Have you ever written a post, with your very best effort, and, the result? Nobody reads it! What happened?
So, the questions are::
Are you marketing on Facebook? Do you want better reach for your Facebook posts? Do you use images in your Facebook marketing? Are your image posts performing as well as you’d like? How to Create Facebook Image Posts That Engage? How do you get more attention for your Facebook posts?
Using the right posting tactics will give you better results from your Facebook marketing.
In this article you’ll discover nine tips for more effective Facebook posts, and improving the performance of your Facebook image posts.
1. Create a Posting Road Map
Many businesses start posting on Facebook without a plan. As a result, their posts often don’t address the needs of their audience.
Consider creating a road map for your posts covering various topics.
For example, if you’re in the media industry, your content could cover branding, digital design, SEO, and so on. The more topics you add to your content bucket, the more variety you can offer to your audience.
After you choose the topics you’ll cover, create a calendar. A content calendar maps out what to post each day. Having a schedule also helps you build in enough time to create your social media images.
If you’re not sure how far out to schedule your posts, creating a content calendar for one week in advance is a good rule of thumb. This gives you the flexibility to keep up with timely topics.
2. Write Your Text for Skim Readers
Rather than debate the length of Facebook posts, consider the decreasing attention span of users. A study by the National Center for Biotechnology Information showed that people have an attention span of 8 seconds, which is 1 second less than that of a goldfish.
If you apply that to Facebook, the first three to four words of your update are crucial to grabbing your audience’s attention.
For help creating a compelling Facebook update, try a tool like CoSchedule’s Headline Analyzer. Enter your post copy in the text box, and the tool will provide recommendations to improve your update.
3. Analyze Your Written and Visual Content, Then Optimize
On Facebook, there are four types of content you can post: links, images, videos and text updates. According to a Socialbakers study (which analyzed 4,445 business pages between October 2014 and February 2015), video is the most important engagement driver, followed by text updates, links and photos.
However, before choosing content types for your posts, take time to analyze your business and audience. For example, if you want to drive traffic to your blog, the link format likely would work well for you. On the other hand, if brand awareness is your main goal, images and videos are a better bet.
Suppose that you want to drive attention to a link in the description. So in the post, you include an image along with the link. When you analyze the clicks for that post, you find that out of 70 photos clicks, 15 post clicks and there was only 2 link click.
The takeaway is that the content type you chose did not effectively drive attention to the link. Make sure that you check your analytics to see if you’re choosing the right content types.
4. Consider Using Brand Hashtags
Do you use hashtags while posting on Facebook? A recent Buffer study revealed that posts without hashtags outperform posts with hashtags on Facebook.
However, before you dismiss the idea of hashtags altogether, test them for yourself. Is there a particular hashtag you use for your branding? Using hashtags on Facebook can make sense if they contribute to your brand positioning.
Adidas frequently uses the hashtag #teamadidas in their posts because it’s synonymous with their brand.
Hashtags also may be effective if you’re posting about a trending topic.
5. Customize Your Facebook Post Descriptions
When you post a link on Facebook, it fetches the metadata automatically. This can be edited.
For example, suppose that you want to republish a post. All you need to do is change the description metadata to fit the post description and suit the current context.
Remember that Facebook posts are now searchable, so this is an excellent opportunity to add your keywords, too.
6. Experiment With Your Publishing Times
Some Facebook managers don’t dig into analytics to discover the ideal days or times to post. They simply post when the content is ready.
According to this HubSpot article, the best days to post on Facebook are Thursday and Friday, and the worst days to post are Monday through Wednesday. Of course, you’ll want to decide what works best for your page.
To maximize your engagement, it’s important to check your analytics. Tools like Facebook Insights and Bitly (if you post links) can be helpful if you don’t want to invest in an analytics tool.
If you’re looking for a bit more information, there are paid tools available that will give you detailed analytics. For example, Fanpage Karma will give you stats on each type of content.
And now, the question is, How to Create Facebook Image Posts That Engage?
While targeting, relevancy and timing play significant roles in the success of Facebook campaigns, the right image is key to improving engagement.
That´s why in this section, you’ll discover how to improve the performance of your Facebook image posts.
