5 Tips for Writing an Effective Facebook Post

Written by Jason Dafnis on August 17, 2017


Like email, social media can be a low-cost, highly-targeted lead generation tool. As a loyalty tool, it’s also a great way to stay in touch with your biggest fans and quickly respond to your most fervent detractors. (You have them, whether you think so or not. This is the internet.) One thing social media should never be – and, unfortunately, it often is for brands – is a trough for uninspired noise.

In today’s connected world, social media – Facebook in particular – is a front line for reaching your audience. Its flexibility for users and tools for controlling the message make it attractive to both businesses and consumers alike. But if content clutter occupies that space, it’s hard to get your message through. With that in mind, the social folks at SCG have put together some of our best tips for creating Facebook post after Facebook post that hits the mark – because if you’re doing your job right, you’ll be pumping out lots of these puppies.

Find Out Who You’re Writing For, Then Write for Them

There is no such thing as a “perfect post,” but the right post can be perfect for the right audience. Consider their position or occupation: are you writing to your employees or job-seekers? To consumers or other businesses? Oh, and don’t forget their lifestyle: coffee-sipping laptop surfers or thumb-locked smartphone devotees? Desk workers or jet setters?

Rare is the post that can be all things to all people – so don’t waste time trying to write the magic words that will drive Facebook users to buy or call or whatever you want them to do. Your effort is better spent putting in the time to find out who’s consuming what content to build specific posts that will attract a particular audience.

Once you have multiple specific audiences – like employees, prospective employees and prospective customers – create targeted posts for each group rather than publishing bland, generic content.

Keep It Short (Like This Next Paragraph)

Brevity is the soul of wit when it comes to Facebook posts, so think of each character as a sacrifice. Text alone isn’t going to engage, but it can direct attention to something else in the post. More on that later.*

Don’t Be Cute

Here’s the thing: just because visitors aren’t ruminating on your content doesn’t mean they don’t form an opinion on it. In fact, they probably do that before finishing the entire post. If your brand is a book, your content is its cover.

People can tell when you’re phoning it in pretty much immediately. Pandering to your audience, attaching yourself to a current trend or meme or creating (#)content for the sake of creating (#)content are all instantly recognizable to the social media user’s trained eye. It’s easier to bypass those sensors than it might seem, so be genuine. In your Facebook content writing, put your message first and your brand will benefit. Run your post by a coworker to gauge how the post feels along with how well it promotes your business.

Well, Maybe Be a Little Bit Cute

In 2016, one of our clients updated the siding on one of its manufacturing buildings for the first time in 58 years. A Facebook post about it remains one of the most interacted-with organic posts the page has ever produced. We attached no pitch – this post wasn’t intended to get people to buy a product – but it was a home run for audience engagement and page likes. People like to know what’s going on with the company, even if a post has no direct connection to sales or marketing.

Not all of your Facebook content writing has to drive leads or sales, so don’t write each post like an ad in a trade magazine. A post can simply exemplify your company’s culture, focus on its people or share an interesting aspect of your business without trying to boost conversions. Cultivate a thoughtful, approachable voice that builds brand identity rather than sounding like a broken record stuck on sales.

*Make It Visual

Here’s the “later” I mentioned earlier. They might not be worth a thousand words anymore, but every picture is worth at least a fraction of a second of someone’s time. Users pay more attention to posts with photos in them, and Facebook posts with photos are 230% as likely to get liked, shared or commented on as plaintext posts. Even if you’re not measuring success in likes, engagement with your content (whether that’s clicking a link, reacting or asking a question) should be the primary purpose for every post you make.

Wherever possible, use an original photo to fill out your posts, because internet-savvy folks can spot a stock photo from a mile away. While generic, licensed photography works in a pinch, original photography, eye-catching video and almost anything else created by your company gives users something they can’t get anywhere else on the internet.

The social media creators at SCG love writing killer Facebook posts that drive engagement and action for both B2B and B2C clients. Want more proof that a well-curated page can be good for your brand and your business? Drop us a line and let’s get talking.