There is a set of rules of thumb to be followed if you want to create a good post on Facebook. While working on our clients' profiles we distinguished a few of the most important rules thanks to which we manage to increase the visibility of our publications and the engagement of viewers.

1. Facebook is power

“We had a strong quarter as we helped people stay connected and businesses grow,” – Mark Zuckerberg

In the latest quarterly financial report, Facebook, Inc. from 2021, there was room for interesting statistics about the users themselves. According to the available data, in March an average of 1.88 billion Internet users actively used Facebook every day.

This number is almost unimaginable, but let’s try to reflect it. Take Poland, for example, with its current population and multiply it by ..50. Yes! All these people log in, read and view materials written by other users every day. The numbers speak for themselves, and you’ll find a full link to the report at the end of this article.

It is easy to predict that it will be more and more difficult to reach new Facebook audiences. So how can you stand out in this mass of information? How do you make other people scroll down your board stop at your photo or post? The answer to this question is by no means simple and could fill the content of an entire book. But today I will focus on 6 main principles that I consider to be key to achieving the above-mentioned goal. I will add right away that some of them are also worth using in everyday correspondence and in creating content also for other social media.

2. Have an idea that amuses, surprises or amazes and engage users

In fact, to create a good Facebook post, you need to use your creativity and imagination. Think about the different aspects of everything related to your brand. Has anything interesting happened today?  A thousandth customer has crossed the threshold of your store? Someone gave you a great rating? Maybe a funny association related to your craft came to your mind? Do you want to show off a new offer, share a change introduced in the company? How will you do it to make Facebook users pay attention to you? Maybe it will be a kind of a challenge, a spontaneous video with your own interpretation of the hula dance, a surprising quote from a movie, a quiz, or maybe a commentary on some popular news?

The post can be controversial. In some circumstances, this is a great advantage. However, there are limits to what is allowed. Posts that violate someone’s personal rights, full of hate or vulgar, simply break the law. The rest of the limits are set by your imagination. Remember, however, that the disgust of the users after one fatal entry can bury your brand, in some cases developed over the years. It’s because  bad news spread several times faster than the positive ones. Unless you know how to control the scandal and use it as a tool avoid too much controversy.

If you’re asking for the most viral post idea we’ve seen recently on the Polish Internet, type the word “lagun” (exact spelling) into the search engine. A funny mistake provoked an avalanche of creative memes and ..increased the sales of French pastry croissants! 😀

A good viral content evokes an instant association in the readers’s mind, leading him directly to the essence of your message. Have you ever wondered why Facebook was flooded with photos of cute kittens? Because they evoked strong emotions in specific audiences. Does it mean that you have to massively post photos of cute pets on your fan page? Of course not. There are no simple recipes for success in social media. However, there is one truly specific rule there – the less boredom, the better for your brand. And there is one “but” as well: you can’t please everyone. But you don’t want to make the entire population on Earth happy, just your current and potential customer community, do you? Therefore, the second golden rule of a good Facebook post is:

3. A carefully selected target group.

pionki zielone, żółte i czerwone

This principle is the foundation of effective marketing and an absolute “must have” of each entry. You ‘d rather not open a package which is addressed to you, would you? It’s the same with a Facebook post. If you do not devise a strategy to reach your target group in advance, you will not gain their time and attention on the Internet. If you are a stationary seller, you will not need to search for buyers on the other side of the country. And a resident of Gdansk will not devote his time to an article about your offer available at a point in Cracow (unless it is also available on line).

Facebook offers some useful tools for targeting your ads to a specific audience. However, before using them, make sure that the content regarding your product or service is interesting for those who, due to their age, interests, place of residence or life situation, could become your customers. How to find this out? First, create a persona, that is, imagine and describe your most typical client. Is it a manager of a larger company, a sedate retiree, a young woman or, for example, a teenager with a passion for sports? Then find a similar person in your environment – preferably from 100 to 1000 such people – and …ask him (or them) for their opinion. Here again Facebook comes in handy: you can ask your question to the appropriate Facebook group.

4. Headline or first sentence – the most important part of your content

The title is a very important part of the entry. Its role is to encourage the reader to stick to the main content and even click further to go to the landing page. And here is a dilemma – to use clickbaits (specific copywriting formulas that have a greater than average ability to encourage readers to click on a given title) or not?

Yes, there are bad clickbaits, but there are good ones, too! The latter do not waste your recipient’s time and have something to do with the text you are writing about. Specialists analyze the most frequently used phrases, words, and even motives and intentions in order to create even better headlines and to reach even more recipients with these introductions. The authors of the BuzzSumo.com platform (link to the report at the end of the article) made a very interesting analysis, showing which headline constructions met with the greatest interest of readers. And so, among the phrases that are most frequently clicked we can find such as: “X best ways to ..”, “How to make X to achieve Y” etc.  In conclusion, the most popular titles are these, which we think they cover simple recipes for solving a given problem or puzzle. Conscious or not, we almost all get caught up in this trick! The above-mentioned BuzzSumo.com report also compares the most effective headlines on Twitter and Facebook, so it’s really worth reading.

