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Marketing 360® Blog

How to Build the Perfect Facebook Post

Post By Robyn Rivera | Social Media Management

Facebook marketing has become a must for every small business. But, not all Facebook posts are made equal. Today, I hope to help you learn how to build the kind of posts that will help you reach your goals and make an impact on your customers.

5 Tips for Building the Perfect Facebook Post

#1. Know your audience.

One of the best parts about Facebook advertising is that it allows you to target very specific audiences. And, although that same kind of targeting isn’t available for posts, that doesn’t mean that you can’t target your audience in your organic posts.

But, before you can target your audience in your posts, you have to know who they are.

Identify the demographics of your Facebook followers. You need to know how old they are, what their genders are, where they live, what their interests are, etc.

Once you know the answers to these questions, you can build more effective posts for your specific audience.

#2. Pick images that stand out.

When you’re posting on Facebook, you’re not just competing with other businesses in your industry; you’re competing with everything else in a user’s timeline. That means that you need your post to stand out.

When someone is scrolling through their timeline, nothing will make them stop and look at your post more than the right visuals will. Our eyes decide what to focus on in under three seconds, so you need to use an image that will catch their eye and grab their attention.

Here are a few tips for getting your images right:

  • Keep mobile users in mind – Keep in mind that most people who will be looking at your post will be doing so on a smartphone. Always test your images on a smartphone before posting to make sure that the image looks clear and any text is legible.
  • Choose high-contrast images – Images that utilize highly contrasting colors will stand out a lot more in your followers’ timelines.
  • Avoid stock images when possible – People can spot a cheesy stock image from a mile away, and there’s a good chance many will scroll right on past it. If you can afford to work with a professional photographer, that’s the best option, but if not, don’t hesitate to take your own photos. And, if you do need to resort to using stock images, brand them by adding your logo.
  • Keep text to a minimum – Adding text to an image is another great way to make it yours, but you don’t want to add too much text. According to Facebook, “images with less than 20 percent text perform better.” Unsure if your images have too much text? Use Facebook’s Image Text Check tool to find out.
  • Make sure it fits Facebook’s specifications – Facebook has its own specs for images to ensure that they look great on its platform. Before posting, always make sure that your image fits those specifications.

#3. Grip readers with the right content.

When writing out your Facebook posts, keep in mind that you only have a few seconds to convince your followers to stop scrolling and read your content. That means that it needs to be short, sweet, and to the point.

The copy is where you really have a chance to show your followers who you are, so don’t be afraid to inject a little bit of your personality into it. Whether your aim is to create content that’s funny, witty, or purely professional, keep your tone consistent across your posts.

If there’s one thing you absolutely do not want to do with your Facebook content, it’s using a lot of technical jargon or shamelessly promoting your business. Not only can this kind of content turn off your followers, but it can actually hurt your visibility on Facebook.

Make sure that you also test your content on a regular basis. What works and what doesn’t will largely depend on your specific audience, but in order to know what works, you need to test it regularly.

#4. Include a CTA.

Probably the most important aspect of a compelling Facebook post is the call to action (CTA).

Whether the goal of your post is to get people to visit your website, get more engagement, or make a sale, you need to invite your audience to take the next step. Otherwise, it won’t happen.

The CTA is what gives a Facebook post a purpose, adds urgency, and compels your followers to act. But, make sure that you only focus on one per post. If you use too many CTAs in a single post, you’ll only confuse the issue and create decision fatigue.

Here are a few things all great CTAs have in common:

  • Urgency – If someone doesn’t act right away, they’re going to forget about it. That’s why a good CTA has to create enough urgency to get your followers to act right now.
  • Instruction – People need to know how to take you up on your offer or to learn more. Guide them by instructing them on what to do next.
  • Confidence – You CTA should help to eliminate (or greatly reduce) risk and give people the confidence to take the next step.
  • Incentive – You have to give people a reason to take you up on your offer.

#5. Get your timing right.

Building a great Facebook post is more than just about the post itself. It’s about when you post it.

Timing is one of the most critical elements of posting on Facebook. There’s a lot going on in your average user’s feed, and if you aren’t posting when they’re actively online, there’s a much higher chance that no one will see it.

Sprout Social studied its customer base to identify the best times to post on Facebook in 2020. Here are a few key things they’ve found:

The best time to post on Facebook is on Wednesdays between 11 AM and 1 PM for many different industries.
Sunday is the worst day to post on Facebook due to low engagement.
The worst times to post in terms of engagement are before 7 AM and after 5 PM.

Want help getting it right on Facebook? Learn about how our social media managers can help you gain more followers, boost engagement, and make more sales on Facebook today.