F-A Enter. Scroll. We’re all so used to the quickness of Facebook scrolling (and trolling) that it’s easy to forget the strategy component of this social platform. It’s not just about likes and friend requests. For many businesses, Facebook is a tried-and-true way of connecting with an audience and converting visitors into potential customers. Sounds way too business-like for Facebook, right? Welcome to the world of social media marketing.

I teamed up with a digital marketing agency to reinvent a client’s Facebook marketing strategy. This client is an international provider for sporting events. Read on to learn more about our process to take our content from words on a page to points of engagement with returning visitors.

PAIN POINT: The company was tired of churning out posts that fell into the dreaded Facebook blackhole. They felt like they were creating great content but that the content wasn’t getting in front of the right set of eyes—and when it was, it wasn’t interactive enough for people to keep coming back for more. The only time engagement and reach was high was after an ad boost, and for 2020, this client wanted to phase out ad boosts on Facebook. Because of these pain points, the client wanted to find a way to measure the performance of their posts so that they could take their Facebook content in that direction for 2020.

GOAL: I worked with the social media brains behind the client’s Facebook presence to measure how well the posts were driving engagement, reach, and impressions. I performed a page audit to look at headlines, length of posts, keyword usage, hashtag usage, and time of post to monitor their impact. My job was to weigh in on the content side of things—trying to isolate what was creating engagement without ad spend.

WHAT WE FOUND: After a lot of data (taking up hundreds of rows on Google sheets!), we discovered some interesting stuff.

1) On average, posts with videos or images had over 50% higher engagement, opposed to posts without videos or images.

2) Everyone loves a good shoutout, and in this client’s case, shoutouts had a major impact on engagement and organic reach. After tracking the analytics for 2 months, we saw a consistent positive correlation between mentions/hashtags and reach and engagement.

3) Quick, direct posts performed better than lengthy ones for this client. We saw more engagements with the posts that contained a 1-2 sentence caption, an emoji or two, and a location or shoutout that was relevant to the event. Although it should have been obvious to us from the getgo, one of our biggest takeaways was that the location feature on Facebook was really helpful to this client. After all, this client is an event provider, so tagging the events’ locations boosted engagement and reach in that specific region.

RESULTS: This project started in June 2019, with an average engagement rate of a little less than 1%. Now, the engagement rate averages 5-7%, and the organic reach has nearly doubled. We’re continuing to track analytics for this client, and my personal goal for the company is to boost that engagement rate by 3-4% over this year.