I write the content for our posts that are published on Facebook. This is because I manage and oversee the website’s strategy and information and review every article written in Einstein Marketer.
I realized (ahead in time) I accepted (ahead of time) post was the reason our Facebook engagement was down; I was the person to take the blame.
I returned to the drawing table and thought about the possibility of a different copy strategy for our posts on Facebook.
The smallest of details could make the most significant impact in digital.
The first thing I looked up was the opponents’ posts click here.
I went through, scrolled over, and looked over (what was as) thousands of posts on marketing and found the exact things their formula for post copy was almost the same as ours!
The analysis I conducted made me confident that writing in a distinct style would distinguish our content from the rest on Facebook and bring our engagement rate back to the level it was before.
Testing and Optimizing Copy for Facebook Engagement
Before taking any action, I considered the readers. Most people didn’t go to Facebook to look up and read our content.
If they had wanted to visit our site directly or conducted a Google search to locate the solution to their problem with marketing.
So, what changes can I make to our blog posts that will encourage readers to like, click or share our posts?
The solution was not an overhaul; in fact, the answer was in
I don’t want to be staring me in the eye throughout the day makes the text instantly more consumable!
People interact with the posts on social media sites for a variety of reasons, but some of the most popular reasons they have (which can be the most important of all engagement measures) are:
To provide helpful content to other people (entertaining and engaging)
To be able to define themselves as other people
To strengthen and nurture relationships
It is fun to watch others interact
I’ve written a whole blog about why people share on social media. Take a look!
With this information of mine, I just altered the formatting of our document from the format of a paragraph of questions, promises, and pain points to bullet points.
What Can You Take Away?
You could learn many things from the dramatic change in the Facebook engagement rate.
The first and foremost is to monitor and analyze every channel. The winning strategies can rapidly turn into loser tactics, mainly when rivals employ identical (or similar) techniques.
The audience gets tired of watching the same thing repeatedly time. It is essential to remain at the top of your game and not let your attention fall.
The third instruction is to review everything you can when you spot an issue. The smallest of steps (that you execute on autopilot) can significantly impact the performance. It is essential not to overlook any aspect followerspro.
In this report on the Facebook percentage of engagement, I only changed the use of bullet points instead of paragraphs (and altered our copy following the formatting edit).
Thirdly, you can try bullet points in your post copy or ad. But, if you’re using bullet points, look at your competition and determine whether they’re using similar things. If they’re not, what could you do to distinguish your advertising?
The issue may not always be in your writing. However, it’s up to you to conduct a thorough review and determine where the problem is and why your customers aren’t engaging.