When it comes to Facebook, a lot of business owners wrongly think they should be just posting their product or service. This is completely wrong, and will hurt your reach.

Something to always keep in the back of your head is to remember that although you are all about your brand, your customer is not. Your customer is a human who has many different interests. It seems very obvious, but looking at different company’s social feeds, it must not be!

When you post something that is interesting to your followers – a relevant post about a tv show or something that is current in the news that connects with people for example, instead of being just a company, your brand is talking like its a human being. These relevant posts connect with your customers. The more people engage with that seemingly random post, the uptick in engagement tells Facebook that your brand matters to people, and they want to see more of it.

Although the post wasn’t necessarily selling your product, it certainly matters. The more engagement on posts, the more your posts (including hard sells) will be seen in the future.

“Content that entertains sees engagement. Content that sees engagement tells Facebook and the rest of the world that your customers care about your brand, so that when you finally do put out something that would directly benefit your bottom line -a coupon, a free-shipping offer, or some other call to action – 4% of your community sees it instead of a half percent, which gives you a much better chance at making a sale.” – Gary Vaynerchuk

Keep this in mind when posting. Give your followers entertainment, don’t just worry about selling to them. People know when something is authentic and when a company only sees people are dollar signs. If you want to reach more people organically, figure out what they want to see.