- 04/12/2017


Facebook Post Engagement: The Horror of Waiting For the First Like

You know what a social media manager’s worst nightmare is? Not getting any engagement on the posts he made on a client’s page or account! We’ve all been there.

Those few minutes of despair. Did I make a grammar mistake? Did I forget to add an emoji? Is the timing right? Maybe my audience isn’t online at this hour. Oh, I know that feeling very well.

And since we’re all in this together, I believe that an article that will go through what improvements you can bring to the elements of a post to make it more engaging is useful for anyone that has ever went through the horror of waiting for the first like. 

What is considered Facebook post engagement?

Engagement is considered to be any action that a user takes related to a post he has seen. Likes, shares and comments are the ones we find on Facebook. Not only does engagement reflect your brand’s capacity of capturing attention but also lets you know how many users have seen your content.

Even if today we are focusing more on Facebook engagement, I want you to remember that advertising is also an important tactic. So here’s an article that I recommend to every small business owner and marketer to learn how to launch and optimize their Facebook advertising campaign.

When people engage with a piece of content, their action appears in their timeline making it visible to everyone that follows them, bringing awareness to the brand in question. Engagement also helps you to learn more about your audience. Based on the numbers of engagements your posts get, you can determine the quality of your audience and useful insights about what content they’re interested in.

1. Post Type

When it comes to Facebook posts there are oh-so-many kinds of content you can take advantage of. Let’s see what we can do to improve some of them.

A. Text

It’s a known fact that your text must be an engaging one. D’oh! But how can we make our plain texts even more entertaining? You can use some tricks like asking questions, giving tips and hacks, making contests, and using emojis.

Did you know that using emoticons increases comments by 33%? This infographic by Bit Rebels sums it up quite nicely.


What you need to do: Find original captions; feel the groove of your audience and empathize with your followers; find a tone of voice suitable for your business and be consistent with it.

What you need to avoid: Doing what others do; using the same text over and over again; spam; make like & share contests; use lots of text. (After the fifth line of text Facebook will truncate your post and add a “see more” tag. Don’t make your users click more than they should.)

B. Photo

“Photos receive 53 percent more likes on Facebook than the average post and 84 percent more link clicks.” That’s a stat that should help you decide whether to use or not use photos in your posts. (You should!) Images are a great way to quickly tell powerful stories. And that’s one of the reasons why they get more exposure in the news feed.


What you need to do: Use Facebook post size photos (1,200 x 900 pixels); use real time to your advantage.

What you need to avoid: Stealing photos and not giving credit, this will only bring you negative attention; never post infographics on Facebook – they are usually vertical visuals and Facebook won’t allow that kind of size – hence, you’ll only piss off your followers.

C. Video

Creating highly shareable videos isn’t an easy task, but is sure worth it. One great example of a page that takes advantage of videos is Tasty, BuzzFeed’s Facebook account for foodies. One of their tricks is always using colorful videos and catchy captions. Learn from them, see what they do and then apply to your business.

Taking advantage of the ‘Live’ feature Facebook has is a winner action also. Whether you’re giving a tour of your office or attend a fair, people like seeing real time content from brands they’re following.

What you need to do: Create high quality videos. If you don’t know how, hire someone that can help you or simply use Facebook’s option of creating a video slideshow from photos; try the live feature.

What you need to avoid: Stealing videos or music or not giving credit is a no-no again; posting really long videos; posting videos that hold no interest for your audience.

D. Links

Yes, photos and videos get higher engagement than links. But sometimes, you just have to post one.  Also, too much of a good thing might be bad for you. So, switch to links from time to time.

What you need to do: Make sure your links have a photo thumbnail.

What you need to avoid: Adding too much text. See above why; sharing links that have nothing to do with your business. We know cats are cute, but maybe your audience doesn’t like them.

PS: A recent study by BuddyMedia shows that engagement rates are three times higher for Facebook posts that use full-lengths URL. So, maybe is time to give up on links generated by URL shorteners.

2. Timing

Getting your post at the top of a follower’s newsfeed is a must for engagement. So that means that in order for them to see your posts, they must be on the platform. So, when are the best times to post on Facebook? Of course, that depends on the audience you’re trying to target (including where they’re located), your objectives, and what kind of content you share.

There is no universal answer to this question, but based on some research we did here at SumAll, we found that the best time to post was between 1pm – 4pm. The point is that you don’t want your efforts to not get any attention, so my advice for you is to test. That always works.

For example, the guys from Flipsnack are experimenting with their Facebook posting, like Janina Moza, PR Officer said:

“Our fans and followers are from all over the globe, so it took a little bit of experimenting to find the right times to post on social media. We tried publishing at various hours and we checked the engagement for each post, until we had a formula that worked for us.”

The guys from BuzzSumo have made a complete guide of what you should be posting on Facebook in order to get the results you want.  They have analyzed more than 800 million posts from 2016,  looked at overall engagement, shares, likes and comments separately.

So, we all know that not having any engagement on your work is discouraging but that just means you need to trick your strategy! I really hope this article will help you engage your fans more on a regular basis!

Now it’s your turn! What kind of posts bring you the most engagement? What do you do for users to interact with you?