The Anatomy of a Perfect Facebook Post

Industry news

Many of us spend hours creating great content only to have it go unnoticed in the rush of Facebook’s constantly moving news feed. Make sure your Facebook posts rise above the rest by following these simple tips:

Stay between 50 and 80 characters. Despite popular belief, the most engaging length for Facebook post is even less than the maximum 140-character count for a tweet. According to marketing expert Jeff Bullas, Facebook posts between 50 and 80 characters have 66% higher engagement than longer posts. So, just because Facebook doesn’t have a character limit doesn’t mean you should write a novel.

Ask questions. The entire purpose of social media is to facilitate two-way communication with your online audience. If you’re spitting out post after post without actually engaging in conversation, then you’re missing the entire point. Asking questions and inviting input will make your post more likely to show up on the news feeds of people who aren’t already following you. Not only does this lead to greater brand exposure, but it also allows you to learn more about your target market.

Timing is everything. According to TrackMaven, posts published between 5pm and 1am receive the most interactions. While it’s always a good idea to test the timing of your posts and ensure it aligns effectively with your specific audience and goals, this is a good framework to begin with. Interestingly, organisations that are trying to appeal to other organisations can expect 14% uplift on weekdays, while those appealing to people and consumers are more likely to be successful on weekends.

Include a photo or video. Actions speak louder than words, but on social media, visuals speak even louder. The brain processes visuals 60,000 times faster than text, and posts with some sort of visual element such as an image or video have a 37% higher level of engagement than those consisting of only text.

Optimise your image. There’s nothing worse than having a blurry picture pop up on your Facebook news feed, especially when it belongs to your organisation! Save yourself the shame by sticking to the ideal size for sharing an image over Facebook – 1200 x 628 pixels.

Follow the 80/20 rule. People use social media to be social, not to be annoyed with irrelevant content or online sales pitches. Keep this in mind when crafting your Facebook posts. Use just 20% of your content to promote your brand, and dedicate 80% to content that really interests your audience and engages them in conversations.

Facebook is an ever-changing social media platform. So, it’s important to constantly test, analyse and optimise to find the best formula for your organisation. Effective social media strategies don’t just happen; they take creativity, research and above all time. So if you follow these tips, you’ll be on the road to perfection in no time!