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The Secret Sauce to the Perfect Facebook Post

by Sandra Iakovleva

Is there a secret sauce to the perfect Facebook post? Rest assured, there is. Today we’ll look at the different ways you can alter your Facebook marketing strategy to increase engagement.

There may not be one formula that will magically work for everyone, but if you apply this knowledge for your brand or business, you can tailor your very posts to absolute perfection. You only need a few key ingredients to make this work.

Don’t stare at a blank screen wondering what you should post next! Instead we encourage you to take a more structured and strategic approach to creating your Facebook posts. This might sound like it’s too good to be true, but by the time you’re done reading this, you’ll be at the leaping out of your seat to implement these tips.

A successful Facebook post must have at least 4 of the following:

  • Be concise
  • Have a compelling image
  • Have a link
  • Published at the right time
  • Be timely and newsworthy

We’ll go into more detail about how these ingredients have to work together so that you can be sure you’re post is going to succeed in the news feed.

1. Start with great copy

Great copywriting is a skill every social media marketer should have. You have to keep your message short and concise so that one glance is enough to know where you’re going with the post. You’re not here to waste anyone’s time or write elaborate posts that your audience will want to scroll past.

Try to communicate your message in as few words as possible. Cut out unnecessary ‘wordy’ phrases and try to connect with people on a more personal level. As an option, try to add a newsworthy element to your writing that will make people want to share it.

Keep your message under 70 characters; shorter posts get more likes. Here’s a little reminder as to why you should always keep it brief and to the point:

BlitzLocal did a little study, analysing information from 11,000 Facebook posts and found that engagement decreases the larger the post is.

As you’re writing, keep your audience in mind at all times. Share words that are going to be a pleasure to read and a cause that they will want to be a part of. To keep it fun, use emojis where appropriate. It’s a great way to illustrate reactions without using words.

Be mindful of your writing. Start with a solid goal. What would you like to achieve with your post? Do you want people to like it, share it, move on to your website, encourage comments or start a debate? Have a specific objective which will help you refine your writing and result in a more effective post.

2. Quality images

According to Kissmetrics, posts with photos receive 53% more likes, 104% more comments and 84% more click throughs. We’re quick to respond to images because they’re easier to comprehend. As users scroll through the feed, they’re more likely to land on an eye-catching image rather than plain text.

Use quality images to support your great copy. Combining a compelling message and a great photograph or illustration increases your chances of being noticed. Cover the basics right away – the ideal Facebook post image size is 940x788px. Find out more about social media image sizes.

There’s a reason we emphasize on the quality rather than quantity. It’s more important to find images that somehow relate to your brand and encourage engagement rather than flood your page with pictures you find pretty.

Not sure how to tackle that one? Try Crello for creating your Facebook posts. You can choose your own style by selecting templates that correlate with your brand. Use templates to create new visuals and save them to come back for ideas for future posts.

With experimentation, you will gain a better understanding of what works and what doesn’t. Encourage people to respond and interact with your images. Link your image to something relevant so there is an encouraged action behind your post.  

Don’t get hung up on using just photographs. Try video content, blog links, infographics, illustrations, GIFs and anything that might be relevant to your business and feed. For more ideas, check out our list of the types of content you can use to engage your audience.

3. Link posts perform exceptionally well

A combination of compelling copy, quality images and a link gives you the definition of an ideal post. When you include links, use ow.ly or bit.ly to shorten your links. Nothing throws people off like a long link in a post that takes up space.

When you include a link in your post, Facebook will pull up relevant meta tags from the web page such as the title, the featured image and the description. Keep in mind that you can change the image so that it is more relevant.

To create a link post, copy and paste the URL into your new post. In a few seconds, Facebook will pull up the meta information. You can then delete the URL you’ve pasted and type your text message instead.

