Marketers believe that Facebook is still the most effective social media marketing platform. In a survey Web.com reported, 22% of respondents said that Facebook delivered the most significant ROI. Next are TikTok, Instagram, and YouTube with 16%, and LinkedIn with 7%.
With its 3.07 billion users worldwide, Facebook’s broad reach makes it a vital tool for brand visibility, audience engagement, and lead generation. You can maximise its power by creating highly engaging content. To help you create Facebook content that drives engagement, you will learn from this piece these particular lessons:
- Understanding Facebook’s Algorithm and Engagement
- How to Create an Engaging Facebook Content
- Types of Facebook Content That Drive Engagement
- Best Practices for Creating Shareable Facebook Posts
- When and How Often to Post on Facebook
- How to Measure Content Performance
Understanding Facebook’s Algorithm and Engagement
Facebook algorithm continues to evolve without us even knowing it. Marketers should always be on the lookout for updates to maximise organic reach and engagement. So, here’s an overview of how Facebook’s algorithm ranks content in 2024.
How Facebook Distributes Content
According to Facebook, “Every time you open Facebook, our algorithm goes through a set of 4 steps to answer the question: What content is likely to matter most to your readers?” Here are the four steps to help us understand how Facebook distributes content.
| Step | Overview |
| Inventory | Facebook gathers content shared by friends and pages a user follows, customised by the platform (e.g. Feed or Video). |
| Signals | It considers details like who posted, when, the user’s environment (time, connection speed), and other factors to understand the post’s relevance. |
| Predictions | Uses signals to predict how likely a user is to engage (comment, read, watch, or find informative) |
| Score | Facebook assigns a relevance score based on predictions, ranking posts by the user’s interest level (likelihood to click, spend time, or find information). |
The following section will give you more insight into how the Facebook algorithm works.
How Facebook Ranks Content
- Recency: Facebook prioritises fresh content over older posts. Therefore, the timing of your posts has a significant impact on your visibility.
- Engagement Predictions: Facebook wants to show posts that you frequently interact with or engage with. Based on past user behaviour, posts from pages that regularly receive likes, comments, or shares from a person will continue to rank higher in the user’s feed.
- Content-Type Preferences: Based on user behaviour and past interactions, Facebook most likely shows the user’s preferred content. For example, if a user interacts more with videos, then the user will see more video content.
- Meaningful Interactions: Facebook also prioritises content that generates conversations or interactions, creating a community feel.
- Relevance Score: Facebook evaluates the relevance of content to users based on the post’s context, history of interaction with the page, and content type. Posts with higher relevance scores are more likely to appear in the feed.
By aligning your Facebook content with the platform’s ranking signals, you can enhance engagement, reach a broader audience, and optimise your content’s performance.
Identifying Your Audience and Content Goals
Now that you know how the Facebook algorithm most likely works, let’s explore the prerequisites of creating content to help you increase engagement.
Define Your Target Audience
Have you explored your Facebook Insights? In creating engaging content, you must leverage analytics to learn more about your audience. If you don’t know who your audience is, then Facebook Insights can provide you with a rich understanding.
Be keen about the following data:
- Demographics: Age, Gender, Location, Education, Job, Relationship Status
- Preferences: Interests, Hobbies, etc.
- Behaviour: Times they are online; Content they engage with
This data helps you identify key audience segments and tailor your content accordingly. For example, if Facebook Insights shows that your audience engages more with video content than text posts, you can focus on producing videos to increase engagement.
Set Clear Content Goals
Let’s say you have already defined your audience. Now, set your content goals. Ask yourself about the purpose of your content. These goals will guide your content creation process and help measure success. Common goals include:
- Brand Awareness: If you want your brand to be known, create content that introduces your brand and values to your target audience.
- Engagement: To increase engagement, create posts that spark conversations. You can do this through posing questions, polls, memes, trend jacking, or other relatable content.
- Conversions: Do you want your audience to perform a specific action? Do you want them to purchase or sign up? Then, design content with a clear and compelling call to action (CTA) to drive sales, sign-ups, or other desired actions.
Customise Content for Audience Segments
Audience segmentation allows you to tailor your content to different groups, maximising relevance and engagement. Customising your content based on your audience’s needs and interests results in higher engagement and a more targeted, effective content strategy. Here is an example of audience segmentation:
| Audience Segment | Demographics | Content Preferences |
| Young adults (Ages 18-25) | Primarily students or early-career professionals, tech-savvy, mobile-focused | Short-form videos, memes, trendy topics, user-generated content |
| Professionals (Ages 30-45) | Working professionals, business owners. career-driven | Informative articles, thought leadership, industry trends, educational content |
| Parents (Ages 25-40) | Stay-at-home or working parents focus on family and balance | Family tips, parenting hacks, DIY ideas, product recommendations for children, date night ideas |
Types of Facebook Content That Drive Engagement
Visual Content
Image source: Chris Powell
Images and Infographics attract attention on Facebook. Because users doom-scrolling most of the time, a well-designed and compelling image can stop users and draw them into your post.
