Facebook has never officially divulged exactly how to gain greater reach — though it did release an ad product, Reach Generator — there are several tactics known to work.  EdgeRank is the algorithm used by Facebook to determine the most screen-worthy content.  Three factors multiplied together, determine your content’s value: affinity, weight and time.  The affinity score is based on how often a fan has engaged with your brand content in the past, including page visits.  Weight, or popularity, is determined by the type and quantity of engagement your post receives (e.g. Likes, comments).  Lastly, time and the decay of your post matters; as your content ages and engagement wanes, it becomes less relevant and therefore less likely to appear in a user’s news feed.

Practice brevity and have a call-to-action. Brief, easily digestible posts make it easier for users to consume and interact.  Keep an eye out for relevant current events and don’t forget to post about holidays if they’re consistent with your brand voice and be clear and blatantly tell your fans to “like,” comment or share your post.   Posts with 80 characters or less garnered 27% more engagement than posts that were more than 80 characters.

Quality content is an important factor to expand Facebook reach.  Photos are the most engaging form of content that brands can post.  Eye-catching and easy-to-consume photos are also weighed more heavily by Facebook when determining EdgeRank.  Employing the words “where,” “when,” “would” and “should” increases engagement.  Have a good variety of content with the right mix of polls, questions, photos, and video will keep people engaged and excited about your brand.  Posts that include “would” consistently yield the greatest interaction because they allow fans to agree through a simple “like” rather than writing a comment.   The bottom line is that Facebook wants people consuming content, so its algorithm rewards the brands that create the coolest content. Post videos and photos, don’t just make it a feed with all links to your articles. Mix it up. Run polls asking people what they think about a specific story or subject. In a sports example, who do they think is the best player at any given position, or anything else that will drive debate and comments.


Daily Facebook engagement has three peaks: early morning (7 a.m. EST), after work (5 p.m. EST) and late at night (11 p.m. EST).  Thursday and Friday have 18% more engagement than other days of the week, suggesting that Facebook is a procrastination tool when people are itching to get out of the office.  Healthcare and beauty brands see the most engagement on Thursday.  Sunday is king for sports brands and teams on Facebook, so increase your volume on these days as well.

Turn on Subscribe feature on your personal Facebook. This will let you share stuff you only want to share with the people who you want to receive it.


Find Facebook Groups related to the subjects you cover. Get involved in the conversations there. Over time they’ll head to your page and then to your website and you’ll build up a readership. Create an interest list that focuses on a topic you want to help gather information about or to make it easy for people to follow other people with similar interests. Example: Reuters Journalists list


Use call-to-action verbs such as Like, Take, Submit, Watch, Post, Check, Comment, Click, Shop, Visit, Become a Fan, Tell us, See, Share, Order, and Take Our Quiz.  Get Creative: Use Gamification of posts: If your city could be any district, it would be ____.   Creatively say thank you to your fans who “liked” a recent post or brand page with a tune that name-checked every single one of them.



Adding a Like Box to your website is a goldmine for engagement. Use a custom tab on your business page to invite visitors to subscribe to your email list.  Learn how to do this in Lesson 12 of FB 102. When you send out your email newsletter, most providers offer the ability to add sharing buttons inside the newsletter.  Studies show you get 150%  more engagement when you use sharing buttons in your email marketing. Most email marketing providers (Constant Contact, MailChimp, Aweber) also offer the ability to automatically post to your social networks about your latest email newsletter. Add a Facebook Like box to your website. There exist many apps in Facebook that easily connect with the user’s account.  You can use these apps as actions or verbs for sharing your content.


Contests asking for submissions or votes via comments, “liking” or other Facebook UI functions are prohibited.  You as a brand are responsible for the lawful operation of that promotion, including official rules, terms and eligibility requirements.  Contests or giveaways must be administered within Apps on — on a Canvas Page or a Page App.  Your Page must acknowledge that the promotion is not sponsored, endorsed, administered by or associated with Facebook.  You cannot notify contest winners through Facebook (wall post, message, chat, etc.).  There are several third-party providers that give brand page Facebook guidelines for promotions legally, and most have free trials. A few prominent ones are WildfireOfferpop, and Buddy Media.

  1. Invite the other Facebook page owners to participate and give away a free product.
  2. Record a brief video.
  3. Post the video on Facebook & your website.
  4. Email the participants with the video link so they can post the video on their website & social networks.

If you decide to give away a prize, make it applicable to your business and one that doesn’t hurt your profit margin.  Integrate your blog/website into the Facebook contest.  Make winning the contest contingent upon sharing.  Limit the contest to a relatively short time period to keep people interested (One-week standard).  Keep fans and readers updated as to the status of the contest.  Don’ forget to make your contest visual.  Or run the photo-of-the-month contest from visitors.


Facebook Ads allow you to specifically target your fans’ friends and leverage their relationships.  Facebook Ads are not just a way to reach your fans’ friends, but also your competitor’s fans, and your own fans.  If it’s not clear and obvious who and what the ad is promoting, then consumers will be less likely to recall the ad and the brand.  It’s also important to have some sort of reward or “payoff,” as ads with a reward tend to be more influential over purchasing decisions.  Also, try to have the creative in the ad have one focal point.  Dig into Facebook Insights and turn the most engaging content into a social ad. Your content and ads are one and the same.  Different ads include:

Start with a visually compelling Facebook Timeline cover and a professional headshot of your founder.  Use colorful, attention-grabbing images in your ads.  Be prepared to resize your images.  Include a call-to-action in your ad that sends people to your website.  Send them to a page that allows them to purchase online or talk to someone who can answer their questions immediately. Make a limited-time offer.  Offer details of what buyers will get: Bradley offered details of his workshop and described it as “the best value around”.  Experiment with different ad types to see which offers the highest ROI.  Bradley used both page promotion ads and post promotion ads, which yielded different results. The page promotion.

  1. To budget $5 a day for a Facebook ad, you need to use the Ad Manager and create an ad to get higher post engagement.  Select the option to continue to run the ad for your next posts.  Facebook tweaks this option often, so if it’s not available, just boost the post for that day from the post itself.
  2. Plan your weekly posts and identify which posts you’ll want to boost for a larger budget.  These can be client success stories, sales, but should all have some call-to-action.

Try out a few ad types before you get that “home run” and that generates major ROI: Who your most engaged fans are. Target that demographic. What cities are the most engaged? Target those cities and others with similar demographics. Analyze your ad results to narrow your ad targeting to those Facebook users who are engaging with your ads. Set a goal of driving traffic to the website and increasing sales.




  • This advice is useful for increasing Facebook fan engagement on our pages. However, things have changed a lot over the last couple of years. Basically, you now have to pay to play. IF you are not paying to boost your posts the only people that will see them are people who have opted to receive notifications from your page. Facebook, in turn, has made that option even harder for the average person.

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