How to create great content for Facebook

Zach Kitschke

Creating great content for Facebook is now more important than ever for brands. Whether you're a small business, a startup or a large company, good content allows you to build a relationship with your fans online.

Tip #1: Make it visual

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Social media researchers have found that images consistently perform better than other types of posts. In fact, after Facebook launched its new version of the News Feed showing more visual content, brands saw 46% more engagement with their posts. Over the past few years, photos have grown to account for 50% of News Feed stories, and Facebook  continues to make changes so that images are even more prominent.

There's some good evidence behind it too. Social media “scientist” Dan Zarella undertook research into what content performs the best on Facebook. He collected data on more than 1.3 million posts published on the top 10,000 Facebook pages and found that posts with images performed better for likes, comments, and shares, than those without.

Tip #2: Ask questions

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Facebook is one of the best ways to have a direct conversation with fans of your brand. You can make the most of this by encouraging discussion and sharing on your page. One of the best ways to do this is by asking questions. According to social media blogger, Jeff Bullas, Facebook posts that ask questions result in double the comments of other posts.

Tip #3: Keep it fresh

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Like anything, building a presence on Facebook takes time. Posting regularly will make sure your followers get new content. Facebook suggests posting about once a day to ensure people keep returning to your page. However this will vary depending on your business. There can also be a risk with posting too much. As Mashable explains, posting more than that can have an adverse impact on your page engagement. It’s always best to post content that is well thought-out and valuable to your audience.

Tip #4: Determine your tone of voice

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An effective social media presence requires a well planned strategy. This strategy should guide everything you do and say online. John Hayden, the author of Facebook Marketing for Dummies, suggests that there are three key pillars to consider when defining your social media strategy:

  • Your brand. The feeling you want people to get from their interactions with you.

  • Your audience. The different people you’re trying to reach.

  • Your message. The two-way conversation connecting your brand with your audience.

Once you've defined your strategy, the next step is  developing a 'tone of voice' for your Facebook page . This will ensure your brand is consistent — some brands will be cheeky and irreverant while others will have a more formal style. Actually determining the character traits of your page will help determine things such as whether or not you should use emoticons and  how you speak to users. Social media agency 360i has posted some great tips on its blog about how to develop your tone of voice.

What's your experience been with Facebook? Share your tips on creating great content below.