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in Marketing, Platforms

Publishing Engaging Facebook Content

Content creators must know how to publish effective content on Facebook in order to engage an audience. According to “News Use Across Social Media Platforms 2018” by Elisa Shearer and Katerina Eva Matsa, “Facebook is still far and away the site Americans most commonly use for news, with little change since 2017. About four-in-ten Americans (43%) get news on Facebook.”

How you write your content, what you include in your message, and when you post are critical in ensuring your Facebook audience likes, shares, and reads your posts.

How You Write

Your posts should be roughly 111 characters, according to CoScheduleCoSchedule’s Social Message Optimizer is a free tool you can utilize to gauge whether your content is designed well for social media.

Write a positive message to maximize potential audience engagement. According to Scott Ayers, “The items that get the most shares on Facebook tend to be those things that are positive, inspirational and/or funny. People might agree with your negative sentiments—but they will hold back the Likes, Comments and Shares because they don’t want to be perceived as negative.”

Use an emoji  🙂 in your content. After I typed in a test post in CoSchedule’s Social Message Optimizer it explained that using one emoji would have made my post stronger. Ayer’s conducted an experiment on emoji use and found that posts had increased “engagement 23.78% higher with emojis” and also had “clicks 28.87% higher with emojis.”

What to Include

A call to action is a sign of a strong post. Ayer’s writes that “my experience is that if you give people a little push and some clear direction, you will see results.” For example, if you want people to sign your petition you shared on Facebook, tell them to click the link and what to do from there.

Include a link to engage more people on Facebook. CoSchedule’s Social Message Optimizer states that a link “is the best-performing message type for Facebook.”

When You Post

According to CoSchedule, posting on Saturday and Sunday typically increases a post’s engagement by 32%; furthermore, Thursday and Friday can increase a post’s engagement by 18%.

“More upbeat content does best on Friday” according to data explained in Mark Schenker’s “7 Facebook Engagement Strategies to Get You More Customers.”

9:00 AM, 1:00 PM, and 3:00 PM are the best times to publish your content on Facebook. These times are both explicitly stated in Schenker’s article and on CoSchedule.

According to Schenker: “1 pm posts receive the most shares,” “3 pm posts get the most clicks,” and “the most engagement occurs later in the week and on weekends from 1 to 4 pm.

To publish powerful and engaging content on Facebook:

  • Keep your post around 111 characters.
  • Write something positive, and/or write positively.
  • Use an emoji, but keep them under control.
  • Tell your audience what to do, give them direction, and encourage participation.
  • Include a link.
  • Post around 9:00 AM, 1:00 PM, and 3:00 PM.
  • Post later in the week.