3 Ways to Measure and Increase Facebook Engagement in 2021

With 2.4 billion active users, Facebook is simply too big for businesses to ignore. These days, it’s not enough to post on Facebook regularly, or set up a few Facebook ads and then forget about them. To truly harness the power of Facebook’s audience to grow your business, you must be focused on engagement. Engaged customers are more likely to spend money on your products or services. Engaging with your customers on Facebook in a proactive, positive way also helps build brand loyalty. 

A major mistake many businesses make is simply guessing about their Facebook engagement. It’s easy to think that occasionally getting comments on your Facebook posts means you’re doing everything you need to. In reality, spending time and money on your Facebook presence is virtually meaningless if you’re not also measuring your engagement and creating a strategy to increase it. Without further ado, here’s how to measure and increase Facebook engagement in 2021:

Make Facebook Insights Your BFF

You can find out your engagement rate on any Facebook post by adding up all the likes, shares, and comments on the post, dividing that number by the number of Facebook followers, and then multiplying by 100. Math give you a bit of a headache? Well luckily, Facebook created a solution called Facebook Insights that does all the math for you.

Facebook Insights is your dashboard within the admin side of Facebook that shows all of your customer and follower insights in one place. It was designed to be intuitive and easy to navigate, even for business owners who are new to the world of customer data analytics. Facebook Insights shows you incredibly useful info, including:

• Post reach (in other words, how wide is your audience for posts and how far are your posts being shared?)
• Engagement by post (Are you getting lots of likes and comments on some posts, while others are a barren wasteland?)
• Audience demographics, including age range and location

Can you see where we’re going with this? By scheduling regular check-ins where you actually sit down and comb through your data, you get to remove a ton of guesswork from your Facebook strategy. You can see which posts get the most engagement and better understand who your Facebook audience really is. 

Set Actionable Goals for Facebook Engagement in 2021

Now that you have a better handle on your Facebook engagement metrics, it’s time to harness this information to fuel growth in 2021. Create specific, measurable goals. Was your average Facebook engagement rate only 2.7% in 2020, compared to the site-wide average of 3.6%?  Boosting your engagement to 3.6% in 2021 is an achievable goal that will have a noticeable impact on your business. With this goal in mind, you can create specific tasks for yourself in the first quarter of 2021, such as:

• Post at least three times a week on Facebook
• Focus on the types of posts that my audience actually likes
• Improve my Facebook customer service experience and message responsiveness, perhaps by outsourcing help from a virtual assistant with great social media skills

Be sure to schedule time each month to check in on your analytics as well as your goals, so you can make adjustments along the way.

Work With the Right Digital Marketing Agency

At Tiny Planet Digital, we know that Facebook engagement is important but it’s only one piece of the puzzle. Contact us today to learn more about how Facebook should fit into your overall digital marketing strategy.