Facebook continues to be the 800 pound gorilla of social media. Everyone uses it (even if they don’t like to admit it). The site keeps adding features and content opportunities, each one geared towards gathering more data on users. And while users eat it up, scrolling, tapping and viewing for hours at a time, many brands see declining engagement as it becomes easier than ever to create content. Here are three ways you can keep eyeballs on your brand.
Post to Stories
Facebook loves to incentivize its new products, and Stories are it. Whether you cross-post from Instagram or keep it exclusive to Facebook, the site is known to reward consistent Story uploads with greater reach. Stories are easy to create, as users look for a natural, authentic and less produced or polished feel, so this is something you can start very easily and quickly.
Utilize Lookalike Targeting
Posting to Stories is a free, organic way to gain reach and engagement. If you are willing to invest a little bit of advertising spend, you can fast-track your engagement. First, create a custom audience of people who engage with your content already. Then create a lookalike audience of people like them. This will be your target audience. Finally, create an ad campaign with an engagement objective that targets this new lookalike. By optimizing to the engagement objective, with an audience highly likely to engage, you should see increased engagement quickly and efficiently.
Run Lead Generation Ads
If you are ready to invest in paid advertising on Facebook, lead generation ads can really level up your engagement. They are very easy to setup, and the entire form field lives within Facebook itself. There is no need for users to click off to another site, and once they’ve joined your list, you can retarget on Facebook and in email. You should also see engagement rates rise, as people who joined your list are likely to be served more content immediately after joining and will also feel more of a connection to your brand, leading to more likes and comments.
Ready to get started? A free evaluation will set you up for success with lead generation ads on Facebook and beyond.
