It was only a few years ago that Facebook was seen as a dying platform, younger users were moving away or not actually making an account! However, Facebook has persevered and the platform has recently passed its 20th birthday, and it seems like things are changing! According to the latest investor report, the amount of active users has increased to 3.049 billion monthly, a significant increase from only last year. The most surprising shift is the demographics! The largest share of users now falls within the 25-34 year old age bracket

Statistic: Share of Facebook users in the United States as of January 2024, by age group | Statista

But it doesn’t have to be this way. Facebook is still an incredibly powerful tool for marketers in 2024 if you know how to utilise it. But where do you even begin? Well, here are our top 5 ways that you can improve your engagement on Facebook to get you started. 

1. Pinpoint your target audience

Nowadays, every demographic uses social media differently. The millennials who use Facebook regularly are most likely not going to have the same interests as the baby boomers. When it comes to Facebook, it’s important to pinpoint the demographic you want to reach out to and figure out how best to engage with them. It may seem like a simple strategy, but it definitely works.

2. Understand how your target audience uses Facebook

One big change in the user base is how people are using facebook. According to Sprout Social, it’s actually now one of the most common ways that people get their news! 

A large change in the algorithm now prioritises events. More of the facebook audience use facebook to find information on events that they are interested in, so comments and engagement on events pages is being measured and given priority over other kinds of content. 

Learn what is most important to the users that you are trying to target, and tailor your content strategy to organically reach them that way.

3. Ask for your audience’s input 

As a social media marketer on Facebook, nothing is worse than “me me me”. 

Social media should feel like a two-way conversation. If you’re not trying to reach out and engage with your audience, your audience won’t feel the need to engage! Facebook is unique in that it allows for both polls and votes via post reactions (not to mention the comments) so it’s easy to find out what people are thinking.

So next time you’re thinking of putting out some content, consider ending it in a question or a poll. Everyone has that one opinion that they’re just dying to share—why not ask your audience about theirs? 

4. Find inventive ways to stop that scrolling thumb 

Imagine you are sitting on Facebook during your lunch break. How’s your experience? What exactly are you doing? It’s very possible that you are mindlessly scrolling through your news feed to see what your friends are up to, or to catch up on what’s going on in the world. 

With the way that social media is evolving to be more fast-paced and snappy, attention spans are becoming shorter. A lot of social media users often get sucked into a bad habit of mindlessly scrolling through everything they see without really stopping to look. 

As a marketer, it’s your job to get that thumb to stop scrolling and have the audience really look at your content. 

But how? 

Maybe consider one or more of the following: 

  • Use GIFs and/or videos in your content. Something flashy that actually moves on your news feed is bound to catch more attention than a static image. In fact, 50% of the time that users spend on facebook, they spend watching videos! 
  • Pose a question or two for your viewers to answer. Remember when we talked about asking for your opinions? You can implement that advice here! 
  • Make sure your brand stands out by using your company’s colour palette to your advantage. Anything to capture your audience’s attention. 
  • Use eye-catching imagery: generally speaking, the more unique and interesting, the better! 
  • You could even use memes to reach out to younger audiences! When done correctly, humour is a great way of getting that scrolling thumb to stop and read what you’re posting.

5. Remember: Quantity over Quality 

While it is sometimes good to utilise a steady stream of content for your Facebook viewers in order to keep your page up-to-date, sometimes it’s even more useful to take a step back. 

According to Buffer, by cutting the company’s posting frequency by over 50%, their reach more than tripled from 44,000 to 150,000+ people per week, and their average daily engagements on Facebook rose from roughly 500 to more than 1,000. 

This is a truly amazing set of results but it begs the question, why is this the case? 

Well, when you focus more on the quality of your posts over the quantity, you are prioritising how well your content comes across to your viewers instead of how much content you put out. As Buffer says: “When trying to fill the queue with content for the simple sake of posting and having a presence on Facebook, content tends to become diluted and lost in the news feed.” 

According to Hootsuite, their experts recommend posting 1 or 2 times per day on Facebook. You need to tread the delicate line between being visible to your audience, but not overwhelming them. We’ve all unfollowed those pages that spam our feeds, and if you fall into that category, it weakens your overall brand image.

When trying to reach out to your Facebook viewers, always remember that less is more and quality is always more important than quantity. One post at the right time of day is far more effective than ten posts that have been scattered throughout. Ensure that your audience gets to see the best of your business and not just content for the sake of content.

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