It is so discouraging to spend hours creating Facebook content only to have it go unnoticed. To avoid this disappointment, you must follow a posting recipe that will feed your Facebook audience’s hunger for auspicious text and imagery.
We found that when the various elements of a Facebook post are strategically crafted, the viral reach of posts is extended in the News Feed. – Track Maven
The three most important ingredients that go into the recipe for a perfect Facebook post are:
- a link
- a brief narrative (40 characters or fewer)
- shared during non-peak hours
Add a Link
According to Facebook’s studies on the number of clicks for different post types, link posts receive twice as many clicks when compared to links typed into a photo update.
When sharing a link on Facebook, the meta data – such as the page’s title, description, and photos – is taken from the web page and displayed on the Facebook post. Use the link’s title and description text to entice readers to click, comment, and engage. As well, the message conveyed in the featured image is important too. Posts with photos get an average of 2.35 interactions per post, while posts without get only 1.71.
Studies have also discovered that posts that included a full-length URL enjoyed three times as much engagement as posts that used a short URL.
A study from Buddy Media found that 40 characters or fewer received the most engagement on average. In fact, posts with 40 characters received 86% more engagement than posts with a higher character count. Studies from BlitzLocal and Track Social have also confirmed that engagement increased as posts got shorter.
Another study on Facebook post length determined that posts with 80 characters or less performed 66% better than those on Facebook that had more than 80 characters.
Avoid The Crowds
In Track Maven’s study of 5,800 pages and over 1.5 million posts, they discovered that posting on Saturdays and Sundays and before/after regular work hours and on Thursdays was the most effective approach.
According to Track Maven’s data, the best window for posting during a workday is 5:00 p.m to 1:00 a.m EST. During this time you can expect 11% more engagement.
Facebook users spend most of their time in the news feed. What they see in the news feed is determined by Facebook’s Edgerank algorithm. Based upon activity and engagement on the social network, Edgerank decides when and where to show your content. To entice the audience to engage with your posts, and thereby improve its exposure, you must be clear about what you want to achieve. Your post must communicate that.
A successful Facebook post begins with a clear objective. When communicating with your Facebook audience, be breviloquent with your text, use appealing photos/videos, and share a link to support your message. Also, be consistent in the quality and types of posts you create.