How to Create Successful Facebook Posts and What Mistakes to Avoid
Once you have created your perfect fan page, you can now start to bring it to life. You might ask yourself now, what you should be posting and how often you should do that.
Add value, add value, add value! People should get excited every time they see information from you. This will make them like and follow your page.
1. KISS – Keep It Simple Stupid
You are possibly thinking: I am an [your profession], so I will have to show on Facebook what I am made of. Therefore, I have to add lots of text. Well, not quite …
Text is important for the algorithm on Facebook, because the platform will search the text for the relevant keywords and deliver the content accordingly – But this does not mean that you should go and write entire books on your page, but that you instead try to pack as much entertaining information you can into the shortest amount of text, which also means that you add empty lines to increase the overall readability.
If possible, your posts should not contain more than 40 – 70 characters. In any case, the text should always be visible in its entirety to prevent people from having to click on “read more”. Believe it or not, but since most readers are actually lazy when it comes to reading, and also because most of them are just scrolling through their feed on a mobile device, shorter posts with content that can be read in mere seconds have higher success rates. In comparison, long text blocks will most likely be scrolled past or maybe just roughly scanned. However, there is one exception: In niche groups, longer posts can sometimes still work, since they are shared amongst the members of this particular niche group.
2. Inspire! What does your post say about THEM?
Make sure that your posts are sociable. People use Facebook to connect with friends, to learn about the latest news pertaining to them and to socially interact. Spelling mistakes? Who cares? In any case, your posts should never sound like some advertisement. Nowadays, everybody is so easily stressed out due to their daily routines, their work, family or anything else. So, when they go on Facebook, they want to escape from this stress, they want to be entertained, be inspired, and find interesting information. It is therefore very important that your posts are positively written with a positive vibe. People are will comment and share a post if it reflects positively on them – after all, their shared post will appear in their friend’s timeline, so make sure to post something that they would feel happy to present as being a part of.
Between the marketing of your blog entries or other offers, you should always include inspiring and entertaining contents as well. The more variety a fan page has, the better it will work.
3. No White Backgrounds
If you add a picture to your post, picture something/somebody in action perform typically better. Product images with a white background are typical for sales and marketing pages such as Amazon (for example just a rolling pin with a white background). Similar photos on Facebook are immediately associated with some kind of advertisement and the readers scroll past it. However, if your product/object seems to be in action, or you actually use the mentioned rolling pin on a table covered in flour and caked in dough, it is much more likely that you will reach your Facebook fans the way you intended to.
4. Controversial/Fun/Bizarre Posts and Questions
People will interact with your post, 1. if you get their attention by asking their opinion on a topic they are interested in, and 2. if their answer reflects on them in a way that they want / don’t mind the world to know. If your readers feel that you addressed them on a personal level, it which will automatically increase the chances for replies, likes and shares. I saw a question just recently, which generated a literal storm of answers and comments: “My boyfriend just told me that I definitely need to lose a few pounds before the wedding, or I don’t have to show up at all. What do you think about that?” 🙂
5. What about a Link?
Facebook loves Facebook. Facebook doesn’t appreciate it when you lead its users to a different platform (which is, for example, the reason, why YouTube videos don’t have the same reach as videos, which are posted directly on Facebook). As soon as you lead people with a link directly to your blog or website, you will have to pay for additional reach when you are trying to boost your post.
Tip: By the way – Facebook will help you with the integration of your pictures: If you copy a link from somewhere else and then add it in your post, Facebook will automatically add a picture, which can be found on that website. This way, you will be able to delete the link-text and use the space for your own text instead.
6. Tired of Your Niche?
I know just too well, how tempting it can be to post some super interesting article you just found on your own fan page. After all, you would like your readers to profit from it, too. However, you should always ask yourself with every post, if it actually fits within your individual niche. People have liked your particular page, because you write about dogs or babies. If they suddenly see you post an article about Star Wars or about some garden party, which has nothing to do with your chosen topic, you risk losing readers. Try to combine topics! Post how you watch Star Wars with your dog.
4 Common Mistakes That Kill Your Reach
1. Too Much Text on Images
Facebook prefers pictures completely without text and will push these before others. Why is that? Facebook basically assumes that pictures and images without text don’t have a marketing value, which means that they don’t think that you are selling something. Facebook will only allow a maximum of 20% text in images. If a picture contains more than 20% text, they will drastically limit the reach of your posts, which include these kinds of pictures and images.
2. Not Enough Pictures
For 80-90% you should post pictures, videos and images. Facebook likes this, and people generally prefer to look at pictures or videos instead of having to read text. If you have a lot to tell, and don’t want to go on video or Facebook-Live then post your texts in split increments. This is important! Multiple short texts, which are posted one after the other, have more chances of being read than one very long text without any breathers in between.
3. Too Much Marketing Bla-Bla
Your posts have to be authentic and they have to address your target group. You will have to speak their language. For most people, if it sounds too much like advertising or marketing posts, their internal Spam alarm will go offand they will just scroll past it.
Don’t use hashtags. These are predominantly used by marketers, who want to increase the organic traffic to their posts. This works perfectly well on Instagram or Twitter, but not on Facebook.
How Often Should You Post on Your Facebook Page for Best Engagement?
What’s more important is the consistency. People liked your page, because they would like to hear from you, and because they are interested in your topic. You should therefore provide them with new content and information regularly. This could be once a day, or three times a week, or even twice a month. This literally depends on the amount of time you have for posting. It leaves a much better impression, if you start with for example one post per week and then increase it after two months to three post a week, because you realize that you are able to do this – which is obviously much better than going down from daily posts to twice a week, because you don’t have the time. It is important that your readers can count on you and that you deliver continuous content. Fortunately, you can plan this very well on Facebook, which enables you to sit down only once a week and Facebook will then take over and release one post per day from you.
Oh, and you should know that the Facebook algorithm is changing all the time. Currently, your posts are only shown to around 30% of people, who liked your page. This means that it is almost impossible to post too much, since Facebook only shows your posts to a fraction of your target group.
What’s the Best Time To Post on Your Facebook Fanpage?
Optimize your Reach with the Correct Time of Day
Once again, think about your target person: When is he/she online? Is he/she working? If this is the case, then they will be most likely online shortly after they got up in the morning, during their lunch break or in the evening. If your target person is a mother, then maybe she is online during late mornings. As soon as you get insight into Facebook statistics, these will help you with your decision, but until then you will literally have to just try it out. Always post at times, when most of your readers are online, because this increases your chances that they will actually see your posts on their timeline. Timing is everything!