[Facebook Marketing] How to boost a Facebook fan page’s engagement?

Facebook marketing have been quietly overtaking brick-and-mortar stores and TV ads as the forefront for businesses to reach their potential customers. Whether you are a newbie to fan pages on Facebook or an experienced editor of your company’s social media profiles, it’s obvious that you would want to do more than merely publishing. You would want to make use of Facebook as a platform to engage with your fans and build your brand image.

Over time, however, it’s common to observe a decline in comments or even a bottleneck where your page contents become duller. Don’t worry, here are three tips and tricks to give you a little boost over your Facebook engagement!

 

Make use of multi-photo

When you’re trying to deliver details, a single image may not be sufficient in making your message clear. You might have quite a bit of information to cover when you’re introducing events, products or services. Cramming all the details into an image can be troublesome, and that’s also something Facebook discourages.

Facebook adopts a text overlay limit of up to 20%. The more text you have on your image, the lower your reach will be. Here’s where multi-photo becomes handy. You can spread out your information onto several images, such that each photo has its focus, and thus help readers understand clearly. By matching your information with suitable images and captions, it’s more likely for your audience to be attracted to click on the photos and read in detail.

Common types of multi-photo format include 1+3, formed by 1 large rectangular photo and 3 small square photos. It is frequently used for introducing the key features of products and services. There are also combinations such as 2×2 (4 squares) and 1+N. Consider using various formats to keep your contents fresh. Keeping your fans interested in your posts will improve your overall Facebook engagement.

 

Explainer Video

Video production is a major trend in social media lately. Brands tend to turn their less interesting information into succinct and fascinating explainer videos for their fans. This does not only bring your fans closer to you, but they are also more likely to share the information with their friends and relatives. In return, it gives a helping hand to your organic reach. A 2019 Video Marketing Trends study has found that clips of less than one minute on social media attract the most views. More than half of the participating firms agreed that videos of 30 to 60 seconds would be the best. They have also noted an encouraging sign where explainer videos had pushed their conversion rate up by more than 15%.

To create short videos that are suitable for your fans, you must have a clearly defined topic, regardless of it being a product feature or advanced knowledge. Furthermore, always keep your fans in mind to ensure they can understand and appreciate your content. To begin with, you may try to adopt personalization when designing your videos. Try listing out your fans’ characteristics such as their likes and dislikes, as well as habits or demographic features, so that you may polish your video accordingly.

 

Long Video

With explainer videos being increasingly popular, does that mean long videos (> 1 minute) are unpopular under Facebook Marketing? Not exactly, as long as the video content is relevant to your target audience, a carefully curated long video may grant you greater room for creativity in making your message loud and clear. High-quality productions may even catch the eye of viewers for the entire video, hence increases your audience retention rate. It is, however, important to note that each user gets hundreds of posts on their News Feed every day. As the saying goes, well begun is half done. The first three seconds decide whether your video is destined to win their attention and engagement.

Aiming to enhance their Facebook engagement and interaction further, some brands tend to invite Key Opinion Leaders (KOLs) or fan pages on Facebook to promote their products and services softly and indirectly. Instead of hard-selling products, these sponsored videos are tailored to suit their specific followers’ tastes while incorporating sponsored messages. In such a case, followers may be willing to watch the entire video, despite it being an apparent advertisement. This helps promote the audiences’ perception and trust towards the sponsored businesses. Depending on your budget, fan page editors like you may opt to produce videos internally or to get it done by other fan pages and KOLs that your fans like.

MWI’s experienced team of marketing specialists can help you with digital and social media marketing solutions. If you have any questions related to Facebook engagement, do contact us for more details.