Facebook engagement is the action that people takes on your Facebook account. Post engagement indicates that your ads are relevant to your target audience, which helps your ads perform better. When people see ads that are relevant to them, they’re more likely to interact with those ads. This metric lets you measure these interactions and compare them to engagement from other ads or campaigns. It includes all actions that people take involving your ads while they’re running. They also can include actions such as reacting to, commenting on or sharing the ad, claiming an offer, viewing a photo or video, or clicking on a link.
The Interactions on your posts on Facebook include:
• Likes and the rest of the reactions
• Shares
• Comments: both positive or negative
• And even the clicks made by users.
In short, the interaction would be any action that the user performs in relation to your brand or content.
A comment or a like don’t have the same value, just as a post sharing is different than a comment, or a positive interaction differs from a negative one. However, I wouldn’t increase the complexity of the formula as each interaction is already reinforced by its own effect. For example, if someone shares your post on his wall, doing so will attract more interactions from his own followers or friends, so it’ll show the implicit value of this interaction.
There are 3 types of engagements available :
ACTIVE ENGAGEMENT = NUMBER OF LIKES, COMMENTS, AND SHARES (HAVE A VIRAL NATURE)
PASSIVE ENGAGEMENT = NUMBER OF POST CLICKS, LINK CLICKS, VIDEO VIEWS, IMAGE CLICKS (
TOTAL ENGAGEMENT = ACTIVE ENGAGEMENT + PASSIVE ENGAGEMENT
There are simple ways that you can increase Facebook engagement
• Get to know your audience
• Keep your posts short
• Focus on quality, not quantity
• Use good images
• Make a video, or broadcast live
• Ask a question
• Respond to likes
• Post consistently and at right times
• Drive traffic from other sources
• Get active in Facebook groups
• Use Facebook stories
• Get your Page Verified
