Facebook engagement is the mix of likes, comments, shares, and other interactions that show people are connecting with your content. And when people interact with you, the algorithm does too.
Here’s a roundup of our best tips to increase your Facebook engagement (without overthinking it).
Key Takeaways
- Strong Facebook engagement helps you reach more people and signals to the algorithm that your content is worth showing.
- You can increase engagement by posting high-quality content, asking good questions, using Stories and video, and posting at the right times.
- Video, UGC, and community-focused posts tend to perform especially well across Facebook in 2025.
- Tracking your engagement rate regularly helps you understand what’s working so you can refine your strategy over time.
What does engagement mean on Facebook?
Facebook engagement is simply any action someone takes on your Facebook Page or your posts.
That could be a reaction, a comment, or a share, but can also include quieter actions, like viewing a video, clicking on a link, or saving a post.
Why does Facebook engagement matter?
Facebook engagement matters because it helps your posts reach more people. When someone reacts, comments, or shares, the algorithm takes that as a cue to push your content higher in the feed.
Engagement also helps your content travel beyond your existing followers. A single like or share can surface your post to an entirely new group of people. In short, more engagement = more organic reach.
And at the simplest level, engagement is a good gut check. It shows that your audience cares about what you’re posting. If your engagement is low, it’s a helpful signal to explore new ideas, formats, or directions.
How to increase Facebook engagement: 25 tips that work
You can increase Facebook engagement by posting consistently, sharing high-quality content, using Reels and Stories, and encouraging genuine interaction through comments, questions, and community-building features.
The tips below fit into any Facebook marketing strategy, but especially one focused on engagement. Let’s get into the deets below.
1. Try Reels on Facebook (not just Instagram)
Short-form video isn’t just an Instagram play anymore.
Reels continue to grow across Meta’s platforms, and they’re a major part of that momentum. Users watch 3.5 billion Reels every day across Facebook and Instagram — a clear sign that people are paying attention to this format.
Most short videos you upload to Facebook now publish as Reels by default. That gives your content more chances to be recommended in the feed and discovered by people who don’t follow your Page yet.
And you don’t need to reinvent anything to get started. Repurposing a strong Instagram Reel or TikTok can work well, as long as it feels native to Facebook.
2. Teach, entertain, inform, or inspire
Your Facebook audience is not looking for a sales pitch, and they’re certainly not going to engage with one.
They want to engage with content that will make them smile, make them think, or improve their lives in some way.
H&R Block, for example, doesn’t just post useful tax-filing tips — it also shares relatable memes that keep its audience entertained.
3. Get to know your audience
But here’s the thing: what you find entertaining or inspiring is not always relevant.
When you’re seeking engagement, it’s the wants and needs of your audience that matter.
And it’s tricky to understand what those wants and needs are unless you really understand who your target audience is.
Knowing Facebook tricks and Facebook Page Insights provides a ton of useful demographic information about your audience. Study this information carefully, and look for any unexpected details that could help you create a more meaningful connection with fans.
4. Keep it short
The vast majority of people use Facebook on their mobile devices — we’re talking a whopping 98.3% of users.
Keep your post short and sweet to capture attention quickly and entice Facebook users to stop scrolling and engage. Skincare company Glossier let the photos do the talking in this post. Their winning formula? 1-2 sentences with a bunch of tagged products, like in the example below.
Keep your post short and sweet to capture attention quickly and entice Facebook users to stop scrolling and engage.
5. Focus on quality
With people moving down their feed quickly, there’s no time for sub-par graphics, videos, or text.
If you’re running out of original content to post, content curation can be a great way to share quality, informative content that gets your audience excited.
Pantone mixes things up by sharing colorful photography from shutterbugs every so often.
Quality doesn’t have to be complicated or expensive. In fact, Facebook recommends keeping things simple with a consistent color scheme and recognizable images.
6. Be relatable and human
Whether it’s sharing some behind-the-scenes content, presenting some honest and vulnerable emotions, standing up for your values, or sharing a relatable meme, audiences are hungry for messaging that’s authentic.
For example, the UEFA football organization doesn’t just post about the excitement of the game or hot pics of soccer players: it celebrates the real volunteers working outside of the spotlight to help make their tournaments happen.
Don’t be afraid to get a little intimate or raw with your content — in some cases, being overly polished can actually feel cold.
