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How To Improve Your Engagement Using Facebook Insights

How To Improve Your Engagement Using Facebook Insights

Why Use Facebook Insights?

Many people are getting frustrated with the reach in Facebook advertising these days. When you dive into Facebook Insights there is a ton of information and data on how your content is performing. You may even find that the content you posting is resonating much better than you originally thought.

Advertisers and marketers use Facebook Insights to maximize their sharing strategy. The data from insights helps them to stay in touch with the content that is best for your brand or product, while also avoiding the things that don’t work out. You can gather some initial information from your basic page Insights. To see a more detailed information you can dive deeper into your downloaded Insights to see what content is working for you long-term or short-term. You can them optimize your advertising strategy to get the best results.

Here’s how to use Facebook Insights to increase engagement:

Review Basic Insights

If you are finding your best content and want a easy way to find it, look at the basic Insights for your Facebook page. To access this data you must go to your page and click on Insights at the top. Once here there are a few key areas to review such as: Reach, Benchmarks and Engagement.

First, go over to the Reach area and take a look at the spikes of the graph. This shows which posts have a wide reach.

spikes in reach

To see the basic stats, go to your Facebook page and click on Insights and then on reach. Pay good attention to the spikes to see what content got the most reach. While Reach is a source of irritation to many marketers and advertisers. It is not a very important statistic to observe. The reason is that Facebook shows what reach each post gets, and it’s completely out of your control. More important than the current reach is to run experiments to try to improve your engagement rate. You can then benchmark your results to the previous period to see if your strategy is working or not.

Remember, posts that get a lot of reach are likely also getting a lot of engagement. One of the most important stats to monitor is the Engagement Rate. To see this this click on posts which is also under Insights.

engagement tab in insights

To get an idea of what posts get the most number of likes, comments and shares, go to the Posts tab under Insights. With basic Insights data, you can get a decent idea of what articles are getting the most engagement. You will only be able to look at your posts from the last 90 days. Hence it is not the big picture. Regardless to say, it is an easy thing that you should do regularly.

Scroll down to All Posts Published and click on Reach. Switch over the view to Engagement Rate. This measures the percentage of how many people interacted with your post, based on the number of people who saw your post. This way you are able to compare your posts on a higher level. Engagement rate is a more true or realistic measure of your audience’s interest in your content.

engagement rate in insights menu

Now, compare which of your top posts were more engaging.

posts published in insights

To see which posts got the most visibility click on Reach. Engagement such as: likes, comments and shares are noted in the next column.

Continue to choose the ones with the most engagement to re-share. Use that content as a guide for creating similar posts for your page. When stats show that an article is interesting to your audience then it is a message to re-share it and publish similar types of content but unique content.

Download The Insights Data

To dig a little more deeper into Facebook’s valuable analytics to increase rates of engagement, download your page’s Insights. It is then possible to sort and manipulate the data so you can see the information that’s most important to you. This is mainly relevant if your goal is website clicks, rather than likes, shares and comments, since you can’t get that from basic Insights.

In order to download your data first go to Insights and click on Export. You can also select Post Data and choose a date range. The maximum range you can export data is of 180 days of content or that is 500 posts, whichever number you reach first is applicable. Therefore, if you post several times a day, it is important to keep an eye out on your numbers. Note where you left off and download the data more often to analyse and report.

exporting insights data

When the data is downloaded you will get a large Excel spreadsheet with lots of individual tabs in it. This spreadsheet provides the data you need to study your content and improve future postings. You will want to manily focus on the ‘Lifetime Talking About This’ and ‘Lifetime Post Consumers tabs.’

downloaded insights data spreadsheet

On the ‘Lifetime Talking About This’ tab you will be able to see visible interaction, such as comments,likes and shares. On the other hand, ‘Lifetime Post Consumers’ tab you will see the “invisible” interaction such as link clicks, other general clicks, photo views, video views etc. Do not be discouraged when your posts don’t get a lot of likes, comments and shares. Watch the clicks to know if your audience is there or not and target accordingly.

The next step to analyze this data can be to Incorporate Post Consumption into the Lifetime Talking About This spreadsheet, so all of the relevant data is in one place. This can be done by using relevant excel formulas and functions. Once you incorporate all of your post engagement on the same spreadsheet, it is possible to see an overview of all of your data and sort it in many different ways to suite your way. For example: You can sort by link clicks to see which content drives the most traffic back on to your website.

You can also add notes for your top 50 or 100 engaged posts. You can also mark what type of post it is: image, video, humor, quote, how–to or something is from your website or from a third party for future reference. Look at the data and re share the top articles as you know they got a lot of engagement to begin with. Share the same article at different times during the first week. If the content is evergreen then share it every other week or whenever you wish to on your page on Facebook.

Focus on the Goal

Before you study any other of your Facebook Insights, always begin with determining what your goals are and then rank them in order of importance. Goals include engagement, website clicks and traffic, email, sales etc. When you understand your best content and what moves you toward your goal, it is only then that you can grow faster and go farther. Re share the articles that are driving traffic or take time to find similar content that gets more engagement rates overall.

Image Credits: SocialExaminer, Facebook

Masters (MSc) graduate in Marketing

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