Facebook

Engagement

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 Facebook Engagement

Facebook Engagement is one of five ways your fans engage with content:
1. Like it
2. Leave a comment
3. Share it with others
4. Viewing it
5. Click on a link

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 Engagement, Who Cares!?

The more people take action on one of your posts, the more your posts will show up in their
newsfeed!
➢ If you haven’t noticed yet, Facebook page organic reach is super low… which has lead to
required Post Engagement ads for any posts you want to actually reach your Facebook page
fans. I’ll show you how I promote my best posts next!

➢ Mark Zuckerberg's GOAL with the Facebook newsfeed is to create a “perfect personalized
newspaper” for every user.

➢ When your posts are “engaged with”, you become an “thumbs up” in the
Facebook/Instagram algorithm and will appear more often!

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 Post Engagement Ads

To promote your
Facebook Page posts (or
Instagram account posts),
navigate to your Ads
Manager, then click the
CREATE ad button.

On this New Campaign

page, select the
“Engagement” objective
option.

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 On the AD SET level,
select “On your ad” for
the Conversion Location.

In the Engagement Type

dropdown menu, select
“Post Engagement”.

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 Click the “Create
New” option next to
Custom Audiences.
Next, on the Ad Set level, my
favorite audience to target for
the lowest cost per engagement
on Post Engagement ads, are
People who like your Page, via
the Audience section.

This is a warm audience that

knows your brand and
liked/followed your Facebook
page for a reason!

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 Select Custom
Audience.

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 On the “Choose a
Custom Audience
Source” pop-up,
select Facebook
Page.

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 Select your Facebook Page, then select the Event: “People who currently like your Page”

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 As you can see, we
are targeting the
Custom Audience of
people who like our
Facebook Page.

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 Then on the AD level, select
“Use Existing Post” under the
Ad Setup menu.

Then you will be prompted to

either select a post already
published to your Facebook
page OR you can create a
new page post specifically for
this ad only via the “Create
Post” button called an
“Unpublished Post”.

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 Click the “Select
Post” option.

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 Select an existing
post to use for
this ad (i.e. a post
you made in the
past on Facebook
or Instagram).

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 PRO TIP: Ad Placement

Create separate campaigns for

Facebook posts and Instagram
posts using “Manual
Placements” for your ads.

EXAMPLE: If you want to boost

the engagement for your latest
Instagram Story, ONLY select
Instagram Stories under Manual
Placements at the AD SET level
and select your EXISTING
Instagram Story at the AD level.
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 Boost Post

The alternative way to

promote a published post on
your Facebook page is via the
Boost Post button below each
post, or via the Promote
button on your Instagram
account.

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 Boost Post

➢ This is just a simplified version of your Facebook On this Boost Post page, change your GOAL to
Ads Manager (with less options available). “Engagement”. Then select “People who like your Page”
➢ The results of a Boosted Post are the exact same for the AUDIENCE.
as creating a Post Engagement ad via your
Facebook Ads Manager. We ONLY create ads via
the Facebook Ads Manager though for better
tracking and optimization. Try to never use the
Boost Post or Promote button.
➢ The only difference is this “Boost” option is a bit
quicker to create if you are simply boosting the
post to your page’s fans and don’t have any other
specific targeting requirements (which are
available in the robust Ads Manager).

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 Don’t Over Promote!

POST THINGS YOUR FANS WOULD BE PROUD TO SHARE!

➢ 70% of content should add VALUE and build BRAND recognition. EXAMPLE: Your own
meme or quote creation that will get viral shares. Or sharing a relevant blog post you
created on your website. Or even sharing a Facebook LIVE behind the scenes video of your
business.

➢ 20% should be sharing OTHER Facebook page posts, articles, content, YouTube videos,
humor, industry news, hot/trending topics (news, holidays, or Google Trends for today), etc.
that is relevant to your brand. Provide VALUE to your fans!

➢ 10% of your posts should be PROMOTIONAL. Including coupon/discount codes, new items,
sales, etc. EVEN THOUGH IT IS PROMOTIONAL, KEEP THE TEXT / COPY
CONVERSATIONAL!

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 “What good is a Facebook Page now?!”

I hear this statement from clients all to often now, complaining that the organic reach of
Facebooks posts is so much lower (under 10% from my data).
➢ Don’t let the naysayers bring you down! Facebook is still the most targeted method of
marketing available to us today!

