Why do some Facebook Page posts receive lots of meaningful engagement while others don't?
There are many answers to this question. Much of it has to do with the messaging in your content and whether or not it's interesting enough for your audience to stop scrolling and digest it.
But let's assume for now that your marketing message is hitting the mark and focus on the 'types' of social media posts that don't receive much engagement versus those that do.
1. Link Posts:
Link posts are characterised by an image with a headline underneath. Clicking on the image directs you away from Facebook and towards a blog, website or landing page. It's for this very reason that link posts don't tend to generate meaningful conversation. Because even when your audience click through and appreciate what you’ve shared, more often than not they don’t come back to your Facebook post to comment.
That said 'link posts' do have a purpose. If for whatever reason your goal is to have people go to another website link spots will easily take them there. Check out this example. There are a couple of likes, no comments ... BUT 47 clicks through to this blog within 38 hours. So as you can see these post can be great for website traffic (where the messaging is compelling) but won't tend to generate meaningful engagement on your Facebook Page.
2. Promotional Posts:
When you post a direct promotion for one of your offers be it free or paid, you are likely to have less comments as well. Your fans will 'like' your post and click through if it's interesting enough ... but advertisements and promotional posts don't tend to be conversation starters. This is an example of a promotional post.
3. Native Posts:
The posts that do tend to encourage meaningful engagement are ‘native’ posts, where you share your thoughts, your beliefs, or your opinion on something. A native post looks like it belongs on social media, it does not look or feel like a promotion or advertisement. Native posts could be mistaken as a post from your personal profile, that’s how naturally ‘social’ they look. Here's an example of a native post.
Other characteristics of a native post include:
- They sound social due to their conversational and storytelling tone.
- They usually have an uploaded image that looks friendly and inviting, although you could have no image at all if you choose.
- They generally do not have any URL links, but if they do they are discreet and understated.
- And they often encourage meaningful conversation because all content is in that post and the reader is not being directed away from Facebook via a URL link.
Since focusing more on ‘native posting’, the conversations on my Facebook Page are way more meaningful and inspiring.
Recommendations for crafting a native post:
- Begin your first line with a sentence that describes something your audience is interested in. And what would they be interested in? They are interested in what is happening to them. Think in terms of a difficulty they are experiencing or a goal they are trying to achieve.
- Now that you have your reader's attention, take them on a journey. Share your opinion on the subject, share your story, or share something that will help them.
- You might want to give them a question to respond to at the end of the post, such as "Do you have some thoughts on this subject? I'd love to hear them in the comments below."
- Use an image that your audience would happily associate themselves with. Avoid images of their pain, stress or shame.
Be casual, be personable, be ‘you’. That’s what will encourage readers to contribute to the conversation in the comments.
Check out my Native Post Library for some examples on how several clients have used these principles to encourage more meaningful conversation on their Facebook Page.
Each of these 3 post types serves a different purpose. If you would like more conversation on your Facebook Page so you can get to know your audience better then focus mainly on native posts for a while.
If you'd like more people visiting your website and your message is good (as in you know how to write compelling and interesting content an headlines) then publishing a link post once or twice a week might work for you.
What are your thoughts on all this? Has it made sense of what's happening on your Facebook Page?
Let’s chat in the comments.
Messaging & Marketing Mentor
Quiet Marketing & Slow Business Activist
P.S. Checkout my Marketing Message Appraisal session if you'd love to receive more engagement from your content.