Facebook page post tips

Purpose

Creating compelling Page posts 10 tips for creative success

Engaging content reinforces principles of why and what people share?

Align with brand purpose?

Consistent and unique brand voice that creates an emotional connection?

Earn the permission to be ever-present in a consumer’s life, like a friend

Ensure brand relevance

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

Stories related to the brand are more

engaging than stories about

specific products or unrelated topics

1

Tone drives ad recall

Tone: How well does the tone of this ad fit with the brand’s personality?

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

Photos & videos generate

between 100-180% more

engagement

Focal point drives ad recall

Use rich, focused images and video 2

Focal point: Does the ad image have an obvious focal point?

Source: Facebook study looking at the relationship between Nielsen Brand Effect results and creative ratings, May 2012

Reward drives purchase intent

Offer a return on attention 3

Focal point: Does this ad reward you for reading it? Did you smile, learn interesting information, or have a positive feeling?

Brand link drives ad recall

Source: Facebook study looking at the relationship between Nielsen Brand Effect results and creative ratings, May 2012

Highlight the product 4

Brand link: How easy was it to identify who the advertiser is?

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

Fans are 2x more valuable than non-fans

Make it about your fans 5

Posts between 100-250

characters get 60% more likes,

comments and shares

Source: Facebook study based on average engagement results, February 2012

Keep text short and sweet 6

Source: Facebook study based on average engagement results, February 2012

After 3-4 days your campaigns

become stale

Post regularly and at the optimal time 7

Solicit a lightweight response 8

Source: Facebook study based on average engagement results, February 2012

The most engaging posts feature a call

to action

Fill in the blank posts generate

90% more engagement

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

Post content people want to share 9

Be responsive 10

Best practices for creating compelling Page posts

1: Ensure brand relevance

5: Make it about your fans

2: Use rich images and videos

4: Highlight the product

3: Offer a return on attention

6: Keep text short and sweet

10: Be responsive

7: Post regularly, at the right time

9: Post things people want to share

8: Solicit a lightweight response