Engagement often seems like an ideal objective for businesses, especially when it comes down to Facebook.
While YouTube is the most visited video streaming platform on the internet, people watch over 100 million hours of video on Facebook.
The question is why influencers, mentors, business coaches, and other professionals fail to drive considerable engagement on Facebook, despite the platform hosting over 2 billion active monthly users?
They either get minimal engagement or they completely fail to get their clients to see their content.
The average engagement rate per post on Facebook is just over 3%. The organic reach is declining as the platform refines what each user sees.
It’s not hard to understand why it’s difficult for a business to put your message in front of the right people.
No matter how good you’re at business coaching or mentoring, it’s difficult to get your presence felt on Facebook when there’s a lot of content competing for attention.
Besides, you don’t have any control over how the platform prioritizes posts based on relevance and engagement.
In this blog, I’ll highlight 11 highly powerful ways and tips to help mentors, business coaches, and influencers dramatically increase the views on their Facebook content.
11 Ways To Get More Views On Facebook
Established in 2004, Facebook is a rapidly evolving social media platform. Emerging features and algorithms make it mandatory for businesses to adapt quickly.
Here are 11 strategies you can use to get more views on Facebook:
1. Tell An Emotional Story
Every business has stories and facts that can be shared on social media.
But what’s easy to remember, a story or a fact?
You need to tell great stories with the right blend of emotions and value.
There are so many Facebook success stories we can share right now to highlight the importance of storytelling.
For example, some of our past clients like Lewis Howes, Gabby Bernstein, Jesse Eker, and Setema Gali are public figures who skyrocket engagement and views on Facebook with powerful storytelling.
Like these influencers and mentors, create content for Facebook videos while focusing on your users’ needs and emotions rather than your services.
There’s a growing demand for content that triggers emotions.
People don’t just visit Facebook for boring news from brands. They are on the platform for emotions and conflicts that they can relate to.
So, apply emotional narrative in your content.
Did you know emotions influence 90% of our purchasing decisions?
It’s critical to connect with your audience at an emotional level through storytelling.
Define what emotion you want to communicate and then create your Facebook stories to support that emotion.
Scientific American made a relevant point here:
“Stories stimulating positive emotions are more widely shared than those eliciting negative feelings, and content that produces greater emotional arousal (making your heart race) is more likely to go viral. This means that content that makes readers or viewers feel a positive emotion like awe or wonder is more likely to take off online than content that makes people feel sad or angry.”
Developing your message by specific writing structures, words, and visual hooks may help you keep your audience emotionally invested.
Here is how to make your posts more interesting and engaging:
Address your audience’s pain points
Appeal to your audience’s basic instincts
Use neuro copywriting tactics
Add some ‘wow’ factor to your posts
Tell exciting, memorable stories
2. Create Shareable Content
What does make a Facebook user share content?
What kind of content do you like to share on Facebook as an individual user?
Every day, countless videos, blogs, and articles are uploaded to the web. And the sad this is, most of these stories die without making an impact. But a few go viral; people just love to share and share and share them again.
How can you create shareable content that makes people stop in their tracks and stay top of mind to them for weeks and months?
When your audience interacts with your content, they should feel the urge to share it.
It could be breaking news, a simple recipe, educational Facebook videos, something irresistibly hilarious or sad.
Whatever you publish should make your audience look good to others when they share it.
Here are some quick tips for creating shareable content on Facebook:
Create emotionally touching stories: when people see something that touches them, they compulsively want to share it with their family and friends.
Validate your audience’s opinion: create content that reinforces the opinions or beliefs your audience holds.
Appeal to your audience’s values: align your values to theirs.
Here's an example of one type of content I like to create for my audience on Facebook and some stats on how well the post worked for that particular audience.
Creating easy memes and graphics for your audience is an easy way to get in front of your ideal target audience more frequently so they get to see what you're all about.
And once you create this type of content make sure to run Facebook ads and use social media advertising to make sure you are always warming up a new audience for your personal brand which leads right into our next step.
3. Amplify Content With Facebook Advertising
It’s not an easy job to have your presence felt on social media platforms like Facebook where the engagement rate is falling.
First, don’t abandon Facebook.
Second, implement strategies to set your posts up for greater engagement.
Facebook advertising is the most powerful strategy to combat organic reach decline. If you have a budget for Facebook advertising, be sure to amplify your best-performing posts.
With the right ad targeting, your content will reach and engage even more people.
Now is the time to use Facebook remarketing audiences and lookalike audiences to get the hottest leads and people to see and engage with your content. It refers to the act of running ads targeted towards people who have already visited your site.
