by Rianna M. Hill | rianna@pancakedigitalsolutions.com
What’s in an engagement? While this is often the most commonly discussed metric, it is not always fully understood.
According to Facebook, the objective of an engagement ad is to: ” Reach people more likely to engage with your post.”
But let’s dive a little bit more into what that means and how it works with your business in this series for Facebook Ads Objectives Part 4: Engagement.
What is an Engagement?
An engagement on Facebook is an interaction with a post. This can be a reaction, such as the like, love, care, laugh, cry, and angry.
Interactions also include comments, shares, clicks, and 3+ second video views. These are basically the metics of how Facebook qualifies a user engaging with the post. When posts have more engagement, the software sees that people enjoy the post and is more liekly to place this post on more people’s timeslines.
This is why engagement is an important metric to consider with your social media marketing.
Engagement Ads
The engagement objective for Facebook Ads puts money behind this process, effectively encouraging more engagement on your posts. The posts are placed on the newsfeed of people in your audience who are most likely to take those engagement actions on that post.
When to Use the Engagement Facebook Ads Objective for Your Business
While engagement often is not a Key Performance Indicator (KPI) for marketing, especially on a smaller budget, it is still an important first step in the sales process. Before your customers buy from you, they need to understand what the product is and trust the brand. This is where engagement ads come in.
Using a small part of your budget with the engagement objective will help reach people who have not heard of your brand. This is the cold audience. Engagement will help them learn more about your brand and become part of the warm audience. Additionally, more engagement on your posts provides social proof. This means that other people are interested in your product or service, which helps provide credibility.
On the Table…
For this blog, Facebook Ads Objectives Part 4: Engagement, we look at three parts to Engagment ads.
First, an engagement on Facebook is an action taken by the user on your post such as a click, a reaction, or a comment. Engagement Facebook Ads help encourage more of these actions to be taken. This is outside of simply the people who currently like your page. You use this ad type in your marketing strategy to help create warm audiences and provide some credibility to your brand.
To learn more, join us on Facebook: https://www.facebook.com/groups/marketing4makers