Networks show users content they stay with.
Algorithms measure how many people watch to the end, save, share and comment. So:
Post What Is Useful or Fun for People
Often, we fall into the trap of posting only what we want followers to see. Create content that your followers like, but only to the extent that they will gladly share it. Always respond to comments and give them likes. This shows followers that you appreciate their following, and it gives them a sense that there is a real person behind the responses.
Diversify Your Posts
Don't repeat the same type of posts (daily thoughts for a beautiful day or daily product introductions). Try as many different types of posts as possible - posts that encourage comments, contests, free e-book downloads, team events, sales posts. Regularly monitor what worked in the past and retain what works. Use video, image carousels, stories, polls, behind the scenes and customer showcases. In the first seconds of a video say why people should stay; short videos (Reels, TikTok, Shorts) are today the basic format.
Ask a Question
Asking questions is an excellent way to establish a dialogue with followers and the easiest way to get a response to posts. There are several types of questions you can ask. They are presented in the example below.
- Specific question: "Which colour do you like best this season?"
- Yes or no: "Have you tried our new flavour yet?"
- Choice: "Which would you pick as a gift: A or B?"
- Photo: "What do you think of this shop window layout?"
- Experience: "What was your favourite moment with the item?"
- Tip: "What advice would you give a beginner?"
- Event: "Who is coming to our open day?"
Every Post Should Have a Purpose
Before posting content on social media, always ask yourself what you want to achieve with it (high number of likes, shares, comments, clicks, downloads, etc.). Each post should include a call to action phrase. Example: "Save the recipe for later." Do not beg for likes: posts such as "like if ..." or "comment and share to win" are recognized by Meta as engagement bait and their reach is reduced. Before/after example: a bad post is "New in the store! Buy now!", a better one is "3 mistakes when choosing a mattress (save for later)".
Be Persistent
Posting irregularly and hoping that they will garner excitement is not the best tactic. Be persistent and consistent. The social network will recognize this and reward you. Better regular than in bursts. You can schedule posts in advance in Meta's planning tools (for example Meta Business Suite).
Choose the Right Time
Look at when your followers are most active (the network's analytics) and do not look for general schedules.
Be Current
Followers appreciate authenticity and timeliness. Use current photos (team building of your team, a photo of the sunset, etc.), contributed by all team members. Use video content - for better reach, upload it directly to the social network and not just as a link to YouTube. Live streams still work well for presentations and questions.
Frequently asked questions
By location, age and interests, and with your own audiences (a customer list uploaded with consent; site visitors, with consent) and lookalike audiences. In the EU targeting options are limited by privacy rules, so ad quality and data quality matter more.
A lookalike audience is a group of new users who are similar to your existing customers or visitors. Meta creates it from your customer list (uploaded with consent) or visitor data (with consent). It is often a good start for a cold audience, but compare it with broad targeting.
With content that encourages comments, saves and shares (not just likes), posting when your audience is active (according to the network analytics), and a regular posting rhythm.
We advise against it - purchased followers are bots or inactive accounts. They reduce the engagement rate (low ratio of followers to interactions), which harms organic reach. The algorithm prefers authentic interaction with real audience over them.
Retargeting (reaching already-known visitors or buyers) is often cheaper and more effective than reaching new ones. Especially effective for those who abandoned a cart, viewed a product, or visited the website without purchasing.
My name is Anže, I am a certified Magento solution expert and the maker of several award-winning online stores. I am the architect of all Degriz projects.
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