Let’s say you run a coaching business.
Your website visitors take interest in your programs or courses but don’t sign up. Your customers are right on the edge of partnering with you but you’re losing them.
This is where you need Facebook’s tracking pixel to identify visitors who bounced.
It will help you run a targeted advertising campaign based on your clients’ behavior.
For instance, offering a Facebook-exclusive giveaway such as a free coaching session will incentivize your potential customers to complete their purchase.
Facebook also allows you to create a lookalike audience to reach new people who are similar to your existing customers.
⭐ FREE GIVE AWAY ⭐
Are you a business coach with a podcast? Are you looking for a new audience to target on Facebook?
If so, make sure to target ads to this audience!
Remember, our budget may not always allow us to reach an audience with the size of 1 million people. That in itself would cost thousands and thousands of dollars just to maybe reach those people when we don't even know if they are our ideal people.
If you're struggling to get better ad results try creating some audiences that have very specific audience details and that are small with only a few thousand people.
4. Use Captions On Your Videos
Facebook gets over 8 billion average daily video views.
Surprisingly, more than 85% of users watch videos with the sound off. 👈👈 Tweet this stat! 👈👈
For instance, millennial news site Mic which is averaging 150 million monthly Facebook views. 85% of their views are without sound.
If your videos get the message across without needing users to turn the sound on, you’ll stay ahead of competitors who aren’t thinking that way.
The point is most Facebook users still watch videos without sound.
If your audience is unable to understand your video without the sound, you would be less likely to convey your message and miss your opportunity with them.
Understand the context
It’s essential to understand the philosophy of a platform and its users.
Here's what I mean by that.
People go to YouTube to watch and listen to videos.
So, it makes sense to create YouTube videos that are meant to be heard with the sound on, like a movie.
However, this isn’t the case with Facebook users - they may not be interested in watching videos with the sound on.
As the content creator, you have to optimize your videos and put captions on them so that your Facebook audience can know what your videos are all about.
Since every social media platform is different, it isn’t advisable to create one video and post it on YouTube, Instagram, and Facebook. The worst thing you can do is post the same content on every single platform out there.
All you have to do is edit your videos a little to make them more relevant to each social media platform.
Let’s take another example.
When people watch videos on TikTok, they want to watch them with the sound on.
Now, people aren’t likely to use TikTok when they’re at work, at dinner, or in a waiting room. They would probably use Facebook or Instagram. This is why your titles and descriptions are so important.
When uploading your video, use the option to upload an SRT file of your captions. You can also add captions to your existing Facebook videos.
Pro tip: add colorful text overlays to your videos using a video editing tool. It will make your videos more engaging and appealing.5. Create Short, Attention-Grabbing Titles
People perform more than two billion searches on Facebook every day.
Do your posts pop up when your audience looks for information about your business on Facebook?
If not, you need to optimize your posts.
Creating short, attention-grabbing titles is an effective way to make your content more exciting and easily searchable. Just add titles when you upload your videos on the platform. It’s as simple as that.
The function of a title is to quickly and succinctly explain what a video is all about.
Titles show up in the Facebook search results or when someone visits a video link directly. It’s the first thing people will see.
Use these tips to create converting titles:
Make it clear what your video is about
Keep it short and relevant as the titles are clipped after about 30 characters.
Make sure to incorporate important keywords
Is your message aligned to your Facebook audience?
When you create content for a platform, be sure to have your ideal readers, clients, or customers in mind.
The next step is to post what your audience is interested in.
Your audience doesn’t include every Facebook user.
Let’s say you’re a mentor and your business is all about mentoring couples.
Now, there’s hardly any point in creating content that talks to dog lovers or cat haters. You should be offering something that attracts your ideal customers while serving them at the same time.
The #R3MAT Method is about showing the right message to the right audience at the right time with the right expectations.
This is where you would want to watch your people’s moves and know what path they will take and serve them content at each stage of their buyer’s journey.
The more engagement your content receives, the more likely social media platforms are to reward it with reach. The fact highlights the significance of offering the right message to the right audience at the right time (3R).
Regardless of what social media platforms you’re using to achieve your business goals, take advantage of the #R3MAT method.
For example, posting when your followers are most active will instantly increase your chances of getting more views and likes.
First of all, you have to be very clear about the audience or Facebook users you want to target.
Only then you would be able to create the right message based on your audience’s needs.
Data is your best friend when it comes to finding out the best times to post on Facebook or any other social media network.
