With more than 2 billion monthly active users*, we all know that Facebook is the biggest social media platform out there at the moment. So, the audience is ready and waiting to engage with your content, you just need to know how best to seize their attention…
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Let’s talk about the least engaging content for Facebook at the moment: text posts. In this day and age, people are becoming more and more picky with which content they are willing to give their time and effort to. So, it’s no wonder really that plain text posts don’t often perform very well on Facebook. People will not often give the time to read a written post about your business, and because of this, Facebook is much less likely to show the post at all.
Next, links to external sites… Now, Facebook is selfish. It wants the consumer to stay on Facebook and absorb its content for as long as possible. Therefore, if you’re sending people away to other websites like YouTube, Facebook won’t like it one bit. On top of this, your audience most likely won’t want make the journey to another website just to come back to Facebook straight after, so, try your best to avoid links to external sites.
Something that doesn’t perform too badly, is photos. Photos are more eye-catching and emotive and we do find that consumers tend to linger on them a bit longer and share them a bit more than these last two. Memes are especially popular with Facebook users as they’re usually quite funny or relateable.
Now we come to the good stuff… Video. You only have 7 seconds to capture a person’s attention, so you need to hit them with your best content right from the start. Try not to waste your first few seconds with a company logo or an introduction of who you are. Get straight into the most interesting content, to begin with, and people are much more likely to stick around…
Facebook loves live videos. A tip from me: before you go live, just stop and take a minute to think through the content which you’re about to post. Think about what you’re talking about, how are you going to be engaging? What will the text above the video say? And, think about your call to action at the end of the video.
Finally, Five on a Bike’s most powerful content for Facebook is living photos. These are a cross between videos and photos, and they are really engaging for people, mainly because a lot of people have never seen them before! In campaigns using living photos, we found that they received over 100% viewer retention because people were just watching them over and over again!