For complex information, infographics are effective in breaking down the topic. Because the format is digestible, it is also shareable. An excellent example of this is in list form like “5 Easy Ways to Lose Weight.” Combine that with having vibrant images and simple sentences, your audience can easily understand what you want to tell, and the post can attract shares since it offers value in an eye-catching way.
Videos and Facebook Live
Screengrab from Project Nightfall
Video content consistently outperforms other formats on Facebook, making it an essential tool for engagement. Videos are immersive and tend to keep users engaged longer, whether short-form or long-form content.
Wyzowl states, “91% of businesses use video as a marketing tool – maintaining an all-time high since we started tracking this data in 2016.” In the same survey, 90% of marketers reported that video marketing provided them with good ROI. That is the power of video content!
The current trend in video content is short-form videos. Vidico reported that videos under 90 seconds retain 50% of viewers. Short-form videos, such as a product demo or a teaser trailer, are perfect for grabbing quick attention. On the other hand, long-form videos still work, especially for storytelling, tutorials, or in-depth discussion.
Moreover, Facebook Live is a powerful tool for boosting real-time engagement. Live videos encourage immediate interaction through comments and reactions. For instance, a brand might host a live Q&A session where users can ask questions in real-time, making the audience feel involved. The spontaneity and immediacy of Facebook Live tend to result in higher engagement, as users feel part of an unfolding event.
Interactive Content
Image source: LocaliQ
Another content format that drives high engagement is interactive content like polls, quizzes, and contests due to its irresistible invitation for users to participate actively.
- Polls: Polls are simple yet powerful tools to compel immediate user feedback. For example, a cosmetic brand might post a poll asking followers to vote for their go-to foundation. The brand can also ask its audience to give some quick insight regarding its product development through a quick poll. This effort sparks engagement and gives the brand valuable insights into consumer preferences.
- Quizzes: Quizzes are another form of interactive content that works well. A quiz titled “Which Travel Destination Suits Your Personality?” can attract high participation because it’s fun and personal. It encourages users to share their results with friends, which extends the reach.
- Contests: Contests also drive high levels of engagement by offering users something in return for their participation. For instance, asking users to comment or share a post for a chance to win a prize can generate significant interaction. Moreover, some content creators leverage contests to increase their following. Sometimes, they include following their account and interacting with a particular post in the contest mechanics.
Storytelling and Personal Content
Personal and relatable stories are powerful tools for building emotional connections with your audience. Storytelling helps humanise your brand, making it more relatable. For example, a brand sharing the story behind its founding or showcasing the journey of one of its employees can evoke strong emotional reactions and encourage users to interact.
Personal content that reflects real-life experiences or behind-the-scenes glimpses can strengthen the bond between your brand and your audience. Users are more likely to engage with content that feels authentic and personal. For example, a bakery might share a heartfelt post about its humble beginnings, using actual photos of the team working in the kitchen, which can evoke comments, likes, and shares from followers who relate to the story.
There are millions of content creators on Facebook alone. All of you are vying for attention in overlapping markets. Therefore, you must optimise your content creation process to drive high results, especially regarding engagement and shareability. Here are four best practices for creating shareable Facebook posts. Every tip has a case study to illustrate and inspire you.
1. Use Captivating Headlines
Headlines are the first thing users see when scrolling through their Facebook feeds, and an attention-grabbing headline can make the difference between a post being skipped or engaged with. The key is making headlines concise, clear, and intriguing, offering a promise or solution that piques curiosity.
You must use headlines that evoke emotion or urgency because these kinds perform well. For instance, using phrases like “How to” or “Top 5 Tips” provides a sense of value, while questions like “Are You Ready for This?” build curiosity.
Case Study
Image source: Buzzfeed
BuzzFeed is a master of crafting captivating headlines. Their viral posts often have catchy, curiosity-inducing titles such as “10 Things Only 90s Kids Will Understand,” which target specific audiences and generate massive shares. Based on the example above, BuzzFeed used a sensational headline that piqued their audience’s interest. BuzzFeed’s approach leverages emotional connection and curiosity, making users want to click and share.
2. Use Strong Calls-to-Action (CTAs)
A call-to-action (CTA) guides the audience to take the desired next step, such as liking, commenting, or sharing a post. Strong CTAs help convert passive viewers into active participants. The language of the CTA should be clear and actionable, such as “Tag a friend,” “Share if you agree,” or “Comment below with your thoughts.” The CTA creates a sense of involvement, inviting users to take action and further amplify your post’s reach.
