It’s a question we get often.
You want to sell with your Facebook shop, but you don’t want to overwhelm your fans with promotions and product posts. How often should you post on Facebook? And more importantly… what should you post on Facebook?
It’s a problem many Facebook shops have, but the answer isn’t always straightforward. The simplest way to look at it is by answering one question
Why did your fans “like” your page?
What are they expecting? Did they come for entertaining content? Did they become fans just to get discounts? Do your fans care about your business at all? (Hopefully they do, but in some cases your fans may be “fake fans”)
In many cases, it’s a combination of several things. They may like the entertaining content you post (fun articles, quotes, pictures, etc.), but they probably don’t mind seeing a product every one in a while too, especially if you’re giving them a discount or an offer.
If you’re a media company you might post on your Facebook page a dozen times in one day, because that’s what your fans expect and what they want to see from you. If you’re a small boutique store, you might just post once a day (unless you’re really good at digging up content).
The key is to look at your engagement rates.
Let’s say I’m a small boutique with 5,000 fans and I sell through my Facebook shop. I login to Facebook, go to my Insights page and notice that my engagement rates have been really low on my product promotions. I’ve been posted two products each day with one “fun” piece of content at the end of the day. The fun content is getting twice the engagement as the product posts.
I start to worry that I’m over-promoting, so I scale back my product posts to once per day and I keep one piece of fun content each day. My engagement rates for my product posts go up! Now, I start to experiment with other types of content. I post a quote, a picture of some of my customers wearing my clothing, and an article I think my fans would like, spread out over the course of a week. The picture of the customers has a huge engagement rate, so I decide to post at least two of those every week!
See where I’m going with this?
Your Facebook page is a testing ground. A place for you to learn. No two Facebook pages are the same, and it’ll take a bit of practice before you learn what your customers love.
If you’re not sure where to start, you can use the 4-1-1 rule.
Post 4 entertaining or fun pieces of content for every 1 “soft promotion” (like an event or an announcement) and 1 “hard promotion” (product post or Facebook shop link). Then you can adjust based on what you learn from your fans. In some cases, your fans might want to see more hard promotions. That’s great! It means your fans are looking at your Facebook page as a shopping destination rather than just a page for entertainment.
Mention new products and try different types of posts on Facebook, but do it with caution. Your fans have put trust in you to show them things they want to see – it’s your job to give them what they want! A good rule of thumb: Ask yourself if you would want to see what you’re about to post.
How often do you currently post on your Facebook page? Is it effective? Let me know in the comments!