calculating your Facebook engagement rate, so you don’t have to waste your time in dividing and multiplying.
Engagement Rate Ranking
Engagement rate ranking helps you determine how your ad works on Facebook. It compares your ad to the ads competing for the same targeted audience.
This metric is available for the last 35 days, and in case your engagement ranking of below average (bottom 20% of ads); it means that at least 80% of your competitors had a higher expected engagement rate.
How to improve your engagement rate on Facebook?
Here are some tips to how to improve your engagement rate on Facebook:
1- Know your audience:
The first thing you should know is your audience, so you can find out what encourages them to react to your posts.
Look at Facebook analytics, and keep your eye on who likes your posts, and number of your likes, shares, and comments.
The type of content that gets the biggest number of reactions is usually the type of content you should follow from now and then.
Watching who likes your content, can also help you know more about your audience.
2- Be real and relatable:
Posting irrelevant content will get your audience bored, but posting real posts such as: how you celebrate your brand anniversary will reflect on your interactions in a better way, so you will get more likes and comments.
3- Post at optimal times:
According to experts; the best days to post on Facebook are Friday and Saturday, especially if you intend to post an ad.
In general you should keep an eye on when you get the best results. This is the best time to post.
4- Upload more photos and videos:
Visual content has more reach than posts with only texts, posting more images and videos will help you get better results.