No two Facebook posts are created equal. Of the many ingredients that go into each one—visuals, compelling copy, headlines, and timing—there are countless variations. There is no perfect Facebook post, but there is such a thing as a perfect Facebook post for your brand.
To find out what goes into a successful Facebook post, I spoke with Hootsuite’s social media marketing specialist, Amanda Wood, and social media marketing coordinator, Christine Colling. They shared tips on:
Continue reading to discover how you can create the perfect Facebook post for your brand.
Copywriting is one of the most useful skills a social media manager can have. Writing clear and concise copy lets your audience spend more time paying attention to your key message—rather than deciphering what you’re trying to say. Wood and Colling share three tips to keep in mind when writing Facebook posts.
“Our audience’s time is important to us so we get our message across in as few words as possible,” explains Wood. “We keep headlines under 20 words and use a maximum of 50 words in the description for optimal link clicks.”
If your brand voice allows for it, Colling suggests using emoji in your copy. She says: “You can use emoji to show a reaction to content rather than explaining something. Emoji help emit emotion and take the place of too many words.”
When creating a Facebook post, keep your audience top of mind. Wood says, “You should always be thinking about how you can save your audience time, while providing valuable content. For example, when we share a link to a blog post that contains 10 tips, we give away four.”
This way, the audience is able to easily determine whether the link is one they want to click. If the tips we share aren’t what they’re looking for at that time, they can scroll past. On the other hand, if the teaser content looks like something they’d be interested in knowing more about, they can click through and continue reading.
For more expert writing tips, read our post 7 Key Strategies to Write Clickable Content for Every Social Network.
When you combine great writing with attractive visuals, you’re well on your way to creating the perfect Facebook post.
Wood and Colling recommend that social media managers:
Colling also suggests experimenting with Facebook Live video. Facebook’s algorithm prioritizes Facebook Live videos as they are happening so they appear higher in users’ News Feed.
In 2016, Facebook Pages experienced a 52 percent decline in organic reach. If you understand the way the Facebook algorithm works, it can help alleviate some of the impact this has surely had on your content.
According to Adam Mosseri, Facebook’s VP of Product Management,, the algorithm looks at each post individually and predicts whether a user will be interested in—and how likely they are to share—the content. Each post is given a relevancy score based on:
Mosseri explains the best ways publishers (that’s you!) can get more engagement by working with Facebook’s algorithm:
Our social media team find video content gets the most engagement, but this won’t necessarily be the case for all brands.
For more on using the algorithm to your advantage, read our post The Facebook Algorithm: What You Need to Know to Boost Organic Reach.
The perfect Facebook post for your brand is about more than just the content. Wood explains, “Even if you have the best content, if you’re posting at a time when your audience is asleep or inactive you aren’t going to see great results.”
So know when and how often to post.
To find the optimal time to post, Colling recommends testing a variety of times to see where you get the most activity. She explains, “It’s also important to know your audience and whether they’re in different time zones. We try not to post before a certain time so we can reach our North American audience at the end of the day, and our Asia-Pacific and European audiences as they’re waking up or having lunch.”
Find your Facebook audience’s sweet spot with The Best Time to Post on Facebook, Twitter, and Instagram.
Brands should also know how often to post. Wood explains, “We share twice a day on Facebook as we have a large audience across different time zones. We found this was the amount that works best for our audience and content. While we used to post eight times a day, we saw a significant increase in engagement after we cut down our number of daily posts.”
For every perfect Facebook post, there are 10 that don’t quite make the cut. Wood and Colling agree that these less-than-stellar posts have certain qualities in common:
Every brand will have a different formula for the perfect Facebook post. With the tips above, you can figure out what works—and what doesn’t—for your audience.