Facebook Post Guide
Any social media manager worth her or his salt will tell you that organic posts are an essential part of every social media campaign. Organic posts from your brand’s page help build an audience and increase your social coverage by offering a place for the community to engage. They give a brand personality and add a layer of visibility to consumers who are interested in who your brand is, and what they stand for.
With that, it’s important to work with your agency to set up a plan to boost your best posts to ensure they reach your intended audience. Facebook doesn’t serve your post to the news feed of everyone who likes your page; in fact, Adweek reports that less than 3% of your audience sees your wall posts organically.
So how do you better that? With an ad purchase against the post in power editor.
However, there are a few caveats here. Boosted posts need to follow some rules and best practices before they can become successful ads. What’s more, following these practices and rules will also help increase your unpaid organic reach as well.
The digital team at Vladimir Jones put together a few best practices to drive reach and effectiveness of your boosted posts.
A good rule of thumb for a Facebook boost post budget is at least $100 per day. At this budget level, you can be sure the post will be pushed into audience feeds. However, $100 per day is not always enough. Facebook sells ads through an auction/bid system, and the more people competing for advertising space, the higher the bid needs to be for your post to be shown. This effect is most noticeable during the holiday giving seasons when loads of advertisers are pushing content on Facebook to similar audiences. Depending on your product and the income demographics of your audience, your ad firm may want to increase the budget by up to $100 per day to break through noise.
Keep the copy as short as possible. After about 400 characters, Facebook truncates the post and puts the remainder of text under the …See More line. Text under the See More line is often left unread, so it is essential to get your message across before you reach the 400-character limit. You can use this site to count your characters.
Lastly, make sure your audience knows what they are supposed to do, and how to do it, by writing a clear Call to Action within the first 400 characters.
If your call to action requires you to post a link, make sure you use a URL shortener like Bit.ly to help keep your post text succinct and tidy, and check that your Call to Action drives them to click the link.
Square images are best for Facebook posts and should be at least 1080×1080 pixels in size. We suggest square images because they take more time to scroll through in a Facebook feed than a landscape image does. This increased scroll time improves the chances that someone will take notice of the post in her or his feed. It’s important to note that the 1080×1080 recommended size is not true of ads; ads may use different sizes as they are created and served differently than boosted posts.
It is also critical that text cover no more than 20% of the image; this is known as the 20% rule. Facebook punishes posts that have over 20% image text by increasing the cost to boost and lowering newsfeed delivery. In some cases, Facebook will refuse to run adverts if they exceed 20% text coverage. We suggest you use this free tool from Facebook to ensure your images fall within the 20% rule.
When it comes to hashtags, less is more. Currently, we suggest no more than two, as data shows an increased drop-off in post visibility with 3+ hashtags. It’s also crucial to make sure that hashtags are either unique to your brand, or are part of a broader campaign like #GivingTuesday. An excellent way to see if a hashtag is already in use by another brand is to type into the search bar on Facebook and look at the results. You’ll find all posts that use the hashtag you searched under the “posts” section.
Posted Links to Articles, Web Pages, etc.
If sharing a link, throw away most of what you read above. Make sure that you delete the URL out of the text area of the post, as Facebook only uses it to load the link into the post editor.
Make sure to include some text above the link. A good rule of thumb for a character count on a link is 40 characters or no more than 14 words. When people look at shared links, they often skip the post text and jump directly to the shared links headlines.
The best practices listed above will help you increase the effectiveness of your organic post, but more than that, they set up you and your ad agency for success when you choose to push that post out via an ad budget. If you have any questions, click Contact Us and let’s have a chat.