by Nazia Khan-Ahmed
Engagement on Facebook plays a vital role. It is important in connecting many people with each other all around the world through many different available social media channels that includes Facebook, Twitter, Instagram, YouTube and many others.
Engagement helps in building a strong connection among many different users on a direct basis. You can engage with the other person in many different ways. For example, when you create a particular post and then post it on your Facebook wall. As a response for this there are a number of users or audiences who may view your profile page and also the content that you have posted. Similarly, if the user likes the content that you have posted they may like the content and starts following your posts. The users can also get engaged with your posts or your page by commenting on it or by sharing the posts with their friends or peers etc. All these things are known as the elements of engagement.
The more you have the engagement rate the higher will be your affinity. This means that the users will be able to view much more of all the contents that you post on your social media profile pages especially the Facebook. In this way many people will start to get engaged with your posts by liking your posts, commenting on it or by sharing a particular post among others. As a result of this, many people will start following your page and you will have a large number of followers.
In order to have a higher affinity, you can follow a simple process. First of all, you will have to select a certain business or Facebook page that you follow but have not got any update regarding their posted contents from a long time. Now you will have to visit the Facebook profile page of that particular business and then comment on the most recent content that they have posted. You will witness that you will be able to view a lot of their posts regularly in the coming weeks’ time.
When any user gets engaged with you it helps them in connecting with you more while ensuring the fact that they will be able to view all the contents or information that you post on your profile pages. As many of the user’s view more of the content that you post this will bring out better results for you. This will result in getting more reach, more clicks and more conversations among you and the other users.
As we have discussed the positive aspects of engagement, there are a number of negative engagements that you may face. Some of these negative aspects include the reporting of a particular post, reporting of your Facebook profile page, blocking you or your page and many others.
There are a number of aspects by which you may face a decrease in the engagement rates. Some of the important factors that are related to the drop down of engagement rates are discussed below
- Less Frequent Posting
Facebook is a social media channel which is entirely based on posts. This can include the posting of different types of information that can include any interesting information, images, contexts, advertisements and many other things. The more you post on your Facebook profile page, the more engagement opportunities you will get and vice versa. In order to make a large number of users to get engage you will have to post your contents on a regular basis.
On the other hand, if you will not post the context on a regular basis then it will become hard for you to draw the attention of different users. The low engagement rate will also affect the EdgeRank of the users and it will decrease due to less engagement. This cycle of engagement rate and EdgeRank goes on and gets lower and lower with the decrease of engagements rate of the users.
A low engagement post cannot remain active for a long period of time. A particular post that has low engagement rate can remain active for about a total of 2-3 hours. According to an average lifespan of a post that has low engagement these posts tend to stay for a brief period of time. This is because these types of posts are not noticed by many users due to which they fade away shortly.
- Audience is Slowly Losing Interest
The measurement of the total amount of the engagement rate on an individual is known as the engagement rate. This rate may increase or decrease with the higher or lower interest of the audiences. For example, if the audience likes a particular post or they find it interesting then the rate of engagement will be higher. Similarly, a post that is less interesting will have a low engagement rate.
Many users consider that having an engagement rate of 1% is a good one. The engagement rate can be easily measured by the following calculations:
For example, if there are 1 out of 100 people in total who get engaged with the post. Then you have to add up a total of 150 people to get a second one engaging. In this way you will have a 1% engagement rate to a 2/250 rate, which is .8%. As a result, you will be able to have rawer engagement. Here, your engagement rate will be lower.
- Low Quality of Posts
An interesting and quality post holds an important place if you want to get a good engagement rate on Facebook. Many people will get easily attracted to an attractive picture or an interesting context. In this way they will express their interest by liking on that post, commenting on it or by sharing it. This will easily give a boost to the rate of user’s engagement. For example, there are a number of businesses and brands that market their products on Facebook. For this purpose, they intend to post such information that would attract the audiences. In this way they get to increase the engagements rate of the audiences. On the other hand, it has also been seen that many businesses do not put a lot of effort in order to make their posts look attractive. They post a simple and boring context on their Facebook business profile page. As a result of this the engagement rate falls and it would have negative impact on your business. In many cases it has also been seen that if you post a same content for a long period of time, the users will lose their interest in that particular post. It can also decrease the number of followers from your Facebook page. This will also result in a lower engagement rate. Similarly, you must also work to post on a regular basis so that the audience keeps engaged. Otherwise you will lose many of your followers.
