5 Facebook Facts for Marketing Brand Pages

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In Facebook’s recent report, Best Practices for your Page and Media Strategy, they outlined some key rules to follow in order to get the most engagement your posts.  We read through it and found some useful information; alongside the not-so-subtle "advertise more on Facebook" undertones. The guide is broken down into 5 main points. To save you time, we've summarized these "5 Facebook Facts for Marketing Brand Pages" below. 

1.  Get the basics down

Keep the posts under 250 characters so that it is easier for the fan to read. Consistency is key.  Release similar content on the same day of each week.  It’s comforting for fans to know that when visit the brand page, there will be something familiar. Ex: posting a tip every Thursday, uploading a new video every Monday morning, or during a promotion announcing the winner every day at the same time (this can also help drive more people back to the page daily).

Also, it's important to find the times of the day that get the best engagement rates. Facebook included a graph when different age demographics are most active on the internet. One thing we noticed was the dramatic dip of people Age 18-24 in the early AM (after a long night?); contrasted with most of the other age groups who seem to "wake up to Facebook" around this same time. You can also see that while weekends tend to shift activity about an hour later, use per age group is fairly consistent 7 days a week.

2.  Be specific and relevant

Talk as if the fans already know your brand.  Besides a promotion, fans usually ‘like’ a page because they are a genuine fan.  Including a current event or mentioning a holiday can increase engagement rates on a post by 90%. Know what your fans are interested in.  Try sharing articles that they would care about (it's not about you!).  Sharing articles and posts, and "tagging" other brand pages, are also a good way to reach a larger audience and increase engagement.

3.  Make a visual impact

Photos, photos, photos. Attaching a picture in a post usually generate 100-180% more engagement than a non-visual post.  Images with bright colors or a clear close up focus do better.  Produce visual content that can be recognized as instantly as the brand.

4.  Craft compelling content

Find the voice for the page and always stick to that persona. Be the expert of your field. People come to the Facebook page because it is one of the easiest ways for a customer to directly contact a brand.  Keep in mind that fans are 2x more likely to be loyal to the brand in real life, so reward them.

And lastly, sweepstakes and promotions. They build a larger fan base, increase a page’s reach by participants sharing that they have entered. Promos can also drive users to the brand page every day for winner announcement and new entries.

5.  Get your audience involved

Strive for fan feedback through engagement.  This includes likes, comments, shares, polls and fill-in-the-blanks, which generate 90% more engagement than the average text post.  The posts should include a call to action.  Tell your fans what you would like to do with a particular post.  Also, include your fans on your page by sharing ideas or questions from them.

What Do You Think?

Did you read Facebook's report? What did you learn? What else have you found that works well for Facebook engagement? We'd love to hear from you; please comment and share your thoughts.