Facebook engagement can be a tricky thing. If you want high clicks, comments, and shares you should consider what kinds of posts will resonate with your audience, what time of day to post, and what day of week to post.
I attended Digtial Summit last week and heard Matt Peters (@fracked) of Pandemic Labs (@pandemiclabs) speak about getting the most engagement on your Facebook page. His presentation, like most at the conference, referred to what works for large companies and corporations (like their client Ritz Carlton). However, a few of his key takeaways can apply to small businesses, startups, and even bloggers with Facebook fan pages if you take the time to review your own analytics and data, then modify the advice to fit your needs.
1. Post Photo and Video Facebook Updates
When I give my own presentations about Facebook and increasing engagement, I point out that images and video are popular because Facebook is so visual. When you’re looking at your Facebook News Feed, you’re scanning it quickly. Text update after text update gets lost, but a photo or video catches your eye. Friends (or fans if you’re hosting a business page) are more likely to stop and look at your photo or play your video and, because they’ve interacted with it, they are more likely to share the content. In fact, Matt said Facebook updates that include photos are five times more engaging than updates with links. But guess what? Most pages (and people) post text and links 2.7 times more often than they post photos. If you’re a business (or even a blogger who has a Facebook fan page), it’s already hard to get your content in front of people because Facebook’s EdgeRank algorithm gives preference to updates from your personal friends, not the fan pages you like. If you can post more photos and video, you may have a better chance of increasing your fans’ interactions with your page, thereby improving your EdgeRank, and helping you show up in their News Feed more often.
Facebook Photo Tip: Humans like contrast. Our eyes are drawn to specific images and we ignore others. If you want your images to stand out to your audience try this: use images that are predominantly red or orange. Matt suggests that because Facebook’s design is primarily blue, images that are predominantly red or orange promote more clicks and shares because red and orange are complimentary colors to blue.
2. Post to Facebook on the Right Day
Another thing I discuss in my Facebook workshops is that with anything you do — Facebook, Twitter, G+, your blog, whatever — it’s critical to know your audience. Think about when you use Facebook recreationally. Most people are on Facebook checking their friends’ updates before they go to work, during their lunch hour (if there’s not a firewall blocking it), after work (usually after dinner and after the kids are in bed), and on the weekends. But when are you posting to your fan page? Most businesses posts are published during business hours — and they miss their audience for the most part. When Matt’s company looked at several large companies (and we’re talking about millions of Facebook interactions here), they found that the posts with the most interaction were posted at (times are EST)
- Midnight on Sunday
- Midnight on Monday
- 10p Friday
- 11p Tuesday
Because Pandemic Labs was looking at large companies, I strongly suggest that if you’re a small business or blogger with a fan page, you analyze your own data, then test your posting habits rather than using their results as a firm rule. If you’re just posting during business hours, and stopping when you go home, you’re definitely missing some prime Facebook engagement time. Which brings us to..
Facebook Posting Tip: Update Facebook on Sunday. One of the mos interesting things Matt said was that their research showed that posts on Sunday have 32% more interactions than the weekday average.
When do you post to your Facebook fan page or profile? Have you noticed a difference in comments, Likes, or shares when you post photos or videos vs. text updates? Leave me a note in the comments letting me know; I’d love to hear about how things are working for you.