Although Facebook is still the leading social media platform with 2.23 billion monthly active users, there’s no hiding the fact that in terms of engagement, particularly for business pages, the social media giant is struggling.
Why is Facebook engagement decreasing?
Business pages are still using Facebook as an advertising and marketing platform due to the potential consumer reach available, but the root of the problem stems from individuals not engaging in liking, commenting and sharing business page content. One reason behind this could be lack of trust in Facebook due to scandals such as when Cambridge Analytica misused data of Facebook users.
Although Facebook has a lot of users, the majority of these users may open the app to have a quick scroll at other people’s post and simply exit the app. These users may be more engaged with photo-centric apps such as Instagram and Snapchat. On Instagram in particular, users often find it imperative to have a large following, there it is necessary to constantly engage.
How can Facebook engagement be maximised?
Unfortunately is it difficult for individual users to try and increase engagement themselves and it is ultimately down to the Facebook algorithm. One way to ensure good engagement is using the Facebook Messenger app.
The Messenger app could potentially increase the chances of business page content being seen as the app has 90% open rates and 50% click-through rates. If your page followers have Facebook then it’s almost guaranteed they will have the Messenger app, so it’s worthwhile trying this similar technique to email marketing.
Another way is through content creation. Everyone knows “content is king”, right? But, a lot of content that doesn’t have meaning is definitely not king. Engagement is driven by meaning and incentive, so it’s important to think about the value that your content holds for your audience before creating something that’s meaningless. Ask yourself these three questions:
- Do they need it?
- Do they want it?
- What is the call-to-action?
It is important to instil the mindset of “quality over quantity” as it could be argued this is a more effective strategy in terms of engagement and receiving ROI.