A lack of engagement on Facebook can be frustrating, especially when it feels like no matter what you post, no one seems to be paying attention.
The engagement rate of an organic Facebook post, on average, can be anywhere from 2.58% down to a measly 1.52%. In simple math terms, if you have 1K fans, only 20 or so might be seeing your school’s content, and even fewer could engage with it…
The problem often starts with two major factors: the Facebook algorithm and your content. The algorithm is complex and considers factors like the time you post, the type of content (video, photo, text), and the makeup of your fanbase. Without regular, quality content, it’s difficult to build up the authority needed to break through.
If your posts don’t capture your audience’s interest, they won’t engage with them. Once engagement drops, Facebook’s algorithm is less likely to show your posts to followers, which leads to even fewer interactions. Over time, your school’s page loses visibility and authority.
Then again, the content itself might not be engaging or consistent enough to draw attention from the third of Facebook users who are between 25 and 34 years old. Plain text, infrequent updates, or posts that lack visual appeal are all signals to Facebook that your page isn’t worth promoting.
This creates a cycle that’s hard to escape from. Facebook is one of the most used online platforms, yet creating good content takes time and planning. So, how can your school improve its engagement and work with the algorithm rather than against it?
Let’s explore some specific reasons why your school’s Facebook posts might not be getting the attention they deserve and what you can do about it.
1. Your posts don't have images or videos.
Visual content is essential for getting people to pause and engage with your posts. It’s not enough to rely on text-based updates because Facebook’s algorithm prioritizes content with photos and videos. Posts with images generate 650% more engagement than text-only posts. That’s a significant difference, especially for schools that rely on social media to share updates, events, and accomplishments.
Including images or videos doesn’t mean always having professional, polished visuals. A simple, clear photo of a school event, student achievements, or even behind-the-scenes moments can make a big impact.
If adding a video, make sure it’s relevant to your audience. Short videos about campus life or even a teacher introducing a new project can grab attention. For each post you create, think about what type of visual could support it.
If a post feels too plain, it’s probably missing a visual element that could bring it to life. Videos tend to get more engagement on Facebook than other types of posts—they’re actually consumers' favorite type of brand content on social media. Video gets:
- More clicks: Live video dominates on Facebook, seeing 3x more post interactions than other types of posts.
- More engagement: Videos uploaded directly to Facebook get 478% more shares compared to video ads from other sources.
- Real-time engagement: Facebook Live videos encourage real-time engagement through comments, reactions, and shares.
Here’s an example: Providence Christian Academy posts an 11-second video of its seniors at a curtain call and gets 60+ likes and more than 1.8K views! No fancy production, no edits, just positive vibes that lead to higher post engagement on Facebook.
2. Your posts are inconsistent.
Consistency is a key factor in building engagement on Facebook. Posting randomly or too infrequently can hurt your reach. When your posts don’t appear regularly, your audience might forget about your page, and the algorithm won’t favor your content. Posting too much can also be a problem, as it may overwhelm your audience or bury your last post and lead to lower engagement.
Strive for a balance by posting daily, but no more than twice a day. This schedule keeps your audience engaged without overloading them with content. Planning and scheduling your posts can help maintain consistency. Set aside time each week to schedule content during times when your audience is most likely to be online—think mornings, afternoons, and evenings when families aren’t busy with work or school.
3. Your school's Facebook content doesn't follow the 4-1-1 rule.
The 4-1-1 rule is a simple yet effective way to structure your social media content. For every four posts that are fun, informative, or engaging, you can share one soft promotional post and one hard sell. This approach ensures that your page isn’t overly focused on selling or promoting, which can turn people away.
Post photos from school events, student achievements, or interesting facts about your programs, along with occasional promotions like fundraisers or open houses. For example, you might share four posts about everyday moments at school—like a school play, sports event, or classroom activity—and follow them up with one post about an upcoming event.
It's not a huge surprise that fun and cute photos from a school activity perform better than a BOE meeting reminder...Keeping your posts fun and informative will build engagement and trust with your audience, making it more likely that they’ll interact with the occasional promotional content.