➢ We use Facebook Post Engagement ad campaigns for an initial viral boost when we first
create a page post. This will get your fans to engage with and share your content and lead to
higher organic reach once the algorithm sees this INCREASED ENGAGEMENT.

➢ Use Facebook as a Sales Funnel. At the top of the funnel, giveaway useful and valuable
content for free, which will create engagement. Retarget this warm audience with more
great free content which you can capture valuable emails from or just continue to grow
your website traffic that will build your custom audiences via the Facebook Pixel. Finally
close the sale! Retarget these audiences with your promotion/offering!

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 How to Create Engaging Content

So how do you create engaging content? Be personal in your posts!

➢ When you sound like a cheesy infomercial, your fans are going to treat you like one!

➢ Use “I” in your ad copy. Type posts and captions as if you are talking to an old friend!

➢ Share how you really feel about a blog post or photo you are sharing.

➢ Ask questions in your posts. Ignite conversations amongst your fans! Ask for feedback via a
quiz or poll. Get them commenting right away!

➢ Offer fans the opportunity to vote on your next product. Think of engagement
opportunities for everything you post (i.e. algorithm hacking)!

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 Contests
One of my favorite examples of how to create SUPER engaged fans is what the brand
[Link]/Chewy does! Every Friday is #FanFriday and Chewy asks their fans to post a
photo of their pet with a Chewy order shipping box in the photo (a cardboard box with the Chewy
logo on it) and to include the hashtag #ChewyBoxLove in their caption. Since you can search by
hashtags on Facebook, Chewy will search and randomly select winners, repost the fan photos, and
send fans a free prize or discount on their next order… WOW! Not only are they creating 1,000s
of mini-ads for Chewy on their fans personal profiles, but they are also getting their fans to create
the content for them! GENIUS! Steal this idea for your own business!

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 Respond to Fans
In the beginning you may only get a couple likes and shares, but it is CRUCIAL to engage with
these fans! They want to know that there is a responsive human behind this Facebook page that
cares about them!
➢ Thank them for the comment!

➢ Reply with another question for them.

➢ Make them KNOW there is a human that cares about them running this page!

➢ Keep the engaged people engaged and they will be your viral seeds! Once you see a
customer share a post or create content for you (think of the [Link] example), write
their name down as VIP customer. Approach them first with product launches and promos!
They will become your very own Brand Ambassadors marketing for you. Referrals from
friends of friends are the easiest customers you can obtain and ZERO cost to you!

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 A quick way to
check your
Facebook Page’s
fan engagement
is via the “Inbox”
and
“Notifications”
page. Here you
can see who
posted, liked,
commented on,
and shared your
content.

[Link]/
PageUsername/
notifications

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 Respond to Fans

You can also use the Meta Business Suite Inbox for your Facebook page for quickly respond to
comments! Just click the INBOX page, then click the Facebook or Instagram “Comments” option.

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 Creating Engaging Content → Images

A great image will get you a ton of engagement, so make sure

your image (or video thumbnail) is attention grabbing!
➢ I like to design/create posts a month in advance and
schedule them to be posted with an app like [Link]
(free for up to 30 posts)

➢ NOTE: Brand your images with a watermark or domain

name. Think about it, when a fan shares your quote,
meme, product shot, etc… it will forever be connected to
your company/website because of your image branding!

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 @latermedia is a great Facebook page and
Instagram account to follow for engaging
photo inspiration.

Just look at this sample… all are bright

images, with attention grabbing, interest
piquing text!

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 Creating Engaging Content → Videos

My go to content for engaging my client’s users, is video! People are scrolling through their
Facebook and Instagram feed quickly, so you need to grab the users attention even quicker!
For my clients, I see more engagement with videos because the movement captures the users
attention more than a static image does.
➢ Facebook is growing WAY faster than YouTube in its early days as far as total video content
uploaded goes… and the Facebook algorithm seems to be favoring video content!

➢ PRO TIP: Upload videos DIRECTLY to your Facebook page or Facebook ad. The
engagement rate is MUCH higher for uploaded videos than say just posting a YouTube link
on your Facebook page. This is because Facebook favors NATIVE content hosted on their
platform, plus the uploaded video will autoplay as a user scrolls through their newsfeed!