7. Use Hi Quality Images
People respond to outstanding images. These are pictures that inspire likes, comments and shares, and encourage people to engage. The importance of images (as well as video) has skyrocketed in recent years, so images that were good enough in the past may not be anymore.
While most brands think they share captivating images, unfortunately most are missing the mark. You not only need to use pictures that are high-quality and unique, you need to make sure those pictures relate to your brand and stimulate engagement.
For example, even though TripAdvisor has access to some of the most captivating imagery in the world, some of their images work better than others.
After reviewing their 20 most recent posts on Facebook, I discovered that TripAdvisor receives an average 251 likes and 30 shares per post.
Many of those posts display user-generated content like this beautiful landscape above with the text, “Caption this …”
An image like this used to be “enough” for fans to get excited about and engage with. (And 376 likes would make many fan pages stand up and cheer.) However, the text is very basic and it’s just one view of a setting.
Alternatively, but still in line with their brand, TripAdvisor recently posted 12 beautiful images of natural pools in an album with a clever title (“Natural Swimming Pools You Wish Were in Your Backyard”) and a caption (“We like our pools au naturel.”), designed for a reaction. The result? Nearly 2,700 likes and almost 300 shares.
In this case quantity and quality paid off. There’s no question about it. It’s harder to compose Facebook posts like this. However, if you want to increase engagement on your images in a big way, it may be worth the time to put in the extra work.
8. Test for Performance
To find what will inspire your audience to engage, you need an image that makes them stop in their tracks, followed by irresistible content. Trial and error with split testing is a surefire way to determine what your fans do and do not respond to. It just takes time.
Study your image performance to see which ones fall flat, and which images trigger a response, whether it’s in the form of a like, share, click, sign-up, purchase, etc. When you find what works, replicate and scale it.
You should also review images that don’t lead to a response, so you can try to understand why they weren’t successful.
Keep in mind that the image itself is not the only thing that makes a post successful. Pay attention to the title, body content, call to action and any additional text (such as percentage off in an ad or expiration date for a deal) as well.
After testing images to see what resonates with your audience, gather images that are in alignment with your brand. Then, write out your messaging in the form of titles, text and calls to action. Don’t go with just the first few things that come to mind. Get creative and take the time to do this right.
Now, mix and match to create a massive library of image and text combinations. Some of the combinations should be completely different and others just slightly different. The goal is to make sure that every post people see for your brand is different than the one before.
9. Pay for Visibility on Facebook
Facebook has changed quite a bit in recent years. Organic reach is not what it used to be. So unless you already have thousands of highly engaged fans, the odds of an organic photo post performing well are slim. The answer? Facebook advertising.
If you’re going to put in the time to develop amazing photo posts, then you want to get them in front of a large, qualified audience. Allocate part of your marketing budget to Facebook ad campaigns. Even companies with a large audience struggle to get their posts seen.
For example, Salesforce has more than 475,000 Facebook fans, $5 billion plus in annual revenue and a company valuation of nearly $50 billion. Even when they post organically, their stats falter. The image below only received 31 likes and 7 shares.
A recently published promoted post did much better. It received 153 likes and 29 shares, which is a 393% increase in likes and a 314% increase in shares so far. Although we don’t know how much money Salesforce spent on the ad, they were clearly able to amplify their message in a very short amount of time.
A little bit of money spent on a Facebook ad can make a huge difference in the reach of your visual posts. Sure, you can just do things organically, and you will have friends, family and passionate customers who support you. You may even get lucky and have a post hit it big.
However, if you want to consistently grow your brand in a predictable way, then consider using Facebook ads to get your images in front of a large and targeted audience.
Final Thoughts Over to You:
Businesses are constantly striving to get more attention on Facebook, which has 1.44 billion monthly active users. With the right strategy, you can see more success from your Facebook posts.
What do you think? Have you used any of these tactics in your own Facebook marketing?
There are several ways to improve the performance of your Facebook image posts. Use quality images, test the elements and promote posts to increase visibility. Every visual marketing strategy is different, just as every brand is different.
If you have enough patience to try different things to see what works for your company, your visual posts and your levels of engagement will benefit.
What do you think? What visual content works best for your brand? What types of images get the most engagement? Which calls to action get the best response? Please share your thoughts and recommendations in the comments.
Please share your thoughts in the comments below.