Optimize organic Facebook content

Business benefits

Capture attention, provide value, and drive traffic to your other platforms.

Set your publishing cadence between two a day to two a week based on your team’s capacity.

Facebook states that it prioritizes content that is both informative and meaningful. Plan on limiting how much your team posts such that all posts are both to have the best chance of getting promoted by Facebook’s algorithm. Stick to twice a day maximum and about once or twice a week minimum.

Research top-performing Facebook content using a tool like BuzzSumo to get ideas on what keywords, formats, calls to action are working for competitors.

Type in a topic, like home fitness or woodworking, into the Web Content section of BuzzSumo’s Top Performing Content tool. See which keywords have content that have high Facebook engagement metrics, and look through specific top-performing articles to get ideas about format, length, other keywords, and tone.

Experiment with different content formats, styles, tones, and lengths on Facebook to see what works well with your audience.

Facebook is a fluid social media platform, so experiment with many different formats, like images, text posts, short videos, and long videos.

Design and optimize your videos for sound-off by adding captions and including descriptive, engaging visuals.

Make sure the video makes sense without sound, like by using Facebook’s auto-generated captioning tool to quickly add captions, including an in-video title that gives context, and descriptive visuals.

Add an engaging hook in your video or text posts that grabs attention in the first few seconds.

Videos autoplay, so use strategies like quick-moving images, kinetic text, and a strong hook to make people stop and watch.

Apply descriptive Facebook Open Graph metadata on your website for content you share on Facebook.

Facebook has a public Open Graph Resource for more help, or implement this through WordPress or your CMS with a plug-in for social SEO, like Yoast SEO Premium, by typing in your desired title and description into the appropriate field.

Keep supplementary caption text for videos or linked content under 150 characters.

There are exceptions, but to keep the focus on the video or linked content, think of the text as part of the head or hook of your story.

Include a call to action in each post based on what action you want your audience to take.

Common CTAs on Facebook include clicking the link, adding a comment, signing up for the event, or sharing the post.

Drive traffic to another desired location, like a blog post or your Instagram, by teasing the value of that location and including a CTA to that location.

Facebook is often used as a starting point that directs traffic and the conversation to another place, like another social media platform, your blog, or your website. Tease the value of the link through a video teaser, intriguing photo, or short caption text that makes people want to learn more.

Last edited by @hesh_fekry 2023-11-14T10:45:35Z