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Facebook page post tips
1.
2. Creating compelling Page posts
10 tips for creative success
Earn the permission to be ever-present
in a consumer’s life, like a friend
Align with brand purpose?
Purpose
Consistent and unique brand voice that creates
an emotional connection?
Engaging content reinforces principles of why
and what people share?
3. 1 Ensure brand relevance
Stories related to
the brand are more
engaging than
stories about
specific products or
unrelated topics
Tone drives
ad recall
Tone: How well does the tone of this ad fit
with the brand’s personality?
Source: Facebook study looking at the relationship between post topicality and engagement rates, May 2012;
Facebook study looking at the relationship between Nielsen Brand Effect results and creative ratings, May 2012
4. 2 Use rich, focused images and video
Focal point
drives ad recall
Photos &
videos generate
between
100-180% more
engagement
Focal point: Does the ad image have an
obvious focal point?
Source: Facebook study based on average engagement results, February 2012, Facebook study
looking at the relationship between Nielsen Brand Effect results and creative ratings, May 2012
5. 3 Offer a return on attention
Reward drives
purchase intent
Focal point: Does this ad reward you for
reading it? Did you smile, learn interesting
information, or have a positive feeling?
Source: Facebook study looking at the relationship between Nielsen Brand Effect results and creative ratings, May 2012
6. 4 Highlight the product
Brand link
drives ad recall
Brand link: How easy was it to identify who
the advertiser is?
Source: Facebook study looking at the relationship between Nielsen Brand Effect results and creative ratings, May 2012
7. 5 Make it about your fans
Fans are 2x
more valuable
than non-fans
Source: Facebook study based on poll results to the question: Have you bought or used this product in the last week for 78 fan pages, December 2011
8. 6 Keep text short and sweet
Posts between
100-250
characters get
60% more likes,
comments
and shares
Source: Facebook study based on average engagement results, February 2012
9. 7 Post regularly and at the optimal time
After 3-4 days
your campaigns
become stale
Source: Facebook study based on average engagement results, February 2012
10. 8 Solicit a lightweight response
Fill in the blank
posts generate
90% more
engagement
The most engaging
posts feature a call
to action
Source: Facebook study based on average engagement results, February 2012
11. 9 Post content people want to share
1. To make my life easier
Tips / tricks, advice, discover something new
2. To build relationships
Reward fans (exclusive access, fan-only
promotions, spotlight), entertain fans
3. To help others
Ask for feedback, enable/encourage fans to
help each other and their friends
4. To craft our identity
Enable me to express who I am
13. Best practices for creating compelling Page posts
1: Ensure brand relevance 6: Keep text short and sweet
2: Use rich images and videos 7: Post regularly, at the right time
3: Offer a return on attention 8: Solicit a lightweight response
4: Highlight the product 9: Post things people want to share
5: Make it about your fans 10: Be responsive