7. Share user-generated content (UGC)
User-generated content, or UGC, is any social content — text, videos, images, reviews, etc. — created by people rather than brands.
It’s one of the best ways to show a little love to your audience and encourage other users to create content that you might re-share in the future. Plus, UGC posts reliably earn high engagement.
If you’ve already got an active audience tagging you in posts (lucky!), just start re-sharing — with credit, of course.
However, if you’re still building your audience, consider hiring a UGC creator to make content for you, as seen in this ASOS post below.
8. Use (great) images
Facebook posts that include a photo see higher-than-average engagement rates. Simple shots work well.
In fact, Facebook advises users that “pictures can make your business appear friendlier. You don’t need professional or stock photos for your posts. Original photos and ones you take with your phone can feel more personal and relatable.”
Candle brand Paddywax posts a mix of product shots and lifestyle shots, but everything is well-lit, well-framed and visually striking.
You don’t need a fancy camera or photography equipment — your mobile phone is all you need to get started. This guide to taking better Instagram photos has tips that are just as applicable to Facebook.
If you’re not confident in your photography skills or you’d simply like to use photos taken by professionals, stock photography is a great option.
9. Make a video or broadcast live
Video content sees even higher post engagement than photo posts. Like photography, videography can be simple and inexpensive, and you can get started using your mobile phone.
Even a short, atmospheric video like this one from Vessi can catch the eye of a rampant scroller.
Facebook Live videos see the highest engagement of all, so incorporate a real-team broadcast (ideally with dogs involved, like this Helping Hounds Dog Rescue example) into your social strategy every once in a while.
Keep in mind that vertical video gives you the most screen real estate on mobile devices.
Importantly, Facebook’s algorithm prioritizes native videos, so you’ll get the best results when you upload your vids directly to the site, instead of sharing a link.
10. Ask a question
Asking a thoughtful question is an easy way to spark a busy comments section. A few simple prompts you can try:
- How do you [complete this action]?
- Why do you [like this event or brand]?
- Do you agree with [a notable statement, event, person, etc.]?
- What’s your favorite [fill in the blank]?
Burger King, for example, asked fans to pick their fav deal to start the new year. (Chicken fries and a Junior Whopper? Dare to dream!)
You could also ask fans for information about what type of content they want to see from you. Then, give them what they ask for. This targeted content will inspire even higher engagement.
#1 for Facebook marketing
Schedule posts, answer messages, and manage ads from one place. Then, show off your results in beautiful reports. It’s so easy.
11. Respond to fans
If someone takes the time to comment on your post, try to reply. People want to feel seen, and if they’re engaging with your content, they’re hoping you’ll engage back.
It helps to have someone on your team keeping an eye on comments so nothing slips through. Sometimes a quick “thanks for sharing” is enough. Other times, a question might need a proper customer support follow-up.
In those cases, point them to the right place or loop in the right person. Brands like ModCloth do this really well.
12. Test and measure everything
It’s easy to make assumptions about what your audience wants, but testing removes the guesswork.
Luckily, Facebook gives you plenty of opportunities to see what your fans respond to (and what they don’t). You can check your audience demographics, review your engagement trends, and see how well your posts perform.
For example, the data often says video performs best, but that might not be the case for your brand. Maybe your audience prefers quick photo posts, or maybe they love 360-degree videos. You won’t know until you try.
Regular testing helps you optimize your content and understand which formats actually resonate. It’s so important that we even created a whole guide on how to do it right.
Social media analytics is such an important part of the testing process. After all, if you’re not measuring how those tests are going, it’s impossible to know what’s actually working.
13. Post consistently and at the right times
Because the Facebook News Feed is algorithm-driven, your audience won’t always see your content right when you post it.
Timing still matters, though. Facebook itself says that you’re more likely to see engagement if you post when your fans are online.
To figure out the best times for your audience, check your Facebook Insights:
- From your Facebook Page, click Insights at the top of the screen
- In the left column, click Posts
Click When Your Fans Are Online
These times are shown in your local time zone. If your audience seems active in the middle of the night, they’re likely in a different region. You can confirm this under People, where Facebook shows you where your followers are located.
Of course, that doesn’t mean you need to get up in the middle of the night to post on Facebook. This is a great reason to schedule Facebook posts using a social media management tool.
