Work out your reach rate and both engagement rates from page insights, then test seven tactics that help guests share your posts and check dates.
Your Facebook engagement rate shows how many reactions, comments and shares a post got compared with your followers or the people it reached. It doesn’t show whether anyone booked. To judge a post, start with the job you gave it, then read reach, engagement and bookings as separate numbers.
If you handle Facebook marketing for a small business, your album might reach 87 people. A past guest shares it, someone asks whether the tour suits children and another person clicks through to check dates. A post that helps a family decide whether to book has a different job from one that introduces your experience to people who’ve never heard of it.
How to calculate reach and Facebook post engagement
Say a Sunshine Coast tour operator has 2,000 Facebook followers. An organic post reaches 87 people and gets five reactions, three comments and one share.
Count reactions, comments and shares for this calculation, as Socialinsider does. Track link clicks and messages separately. The reach-based engagement rate compares the number of interactions with the number of people reached. One person can interact more than once.
What is a good engagement rate on Facebook?
Socialinsider’s 2025 content study analysed 7,556 travel-brand posts across Facebook and Instagram. The average Facebook engagement rate by followers for travel tips and guides fell from 0.17% to 0.11% during the period studied. Those figures describe one type of post in the sample. A good Facebook engagement rate for your page depends on what you post and what you want people to do. For a Queensland accommodation, tour, attraction, food and drink or hire business, your own results are a better starting point for deciding what to try next.
A separate Socialinsider reach study reported a 4.35% Facebook reach rate for brand pages with 1,000 to 5,000 followers. That figure describes how many people a post reached relative to the page’s follower count. Engagement measures what people did with the post.
How to increase Facebook engagement: 7 tactics to try
Use these Facebook engagement tips to test one change at a time. Start with the posts you already publish so you have something to compare against.
1. Compare posts that had the same job
Pull a handful of recent organic posts from your page insights before changing what you publish. Mark what each one was meant to do: introduce the experience, answer a guest question or get people to check availability. Compare posts after a similar amount of time and keep boosted posts in a separate group. A school-holiday availability post is more useful to compare with another booking post from a similar period than with a photo of a sunset.
2. Use a photo album to walk guests through the experience
Put the photos in the order a visitor would experience them. A farm attraction could show where to park, what families do first and where they can stop for lunch. A bike hire operator could show collection, the equipment included and the return point. Use the captions to answer practical questions guests might otherwise need to message you about.
3. Test a Reel when video helps someone decide
Show the walk from the car park to the meeting point, how a kayak hire handover works or what the view looks like from a particular cabin. Pick one question the video can answer. Compare it with a photo post on a similar topic before you decide which format to use again.
4. Turn comments into answers other guests can use
If someone asks whether a guided walk suits younger children, give the details that help a parent decide, such as distance, terrain and any minimum age. If the question involves private booking details, continue by message. Save recurring questions for future posts or your booking page.
5. Publish updates visitors can act on
Use a short text post when the update matters more than the photo. A cellar door could explain its holiday opening hours and whether tastings need a booking. An accommodation provider could explain how late arrivals check in. Put the date or booking condition near the top and link to the page guests should check for current details.
6. Give guests a useful reason to share
Think about what someone planning a Queensland weekend would send to the person they’re travelling with. A tour operator and a nearby café could put together a half-day itinerary with realistic timings, where to park and what needs booking. Confirm details with the other operator before sharing it, especially if hours vary by day.
7. Make the next booking step clear
When the post is about availability, send people to the relevant room, tour or session page. “Check Saturday’s departure times” is clearer than “Learn more”. For an enquiry-led business, say what details to send, such as dates, group size or the type of equipment they need.
Measure what happened after someone clicked
Facebook post engagement tells you how people interacted on Facebook. To see what happened after they clicked, use website or booking data. If you use Google Analytics, add campaign tags to your Facebook linkso you can identify visits from that campaign. If checkout happens on a separate booking provider’s domain, check whether it supports cross-domain measurement and whether a completed booking is recorded. With a tagged link, you can see where a visit came from. Booking attribution depends on how the checkout is tracked.
If you can only measure clicks or enquiries, record those as clicks or enquiries. You can also ask guests how they heard about you and note their answers alongside the figures. That can help when someone sees a Facebook post and later books by phone or through a different channel.
Frequently Asked Questions
What is the average engagement rate on Facebook?
Socialinsider’s 2025 study found travel tips and guides averaged 0.11% engagement by followers on Facebook by the end of the period studied. Socialinsider worked it out by dividing interactions by followers. Your own past posts with the same job are a more useful comparison for your page.
What is Facebook engagement rate by reach?
Facebook engagement rate by reach is the number of reactions, comments and shares on a post, divided by the people who saw it and multiplied by 100. Because one person can react, comment and share, a single viewer can add more than one interaction to the count.
How do I track bookings from a Facebook post?
Tag the link in your post with Google Analytics campaign parameters before you publish, so website visits from it are labelled. If checkout runs on your booking provider’s domain, ask whether it supports cross-domain measurement. Without it, you may not see a completed booking recorded against the visit.
What is the difference between reach and engagement on Facebook?
Reach counts the people who saw a post. Engagement counts what they did with it, such as reactions, comments and shares. Measured against reach, a post seen by a small audience can still show a strong rate, like the 10.34% in a Sunshine Coast tour operator example.
Can replying to Facebook comments help other guests decide?
Yes. When you reply in public, the parent who asked and every parent who reads the thread later get the same answer. Give the walk’s distance, terrain and any minimum age, move private booking details to a message and save the question for a future post or your booking page.
What results can I expect from a Facebook photo album?
Put the photos in the order a visitor experiences the day and use each caption to answer a question guests might otherwise message you about. A farm attraction could run from parking to the first activity to lunch. Compare the album’s results with other posts that had the same job.
How long should I wait before comparing Facebook posts?
Compare posts after they’ve been live for a similar amount of time, so a post that’s had a week isn’t measured against one that’s had a day. Keep boosted posts in their own group, and compare booking posts with booking posts from a similar period.
Where to start
If you’d like to try this week, choose one question guests keep asking and answer it in a photo post, a Reel or a short text update. Before you publish, it helps to decide what would make that post useful. It might be a share to a travel companion, a click to check dates or a message from someone ready to book.
REFERENCES: – Socialinsider’s 2025 content study:
https://www.socialinsider.io/social-media-benchmarks/social-media-content-trends – Socialinsider reach study:
https://www.socialinsider.io/blog/social-media-reach/ – campaign tags to your Facebook link: https://support.google.com/analytics/answer/10917952 – cross-domain measurement: https://support.google.com/analytics/answer/10071811?hl=en-GB