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 [Link]

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 Facebook Insights

Keep testing a variety of content posted on

your Facebook Page and make sure to monitor
what is working for your best performing posts
via the Facebook Insights tab:
Facebook Page → Insights → Posts
When I am creating a new post, I use this data
to see what type of content performs best with
my fans (what content drove the most
engagement), when my fans are online (what
time I should post content again), total user
reach, and much more!

[Link]/PageUsername/insights

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 Native, Unpublished, and Ad Posts

Facebook marketing needs to be the perfect balance of engaging content, lead generation (i.e.
capturing actual emails or building your Facebook Pixel for retargeting), and promotion!
➢ A native post is one you simply post on your Facebook page.

➢ An unpublished ad post is a post you promote via a Facebook Post Engagement ad campaign
that is ONLY seen by your ads target audience.

➢ A published ad post is an EXISTING native post from your Facebook page that you promote
via a Facebook Post Engagement ad campaign.

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 Page Posts
Once you have multiple Facebook pages, managing posts for them can become a pain. So I use
Facebook Business Manager “Page Posts” to manage posts for all my pages!

[Link]

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 Page Posts

➢ First, select your Facebook Page from this dropdown menu that you want to create a post for.

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 Page Posts → Scheduled Posts
➢ Then under the Scheduled Posts page, you can create and schedule posts for your Facebook
page. To keep post content consistent, I will schedule a daily posts for a full 30 days in advance!

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 Page Posts → Published Posts

➢ On the Published Posts page, you

can review past published posts to
see what content had the most
engagement.

➢ I will typically see what posts are

doing well organically in the first
24-48 hours, then promote the
BEST ones with an ad. Like this
example that reached 138 people
organically (without boosting):

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 Clicking “Create Ads” in this
dropdown will open up a new
tab in your browser, taking
you to the Ads Manager page
so you can create a new ad
campaign for this specific
post we selected.

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 Click the “Create” button on
your Ads Manager page.

Select “Engagement” for the

Campaign Objective.

On the AD SET level, select

“Post Engagement” for the
Engagement Type.

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 For this Post Engagement ad
we have selected to target ALL
of our Coursenvy Facebook
The blue highlighted region Page fans in the US:
means we are editing that
level currently (for this -People who like your Page
example, we are editing the Custom Audience
AD SET).
-United States
The top = Objective level
The middle = Ad Set level -Ages 18-65+
The bottom = Ad level
-All genders

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 Finally, on the Ad
level, select the
Post you want to
promote for this
Post Engagement
ad campaign.

Under “Ad Setup”

select “Use
Existing Post”.

Finally, under “Ad

Creative” select
your post.

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 In this “Select
Post” pop-up
menu, select the
post you want to
promote.

You can sort the

posts by type or
search for the post
in the field.

Once selected,
you can publish
your Post
Engagement
campaign.

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 Page Posts → Ads Posts

➢ Now back on the “Page Posts” page, under Ads Posts in the left sidebar… we can view past
and current posts that we are promoting in all our a Facebook Ad Campaigns.

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 Unpublished Ad Post

An Unpublished Ad Post is a post that is not published on your Facebook Page.

Unpublished Ad Posts allow you to promote content to an audience of your choice, without
posting it to your Facebook page.

Unpublished Ad Posts are great for testing content, such as when you want to test out multiple
posts variations/text/headline/images/videos/etc. but you don’t want to post all the variations to
your Facebook Page, flooding your page’s news feed.

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 Publish an Unpublished Ad Post

After testing Unpublished Ad Posts via ads, you can PUBLISH

the best performing posts to your Facebook page.

Just check mark a post on this “Page Posts” page. Click the
“Actions” drop down menu for this Ad Post. Click “Publish”.

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 Create an Unpublished Ad Post

You can also create an

Unpublished Ad Post while
creating your ad campaign.
“Save Unpublished Post”
Under “Ad Creative” at the Ad
This post is for ADS ONLY
level, instead of clicking “Select
and will not appear on your
Post” (which is just a list of your Facebook page… until you
published Facebook Page posts), choose to PUBLISH this
click the “+ Create Post” button post to your Facebook Page
next to the “Select Post” button. as we showed you via
Page Posts → Ads Posts →
Create your post, then click the Actions → Publish
“Save Unpublished Post” button.

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