Most of the social platforms have some sort of quality score that is factored into their bidding system. Google calls it a Quality Score, Facebook calls it a Relevance Score and Twitter calls it a Quality Adjusted Bid. Whatever you call it, quality is a crucial metric.
You can increase your quality score for Twitter and Facebook by increasing your post engagement rates. A high quality score helps you get a higher ad impression share for the same budget at a lower cost per engagement. On the flip side, a low quality score gives you a low ad impression share and a high cost per engagement.
How do you increase engagement rates? Promote your best content – your top performers that get the most attention. One of the best ways to increase engagement is to use great images and photos. It’s been reported that the use of images can increase engagement by 120% and increase likes by more than 53%. Keep in mind that people like to see people and real things. Try to use authentic imagery from your institutions rather than stock imagery. Active photos can be more effective than static images, but be sure your images align with your message.
Instagram shared this case study of IDC Herzliya, an international university. They found that using photography that featured the institute, social life, diversity and their American-style graduation ceremony garnered the best click through rates and reduced the cost per clicks by 75%.
Note that it’s important to consider the social channel when picking your images. The same image won’t garner the same engagement on different channels. Consider this case study from Coca-Cola, who posted the same image and content on both platforms. Look at the results:
- Facebook has 3,751 likes & 79 comments
- Instagram has over 35,000 likes & over 350 comments
Remember: Facebook is largely information- and data-driven. Users come to Facebook to find a business’s hours, address and upcoming events. Instagram is about capturing the moment and engaging through images.