I have managed a host of Facebook pages large and small throughout the years, watching their growth patterns and understanding how it all works. Despite the ever-changing algorithms, one thing I have noticed is that it often seems as though once a page gets to over ten thousand follows, its growth continues more rapidly than ever before — yet, getting to that sweet spot number is just one of the many hurdles to overcome with social media management, especially with Facebook, and we usually aren’t doing ourselves any favors getting to that point faster without at least trying to understand why social media works this way.

That said, pages big and small are faced with the increasingly challenging task of creating engaging content–it’s just that larger pages have a little bit of an advantage as compared to pages with smaller audiences. No matter where you fall in this category, if you often find yourself wondering why your great content isn’t getting enough –if any– interactions, maybe it’s time to brush up on your “understanding social media” game.

Let’s start at the beginning with algorithms. Algorithms usually work in two ways: good keywording (for bringing in new users) and retention rates — think of people stopping to look at and interact with your post or just scrolling right past — (for showing your content to more users).

Now, exactly what both of those things mean is different across each individual social platform, but it all boils down to about the same thing. AI “tests” your content as soon as it’s posted by showing it to a few people and then it analyzes the interaction rate shortly after. From there, your content is “scored” and the AI decides based on your initial engagement who else (if anyone) it’s going to show it to. That means if you don’t have engaging content or an engaged audience, you can totally forget Facebook showing your content (no matter how good it is) to its users organically.

If you’re still scratching your head, I totally understand. It’s a complicated concept to grasp, but think of it this way: if you put up a new post and a considerable portion of your audience interacts with it immediately, Facebook is going to assume that it is a “good” post and more people need to see it — thus making it more visible to others in their newsfeed, starting a domino effect of garnishing even more interactions, shares and so on. This is how, and why, things go viral –and that’s what we are all shooting for.

In even simpler terms, a “good” post is the difference of your content showing up in someone’s newsfeed or not and, ultimately, this is important because your audience can’t interact with your post if they don’t know it exists. This is probably the first and most common problem with low interaction rates.

Obviously, showing up in your audience’s feed by putting in as little amount of effort as possible is the ideal situation, though, getting those “good” posts when you have a small audience really feels like your chances of that happening are about as good as hitting the lottery. That’s why we really have to work not against, but with, algorithms — as fickle and perhaps annoying as they may be. So, with odds never in your favor (after all, Facebook wants you to pay them for ads) how can you do that?

Well, there is no magic answer, but here are my best tips to help you uncover the reason why your content has not been getting interactions on Facebook, and how you can work on improving it.

Your posts aren’t evoking emotions

Whether it’s good, bad or ugly, evoking emotions is essential to increase interaction rates. It’s the difference between posting a caption saying “I like potatoes” (a statement that evokes no emotional response that you would probably just scroll right past) or a caption saying “I like potatoes and you should too or else we can’t be friends” (a statement that evokes a curious, perhaps even angry emotion that makes someone want to at least ask “why?”). Next time you make a post, try to add an open-ended question or statement to the caption to get your audience to engage organically.

You’re posting things unrelated to your niche

I have said it before and I will say it again, nothing will stop your followers from interacting with your content like an unrelated post. For example, I have a Facebook group about Florida’s natural springs — when I post about the springs, I get way more interactions than when I post about anything else beach/Florida related despite that they’re “similar” topics. If your audience is following you for something specific, do not stray from your niche if you value steady interaction rates.

You aren’t sharing your own content

If you aren’t sharing and engaging with your own content, whether it be in related groups, your own page, or just with your friends (and asking them to interact with your posts), what makes you think other people will want to engage with it? You are your own cheerleader here, get out there and show people what they are missing out on by not checking your stuff out.

You aren’t using keywords right

Despite what you may think, Google is not the only site that prioritizes good keywords. When you are posting on Facebook, make sure your captions mention the top keywords that you think other people will be entering in the search bar.

Your audience isn’t big enough (yet)

This seems like an oxymoron, but hear me out. If you and a large page (think a million followers) posted the exact same photo and did nothing more to promote it — who do you think would get more interaction organically? Obviously the bigger page. As depressing as it may sound, sometimes it doesn’t matter how good (or bad) your content is, it’s just not getting reactions because you just aren’t there yet. Keep going, work hard on promoting yourself, and eventually, you will get there.

Want more ways to grow your Facebook group? Click here.