Engagement

What is an Engagement Campaign for?

When you ask Facebook optimise for ‘engagement’ there are various actions that fall under this definition.

One of the most common confusions is that an ‘engagement’ is purely a like or a comment. So when you look at your results, and Facebook tells you that you had 100 engagements but you can only see 3 likes and 1 comment, you think ‘This isn’t right, I’ve had 4 engagements, why is it telling me I had 100?’ 

What counts as an engagement?

  1. Likes and comments (obvious)
  2. Watching your video
  3. Clicking through to your Facebook Page
  4. Clicking the ‘Read More’ to expand the copy and read more of it
  5. Clicking through to your website (if there’s a link)
  6. Clicking to send a message
  7. Saving your post
  8. Sharing it with someone (either publicly or directly to someone’s inbox)
  9. Sharing the ad to your FB/IG Story

Most of these you cannot visibly see as they don’t leave a trail – but Facebook knows that they have happened!

This is why Engagement Campaigns are generally used as part of an ‘awareness’ and Cold Funnel campaign.

Engagement Types

As you can see there are a few options when it comes to telling Facebook what type of engagement you want.

Post Engagement

You are telling Facebook that you want people to engage with the post (the actions listed above)

Page Likes

You are telling Facebook you want more Page Likes. We do not recommend this as a method of growing a page – it is generally very expensive (usually £1+ per page like) and the type of person who likes a page this easily, is not normally a high quality follower. If they like a page very easily, they probably like a lot of other pages too and so you will be fighting against hundreds of other pages to appear on their feed during the times they’re online. It’s mostly a vanity metric and could potentially screw up your page permanently if you have too many low quality likes.

Event Responses

This could be useful for people who are running an event and want people to click to register that they are interested in attending. Each response can be expensive though, and there’s no guarantee they’ll actually attend.

How to use the Engagement Objective as “Cheap Lead Gen”…

Lead Gen ads can be expensive, but this video explains an expert hack of how to strategically turn engagement into leads.