Planning for 2023: Fb Posting Ideas

Trying to refine your social media advertising and marketing course of in 2023?

Over the primary few weeks of the yr, we’re publishing a sequence of ideas and notes on easy methods to maximize your efforts, together with tips on new instruments like ChatGPT and DALL-E, and the way these evolving apps can help in your content material planning course of.

We’ve already lined the next components:

So, with information of what you are going to create and share, we now transfer onto the following factor – platform-specific ideas that can assist you maximize your in-app efforts.

And we begin with the large blue app, the one which began all of it (sort of)…

Posting ideas for Fb

Fb might now not be the cool app, or the place to hangout for youthful customers, nevertheless it stays probably the most accessed social media platform on the planet, and it continues so as to add extra customers, because it expands into ever extra markets.

Everybody checks into Fb, as a result of it’s the place you’re related to your closest family and friends, and also you don’t need to miss out on a birthday notification or another main milestone that’s introduced by way of Fb submit.

That’s an enormous a part of why virtually 2 billion folks nonetheless log into Fb day-after-day, and as soon as they’re there, they’re nonetheless spending time wanting round, participating in teams, sharing posts, and so forth.

Youthful customers may spend extra time scrolling by TikTok, however Fb stays a vital consideration for many manufacturers.

With that in thoughts, what are the important thing finest practices for Fb in 2023 for a model trying to optimize its in-app presence?

The Algorithm

The very first thing it’s good to perceive is the Information Feed algorithm, and the way it amplifies content material within the app.

Fb’s Information Feed algorithm, which goals to optimize use engagement, is underpinned by three key components:

• The place the submit comes from – The algorithm takes into consideration how usually a person engages with a profile or particular person, as a way to find out possible curiosity. So in the event you repeatedly Like or touch upon posts from a Web page, you’ll see extra of its posts – whereas if somebody you repeatedly work together with shares a hyperlink, you’ll even be extra more likely to see it. That implies that the extra folks interact along with your Web page content material, the extra possible they’ll be served extra of it, as they’ve registered an curiosity in your updates.
• When it was posted – Timeliness stays a consider Fb’s Information Feed, which additionally implies that preliminary submit response performs a job in figuring out attain. As such, it’s good to seize consideration among the many individuals who initially see it – which is why it’s good to perceive when your viewers is on-line (by your analytics) and what they’re more likely to interact with.
• How possible that it’ll drive engagement – Fb’s algorithm additionally works to find out what every customers’ engagement habits are, and can optimize to finest lean into their particular behaviors. As per Fb: “For any given story, we predict how possible you could be to touch upon that story, or to share that story”. Fb will even estimate how lengthy it thinks customers may watch a video for, or learn an article, as additional indicators of possible engagement.

The Information Feed algorithm is at all times being up to date and evolving, and Fb’s huge focus of late has been highlighting extra related video updates, from all throughout the app, in person feeds. Meta has mentioned that it will proceed so as to add extra of those AI-based suggestions over time, and as its algorithm improves, it’s getting higher at highlighting related content material to every person that they in any other case wouldn’t have seen.

That would assist to enhance your attain, nevertheless it’s value noting that the main focus is brief video clips, as Meta seems to be to hook into broader consumption behaviors. When you’ve got concepts for short-form clips, that may very well be a very good alternative to get extra attain within the app.

Latest studies have additionally proven that Meta has been attempting to scale back the quantity of divisive political content material in person feeds. Which is sweet for entrepreneurs, because it leaves extra room to get extra publicity in your content material, whereas Meta additionally notes that Fb’s algorithm is more and more being geared in the direction of offering what customers say that they ‘worth’, versus what makes them interact.

That’s an necessary distinction. Divisive, attention-grabbing posts spark engagement, but when customers are indicating to Meta that they’d want extra ‘helpful’ experiences, the algorithm may very well be additional aligned with, say, shares over feedback, relying on how Meta defines this.

There’s no particular data on which metrics Meta’s making an allowance for when it refers to ‘worth’, nevertheless it’s one other consideration in your planning.

When it comes to content material that has resonated on Fb previously, and will relate to this new ‘worth’ based mostly method, a 2019 evaluation by Buffer, which analyzed greater than 777 million Fb posts from Pages, discovered that the posts which noticed probably the most engagement, and subsequent attain, have been both inspirational, humorous, or sensible.

