Article updated on February 4, 2019.
Remember the phrase in high school, “It’s not a popularity contest”? Well, when it comes to marketing your product on social media, it actually is. Brand awareness and loyalty have a strong influence on purchase decisions. In fact, 75% of people have purchased something because they saw it on social. Therefore, getting Facebook likes and engagement correlates to your customer acquisition and retention.
Here’s the kicker—it’s not just about getting likes or “fans” for your Facebook page anymore. You also want to increase engagement on the content you’re posting to that page. Because unfortunately, having someone follow your page doesn’t mean they’ll see all of your posts (or any for that matter).
Getting more likes on your posts actually increases your organic reach on Facebook. Facebook’s “popularity contest” is known as its Edgerank Algorithm. The algorithm looks at various factors, including:
- Affinity score measures how connected someone is to your page—in other words, how often are they interacting with your page and the content you post.
- Edge weight is how popular the specific post is overall (measured off of the aggregate amount of likes, comments, and shares).
- Time decay is based on how old the post is.
As with Google’s search algorithm, the magic equation for getting your content to appear early and often to consumers (or in Facebook’s case, the News Feed) is ultimately an ever-changing secret. But with lots of strategizing and testing, success is possible.
So, how can you beat out the competition in Facebook’s “popularity contest” and get more likes?
Here are 5 tips to get Facebook likes:
1. Create amazing content.
What’s the best way to get likes on Facebook? Create insightful, unique and compelling content that people want to like and share. Simple, right? Of course not. It’s not easy to guess what will resonate with the masses. Nor is it quick.
A good way to get started is by really defining your brand’s social media strategy. What do you stand for? What’s your brand’s personality? By staying true to those principals, you’ll have a solid starting point for creating compelling and amazing content.
For example, take Wayfair. Wayfair consistently posts high quality, bright images of their products in beautifully designed spaces to help get their customers inspired.
2. Engage your audience.
Have you ever been on a date with someone who spent the entire time talking about how great they are? They probably didn’t get a second date. When running your social media, think about behaving as you would on a date. Your goal is to engage your audience. You want them to respond, so start conversations that others will enjoy participating in. Don’t self-promote the entire time.
Engagement is more important than ever on Facebook. One great way to encourage engagement is to ask questions, as Wayfair did with the image above. According to Kissmetrics, “question” posts receive 100% more comments than non-question posts. Ask a trivia question or use a fill-in-the-blank technique. Here’s a list of questions to get you started.
Also, it is imperative that you are responding to any questions on your Facebook page and posts. Not only does it show attentiveness to your customers and that you care about their experience, but it is also widely acknowledged that comments are now the most important engagement measurement in the Facebook algorithm.
3. Show, don’t tell.
Let’s face it – we all have a short attention span. According to Chartbeat, most readers only scroll to about the 50% mark (or the 1,000th pixel) in an article. On social media, it’s even less. After analyzing 800 million Facebook posts, Buzzsumo found that shares with less than 50 characters were more engaging than those that were longer. So, moral of the story, keep those short and sweet.
It is also important that you are including visual content in your Facebook posts. Even with the fancy text abilities available on Facebook, photos and videos are still the most engaging types of content.
As for which is the most engaging–photo or video–Hubspot did their own testing and found that it really depends on the content being presented. This is why A/B testing your own content is an important step in getting Facebook likes and increasing engagement.
4. Experiment with timing and frequency.
As with many things in life, timing is key factor into getting Facebook likes. If your audience is mostly asleep when you post, you’re not going to get good engagement. We found that the most popular time for people to share content to Facebook is on Tuesdays and Wednesdays from 9pm-10pm ET.
Experiment with your posting time to see what gets the most engagement. As for frequency, Buffer discovered that pages with 5 posts per day resulted in highest overall engagement.
But again, it is important to determine what works for your audience. Test out different posting times and frequencies, then check your Facebook Insights to see what is performing best.
5. Pay to play.
So, you’ve followed tips 1-4: Your content is engaging, you have an amazing photo to compliment the post, and you know the exact time to post it. In that case, don’t be afraid to “boost your post.”
Boosting a post incrementally expands your reach which is almost a necessity in the current Facebook climate of declining reach for business pages. Hootsuite explains the benefits of boosting posts and covers the simple steps required to make it happen.
But if are serious about your Facebook strategy and getting more Facebook likes, you should think about a more encompassing paid promotion plan through the extensive ad capabilities available on the platform via Ad Manager. In 2019, this is the best bet for converting fans to customers and retaining them.
To find out more about criteria and regulations for boosting posts, visit Facebook’s Help Page.
By encouraging likes on your page and on your content, you’ll be able to reach more followers. And, in today’s connected economy, more followers equal more customers.
If you’re a brand or have a business and you want to get more Facebook likes, get started by adding the Facebook Follow Button to your website today!
Last modified: February 4th, 2019