Beyond Page likes: Building an engaged audience on Facebook and Instagram

As Meta technologies continue to evolve, so do the strategies for building a meaningful and engaged audience. For governments, politicians, advocacy groups and charities, cultivating a supportive community is more important than ever. Whether you're a newly elected official, a campaign just getting started or an established charitable organisation, your Facebook and Instagram followers are often your most committed supporters, amplifying your message and engaging with your work.

Historically, many marketers focused on growing Page followers quickly, often use Page like ads. While this approach can still play a role, the platform's maturity and new advertising tools mean that there are now more effective ways to build a high-quality, engaged audience.

Tip: Advertising is just one way to grow your audience on Facebook. Explore these best practices for growing an engaging audience organically.

Campaign objectives that drive engagement

A secondary action is an outcome of your ad that isn’t the primary campaign goal – such as a user liking your Page or following your Instagram account after donating or signing up for your newsletter. By focusing on high-intent objectives, you can build a more deeply engaged audience. Here are some campaign objectives to consider:

Awareness

• Who it’s for: Candidates running for office, advocacy groups raising awareness, government agencies running PSAs.
• What it does: Shows ads to people likely to recall them, increasing the chance they’ll like your Page or follow your Instagram account over time.
• Learn more about the awareness objective.

Traffic

• Who it’s for: Governments sharing updates, advocacy groups promoting content.
• What it does: Optimises for sending people to your website, app or Messenger. Readers who value your content may follow you on Facebook or Instagram to stay updated.
• Learn more about the traffic objective.

Conversions

• Who it's for: Organisations seeking donations, sign-ups or purchases.
• What it does: Drives high-intent actions on your website or app. Supporters who convert are likely to also like your Page or follow you on Instagram.
• Learn more about the Conversions objective. Also, consider exploring how to get started with a fundraising programme on Facebook and Instagram.

Lead generation

• Who it's for: Groups building email lists for ongoing communications
• What it does: Lets users fill in a contact form within Facebook or Instagram. High-intent leads may also like your Page or follow you on Instagram.
• Learn more about lead ads.

By focusing on high-intent objectives and leveraging both paid and organic strategies, you’ll cultivate a more engaged, supportive community.