Learn some of the main insights on engagement and scope on Facebook and have a strategy that will generate real results!
The one who works in social networks’ marketing, knows that changes and constant updates of the platforms can hinder the collection of results.
Therefore, it is essential to be aware of the emergence of your new resources and possibilities.
It is important to look for new ways to accompany the metrics of social media that translate the audience’s dialogue with your brand, an essential factor to increase the commitment with the public in a consistent manner and create a communication channel of reference.
In this content we will talk about the relevance rules of Facebook interactions, the significant increase of new forms of expression in social networks and understand what they mean for the reach of your fan page.
What does engagement mean?
Surely you already know, but the number of followers of a page, in isolation, is not a good metric to measure your progress on the platforms.
This is what it is called vanity metric, since having many followers does not necessarily mean that they are interacting with the content you post on your profile.
After all, they may not be part of the people you want to reach.
That’s where the commitment comes in: the sum of your audience’s interactions with your profile that allows the analysis of your page to be more complete.
But what constitutes that result? This question can have varied answers throughout the life of each social network.
For example, in 2016, Facebook launched the reactions, which changed the way to analyze how your content is received.
Do you remember that before the social network only allowed “like”, “share” and “comment” interactions in the posts?
“Since these new options were launched, their use in the network increased by 433%, a very outstanding number!”
Facebook realized that a “like” was not enough to express what users wanted with the platform and that made new options arise that allow expressing feelings a little more complex than a simple approval.
This worked so well, that the site already expanded the use of the reactions for Facebook Stories, and they are also testing it on Instagram.
Is it clear how commitment is one of the essential factors when it comes to monitoring and measuring results on social networks?
Encourage meaningful conversations
All these changes are contributing to reaffirm a new policy announced by Facebook at the beginning of the year, which seeks to promote more meaningful conversations in the network.
That is, from the moment the network allows the user to react emotionally to a publication (and, added to this recently, the possibility of “upvote” and “downvote” to highlight more pertinent comments, in a similar way to Reddit), the The site aims to increase the possibilities of communication within the platform.
What social networks achieve with this increase in individual expression, is to make the user experience in those places more complete, and thus, make them spend more time in them.
The more time people spend on networks, the more the famous Ads become interesting for advertisers.
You can perceive this direction also observing the novelty of the launch of the exclusive platform for content producers of Facebook and even the IGTV on Instagram.
Now that you understand what engagement is and why it was transformed over the years, we will analyze each action on Facebook.
How does Facebook perceive the reactions?
This question, as well as the question about engagement, can have different answers over time. Before the possibility of reacting to the posts existed, you could answer this question in the following order: Share> Comment> I like it.
After the arrival of the emotional reactions, this changed a bit.
The “Like” remained the least powerful expression, since the effort a user has to make to comment or share something is much greater than just a “like”.
Then came the reactions, which are a little more expressive than just “I like” something (the effort demanded by the action of the click is also less compared to others). After these two possibilities, it becomes a little harder to define what is worth more.
A study recently released by Quintly, analyzed more than 44 million publications in early 2018 and proposed an interesting question to think about the value of each user action within Facebook.
Before, as we said recently, sharing a post meant more than a comment, which can be explained by some factors, including that by sharing something the user also understands that content as something that he identifies with, to the point of reproducing it on his own timeline.
However, in that study it was perceived that 18% of the interactions with publications are of “Share”, against only 12.1% of comments. That is, making your audience interact with your page is becoming more difficult every day and it is an action more valued by Facebook.
Which reaction is more valuable?
It depends, in fact, they do not have different value to each other, but they serve to analyze how the audience is reacting to your content.
But remember: just because your publications are having a lot of “hahaha” does not mean that you are pleasing your audience.
Everything depends on the context, if you publish some sad or outrageous news and people react with “Grr” or “Sad”, this may not be related to your brand, but to the content you just shared. The same applies to the other possibilities.
The “haha” can be a manifestation of irony. Therefore, focus on the message you wanted to pass and study the results from that.
It is interesting to think about how those feelings are complex to analyze, thinking about the section of Quintly’s research that says that Mexico is the country that most uses the reactions.
Just as North Korea is the one that reacts the most with “Angry” and Afghanistan goes ahead in the use of “Sad”.
A series of factors influence these results, as events in each country that collaborate so that people express themselves in that way.
Political changes, accidents and tragedies have perceptible reflections in the networks and some of them can be measured by observing the data on the use of reactions (it is also worth remembering the time period in which the survey was conducted, from January to April 2018).
Therefore, when studying the data, it is important to take greater care when interpreting emotions (even if they are limited to a button), always look at what you wanted to do with your content and how the audience reacted.
And the engagement on Instagram?
Instagram also deserves prominence because, despite working differently from Facebook, it has been showing a changing platform and conducive to developing new ideas.
Recently, it was announced that the network was worth more than 100 billion dollars, and every day grows more popular.
While Facebook has opportunities in its format, Instagram explores the audiovisual. The application uses a lot of images and videos to promote a communication built by these elements.
The Instagram feed does not offer the possibility of using reactions, so the interactions that you must take into account in the network are the likes in the photos, the number of comments, the mentions to the brand and the number of followers of the profile.
The novelty of the application in question of metrics, is in charge of the Stories.
In it you can observe the responses of the audience to stimuli such as quiz responses (yes or no), the use of the emoji bar or even direct messages for company profiles.
In addition, in larger pages it is possible to measure traffic from the feature of inserting links in stories (the famous “more information”).
This facilitates the capture of the user’s attention, in addition to the fact that the call for the access action to the content is a simple command, which does not demand as much from the user as to go to the biography link, for example.
To conclude, our advice is that you always explore the new functionalities of the networks to understand which format brings the most results for each audience.
This is essential, because over time the habits of your audience will change and your profile should accompany them.
The IGTV, which is the company’s most recent release, has already been used as a platform to host content from some profiles.
Well, if the functionality is going to prosper is something that we will only know over time, so, devote yourself to test and measure the results of these new tools, after all, there is nothing better than being a pioneer in resources that are becoming popular .
Therefore, it is a great way to invest in new ways of producing materials.
Instagram already showed that it is a strong adversary when launching the resource of the Stories in the dispute against Snapchat.
And Facebook has already proven that it will invest more and more in the interaction between users, and the brands that want to stand out on the site will have to battle more and more for that space.
And you, what strategies do you use to keep the public’s interest?