Case Study
Image source: Relevantly Marketing
Nike often uses powerful CTAs in their posts. For example, their campaign posts promoting new product releases might include phrases like “Swipe to shop” or “Comment below with your favourite.” These CTAs generate high engagement as Nike’s audience feels empowered to share their thoughts, boosting the post’s visibility through interactions.
3. Optimise Length and Structure of Posts
The length and structure of Facebook posts can significantly impact engagement. Shorter posts (40-80 characters) tend to perform better for quick interactions like likes and shares, while longer, well-structured posts that tell a story or provide valuable information can lead to more meaningful engagement, such as comments and shares.
Breaking up text with line breaks, emojis, and bullet points makes the post more readable and visually appealing. Posts should also be mobile-friendly, as most Facebook users access the platform via their phones.
Case Study
Image source: Humans of New York
Humans of New York (HONY) effectively uses longer-form posts to tell compelling personal stories. Despite the length of their posts, they consistently receive thousands of likes, shares, and comments. HONY’s success lies in the emotional connection it builds with readers through storytelling, encouraging followers to engage deeply with the content.
4. Incorporate Relevant Hashtags and Mentions
While hashtags are more prominent on platforms like Instagram and Twitter, strategic use on Facebook can still help increase post visibility. Hashtags categorise content, making it easier for users to discover posts around trending topics. However, moderation is key—using 1 to 2 relevant hashtags is typically more effective than overloading a post with them.
Mentions can also significantly boost engagement by notifying the person or brand you’ve tagged, leading to further interaction and reach. Mentioning influencers, partners, or fans in your post can create a sense of community and encourage sharing from those tagged.
Case Study
Image source: Lush Cosmetics North America
Lush Cosmetics frequently uses hashtags like #LushCommunity or #LushLife in its Facebook posts to build a sense of belonging among its customers and increase post discoverability. Additionally, it often mentions and tags customer-created content, encouraging its followers to share more posts featuring Lush products, thereby organically expanding its brand’s reach.
When and How Often to Post on Facebook
Best Times to Post for Maximum Engagement
Understanding when your audience is most active is critical to maximising engagement on Facebook. Each audience has different peak activity times, and using Facebook Insights or third-party analytics tools can help identify when your followers are most likely to interact with your posts.
SocialPilot monitored more than 50,000 accounts across various industries and locations. Below are their findings on the best times to post on Facebook.
| DAY | TIME |
| Monday | 6 am to 4 pm |
| Tuesday | 7 am to 4 pm |
| Wednesday | 7 am to 4 pm |
| Thursday | 6 am to 4 pm |
| Friday | 7 am to 4 pm |
| Saturday | 8 am to 3 pm |
| Sunday | 11 am to 4 pm |
Note: The timings above are in the Eastern Time Zone (EST).
Experimenting with different posting times is crucial to optimising engagement. Testing posts at various hours allows you to identify which time slots yield the highest interaction rates. For example, scheduling posts during weekends might be effective if your audience is primarily families or casual users. Over time, analysing the engagement patterns helps refine your strategy for posting at optimal times.
Finding the Right Post Frequency
While timing is important, so is the frequency of your posts. Striking a balance between consistency and quality is essential to keep your audience engaged without overwhelming them. Posting too frequently can lead to content fatigue, causing your audience to disengage or unfollow your page. On the other hand, posting too infrequently can make it challenging to maintain visibility in the crowded Facebook feed.
Brands should aim to post 3-5 times per week to maintain a consistent presence without oversaturating the audience. Creating a content calendar is a great way to stay organised, ensuring a steady flow of content while maintaining quality. This calendar can help map out your posts for the week or month, enabling you to plan around key dates, events, or promotions.
For example, a fashion brand might schedule regular content around new product releases, while an educational brand could plan around relevant seasonal trends.
Here’s a sample content calendar for a coffee shop, focusing on a week’s worth of Facebook posts. It balances promotion, engagement, and educational content tailored to drive engagement and create a sense of community.
| Day | Time | Post Type | Content | Goal |
| Monday | 9:00 am | Image post | A high-quality image of a speciality coffee with the caption: “Start your week with a fresh brew! ☕” #MondayMotivation |
Encourage morning coffee engagement |
| Tuesday | 3:00 pm | Poll | “How do you take your coffee? ☕” A – Black, B – With Milk, C – Flavoured |
Engage the audience with a simple poll. |
| Wednesday | 11:00 am | Behind-the-Scenes Video | Short video tour of the coffee shop’s brewing process | Build transparency and interest |
| Thursday | 5:00 pm | Testimonial Post | Share a customer testimonial about their favourite drink with a photo of the customer holding their coffee. | Build trust and encourage social proof. |
| Friday | 10:30 am | Product Post | Photo of a new seasonal drink: “Introducing our new Pumpkin Spice Latte! Try it today! #FallVibes” |
Promote a new product to drive sales |
| Saturday | 7:00 pm | Engagement Post | “Tag a friend you’d love to have coffee with!” | Increase engagement through tagging |
| Sunday | 10:00 am | Facebook live | Live session with the barista demonstrating how to make latte art at home | Real-time engagement, Q&A session |
How to Engage with Audience: Building Conversations and a Community
Your Facebook audience loves to feel heard. Hence, you must allow them to express their thoughts and appreciation by conversing with them. Through this effort, you are humanising your brand and building a community of loyal customers. To ensure engagement leads to good customer relationships, here are some points to ponder:
Respond to Comments and Messages
One of the most effective ways to build meaningful relationships with your audience on Facebook is by responding to comments and messages. When businesses take the time to reply to comments, it signals to the audience that they are valued and heard.
