How to write a good Facebook post

Facebook is constantly tweaking its News Feed algorithm, so occasionally we like to check in with the latest research to see what we can tweak with our own advice for content strategies to help readers do their best on the platform.

There are also tried-and-true best practices for Facebook content that need to be revisited and updated where appropriate, based on algorithm updates, technology upgrades and more.

With all of that in mind, here’s our latest advice on how to write a good Facebook post.

The latest on the Facebook algorithm

Facebook last updated their News Feed algorithm in August of this year, basing favored content on load time for mobile feeds. This lead some to speculate they wanted more publishers to buy Instant Articles through Facebook, which load almost instantaneously when clicked. Facebook does provide guidelines for improving mobile site load time.

Before that in January, they announced that posts would be weighted on the News Feed based on a variety of factors: Videos would be judged based on whether or not they’re live and how long they’re watched (or “completed”), how authentic they are (based on negative feedback like hiding your posts or unfollowing your Page), and how timely they are (especially if they relate to current trending topics).

Keep these updates in mind as you’re creating content and planning your content calendars and campaigns into the holidays and next year.

Facebook content best practices

Many of the best practices for content in general are where your brand should start from on Facebook as on other platforms: Content should fit within your brand voice, match and reinforce your brand values and call back to any campaigns you’re currently running when appropriate, if they’re not an explicit part of them.

Hashtags don’t generally add much on Facebook for most audiences, but you can test them in case yours is a unique case or it happens to work well with a particular campaign you’re running across platforms. (We have seen some success ourselves when using national-holiday-type hashtags, such as #NationalRunningDay.)

Images should fit with your visual content marketing and be tweaked for Facebook; don’t just automatically have your Instagram updates uploaded to Facebook. That is seen by fans and followers as lazy and every platform values natively uploaded content over things shared across platforms in an automated way. This is especially true on Facebook when it comes to video.

How to best combine these factors in your content

If you’ve been reading our blog for a while, you may have noticed a trend in our advice: It’s never one-size-fits all, because you always have to test to see what resonates with your particular audience, and crafting a Facebook post is no exception.

Take the best practices, the results from your latest experiments and then take into account the latest platform updates. Is there anything in particular that you should change based on the latter?

A good post will be constantly changing, because your audience and the platform itself are both always evolving.

Finally: Measure

You can’t keep track of how your content is performing on Facebook (or anywhere) and know what to adjust going forward if you’re not measuring your efforts.

If you want to see a personalized demo of exactly what our analytics can do for your brand on Facebook and across platforms, get started by clicking on the button below or shoot us an email.

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