How to Use Facebook Insights to Improve Your Engagement

Do you have a content strategy for your Facebook Page? Want to know which types of content work best? A deep dive into Facebook Insights helps you identify which content drives people to engage.

In this article I’ll share how to find your best content using Facebook Insights.

Why Use Facebook Insights?
Many people are frustrated about the decline in Facebook reach these days. However, when you dive into your Insights, you’ll receive a bounty of information about how your content is performing. You may even find that your content is resonating better than you originally thought.

Use Facebook Insights to maximize your sharing strategy. This data helps you stay in touch with the content that’s best for your brand, while avoiding the things that don’t work.

You can gather some initial information from your basic page Insights. Then dive deeper into your downloaded Insights to see more detailed data about what content is working for you long-term.

Here’s how to use Facebook Insights to get the information you need.

#1: Review Basic Insights
If you’re seeking your best content, and want a quick and easy way to find it, look at the basic Insights for your Facebook page. To access this data, go to your page and click on Insights at the top.

There are a few key areas to review: Reach, Benchmarks and Engagement.

First, go to the Reach area and take a look at the spikes on the graph, which are the posts with a wide reach. Make a note of them, since these are the ones you’ll want to reshare or replicate.

While Reach is a source of irritation to many people, it’s not a very important stat. The reason it’s so bothersome is that Facebook shows what reach each post gets, and it’s out of your control.

More important than current reach is running experiments to try to improve your engagement. You can then benchmark your results to the previous period to see if your strategy is working.

When you’re ready to do a comparison, search for a specific time period under Reach. That’s the best way to see if your new techniques are making a difference for you.

Remember, posts that get a lot of reach are likely also getting a lot of engagement.

Click on Posts (also under Insights) to check your engagement rate. This is one of the most important stats to monitor.

With basic Insights, you can get a fairly good idea of what articles get the most engagement. However, you’ll only be able to look at your posts from the last 90 days, so it’s not the big picture. Regardless, it’s an easy thing that you can (and should) do regularly.

Scroll down to All Posts Published. Then click on Reach.

Switch your view to Engagement Rate. This measures percentage of how many people interacted with your post, based on the people who saw your post. This way you can compare your posts on a more level playing field.

Engagement rate is a truer measure of your audience’s interest in your content.

Now compare which of your top posts were more engaging.

Click on the posts with the most reach for more details on clicks, likes,comments and shares. Choose the ones with the most engagement to reshare. Also, use that content as a guide for creating similar posts for your page.