Even though Facebook is currently the most widely-used social network on the planet with more than 1.3 billion users, it’s not always easy for brands on Facebook to know how to create relevant content that reaches the widest audience. Not only is Facebook itself always changing how it displays page content, but users are constantly using Facebook in new and different ways. So here are some tips to help brands on Facebook make the most of the platform.
PS – Did you know we offer Facebook analytics now? We do! Learn more here.
1. Post visual content
Visual content marketing is everywhere (we should know; we wrote an ebook about it), and Facebook is no exception. It’s why your aunt posts so many unfortunate memes that flood your News Feed. Eye-catching images make you at least pause and go, Wait, what is that? Just be sure to take your images beyond “WTF” to “whatever is useful and engaging to your particular audience”. Unless WTF is on-brand for you.
2. Post more content when your audience is around
This seems obvious but can be neglected when you’re stressed out and just need to get something posted every day. Pay attention to what Facebook Insights- or your attractive and insightful Union Metrics Facebook analytics- tell you about the time your fans spend on Facebook, and use that to help decide when to post to your page. If you post at 11am and they all log in at 6pm, are they still going to see your post on their News Feed? Test a few different times, pay attention to the engagement rates, and plan accordingly going forward.
3. Use hashtags effectively
While a ton of hashtags might work well to get your content in front of more eyeballs on Instagram, our research has shown that you should use just one or two hashtags per post on Facebook. But again, this is something you’ll have to test and gauge the response of your own audience on. Maybe they’re #triple #hashtag #threat people.
4. Boost some of your content
Which posts have gotten high organic engagement? Compare them to pull out common elements, then try posting something that includes many or all of those elements. Then boost that post to see if you can improve your reach and engagement even more. Boosting some content will help all the rest of your content get shown more often.
5. Create content that works across channels
Even with unlimited resources, it’s smart to design content you can get mileage out of across the platforms your fans, followers and customers are active on. Ideally you’ll want to create striking images that can be tweaked for maximum impact on Facebook, Instagram, Twitter, Tumblr, Pinterest, and wherever else it is that your people are.
6. Include relevant people and locations in your posts
Employee advocacy is an important part of growing your brand, and socially savvy employees will enjoy the recognition of being tagged in event photos or for writing a post. You can also mention influencers or personal brands in posts. Tagging relevant people and places will give your content the chance to earn an extra boost from being seen by the networks of those people and places, and just maybe someone new will decide to check you out.
7. Post often, but not too often
While a Facebook News Feed moves slower than a typical Twitter timeline, you can still update a few times a day without overwhelming your followers, simply based on the algorithm Facebook uses to show fans and followers new content; unless a fan has specifically updated their settings to see as many of your posts as possible, they’ll most likely only see one. You easily can post 2-3 times a day, maybe more. But in general, we advise against posting more than 5 times a day for most pages.
8. Be responsive
According to some reports, a majority of brands aren’t responsive to customer queries and complaints on their Facebook pages; be sure you’re one of the ones that is! This is an easy way to stand out from your competition, and it’s just plain good customer service. Treat it just like you would Twitter for customer questions.
9. Learn from the best
Take a look at successful Facebook pages in different industries to get new ideas for what might work for your brand. You can learn a lot by watching other brands on Facebook (both what to do and what not to do!). Test a few different things with your audience before sticking to what works as measured by the things that matter most to you and your brand.
10. The bottom line
Work to understand which content performs best for your audience. Start with best practices but don’t be afraid to experiment. Then measure, learn, and implement what you’ve learned.
What’s the best branded Facebook page you’ve seen? Tell us about it in the comments!