Want to know how to craft beautiful and value-packed Facebook posts that fuel engagement? Of course you do. Who doesn’t?
The problem is that it’s a lot easier said than done. Fortunately, there are a series of measures that you can take to ensure that the content that you produce on your Facebook page has the best chance of success. We thought we’d put together a list of 4 questions to ask before posting on Facebook, which act as a kind of checklist for some of the things that you should include in order to create great content.
Some of this material stems from our favourite book on social media, Jab, Jab, Jab, Right Hook, but we’ve also put our own thoughts into it too. So let’s get right into the post.
4 Questions to Ask before Posting on Facebook
1.) Does the content provide value?
Whatever content you put out on your Facebook page, you need to ensure that it’s actually providing value to your audience. So ask yourself what kind of value your content is providing. Is it provocative, entertaining or surprising? Interesting? Teaching them something new? Providing utility that will help them solve a problem in life?
This is important for every social media platform, but it’s particularly important for Facebook because engagement determines how many people will see the stuff you post. If you provide crappy content that doesn’t provide value, then you’re going to get less engagement, which means less people will see the stuff you post.
Conversely, high-value content will lead to increased levels of engagement, which means that more people will see what you have to say. The Facebook algorithm actually rewards businesses who make the effort to create good content. With these updates, making little effort to create crappy content is essentially cutting your nose to spite your face. Why put 60% effort into your content for 2% of your audience to see it, when you could put 100% effort into content that could reach your entire audience?
2.) Have you added pictures to the post?
This one’s nice and straightforward. Studies show that posts with pictures attached to them perform around 39% better than those without pictures. Adding a striking picture that actually enhances and compliments the content of your post into the mix will improve performance even further.
So every time that you post on Facebook, ensure that you’re adding a relevant picture to the post too.
3.) Is the logo visible?
So we just covered the importance of adding pictures to your posts. But the impact of those pictures will be lessened if they don’t show your logo in some way.
Just think, people are fast when they browse through their timeline. Their thumbs can be ruthless. Quite often, you’ll have no more than half a second to convince someone why they should stop strolling through their timeline to actually consume and engage with your picture.
If you’ve managed to make someone stop strolling, then you’ve already done very well. But if you want to do remarkably well, you’ll attach your company logo to the picture in some way so that people can instantly recognise your brand and develop an emotional attachment to it in some way.
The only thing worse than not having a visible logo of your business on your pictures, is to have the visible logo of somebody else’s business on your pictures. So if you’re a café owner and want to take a cute picture of a meal that you serve for lunch that comprises of some sandwiches and Kettle crisps, be careful not to make it look like a Kettle crisps advertisement. You’re not trying to advertise the crisps, you’re trying to advertise your café.
4.) Is the call to action clear and realistic?
Every piece of content you post should have a purpose behind it. Either as a pure form of entertainment, or to serve as some kind of call to action that you want your consumers to follow.
If your post does have a call to action, you need to make sure that it is clear and realistic if you want people to actually follow it. Let’s get into each of these in a little bit more detail.
Clear: When it comes to call to actions, there’s no such thing as being too clear or obvious. Instead of asking people to “spread the word”, ask them to hit the share button. Instead of instructing people to “tag a friend”, tell them explicitly to “tag a friend in the comments section of this post”. It might seem painfully obvious to you, but not necessarily to everyone else. Remember, not everyone has used Facebook for the past half-decade.
Facebook has hundreds of thousands of new members every day. Their engagement is just as important as the natives’ to the platform, so it pays to cater to them by being clear and precise about what you expect from them.
Realistic: Any call to action inherently causes friction, since you’re asking people to stop what they’re doing in order to do what you’re telling them to do. Clearly, the more that you ask of them, the more friction this creates. And the more friction that this creates, the less likely they are to follow your call to action in the first place.
Therefore, it’s important to set a realistic call to action. Something that most of your followers will actually be willing to do, and which won’t cause them too much inconvenience. Let’s use some examples.
Say that you’re a café which is running a competition where the winner gets a month’s free coffee. Here’s what might be realistic and unrealistic.
Realistic (little friction): “Follow the link to our website below to learn how you can win a month’s free coffee”.
Still Realistic (a bit more friction): “Send us your pictures of you drinking your morning coffee using the #morningcoffeeselfie hashtag to be in with the chance of winning a month’s free coffee”.
Unrealistic: Write us a 2000-word essay explaining why we’re your favourite café to be in with the chance of winning a month’s free coffee.
By asking yourself these 4 questions before posting on Facebook, you’ll be on course to making high-quality content that fuels engagement and provides value to your audience.
What do you think? Do you have your own checklist of things to include in the content that you produce? Spill the beans in the section below.
Image Source: Mkhmarketing on Flickr