5. Visual aspect of the post is crucial

Let Facebook users see you. Therefore, remember about the appropriate form of the post, and in particular about the readable text format, the appropriate length of the entry, the so-called CTA (Call To Action), and above all about adding other media (graphics, video, sound).

The original and most basic form of communication – text – is attracting less and less attention (sad but true). Currently, the essence of the message is an image intended to arouse the recipient’s willingness to further engage in the rest of the content. Remember that the algorithms are inexorable: you need to use video, animations, photos, or even the simplest graphic highlighting of the text. Facebook gives you a lot of possibilities, such as live streaming, infographic, carousel or a survey, so that you can enrich your message. Of course, we do not have to double and triple each post to be of television quality, but it is worthwhile to “shine” from time to time, especially when we want to distinguish a particular publication.

Let us return to the text for a moment. Watch out for its length. Facebook allows you to place even very long entries. The limit is 60,000 characters, which is over 30 pages of standard text. Though I don’t think any Facebook user would want to read the whole book-length entry. An effective and optimal post is a relatively short text – from 40 to 140 characters. Can you convey the essence of your message in such a short paragraph? Here are two tips:

  • Help and show the reader what to do. If you sell antything, you probably know how to use a CTA (“buy now”, “see more”, etc.) in your advertising texts. The process of making a purchase decision takes longer for your customers? Don’t be afraid to use a CTA (Call To Action) anyway. Encourage the reader to any other interaction in a similar way: to read other articles about your offer, contact your company’s advisors by phone, make a reservation or subscribe to a newsletter.
  • When they see you, that’s how they read you. It is worth considering the appearance of what you’ve wrote. An only aligned block of text will not find many recipients, so it is worth trying to add accessories that will make the form of publication more attractive. Use emoticons and bullets. Write in short sentences, split paragraphs and sections. If, using the above tips, you diversify your post so that it becomes easier to digest, the reader will be more likely to click “see more”.
6. Correctness and clarity of the style

Trivial, isn’t it? And yet many people who run their Facebook pages on their own forget this simple rule. First, write correctly. Spelling or punctuation errors effectively discourage reading and, unfortunately, diminish importance of the content quality. Use relatively short sentences and as simple words as possible. Customers don’t like to be embarrassed by the fact that they don’t understand something. Super sophisticated, expert language is not needed to build your reputation as a professional in your craft. Have you read the book “Astrophysics for People in a Hurry” by Neil DeGrasse Tyson? I recommend it, not only to astrophysics fans. It is worth seeing how an outstanding scientist and expert in his field conveys specialist knowledge in an ingeniously accessible way.

7. One image is worth more than 1000 words of text

The image reaches our brains faster than the word. This is why a photo, graphic or video are so important to the visibility of your post. If you have such an opportunity, use your own photos or order them especially for you. Not only will you avoid the legal dilemmas related to the license, but you will also be unique. If you use photos from stocks (online photo banks), check with Google how many times the photo has been published on the web and what type of license you are dealing with as a publisher.

Decide on photos taken in a specific scenery, showing the satisfied user of your product or service. Such visualizations will be perceived as more authentic than those created in the studio. Here is an example of an advertisement for a Polish clothing company Blueshadow and a photo of a model wearing the same dress. Are you more convinced by a picture taken on the white background or by the seashore? For me the latter:

For Facebook users, the most important thing is the subject of the image and its emotional value. Bright, eye-catching colors are better perceived, and the “Instafriendly” value is the best recommendation. Keep it simple and do not be afraid of applications that support the processing of graphic files. If your business type allows it, ask your clients to post photos of them on your profile. Also use graphics dimensions adequate for Facebook:

Cover photo: 820×312;
Profile Photo: 320×320;
Vertical photo: 640×960;
Horizontal photo 1200×900;
Graphics on fanpage 1200×900;
Facebook story: 900×1600.

Of course, you have the option of downloading a photo with different dimensions, but then the program will suggest its own way of cropping the image and you will have very little opportunity to modify the algorithm’s choice.

8. In conclusion

It is impossible to create a valuable post without thinking about its most important elements: the target group, topic, readability and graphic design. If you are considering a professional approach to your brand, it is worth taking the time to learn how to publish your posts. There is a lot of knowledge on this subject on the Internet. And if you don’t have the time or willingness to bother yourself with this kind of activity, nothing is lost. Entrust us with running your fan page and we will build your visibility in social media step by step.

Materials and articles used:

Facebook Inc. Report 2021

BuzzSumo.com article