- Your Posts Are Mundane
If you want to get higher engagement rate, then you must focus on posting interesting contents on your Facebook profile page. You cannot control the engagement rate. It is because the rate of engagement totally depends upon the likes and dislikes of the users. For example, if you post interesting contents, many users will find it great. This will be helpful in increasing the rate of engagement. The boring and idle posts will bring the rate of the engagement to fall down.
You must make sure that you post good and interesting context. You will need to do everything in your power to make sure your posts are as engaging as possible. An important way of increasing the engagement rate and to make more followers is by posting gimmicks like contest that includes the posts and different offers, the questions and CTAs, or just by creating quality content.
- Change in Your Schedule
You must make a schedule and follow it accurately. It is a great way to increase the rate of engagement on your Facebook profile page. There are a large number of users on Facebook who use this particular social media site and are interested in viewing the posts on a regular or daily basis. For example, if you post something in the morning time at 9am, then many users will expect you to post the contexts on the same time. In this way they will wait to see your post on the set time.
Posting on irregular timings is a bad thing that many users do not tolerate. For example, if you post the context in the morning time and the next day you post it after 2 days. In this way the audiences will lose their interest in your Facebook page and your profile. As a result, the engagement rate will fall down.
- Posting Texts Only
There are a number of unique options that you can choose to make your post look interesting. For example, you can choose to post interesting information related to general topics or you can choose to create quality images which you can post on your Facebook profile page. This is thought to be a great way to attract the audiences. You can post as many images or context that you like. In this way you can increase the weight of your posts. The more you post, the more weight you will be able to get considering the Edge Rank. Higher number of posts will help in getting a large number of viewers. This will lead to increase the rate of engagement. On the other hand, if you post less, you will not be able to get a higher number of viewers. This can scale down the rate of engagement among you and the users.
- Not Targeting Posts
Targeting the relevant audience is an important aspect when you are posting on Facebook. It is important that you must post on a broader channel so that you are able to attract maximum audience which will be helpful in increasing the engagement rate.
- You are Reported due to Posting More Frequently
Too much frequent posting can lead you to a disaster. There are a number of disadvantages if you are posting limitless. The major two problems that you may face if you are posting frequently are mentioned below:
First of all, the major issue that you may face is being reported by the user. For example, if some user does not want to see you post too often and you post on that user’s feed very frequently, then there is a clear chance that the user might report you to the Facebook authority considering all the frequent posts as spam. As a result, the Facebook authority will see the issue and then they will block your Facebook profile. This can bring you some negative results which can include getting low reach and less rate of engagement among the users.
The second issue that you may face if you post very frequently is that you are attract the users with irrelevant or less interesting posts. You must keep in mind that all the items you post on your Facebook profile page are filtered with an average of 4/5 of the total number of posts. So, it is important that you must create quality posts that are smaller in duration. In this way you will have a higher chance of getting a higher engagement rate.
- Repetition in Posts
Nowadays, people like to see new and interesting things. For this purpose, many people prefer the use of Facebook because on Facebook encourages the new contents. A post that is repeated again and again is not usually preferred by many users as well as the Facebook. If a user’s view the same old post again and again then they will become bored. In this way there is a great chance that they start to un follow you. So, to get more viewers and followers you must create some interesting and new posts which will be helpful for you to attract more audiences.
- Competition is Getting Harder
You must always look out for your competitors. There are many instances that you will find a new competitor emerging. Even if you post the quality posts or images you may not be able to get the user engagement result that to wanted. In this situation, you must see for your competitors. You can focus on their marketing strategies as well as their posting styles. You can also look for the reasons behind their success that in what way they are able to get a higher number of engagement rate. You can follow their tactics and ways to become better than they are engage the users.
- You are Not Provoking Engagement
Asking for the user’s engagement is also a simple and great way to increase your engagement rate. You can simply request your audience to like your page, comment on your posts or share them with their friend’s circle. You can also set up some kind of reward for them if they get engage with your posts. This is an easy an effective way in which you can make your audiences get engaged. You can also perform this simple step if you are using some other social media channels too like the Twitter, Instagram or any other channel.
About the Author
Nazia Khan- Ahmed is a Social Media Writer who has majored in Textile Designing. Also Holds Bachelor’s degree in Education and English Language Certification. Finds it impossible to discuss herself in third person but is doing so as per the demands of this bio. She is a home-maker and teaches Textile Designing to degree classes at the same time. Being nocturnal has taught her to manage her work in the night and her home at day time.