Why do some Facebook Page posts receive lots of meaningful engagement while others don't?
You have great engagement on your Facebook posts, but only when you share funny, amusing, lighthearted content that has nothing to do with nature of your business. What might be happening here? 🤔
Firstly you’ll typically receive engagement from posts where you talk about:
An achievement or goal you have
Your family, or
Ask people what they’d do in a certain situation, or
These kind of posts are social in nature which makes them easy for your followers to respond to.
That’s all well and good, but you probably also want to have meaningful conversations with your audience on things that relate your soul work.
So why is it that when you share knowledge that’s helpful to your audience, almost ‘nada’ happens! You receive a few likes but no real engagement.
There are many answers to this question. Much of it has to do with the underlying messaging throughout your content and whether or not it's interesting enough for your audience to pause and digest it.
Have a think about your message and if you even have one.
For example weaved throughout my content are themes of slowinging down, simplifying, enjoying the journey and building a business without being on line all the time.
What is the message weaved throughout your content that your audience can cling to and get behind because it’s like medicine for them?
Okay so messaging aside lets look at 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. They are perfect if your goal is to have people go to your website. Check out this example which received 47 clicks through to this blog within 38 hours, but almost no engagement.
2. Promotional Posts:
When you talk directly about one of your offers whether it is free or paid, you are likely to have less conversation 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.