There are good Facebook posts, but for every one of those, there are tons of others that fall flat.
There's a high probability that the vast majority of Facebook posts from businesses don't get any engagement at all.
What makes the difference between posts that engage, versus posts that are ignored?
Even professional social media marketers can make mistakes that result in bland, unappealing posts that don't strike a chord with their target audience.
Chances are, you follow a handful of brands yourself on Facebook and other social media platforms.
How many of their posts do you actually notice?
Some of them might not even make it onto your feed at all, due to Facebook's algorithms.
To get seen on Facebook, you need content your audience will actually like or share.
Otherwise, you'll get lost in the shuffle, and your reach will suffer.
A recent post from Hootsuite mentions four of the most common mistakes that brands make in their organic Facebook posts.
For every perfect Facebook post, there are 10 that don’t quite make the cut. Wood and Colling agree that these less-than-stellar posts have certain qualities in common:
- They are overly promotional. Always approach your Facebook content with an audience-first mindset. Instead of thinking how your brand can benefit, think about how you can help or solve problems for your Facebook audience.
- They are too long. Think about what your main message is, and stick to it. Nobody has time to read or watch unnecessarily lengthy content.
- There’s no CTA (or too many). The CTA compels your audience to complete an action, so if you aren’t providing one you’re missing out on a huge opportunity for click-throughs and engagement. But, if you offer too many CTAs on one post, there’s a good chance your audience will get overwhelmed and fail to click anywhere. Learn how to write an effective CTA.
- They use images optimized for other platforms. Show your audience that you’ve put some thought into your content by using visuals that actually fit Facebook’s image guidelines.
Every brand will have a different formula for the perfect Facebook post. With the tips above, you can figure out what works—and what doesn’t—for your audience.
You can find more tips for creating winning Facebook posts over at Hootsuite.