Two notifications here show our interactions being a multiple of our reach. Except in rare circumstances, like photo gallery views and super small audiences, you cannot have an engagement rate greater than 100%.
Should you freak out at this bug?
Nah, any more than someone in California losing their mind over a 3.0 earthquake or seeing jaywalking in India.
We seek to have a 10% engagement rate as part of our “Standards of Excellence”. So if 1,000 people see something, we’d want at least 100 interactions to know that the post did well, paid or not.
And if the engagement rate is high, we would consider putting some “boost” dollars behind it, whether to a lookalike audience (top of the funnel), first touch video view audience of 10+ second viewers (mid-funnel), or 28-day site-wide audience (conversion).
Watch your notifications to see what Facebook thinks is doing well– then seek to understand why they think so, whether false alarm or real.
Dennis Yu
Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
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