More than anything, consistency is what matters. Posting regularly helps your audience know when to expect new content. Testing can help you fine-tune your cadence, but most social media experts recommend aiming for at least two to three posts per week.
14. Drive traffic from other sources
People who are already interacting with you on other channels are a great source of potential engagement. Make sure they know where to find you on Facebook.
Try adding a link to your Page on other social networks. Link to Facebook from your website and email signature — many companies (like The Cut) do this at the bottom of their website, or on their “About” page.
Include a Facebook plugin on your blog to highlight your latest posts, or embed a Facebook post directly in a blog post.
Don’t forget about offline materials. Include your Facebook Page URL on your business cards, posters at events and packing slips.
15. Get active in Facebook groups
Creating a Facebook group is a great way to get fans involved and engaged. More than 1.8 billion people use Facebook groups. And those meaningful interactions in groups can create brand loyalty and lead to increased engagement on your Facebook Page.
Mixed Makeup has a private group for fans to share skincare tips and ask beauty questions — with over 64,000 members, it’s a great example of community building.
Joining other relevant Facebook groups is also a great way to connect with fellow entrepreneurs and thought leaders in your industry.
16. Use Facebook Stories
Facebook Stories sit right at the top of the News Feed, which is prime real estate. And with 500 million people using Stories every day, it’s an easy way to get more eyes on your content.
Stories are also a great place to be more casual. You can post as often as you want without crowding anyone’s feed, and the expectations are lower when it comes to polish. This makes it easier to share moments that feel personal, real, and even spontaneous.
Source: 20×200
That stronger connection builds a desire to see more of your content, making followers more likely to check out—and engage with—the content posted on your Page.
17. Add a call-to-action button
Adding a simple call-to-action button can make a huge difference in page engagement by giving people a clear next step once they land on your Page. It’s an easy way to turn interest into action.
EyeBuyDirect does this well with a simple Shop Now button that sends people straight to its latest frames.
Your CTA button can prompt people to:
- Book an appointment
- Contact you (including through Messenger)
- Watch a video
- Visit your website
- Shop your products or view your offers
- Download your app or try your game
- Join your Facebook Group
It’s a small but mighty addition that can make your Page much more useful.
18. Get verified
People want to know who they’re talking to online. This applies to brands, too. A verified badge shows visitors that you’re the real deal, and they can feel safe engaging with your posts.
We can trust that anything this Showtime account, for example, is coming directly from the network.
After all, no one wants to be the one to like or share a post from a fake Page misrepresenting a brand.
19. Avoid engagement bait
When you’re trying to boost likes or shares, it can be tempting to ask for them directly. Try to skip that urge. Facebook sees this as engagement bait and will downrank your posts if you use it.
Engagement bait is any prompt that asks people to react, comment, or share solely to boost reach, even if the action doesn’t add real value.
To be clear: it’s totally fine to ask real questions or invite genuine feedback. The issue is when you ask for empty actions that don’t require any thought (think: react or comment baiting).
Ultimately, Facebook wants to surface posts that spark authentic conversation. Focusing on original, relevant content will always serve you better than quick-hit tactics.
20. Boost your Facebook posts
Boosting a post is an easy way to reach more people on Facebook. It’s a lightweight form of advertising that helps your content get seen by a wider audience, which can naturally lead to more engagement.
Want more details? Check out our full guide to using the Facebook Boost Post button.
And if you want to take it up a notch, you can always build a full campaign through Facebook ads. Meta’s Ads Manager gives you deeper control over audiences and budgeting, making it easy to scale your strategy.
21. Join a trending conversation
Piggybacking on major events or trending hashtags is a great way to diversify your Facebook content and show that your brand has some range.
Speaking of pigs: even Peppa was getting in on the Wicked movie craze.
22. Get a little help from your friends (or employees, or influencers)
When people share your content, that’s a hint to Facebook that this is the good stuff. Encouraging your team, family, or friends to share your posts with their own network doesn’t just get you in front of their followers: it helps boost you in the newsfeed for everyone.
Some brands use an employee advocacy program like Hootsuite Amplify to accomplish this. Another option for spreading your reach is to team up with ambassadors, influencers or partners — though this would likely be a paid endeavor.
23. Run contests
Surprise! People love free stuff. Giveaways and competitions are a great way to get people excited to engage and follow your Page.
Check out our tips for running a successful Facebook contest here.
