Publishers: 4 strategies for more engagement on Facebook, from major content producers | What’s New in Publishing

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For social media managers, figuring out how to get more engagement on Facebook is one of the most important parts of the job. But experimenting with content to increase engagement is often put on the back burner in favor of simply posting content and ensuring a steady stream, especially when working with a relatively small social media team.

Whether it’s CTR, comments, likes, shares, or any number of potential metrics your business uses to measure the success of your social media approach, ensuring your audience is a consumer active rather than passive of your content means you can develop a sense of brand loyalty that generates repeat customers.

So how do you increase engagement on Facebook? Here are 4 strategies employed by some of the biggest content producers in the world, taken from some of our case studies.

1: Timing is important for visibility and engagement

One of the most important factors in increasing engagement on Facebook is making sure you share your content at the best possible time to increase visibility. This was a previously undervalued consideration for social media teams, for whom “optimal timing” generally translated to “the times of day when most people are likely to be online.” But our data scientists discovered a Facebook algorithm that not only assesses when you post, but how often and in what volume. This algorithm determines the likelihood or unlikelihood of your content being featured in someone’s Facebook feed, potentially increasing or penalizing your visibility and engagement significantly.

For many companies, intelligent automation has proven to be the perfect solution to beat this algorithm.

The South China Morning Post use case reflects many big brands, a business with a global audience that needs to optimize posting and engage users across different time zones. For SCMP Social Media Editor Shea Driscoll, the use of timing optimization and automation is invaluable.

“Maximizing social reach for a global audience requires an appreciation for post optimization that determines the best times to achieve high levels of engagement,” Driscoll told us. “I don’t have to manually manage time slots, push stories against each other, but instead I can just post in a time frame that I’m comfortable with and switch to something else.” Using this approach, SCMP has achieved substantial increases in Facebook page views of over 56% and time savings of nearly 4 hours per day.

The French Figaro went even further. Social media manager Marie Amélie Putallaz was able to fully automate Le Figaro’s Twitter posting, resulting in a 59% increase in engagement with the company’s Tweets. This allowed them to really spend time with Facebook, using a streamlined workflow to cross-post to different platforms from the same interface and increase Facebook impressions by 144% and Facebook engagement by 58%.

2: Create interactivity to increase engagement on Facebook

Interactivity is one of the most obvious and effective ways for businesses to maximize engagement on Facebook. Online surveys, Q&As, quizzes, and live videos are great ways to engage with consumers. For social media personnel who interact directly with the public, interactivity is a great way to foster a sense of community and trust, as well as establish a brand’s voice and value proposition. But these highly tactile interactions require significant attention and time investment.

Adam Silvers, deputy director of US news and senior digital strategist at Newsweek, told us that his publication uses smart automation to manage daily social media posting, allowing them to focus their efforts instead on connecting more meaningfully with their audiences. via “Twitter polls”. , interact with comments, or stay up-to-date with trends generally taking place on the Platforms, with competitors, and with other social media content producers. On the other hand, Zinet’s social media manager, Laura Sutil Berjón, says her team “prioritizes[s] details that audiences love, like creating interactive stories [on Instagram] in which users can participate.

Each has its merits relative to the companies’ audiences and their specific content offerings, and each is the product of extensive experimentation that requires time and energy. For Newsweek and Zinet, automating routine social posts ensures that their social media teams are able to prioritize high-value, engagement-driving activities, while ensuring maximum visibility for each post.

3: Find the right niche for your content

Another big challenge social media teams face when it comes to creating engagement with posts is the time it takes to accurately gauge content performance. Measuring view and engagement metrics for every post across multiple platforms is a time-consuming affair, not to mention archiving and highlighting your best-performing material so it can be re-shared. again. The end goal is a cohesive, well-thought-out social presence with a defined vision of who you are targeting with your content and an understanding of what types of content thrive on which platforms.

Grupo Clarín’s Argentinian news channel, Todo Noticias (TN), is focused on increasing engagement by ensuring its content is as targeted as possible to smaller segments of its audience across different platforms. This means understanding not only what works, but also why. “We want to focus more on finding specific audiences for different types of content on each platform,” Federico Aikawa, social media manager at TN, told us.

We want to focus more on finding specific audiences for different types of content on each platform.

Federico Aikawa, Social Media Manager at TN

Aikawa and his team use analytics features to easily understand how different content performs on different platforms, allowing them to act on their findings, fine-tune their publishing strategy to better tailor their social presence to their audience behavior.

4: Tested content produces better engagement on Facebook

For businesses that are serious about honing their social media performance and increasing engagement on Facebook, A/B testing is an invaluable tool. Being able to test small variations in layout, tone of voice, length of shared post or any number of intricacies means social media teams can get a precise and nuanced understanding of what their audience likes and improve upon. engagement rates.

For The Telegraph, one of Britain’s largest daily newspapers, A/B testing has become an important part of their social media team’s daily workflow and has helped drive an incredible increase in engagement for Facebook posts from more than 205%. But The Telegraph not only optimizes its content with A/B testing, it also secures company-wide buy-in. “We use A/B testing when we want to demonstrate the power of a shorter headline, or when we’re trying to help a new reporter/journalist understand what works best for our audience,” says Elise Johnson, Manager social media at The Telegraph. Media.

Online publication and retailer, Highsnobiety, meanwhile, uses A/B testing “all the time,” unless a post requires immediate publication. A/B testing was a central part of a publishing strategy Miranda Unwin, Highsnobiety’s social media editor, used to boost Facebook traffic by nearly 60% while saving more than 10 hours a week. . It’s “very useful for fine-tuning messages based on your audience,” she told us. “He provided a lot of useful and sometimes surprising information about what our audience prefers.”

Save time and increase Facebook engagement

Getting more engagement from your Facebook posts doesn’t have to be a mystifying task.

These content creators all use different methods of engagement and are successful, but their efforts are based on 2 main pillars: a deep understanding of their audience and a solid understanding of their own unique USP. However, their development takes time, and without saving considerable hours throughout the week by automating different aspects of their own social media workflow, it would be difficult to fit all the necessary thoughts and iterations into a day. already full.

For many businesses, repetitive hours spent planning, publishing, and recycling content have been recouped. Marketing and editorial teams around the world are automating their content distribution and realizing incredible time savings.

“With a manual social media posting tool like SocialFlow, Sprout, or Sprinklr,” Adam Silvers told us, “it takes a lot of time out of the day to post new content, recycle a ton of content, and whatever else you you’re supposed to do in an 8 hour workday.

Silvers estimated that in total, the manual process of curating, publishing, and managing would take up 90% of his time, time that could be spent on higher-value, more creative work. By automating social media posting, businesses around the world can spend more time driving more engagement from Facebook and other social platforms.

Republished courtesy of Echobox, the AI-powered social publishing platform for publishers. More than 1,000 leading publishers around the world, including Newsweek, The Times, The Telegraph, Handelsblatt, Le Monde and Conde Nast, use Echobox to reach billions of people every year.

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