Higher post reach or post
engagement, which one is more important? For me, the answer is easy – I would always
go for higher post engagement. Post reach measures how many people saw a specific
post on their news feed. Post engagement measures how many people had a
meaningful interaction with your post, such as likes, comments, or shares. It’s
kind of like the difference between quantity (reach) and quality (engagement). Just
because your post was seen by many people, it doesn’t mean they really looked
at it, or they care about it. I run into many posts on my personal news feed. So
according to Facebook statistics, these posts technically “reached” me, but many
of them I do not care about and I just scroll past them without really looking
at them.
In the early stages of your
Facebook business profile, it is probably good to have high post reach numbers,
because it can give you the initial momentum to build your fan base. But if you
want to build a successful Facebook page, you need to concentrate on the post
engagement numbers. As I mentioned before, engagement means likes, comments,
and shares. When fans like your posts, it means they really payed attention to
what they saw or read. Comments are even better, because they show that the
commenter liked your post enough to spend some of their precious time communicating
with you. And if they share your post that means that they support and stand by
what you posted, they promote you to their friends. What can be a better compliment
for your company, or stronger insurance that they feel connected with you?
So, if you want to build a strong
Facebook page that supports your business and the sale of your products, pay
attention to the Facebook Insights numbers. Look at them often. Analyze which
of your posts have high engagement and which not. Find the connections between your
content and engagement. Try to see if there are certain time periods when people
engage with your post better. Check if there are some target groups that react
to your posts better than the others. In short use this tool to your advantage.
My final advice is to keep an eye
on both post reach and post engagement numbers but focus more on the
engagement. That is the number which helps you build your company, can help increase
sales with costumer trust.
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