That being said, Facebook does have some regulations around contests on its site (and your region or country might, too!), so make sure to familiarize yourself with the rules before you start handing out the grand prizes.
24. Scope out the competition
Keeping an eye on what your nemesis is up to is a way to make sure you’re not left behind or missing out on something that’s working well.
Use Hootsuite Listening to monitor industry Pages or search for industry hashtags or topics is a great way to keep yourself in the loop about what competitors are up to.
25. Repackage successful content
If a post worked well, don’t just pat yourself on the back and call it a day… start brainstorming about how you can repackage that winning content and get a bit more out of it. Who knows: a great post can even spark bigger marketing campaigns.
For instance, if a how-to video is a hit, can you spin a blog post out of that? Or repost a link with a brand-new photo and a compelling question?
Of course, you’ll want to spread those posts out — maybe by a few weeks — so it’s not obvious you’re repeating yourself.
How to calculate your Facebook engagement rate
Use the calculator below to find out your Facebook engagement rate by post.
Note: If you’re calculating your account’s total engagement, include information about all your posts (e.g., total number of posts published, total number of likes, and so on). If you’re calculating the engagement rate of a specific campaign, only include the details of the posts that were part of the campaign.
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If you’re looking for more detailed engagement metrics or you want to calculate different kinds of engagement (like engagement rate by reach or engagement rate by impressions), download our free spreadsheet calculator that will do the math for you.
Or, better yet, start a free 30-day Hootsuite trial to easily track the performance of all your social channels in one place (so you can replicate what works and get more engagement). Hootsuite Analytics collects your stats from Facebook, Instagram, X (Twitter), LinkedIn, and TikTok.
With Hootsuite Analytics, you can also:
- Find out when your audience is online
- Get personalized recommendations for the best times to post for each of your accounts
- Easily view industry benchmarks and see how you compare to competitors
If you prefer manual math (why???), read on for the exact formula:
Your Facebook engagement rate measures the amount of interaction your content earns relative to your followers or reach.
In other words, it shows the percentage of people who saw your post and engaged with it.
Depending on your social media goals, there are a few different ways to get to that number. You can calculate your Instagram engagement rate by impressions, posts, reach, or followers.
At its core, the engagement rate formula is pretty simple. Divide the total number of likes and comments on a post by your follower count (or post impressions, or reach) and then multiply by 100.
Engagement rate = (Interactions / Audience) x 100
FAQ: Facebook engagement
How do enterprises generate ongoing social media content ideas at scale?
Enterprises can scale content ideas by:
- Repurposing high-performing content across platforms
- Inviting user-generated content (UGC)
- Keeping a close eye on trending topics and audience feedback
- Running regular testing (A/B experiments) to see what formats keep working
Tools matter here, too. Hootsuite’s Whiteboard feature gives teams a shared space to brainstorm and turn loose ideas into real content. Pair that with a content calendar and strong analytics (Hootsuite has you covered there, too), and your team will never run out of ideas to work with.
What content ideas work across Instagram, TikTok, LinkedIn, and Facebook?
Cross-platform ideas that work well include:
- Short, value-packed videos (with platform-specific tweaks)
- Behind-the-scenes or “day in the life” content
- Thought leadership or insights (especially for LinkedIn
- Interactive posts (questions, polls, challenges)
- User-generated content/success stories
While the formats differ, the underlying nature of the content — value + authenticity + interaction — remains the same.
What should I post on social media to increase engagement?
Engagement grows when you share content people genuinely want to respond to. For most brands in 2025, that means a mix of short-form vertical video, strong visuals, and community-driven content that encourages people to interact. Reels, for example, have seen the biggest year-over-year growth on Facebook.
What types of content drive the highest social engagement?
Across the board, short-form video tends to perform the best because it’s quick to consume and often reaches people beyond your existing audience.
Visual posts also grab attention, usually more than text-only posts. One exception is LinkedIn, which is a good reminder that every platform has its own engagement patterns.
Broadly speaking, anything that taps into your community (think: customer stories, user-generated content, or simple questions that invite conversation) almost always sparks more interaction than your run-of-the-mill promotional post.
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Manage your Facebook presence alongside your other social media channels using Hootsuite. From a single dashboard, you can schedule posts, share video, engage your audience, and measure the impact of your efforts. Try it free today.
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