As a business owner or social media manager, you may spend most of your time deciding what and when to post, that the actual details of the post are often rushed. How you put together your post can actually be a huge determinant of it's success, and on Facebook, your post layout even dictates how often the content is shown to your audience.
Today, we wanted to share the breakdown of a great Facebook post. We've broken down the different sections of the post and explained why each section is important.
Always Use Hashtags
Hashtags are used to classify and categorize content on social media. They make it easier for people to search and find your posts by the designated hashtag terms. If you were looking at this post on Facebook, you'd be able to click on each hashtag and find other posts that have also used the hashtag. On the flip side, your post can be found as well by users outside of your audience. Here's a few hashtag best practices:
- Make sure your hashtags are relevant to the content being posted.
- Use hashtags that are short enough to read easily.
- Don't overdo it. Use 3-4 hashtags at most. Using more will clutter your post.
- Have fun with them! People love a clever hashtag, so don't be afraid to get creative.
Always Use a High-Quality Visual
A worldwide study of Facebook posts by Social Media Examiner (study findings here) found that photos on Facebook received an 87% interaction rate from fans. No other post type received more than a 4% interaction rate. So clearly, including a photo in your Facebook post is a must-do.
When sharing a link on Facebook, a photo from the webpage should load in automatically. Be sure that the auto-loaded photo is relevant to the post. If it's not relevant, you can usually scroll through the available images (in your posting tool) or upload your own.
Remove URL from the Post
Once the link you’ve inserted is recognized by the posting tool, delete the link. You will still retain the website title, photo and caption, but you won’t see the long link that clutters the post. Facebook has actually decided that they will serve your audience posts without links more often than posts that retain the links, so don't miss out on this step.
Personalize Link Title & Caption
When you post a link to Facebook, the website title and caption will auto-load. Don't forget to give this copy a quick once-over. Many times, you'll find that the title and caption shown isn't exactly what you were looking for. Taking a few moments to personalize this copy for your audience will do you a lot of good.
Play Around with Post Length
A recent study found that posts with 80 or more words garnered two times as much engagement. Other studies have found that 40 characters brings in the maximum amount of engagement. Every audience is different, so test out shorter posts versus longer posts to see what your audience prefers.
Keep Posts Relevant to Link Being Shared
There's nothing worse than clicking on a link that brings you somewhere you weren't expecting to go. When drafting your posts to go along with shared links, be sure the post teases the link you're sharing. Doing anything but this will likely lose the attention, and favor, of your follower.
Tag Other Facebook Users
If you mention other organizations in a post, be sure to tag them! In the example above, you'll see that we tagged Social Media Examiner since we were talking about content posted their website. This will give them an alert and they will be more likely to share the post and extend it’s reach. Other brands love a shoutout, and it's possible that taking this step will earn you a mention back.