So you’re the person who has to come up with what to post on your Facebook page, day after day, week after week…

We have recently carried out some qualitative and quantitative analysis across the Facebook Posts of businesses in a wide range of industries.

Based on these results, I've put together my five top tips for generating maximum interactions and organic, viral reach from your Facebook content.

1. ‘Target Audience/Non Brand’ & ‘Product’ posts

Regardless of how long a business has been on Facebook, posts about something that is relevant to your audience but not promoting your business scored 87 per cent higher engagement than the average post.

Product posts were the second highest performers scoring 41per cent higher engagement, although Product posts scored considerably higher where businesses have strong product engagement overall.

2. Variety

While some content types perform better than others, pages that include posts across four or more of the content types achieve above average interaction levels and engagement.

Take note of the content types you’re using, and trial variations to determine the rhythm that works best for your page and audience.

3. Consider the format of your post

Even the greatest post idea can fall flat if the format of the post is not carefully considered. The highest performing post formats include clear photos or videos with engaging default frame images combined with a simple question, or a call to action and external link.

Importantly when including a link, always include an image you upload, not the auto-populated image from the link as ‘Text and Link’ is one of the lowest performing post formats.

4. Keep it simple

So you know you are going to do a product post including an image and link to where to buy the product online, but what should you say to generate the maximum interactions?

Regardless of content type, the posts generating the highest interaction levels contain only one sentence of text.

For example: What’s the first thing you would fix with our new power drill? Or, where in the world is this?

5. Authenticity

Above all, know your brand and tone of voice and ensure everything you post is a reflection of that, something that will become warm and familiar over time.

With the right reflection of your brand communicated in a format that maximises the Facebook medium, you can achieve great things by way of connecting, engaging and converting people in your target audience to become customers.

For background, to analyze the posts by way of Content effectiveness we sort them into one of six content type categories, Product, Brand, Industry, Education, Target Audience/Non Brand and Promotion/Offer. Additionally, we sort the posts by content format i.e. photo with text, link with text, text only.

ABOUT THE AUTHOR
Steve Hibberd has over 15 years digital marketing experience and is currently Co-founder & CEO of Tiger Pistol. Steve has a passion for Social Marketing, and works closely with key industry stakeholders in both Australia and the U.S. on developing product to make success on social easier to achieve for small business owners and marketers across the world.

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