This interaction strengthens the relationship between the brand and its customers, fostering loyalty and trust. Quick, thoughtful responses to positive and negative comments can turn casual followers into brand advocates. Addressing customer complaints or concerns in public shows transparency and commitment to customer service.
For example, if a coffee shop posts a new seasonal drink, replying to comments like “This looks amazing!” with “Thank you! Have you tried it yet?” personalises the interaction and encourages further conversation, potentially leading to more engagement. Similarly, responding to direct messages via Facebook Messenger allows for more personalised communication.
Messenger offers the opportunity to engage with customers in one-on-one conversations, answering queries or providing personalised recommendations, which can lead to higher customer satisfaction and conversions.
Ask Questions to Spark Interaction
Crafting posts that ask questions is an excellent way to encourage followers to share their opinions, stories, and experiences. When people feel invited to contribute, they are likelier to engage with the content by liking, commenting, and sharing. Posts like “What’s your go-to coffee order?” or “How do you enjoy your weekends?” create an open dialogue that helps the business learn more about its audience while increasing engagement.
Additionally, asking for feedback or opinions on products drives conversation and gives customers a sense of ownership over your brand. For example, a beauty brand might post, “Which new product should we release next: a moisturiser or a serum?” This type of engagement helps brands understand customer preferences and gives the audience a stake in the brand’s decisions.
Tag and Shout-Out
Tagging followers and influencers in your posts is a powerful way to increase engagement and visibility. When users are tagged, they receive a notification, which prompts them to engage with the content and often leads to them sharing the post with their networks. Brands can also use this strategy to acknowledge and appreciate their audience, showing they are paying attention to their followers’ interactions.
For example, a restaurant might run a customer appreciation post that reads, “Thanks to @JohnDoe for being a loyal customer! What’s your favourite item on the menu?” This tagging highlights individuals, making them feel valued, and encourages others to engage by commenting on their favourite dishes.
Tagging influencers, on the other hand, can help brands expand their reach. By collaborating with relevant influencers and tagging them in posts, brands can tap into new audiences primed to engage.
Shout-outs can also be an effective way to recognise user-generated content. If a brand notices a follower sharing their product on their page, they can repost it, giving credit to the original poster. This shows appreciation for the audience and encourages others to create similar content in hopes of receiving recognition.
By responding to comments, asking thoughtful questions, and leveraging tags and shout-outs, brands can create an ongoing dialogue that deepens relationships with their followers and keeps engagement levels high.
Leverage Your Facebook Group
Leveraging a Facebook group can significantly increase engagement by fostering a sense of community and encouraging active participation. Groups provide a space for more intimate, focused conversations than regular Facebook pages. By creating a dedicated group, businesses can engage followers in discussions, ask for feedback, and share exclusive content like behind-the-scenes posts or early product releases.
For example, a fitness brand might start a Facebook group for customers to share workout tips, progress stories, and challenges.
The brand can then interact with the community by responding to posts, polling future product ideas, and hosting Q&A sessions with trainers. This direct, ongoing engagement keeps members active and more likely to engage with the brand’s other posts on the main Facebook page. Additionally, group members feel a stronger connection to the brand, which often translates to higher post engagement and brand loyalty.
Frequently Asked Questions
What types of Facebook content drive the most engagement?
Visual content such as images, videos, and interactive posts like polls and quizzes typically drive high engagement due to their ability to capture attention and encourage interaction.
How can I optimise my Facebook posts for better visibility?
Use strategic posting times based on when your audience is most active, craft captivating headlines, and incorporate relevant hashtags to increase visibility and engagement.
What are some practical ways to use Facebook groups for content engagement?
To foster a vibrant community, create focused discussions, share exclusive content, and actively engage with members by responding to comments and questions.
How can I leverage Facebook Insights to enhance my content strategy?
Analyse metrics like engagement rates, post reach, and audience demographics to identify what types of content resonate best and refine your strategy accordingly.
What role do calls-to-action (CTAs) play in driving Facebook engagement?
Effective calls to action prompt users to interact with your content, whether by liking, sharing, or commenting. This increases overall engagement and helps you achieve your content goals.
