Planning for 2023: Fb Posting Suggestions

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

Over the primary few weeks of the 12 months, we’re publishing a sequence of ideas and notes on the best way 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 coated the next components:

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

And we begin with the massive blue app, the one which began all of it (form 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 this 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 wish to miss out on a birthday notification or another main milestone that’s introduced through Fb submit.

That’s a giant a part of why nearly 2 billion individuals nonetheless log into Fb day-after-day, and as soon as they’re there, they’re nonetheless spending time trying round, participating in teams, sharing posts, and so forth.

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

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

The Algorithm

The very first thing you could 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 under consideration how typically a consumer engages with a profile or individual, as a method to find out probably curiosity. So if you happen to 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 prone to see it. That implies that the extra individuals interact along with your Web page content material, the extra probably 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 task in figuring out attain. As such, you could seize consideration among the many individuals who initially see it – which is why you could perceive when your viewers is on-line (by way of your analytics) and what they’re prone to interact with.
• How probably that it’ll drive engagement – Fb’s algorithm additionally works to find out what every customers’ engagement habits are, and can optimize to greatest lean into their particular behaviors. As per Fb: “For any given story, we predict how likely you might be to comment on that story, or to share that story”. Fb can even estimate how lengthy it thinks customers may watch a video for, or learn an article, as additional indicators of probably engagement.

The Information Feed algorithm is at all times being up to date and evolving, and Fb’s massive focus of late has been highlighting extra related video updates, from all throughout the app, in consumer feeds. Meta has stated that it’s going to 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 consumer that they in any other case wouldn’t have seen.

That would assist to enhance your attain, nevertheless it’s price noting that the main focus is brief video clips, as Meta appears to hook into broader consumption behaviors. When you have concepts for short-form clips, that might be an excellent alternative to get extra attain within the app.

Latest experiences have additionally proven that Meta has been making an attempt to cut back the quantity of divisive political content material in consumer feeds. Which is nice for entrepreneurs, because it leaves extra room to get extra publicity to 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 ‘value’, versus what makes them interact.

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

There’s no particular information on which metrics Meta’s bearing in mind when it refers to ‘value’, nevertheless it’s one other consideration to your planning.

When it comes to content material that has resonated on Fb previously, and will relate to this new ‘value’ based mostly strategy, 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, had been both inspirational, humorous, or sensible.

All of those appear to level to precious 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 loads – however you’re typically making an attempt to information customers in the direction of clicking on an attachment anyway, so that you don’t wish to be distracting them a protracted, wordy submit.

Having hassle summarizing your posts? You’ll be able to 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 may not at all times be precisely what you need, and you may run it just a few occasions, with extra emphasis notes on the type or language (informal, easy, and so forth.), which might allow you to discover a good abstract for Fb.

Possibly it helps – price making an attempt both approach.

Additionally price noting right here that posts of greater than 80 characters are auto-truncated within the cellular app, which supplies you that ‘See more’ immediate on the finish of the preliminary textual content. That would cut back click-throughs in case your key information will not be within the first sentence/s.

When it comes to codecs, video is the best-performing submit kind, 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 have to be trying, and it’s seemingly at all times including new instruments to simplify Reels creation, even if you happen to don’t have video property.

You may as well test 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 probably working, whereas you can too get spend and impression information on earlier campaigns.

Additionally price noting right here – whenever you add a hyperlink into the Fb submit composer, it’ll routinely generate a hyperlink preview, utilizing the header picture you’ve added to your submit in your website. You’ll be able to then delete the hyperlink from the textual content, and the preview will stay, which could be higher for driving site visitors (as your complete picture is now clickable).

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

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

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

Lastly, on posting frequency. This actually will depend on 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 may nonetheless annoy those that’ve chosen to particularly comply with your Web page. However as a information, there’s no definitive impression to posting extra typically.

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, information from Sprout Social, shared final 12 months, signifies that the greatest occasions to submit to Fb are Mondays by way of Fridays at 3 am, and Tuesdays at 10 am and midday, in your native time.

Why 3am? Nicely, there’s probably loads much less competitors at the moment, and it might be that by posting in these down occasions, that might allow you to get that preliminary engagement spark that you could attain extra individuals all through the day.

However once more, these measures are all relative, and it could be that your viewers responds to wholly completely different occasions and updates – these experiences are meant as preliminary guides that can assist you map out your greatest start line.

Engagement Course of

It’s essential that you just monitor your submit feedback, and reply to customers when you may.

Establishing that connection can play a giant position in constructing model recognition and neighborhood, whereas feedback additionally register within the Information Feed algorithm as engagement, which might assist to spice up submit attain.

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

Once more, these notes are designed as pointers, not definitive ‘rules’, and it’s possible you’ll effectively discover that your viewers responds to the alternative of every part really helpful right here.

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