Facebook post types

Once you have created and optimised your Facebook page, it’s time to start creating posts for your followers. First, let’s go over the technical aspects of writing a post: the functionality available and the type of posts you can publish.

The type of post you use might depend upon your objective. Do you want to spark engagement on a topic? Get users to like an image? Or have your fans click through to a website?

The average user spends 8.3 hours on Facebook a month

Post type #01: Text post

Text-only posts usually work best if they are kept short and sweet. You can often get a good response by asking questions, or offering quick and simple tips. Another popular way of engaging fans with a text post is asking them to fill in the gap, such as “I couldn’t get through Monday morning without ______”.

Text posts are a great way of sparking debate and attracting comments to your posts.


Post type #02: Image post

Facebook devotes a large amount of space in users’ newsfeeds to allow images to show, so why not take advantage of this? Photos often get strong engagement, especially via the ‘like’ button, but may not spark as much discussion as a text update containing a question. Just ask yourself: is this something your fans will find interesting, funny, or valuable?


Post type #03: Link post

A link post is one which contains a link to another Facebook page or a website. A link post will encourage the user to click the link and land on the destination page. So, if you launch a new product or service, a link post is a good way to alert your customers and drive traffic to that page.

If you want to bring people to a website, always use a link post. A really strong link post is likely to generate likes and spark discussion in the form of comments. If the content is really useful, users may want to share the post with others.

Link posts are accompanied by an image thumbnail. The thumbnail is taken from an image on the page you are linking from. However, if there is no suitable image on the link, or the image is too small, Facebook allows you to upload your own.


Tips for writing Facebook posts

Tools and tips when writing

When you actually start typing in the status box, you will notice a couple of features and functions to enhance your post, such as the ability to schedule a post, add a location, or include tags to other profiles (@handles).


Tagging other pages

When writing your post, simply type the name of the page you wish to tag, prefixed by the ‘@’ symbol. When you publish your post, this will become a link to the page you tagged. This is very useful if you are sharing content and wish to credit the original writer’s Facebook page. Doing this will also (depending on privacy settings) send an alert to that page saying you have mentioned them.

Facebook page tagging screenshot

Each Facebook user has on average 130 friends and is connected to 80 pages, groups and events

Scheduled posts

The ‘scheduled post’ icon will appear below the status box as a grey clock icon in the beige tool bar. However, this is only available from your timeline, not your newsfeed. It’s a fantastic tool that allows you to create posts immediately, but to publish them at a later date. This is especially useful if you know when your fans are mostly likely to be online. If your fans are mostly consumers, it may be logical to assume many of them will be at work during the day, so you might get the best response if you post in the evening. You can get more accurate information as to when your fans are most likely to be online by using Facebook Insights (more on that in the next lesson).

Facebook scheduled post screenshot

Targeting

‘Post targeting’ will allow you to send your post to a particular sub-section (group) of your fans. You can find this option at the bottom of the status update box on your timeline (the crosshair icon). If the icon is not present, you may need to enable post targeting for your page. To enable post targeting, go to the top of your page, click on ‘Edit Page’ and select ‘Edit Settings’. From here, just look for ‘Post Privacy Gating’ and make sure the box is checked.

Now that targeting is active, you can target your fans using the following options:

  • Location
  • Gender
  • Relationship Status
  • Educational Status
  • Interested In
  • Age
  • Language
Facebook targeting a post screenshot

Nearly every type of business could find applications for at least a few of these options. For instance, if you want to run a U.K.-only promotion, just choose United Kingdom as your targeting location. Now only Facebook fans in the U.K. will see your update.

It’s important to remember: by gating your audience, you will inevitably be targeting fewer people. If you have 10,000 fans, and only half of them are in the U.K., the maximum reach you could expect by targeting only U.K. fans would be 5,000 people.


Adding a location to a post

You can also add a location to a post, which pretty much works the same way as it does for a personal profile. Your location will be displayed within your post. This feature can be used effectively by your business to show you’re currently at a special event or exhibition.

Facebook adding location to a post screenshot

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