Pro Tip: If you're looking to post content, dig through your news, blogs, and other social media platforms. Not everything you post on Facebook has to be recent; it just has to be relevant.
4. You’re not using Facebook’s interactive features
Facebook has several interactive features and "extras" that can boost engagement, but many schools aren’t taking full advantage of them. Features like polls, check-ins, and stories allow for quick, engaging interactions. Polls can be used to gather feedback from families or let students vote on their favorite school activities.
Reels and Stories are another tool that can increase visibility. Meta is now showing Instagram Reels on Facebook, and schools can now use this crossover content to share behind-the-scenes moments, quick updates, or reminders about upcoming events. These features make your content more interactive and help break through the noise of regular posts.
Using these tools in your Facebook strategy will make your page feel more dynamic and engaging, giving your followers more ways to interact with your content.
5. Your posts aren’t focused on building community.
One of the most important reasons schools are on Facebook is to build a sense of community among families, students, and staff—in other words, social networking. Posts that only promote events or school programs don’t create a sense of connection. Families want to feel involved and included in the school’s culture, not like they’re constantly being marketed to.
Instead of only sharing announcements or promotions, focus on content that brings people together. Facebook is particularly useful for creating pages, groups, and events, which help increase attendance at school functions by notifying followers and allowing them to RSVP directly on Facebook.
Creating posts that encourage participation and make followers feel like they’re part of a larger school community can increase engagement and strengthen relationships with your audience.
6. You're not investing dollars into social media ads.
Organic reach on Facebook has declined, making it harder for posts to get seen without some help. To boost visibility, consider running Facebook ads for your school. Boosting posts or creating ads allows you to target audiences, such as local demographics, prospective students, or families with children in a certain age range, which can lead to more engagement.
Even a small budget can go a long way in social media marketing. For example, promoting a post about an upcoming school event can increase attendance and generate more likes, comments, and shares. Paid advertising also helps grow your follower base by reaching people who may not have heard of your school before.
If you haven’t used Facebook ads before, start small. Try boosting a few of your best-performing posts to reach a wider audience. You can track the success of each ad to see how many people saw your post, clicked on it, or engaged with it. Over time, you’ll get a better idea of which types of content perform best and which audiences are most likely to interact with your school’s page.
7. No one sees your content, so no one "likes" it.
Low engagement leads to even lower visibility. Facebook’s algorithm prioritizes posts that already have high engagement, so if your content isn’t getting likes, comments, or shares, it becomes less visible in your followers' feeds. Even if your school is doing great on social media, it won’t matter if no one knows where to find you.
To build a stronger presence, add a social media feed to your website. Tools like Finalsite Feeds allow you to showcase recent posts from multiple social platforms on your website, showing visitors that your school is engaged and active. The more visible your social media profiles are, the easier it is for current families, prospective families, and community members to connect, follow, and like.
8. You beg for likes, comments, and shares.
At one point, asking followers to like, comment, or share posts was considered a good practice for boosting engagement. However, Facebook now views these types of requests as inauthentic and can penalize your posts by lowering their visibility. Asking directly for likes or shares can come across as pushy, or "cringy," and it doesn’t encourage meaningful interactions.
Instead, focus on creating content that naturally encourages engagement. Posts that ask thought-provoking questions, share interesting stories, or highlight student achievements are more likely to spark comments and shares without needing to ask. For example, posting a fun trivia question about your school’s history or sharing a touching story about a student’s accomplishments can invite comments without sounding forced.
Let the content speak for itself, and your audience will be more inclined to engage.
Key Takeaway
By understanding what’s holding your posts back, you can start making changes that lead to better results. Focus on creating consistent, visually appealing content, take advantage of Facebook’s interactive features, and make sure you're giving your audience more reasons to interact with your posts. Start small, measure your progress, and soon, you’ll see the positive impact these adjustments can have on your school’s online presence!
ABOUT THE AUTHOR
As the Social Media and Content Specialist, Hailey oversees Finalsite's social media accounts and helps grow its online community. Following her time at the University of Kansas, where she took up rowing, Hailey is a fitness enthusiast who enjoys playing soccer and running.