If you feel like no one likes your Facebook posts, you’re not alone! Many businesses become frustrated with this social media tool because it doesn’t seem to get the results they want.
Having an active social media presence is a must for every business. Depending on your industry, Facebook can be one of the best ways to reach your target audience. You can use Facebook to share important information about your company, attract new customers, and encourage loyalty to your brand.
However, just like with any other marketing effort, your Facebook posts need to have a strategy behind them. Otherwise, you run the risk of failing to reach your followers and will see your social media engagement decrease over time.
So what’s the answer?
It Isn’t Always Facebook’s Fault
If your social media posts aren’t getting the number of likes and comments they used to, it doesn’t mean your business should stop posting. According to Sprout Social, Facebook is still the most used social platform with over 2 billion monthly users. However, Facebook does update and change regularly so trying to figure out what to share and how to share it requires research and strategy.
Facebook’s goal is to provide a positive experience to every user. That’s why it has started to penalize businesses that seem to constantly share irrelevant content.
Facebook Algorithms: What You Need To Know
To Facebook, “affinity” means how a user interacts with your Facebook business page. The more a person clicks, comments, likes, and shares posts from your page, the more often that person will see your business’ content on their newsfeed.
“Weight” is Facebook’s way of describing how valuable your post is. Facebook tends to see content that includes photos, videos, and links as more valuable. If Facebook’s algorithm thinks your content is meeting the needs of people following your page, then that content will be shown to more people.
Over time your Facebook posts become less relevant and less valuable. The longer your content has been active, the less it will continue to show up on your followers’ news feeds. That’s why posting regularly (at least weekly!) is so important.
How To Keep Your Facebook Posts Relevant
There can be a variety of reasons why your business’ Facebook posts don’t seem to get much engagement. Common reasons include:
Sharing content that isn’t relevant to your audience
Sharing posts that don’t encourage engagement
Blatantly promoting your business too often
Most of these problems can be solved by sharing the right type of content at the right time. So how can you figure out what content your Facebook followers actually want to read?
Every business is unique, but there are a few best practices to follow that can help improve your engagement on Facebook. As you plan what to post on social media sites, consider the following tips.
Share Something Valuable
You love your business, right? Of course you do! But your audience on Facebook isn’t full of people who only want to hear about how great you are. They want content that is valuable, tools and information they can use. So before you click that “share” or “post” button, ask yourself if the people following your business page would find that information valuable.
Share Local Content
Facebook likes when local businesses share other local resources. Make sure you like and follow other businesses in your area and share content they post when it is relevant to your followers. Keep an eye on local news stories that could impact your audience and share insights that they may find useful and interesting.
You don’t want your social media posts to sound stilted or “salesy”. Write Facebook posts the way you would speak to a friend or a friendly potential customer. Be friendly and approachable and that tone will carry over into your Facebook presence.
Do you and your employees take part in local events like charity runs, volunteer opportunities, or networking events? Make sure your Facebook followers can connect with your business and priorities on a personal level by sharing photos and videos of you out in your community.
Test Your Timing
Not sure how often you should be posting? Your engagement will tell you a lot. If you’re posting daily and not seeing any results, then that could be an indication that you need to pull back and post more thoughtful content 3 times a week to try to engage with your audience.
If you’re posting 3-5 times a week and starting to see engagement increase, pay attention to the time of day you’re posting. This valuable data will give you insights into your target audience you can use for future marketing efforts.
Too busy for Facebook? We’re here to help.
We get it. It takes all your time and energy to actually RUN your business and that means social media engagement gets put on the back burner. That’s why 1Eighty Digital provides a variety of marketing services from developing customized content you can publish on your website to social media marketing plans.
If Facebook has you overwhelmed and you’re tired of thinking, “no one likes my Facebook posts”, give us a call so we can create a customized solution for you.
Em Rohrer earned her Bachelor’s Degree in Journalism and English at Grace College in 2005. As a published author and content marketing specialist, she worked in non-profit and corporate business environments before bringing her 15+ years of digital marketing expertise to 1Eighty Digital.