Analyzing your past post engagement will help you plan your social media calendar weeks or months in advance.
7. Stay On Topic
When creating content for your social media posts, try to stay relevant to both your brand and the topic at hand.
Your audience will likely read your posts or watch your videos to the end only when your topic is clear. Then they will have fewer reasons to leave your posts when the topic guides your content’s flow.
To stay on track with your message or post topic, use a story outline as a framework to guide your content creation process.
If you’re writing a script for a video, use introductory lines to highlight the main points you want to cover.
Before you publish anything on Facebook, read through your posts several times to ensure coherence and relevance.
8. Add An Acceptable CTA and Optimize for Your Goal
If you want to encourage engagement and convert viewers into customers, make sure to have call-to-actions (CTAs) in your Facebook videos.
But here's the kicker...Don’t add a CTA where it doesn’t make sense.
Adding CTA is one of the ways to optimize your content for shareability.
For example, you can tell your viewers to share your video if they find it helpful. It’s all about your message and how you want your audience to react.
Have a goal in mind when creating content and then optimize it for the goal.
While websites display CTAs in the form of buttons, your Facebook videos can have a line at the end calling viewers to take a certain action.
For example, if you want to create a video highlighting how your services solve your audience’s problem, a CTA would tell them what to do next or how to sign up for your services.
Or, you can simply ask your viewers to share their thoughts in the comment section.
Pro Tip: Use a static image with a CTA or a text overlay.
9. Cross-Promote Content Across Relevant Platforms
Sharing content across relevant channels will increase the likelihood of getting more views.
For example, you can embed your social media videos in your blog posts and encourage your readers to watch your videos.
This will not only make your blog posts more valuable but also get you more views on your social media videos.
Consider sharing your content on multiple relevant platforms.
For example, Marie Forleo does it here by sharing her videos from other interviews and places to her target audience across Facebook.
The more places you promote your content, the wider the message will spread. You can also reach out to influencers to share your content with their audience or network.
As mentioned earlier, don’t share the same piece of content everywhere.
You can easily recreate a video for multiple platforms.
If you publish a blog, take a sentence out and tweet it.
Something as simple as a tweet still counts as a valuable piece of content. And if you would like to take it a step further, link to all of your other social media channels by linking the same piece of content on various platforms.
10. Catch Attention In The First 3 Seconds
You have 3 seconds to catch attention before your viewers move on to something else.
More than 60% of people that watch 3 seconds of your video will watch it for at least 10 more seconds.
Let’s take a quick look at the Jordan Peterson video from Lewis Howes as an example.
Lewis was one of our clients for about five years. He got over 30 million views on this video within the first few seconds by using the enticing intro of the bouncing baby and the #R3MAT method -- showing the right message to the right person at the right time.
How can a video like this achieve such a remarkable viewership and shares?
Here is how it worked.
Lewis’s marketing team used social media advertising and Facebook ads to show the right message to the right audience at the right time on the right platform in the way his audience likes to consume content.
If you want to get the same results for your content, know your audience inside and out and give them exactly what they’re looking for or what they need.
Social media users are constantly bombarded with texts, tweets, videos, ads, and a lot more. This makes it a lot harder to catch the viewers’ attention.
Shrinking human attention span means a growing need for instant gratification.
If your video content doesn’t appeal to your audience’s curiosity in 3 seconds or less, they will simply scroll down to find more stories.
11. Create Content With A Specific Audience In Mind
Everything boils down to your audience - who they are, where they’re based, what they think, what they’re looking for, how you can help them, and so on.
If you think a one-size-fits-all content marketing approach will make an impact on your bottom line, think again.
Personalization is key when it comes to driving the interest of your audience.
So, have a specific audience in mind and their needs when creating content.
This is important because all of your ideal people are not looking for the same things at the same time.
They need different types of content that will speak to them at each step of their journey.
If you don’t have an audience in mind, there is no guarantee that you will get more views on Facebook because you don’t even know who needs or wants your content.
Ready to increase your views on Facebook?
Do the following three things today to get instant results:
Offer your people content that they can’t help but view, engage with, and share.
Apply the #R3MAT Method to better serve your audience.
Take advantage of Facebook ads to amplify the reach and frequency of your posts.
The number of businesses using Facebook continues to increase over time. The competition for news feed space is getting fiercer.
While it’s hard to predict the future of organic reach on Facebook, get creative in your Facebook marketing efforts, and deliver the highest quality content to your audience.
If you would like help getting more people to see and engage with your content on social media make sure to click the link below to book a call to see how we can help you.