As the Social Media Community Manager at Constant Contact, one of the top questions I hear from our fans and followers is, “What should I post on Facebook to get more engagement?”
Although we’ve published a ton of great content to help small businesses and nonprofits with their social media marketing this year, I thought a great way to close out the year would be to put together a list of our most successful content that will help inspire your Facebook success in 2014.
(Having trouble viewing any of the Facebook posts below? Click here.)
1. Top photo post
Why did it work? The length of your Facebook post matters! According to Facebook, posts between 100 and 250 characters receive 60 percent more Likes, comments, and shares. Instead of clogging up your fans’ news feeds with long text-only posts, look to keep things short and incorporate other types of rich media.
2. Top status post
Why did it work? When you’re writing content for your Facebook Page, it’s important to think like a person, not just as a marketer. People will respond to content that connects with them on a personal level. Those personal connections are your biggest advantage as a small business.
3. Top link post
Why did it work? The Constant Contact All-Star Award is just one of the ways we celebrate the success of our customers. When you celebrate your audience, you’ll not only improve relationships, but you’ll also have a lot of people Liking, commenting, and sharing your posts.
4. Top conversation-starter post
Why did it work? To start a conversation with our fans, I like to use “debate it” style questions that are easy to answer. I categorize “debate it” questions as multiple choice questions, true or false questions, or asking for an opinion on an emotion-eliciting statement. One of the key things to remember is to make sure your conversation starters are quick and easy engage with. When your questions are too vague, complicated, or off topic, it often turns fans away.
5. Top behind-the-scenes post
Why did it work? One of the greatest benefits of using social media for your business is that you get to show off your company culture and tell your brand’s story. By showing off some of the behind-the-scenes action with photos or videos, you’re able to humanize your brand and build genuine relationships. Don’t worry about finding the best angle or perfect lighting either. Photos that capture “real” moments are not perfect and your audience knows that.
6. Top product-related post
Why did it work? Using Facebook to collect customer feedback is a great way to boost engagement and to learn new ways to improve your business as well. Here, we asked our Facebook fans what they thought we should name a new functionality we were adding to our product. The response was clear, as you can see, and we used our fans’ feedback to name the new functionality, which was announced a few weeks later!
7. Top sales/marketing post
Why did it work? As a business on Facebook, there is a lot of content you can — and should — create that doesn’t involve selling. However, when it does come time for those product-focused posts, be creative with your message!
8. Top relevant current event post
Why did it work? While posting content related to a current event or holiday may seem like the obvious thing to do, it’s important that you find a way to connect the current event back to your business. If a post seems irrelevant or off topic, it is likely to produce a higher rate of negative feedback and no one wants that.
9. Top unique-to-your-audience post
Why did it work? One of the easiest ways to create successful Facebook content is to focus on understanding your audience. Two ways you can do that is through conversations and by reviewing your engagement metrics on a regular basis.
10. Top educational post
Why did it work? No one knows your business better than you do, and people most likely see you and your page as an authority in your industry. Sharing your expertise and insights by posting articles, tips or other helpful content with some key takeaways can boost your engagement.
11. Top call-to-action post
Why did it work? Don’t be afraid to specifically ask your fans to engage in a particular way. Often, “Like this” posts get a bad rap for looking spammy, but as long as your posts are relevant to your brand, then asking your fans to do something won’t annoy them!
12. Top fun post
Why did it work? There are plenty of marketing platforms where professional content is the main focus. But on Facebook, you can keep it lighthearted. If you know your audience, you’ll know what they’ll find entertaining and it’s as simple as that!
Have additional questions about creating successful Facebook content? Ask me in the comments below.