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How to Create an Effective Facebook Post - 15 key elements

How to Create an Effective Facebook Post - 15 key elements

Engage with your Customers


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min read

In order to really use Facebook to its full potential, you need to be active on it. It’s not enough to schedule your posts in advance and then disappear — you need to be there, interact, engage, comment and answer. But first of all, you need to create effective Facebook posts. Here are 15 tips to do exactly that:

1.   Open a Facebook page

In order to write great Facebook posts for your business, you need a Facebook page. Yes, a Facebook page — meaning, not just a Facebook profile. What’s the difference? Profiles are for people and Pages are for businesses, it’s against the platform’s rules to use a regular Profile to promote your business. Plus, Pages have all kinds of features to help you promote your business, which Profiles don’t. Of course to have a Facebook page, you need to first have a Facebook profile to manage the page.

2.   Communicate with your Audience


Facebook is a great place to connect with your audience: your existing customers, as well as potential customers. Try and engage with your audience as much as you can. You can do that using comments (comment on their posts and answer to their comments on your posts), Likes and other reactions. You can even private message your audience. 

3.   Timing is Important


We’re sure that by now you’ve read endless posts recommending to post at particular times, certain days of the week and in certain hours. And then you've read other posts telling you the exact opposite to post on totally different days and hours. And they all sound so convincing and scientific. How can that be?


The truth is there is no ‘perfect’ time to post on Facebook. It really depends on a lot of different factors: your industry, your type of business, who your audience is, what they’re used to etc.


So how will you know when the best time is for you to post? Simple: data & relevance.


If you have a Facebook business page, Facebook offers several tools that can provide you with useful insights on your traffic. The Insights dashboard will tell you when your audience is online, as well as the times of your most successful posts.

This data will help you improve the time you post in the future. Bear in mind that this data is ever changing so you need to check it from time to time, and always be up to date on changes in your audience’s Facebook behaviour.


The second thing is relevance. Make sure your posts are timely and relevant. There is no use in posting summer tips during February. 


Don’t forget that you can schedule your posts in advance —you don’t need to be online at the exact time you want your post to be published, by scheduling in advance you’ll be able to choose the timings without being online. 

4.   Prioritise Quality over Quantity


No matter what rules you try to adhere to, or which advice you're given about your Facebook posts, remember: quality comes first. Always.

Even if it means it will diminish your quantity. Make sure your posts are interesting, entertaining, relevant, educational and worthwhile: ALWAYS. Don’t post anything that isn’t: It will be bad for your business, bad for your brand and ultimately Facebook will punish you for it too. 

5.   Get Visual  


Remember: No post is post-worthy if it doesn’t have a visual. Nothing will stop people scrolling further down their feed if there isn’t a visual to catch their eye.

Here is an example of an eye-catching visual

This can be a photo, a GIF or a video, but whatever it is — it needs to be eye-catching and interesting enough for people to stop and actually read your post.

Getting your Facebook visuals right is an art in itself, if you adhere to these rules you’ll be fine:

●       Keep your images original and interesting. So, if you can — avoid stock photos. Those are rarely interesting.

●       Post good quality images and adhere to the recommended image pixel size and dimensions.

●       If there is any text in your images, keep the text below 20%of the image. That’s how Facebook likes it.

●       Double check that your images look good on mobile too. 

6.   Post Videos


Research has shown that organic engagement is the highest on Facebook posts with a video. In other words: video is hands down the best performing content format on Facebook. So, you need to create videos.

You don’t need to go for Hollywood-sized productions: you can just make fun, short videos using your phone. Content such as ‘How-to’ videos is super simple to make using your own expertise.

For example, if you own a cleaning business, you can create a short video explaining to your clients how to get their house ready for the cleaners.

If you’re an accountant, you can create a video going over the basic tax prep checklist, and of course post it at the right time, taking into consideration enough time before people need to file their taxes, but not too in advance (remember: timing and relevance).  

7.   Keep it Short and Sweet


Studies have shown that Facebook posts of around 40-80 characters perform best. Having said that, if the content you’re posting justifies a longer post — by all means, go for it. Like we said: prioritise quality, and quality also means that the length of a post should be determined by how much you actually have to say.

In other words, don’t make it any shorter or any longer than it needs to be. 

8.   Encourage Engagement


Facebook isn’t as generous in showing your posts as it used to be. In fact, it’s very hard to get your posts seen. But, Facebook does value engagement and you can actively encourage engagement in your posts. When writing a post, think about what will get the most comments.

You can ask a question, start a debate or anything else that may get people to comment. Answer the comments to get a discussion going. You can also get people to interact with your posts if you give them incentive to do so, maybe they need to like and share your post to win something. Get creative with it and try different methods. The main thing is to get people to interact with your posts. 


This is a great strategy for three reasons. Firstly, Facebook prioritises posts with a lot of engagement and shows them to more people. Secondly, by engaging with your audience, you'll increase awareness of your business and more people will learn about it. Thirdly, this is a great way to maintain a strong relationship with your customers. 

9.   Speak your Business’s Language


Your business has a certain personality and a certain voice. You need to set your business apart and make sure your posts convey your business’s personality. What we mean is, if your business is fun and young, that’s how your posts should sound too. If your business is formal and professional, that’s how your posts should be written.  

10.  Avoid Sounding Salesy


Your posts should never sound too pushy or salesy. Not only will this put your readers off, it will also make Facebook’s algorithm refrain from showing your post. Instead of sounding salesy, you should try to connect with your readers by being personal and friendly. 

11. Avoid annoying URLs

When adding a link to your post, make sure you remove the annoying long URL from the post itself. The generated thumbnail or title the link produces is enough for the user to follow the link. No need to keep it in the copy of your post: as soon as the thumbnail is generated, just erase the URL.   

12. Making a facebook post? Add a CTA


Tell your followers what you want them to do and give them an incentive to do so. You can finish your facebook post with a link to your website, but make it clear why they should go to your website: maybe there is more compelling content there or maybe the answer to a question you just posted.

Another CTA can direct your followers directly to your online shop or your booking system. But tell them why they should press that CTA: to get a discount or a special offer. Try making it interesting and enticing without sounding too salesy. 

13. Target audience


Facebook lets you target your Facebook ads , but you can also target your organic posts. You need to find out who your Facebook audience is first (and it isn’t necessarily the same as your followers on other social media platforms): how old they are, their gender, where they live and what their interests are. Use this information to cater your posts specifically to your audience and their interests. 

14. Pin a post to the top of your Facebook page


Facebook lets you pin a post of your choice to the top of your Facebook Business Page. This means that when people visit your page, this is the first post they’ll see, even if you've published more recent posts. So if there is one post that you feel is more important or relevant to your business at a certain point in time — go ahead and pin it up there. 

15.  Learn from your past posts


Creating effective Facebook posts is an ongoing learning process. Learn from your previous posts: which have performed well? Which haven’t? What can you learn from them? How long were they?

Pick your best performing post and try to capture that magic again. Pick your worst performing posts and try to learn from past mistakes. 




Facebook is the place to be, in order to constantly remain in touch with your customers. You can easily post on Facebook, as well as schedule your posts in advance and conduct social media marketing just using the 12handz system.  

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