All of those appear to level to helpful experiences, which is one thing to remember in your planning.

Posting Finest Practices

As has been highlighted by varied research, shorter textual content descriptions typically work higher on Fb, with the optimum size for a Fb submit being between 25 to 55 characters.

Which isn’t rather a lot – however you’re usually attempting to information customers in the direction of clicking on an attachment anyway, so that you don’t need to be distracting them a protracted, wordy submit.

Having bother summarizing your posts? You may ask ChatGPT to do it for you.

That is the results of me asking ChatGPT to summarize this submit, and the abstract right here is fairly correct.

It won’t at all times be precisely what you need, and you may run it a couple of instances, with further emphasis notes on the fashion or language (informal, easy, and so forth.), which might provide help to discover a good abstract for Fb.

Perhaps it helps – value attempting both manner.

Additionally value noting right here that posts of greater than 80 characters are auto-truncated within the cellular app, which provides you that ‘See extra’ immediate on the finish of the preliminary textual content. That would scale back click-throughs in case your key data shouldn’t be within the first sentence/s.

When it comes to codecs, video is the best-performing submit sort, with dwell video driving probably the most engagement, whereas posts with pictures typically carry out higher than these with straight textual content. We’ve additionally seen some success with memes to assist enhance attain and consciousness.

And once more, with Meta placing extra emphasis on short-form content material, that’s the place you ought to be wanting, and it’s seemingly at all times including new instruments to simplify Reels creation, even in the event you don’t have video property.

You may also examine in with the Fb Advertisements Library to see what your rivals and people in your area of interest are doing. If the advert’s been working for a while, it’s possible working, whereas you may also get spend and impression knowledge on earlier campaigns.

Additionally value noting right here – while you add a hyperlink into the Fb submit composer, it would robotically generate a hyperlink preview, utilizing the header picture you’ve added to your submit in your web site. You may then delete the hyperlink from the textual content, and the preview will stay, which will be higher for driving visitors (as your entire picture is now clickable).

When it comes to hashtags, the jury continues to be out on Fb hashtag effectiveness.

At totally different instances, Fb has put extra emphasis on hashtags, however none of these pushes has seemingly caught.

It might be value experimenting – I might counsel that you just add not more than two hashtags per Fb submit, and that you just analysis related tags throughout the app itself (i.e. run a search and see what comes up, to make sure that it’s related to your corporation/merchandise).

Lastly, on posting frequency. This actually is determined by your viewers, however Fb has beforehand suggested that Pages shouldn’t be overly involved about over-posting, because the Information Feed algorithm will restrict publicity from particular person Pages.

That’s not assured, and you could possibly nonetheless annoy those that’ve chosen to particularly comply with your Web page. However as a information, there’s no definitive influence to posting extra usually.

As a begin, I’d be aiming for 3 updates per week, shifting as much as 5, then measure efficiency and iterate from there.

When it comes to when to submit, knowledge from Sprout Social, shared final yr, signifies that the finest instances to submit to Fb are Mondays by Fridays at 3 am, and Tuesdays at 10 am and midday, in your native time.

Why 3am? Properly, there’s possible rather a lot much less competitors at the moment, and it may very well be that by posting in these down instances, that might provide help to get that preliminary engagement spark that it’s good to attain extra folks all through the day.

However once more, these measures are all relative, and it might be that your viewers responds to wholly totally different instances and updates – these studies are meant as preliminary guides that can assist you map out your finest start line.

Engagement Course of

It’s necessary that you just monitor your submit feedback, and reply to customers when you possibly can.

Establishing that connection can play an enormous function in constructing model recognition and group, whereas feedback additionally register within the Information Feed algorithm as engagement, which might assist to spice up submit attain.

You would additionally think about opening up a Fb group in your model, or becoming a member of related teams so you possibly can tune into associated chatter, whereas guiding extra conversations in the direction of DMs is one other manner to assist improve that interplay and facilitate relationships.

Once more, these notes are designed as pointers, not definitive ‘guidelines’, and chances are you’ll properly discover that your viewers responds to the other of all the pieces beneficial right here.

However that’s the important thing driver – just be sure you analyze your analytics, and observe your efficiency over time. Whether or not you’re driving extra clicks, or getting extra attain, maintain tabs on the stats that matter to your corporation – and while you hit a winner, double-down, and take a look at your theories as to why it labored.