4. Timing is everything

The debate about the perfect timing for a Facebook post has been around for as long as Facebook has been around. Here’s what sources currently recommended:

  • Hubspot – Thursdays and Fridays (1PM – 3PM)
  • Buffer – Saturdays and early afternoons during the week
  • Buzzsumo – Off-peak times

CoSchedule put together a great infographic about the best times to post on Facebook. These are general studies that may not work for you but here’s a preview of when you should aim to post:

Watch your analytics and find the ideal time that works for you and is in line with your followers. You should also approach your posts in a strategic way and schedule your posts ahead of time when you’ve found your ideal times to post.

You might find your success in posting during off-peak hours. If you post when all your competitors are posting, you increase your chances of being lost in the feed. If you post when there isn’t much activity, your updates have a better chance of getting noticed.

TrackMaven did a study to support this claim:

Analysing over 1.5 million posts, Track Maven found this correlation between posting frequencies and average interactions. Posting on the weekend and after work hours might just do the trick.

You can conduct your own experiment by positing during the most ‘popular’ times and then trying to use this information to post during the most effective times. It’s important to know when your audience is most active and whether they’re in different time zones.

It’s important that you use Facebook analytics to your advantage. Find out the time that works for you and your brand and spare a few weeks to try different timing strategies.

5. Sharing strategy

Assuming you produce impeccable content, you have to get on board with consistency. That’s the secret to all great Facebook strategies. All successful pages post at least once a day, giving fans something they wait for with anticipation (quality content).

You can put all your eggs in one basket and count on organic traffic but much has changed over the last few years. Organic traffic is great if you have thousands of fans that share your post, but if you don’t, Facebook advertising is the way to go.

Set aside a budget for Facebook ad campaigns. This ensures your content will be put in front of a large audience which in turn will increase your following. Your budget can go a long way and make quite a difference to your reach. Facebook ads allow you to grow in a slightly more predictable way, showing your post to a large and targeted audience.

Lessons from viral Facebook posts

Grammarly

A notable example to take points from is Grammarly’s Facebook page. If you scroll through their (very aesthetically appealing) posts, you will notice that they keep their writing brief. Their posts are accompanied by well designed graphics and only the best quality images.

Here’s a post that has a touch of humor and received lots of shares, likes and comments. Share images that make people smile, connect them to your business or brand and you’ve got a great cause to spread the word.

A second type of post that is popular on the Grammarly Facebook page is inspirational quotes. They’re paired with quality images and state something really simple that resonates with people. This is the type of content that makes people want to share it, because they can somehow relate to and agree with the sayings.

Now, Grammarly has also tapped into some of the most popular human needs – coffee, books and artsy quotes. This post goes to show that creating an appealing graphic with a simple quote can be a brand signature that brings you new followers and fans. You also have to find your niche and go for it as Grammarly has done with their themes.

Airbnb

Airbnb shares user generated content which is a great way to promote their brand and also build a community as part of their Facebook page. Note how they imply interaction with the post, asking users to share their experiences. Majority of the Facebook page are images from clients from all over the world.

Petcube

Petcube took a different route. They used a secret video of a dog being mischievous to promote their new product. They encourage their followers to follow a link to more funny videos with pets. This is a great way to spread the word about a new product and a great way to engage more fans and followers.

CrazyColor

In this eye catching post, Crazy Color showcases their product indirectly and asks users to tag friends. It’s a post with a clear goal, with minimal text and a great image. This is the type of content that Facebook users likely won’t scroll past.

Conclusion

There are a million ways to go about this. The performance of a Facebook page depends on many factors. We’ve shared some insider secrets on how you can edge towards a more perfected strategy, using our tips to increase engagement.

We’d also like to encourage you to experiment with anything and everything – types of posts, when you post, what you post, the topics you choose, the target audience and the budget for your promotions. Sharing general tips can give you a boost, but your personal research might just be as valuable as the simple tips that will help you make a difference.

What is a perfect Facebook post? It’s one that’s put together with the audience in mind, great copy, quality visuals and a link. Oh, and don’t forget that boosting your articles could spread your posts like wildfire.

Create your perfect Facebook post with Crello

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