Facebook remains one of the most powerful social tools there is, with 68% of Americans using the site. On average, surveys show, users spend an hour each day on the platform, making it a gold mine for businesses craving visibility. But over the past year, Facebook changed its algorithm so people see fewer public posts from businesses, brands and media. How can companies still successfully generate organic engagement and move the needle on sales opportunities? These three strategies offer a good start.

1. Leverage Video
Videos receive at least 59% more engagement than other post types, according to a recent study of 777 million Facebook entries from research tool BuzzSumo. Posts that pose a question receive the second best engagement, followed by photos. Still, video outperformed even photo posts by 73%, says BuzzSumo, which suggested as much as 70% of Facebook content should be videos.

Tip: Create Facebook Live videos. The production expectation and time requirement are typically less, and they generate better engagement than non-live videos. Last month’s Digital Diary in Counselor has tips for succeeding with Facebook Live. One important step to take: Keep a consistent Live posting schedule.

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Facebook posts with that number of text characters produce the best average engagement. The lesson? Keep your descriptions short. — (BuzzSumo)

2. Post Between 9 p.m. and 11 p.m. ET
Posts shared during this time generate the greatest engagement, according to BuzzSumo data. Posts shared around 10 p.m. did best, with an average of 346 engagements. The 9 p.m. average was 344, while 11 p.m. was 339. More broadly, the 7 p.m. to midnight window had engagement averages of above 300 – better than other times.

Tip: Pre-schedule your richest content to post during this ideal timeframe. Of course, keep in mind that the optimum posting time can vary based on your audience, so experiment and adapt as needed.

3. Don’t Take Weekends Off
Data suggests that only posting during the workweek is an unwise marketing move. Sunday posts generated the greatest engagement, with an average of about 300. Saturday was the second best day. The reason, perhaps, is similar to why 7 p.m. to midnight posts do best: People might be “scroll-laxing” on their devices rather than working. so they’re more apt to engage.

Tip: Keep posting during the week, but pre-schedule top-notch content to post on the weekends too.