Statistics continue to confirm that Facebook is a very valuable social network for businesses, with sophisticated marketing promotion and user targeting. Expanding their presence on Facebook remains a must for brands, whether for selling products, customer service or staying in touch with clients.
However, the competition is fierce and most content never reaches clients without promotion. That is why we have put together a list of proven practices on what kind of posts to create on Facebook so that they are interesting for readers and worth promoting, including tips that respond to the latest changes in the algorithm. It is time to take your presence on this social network seriously again.
Of course, it is still true that the best posts go viral, so you save significantly on promotion and still achieve better results.
What do the posts that engage people most look like?
Facebook posts are the first thing users come into contact with, so they need to be as attractive as possible and attract as much attention as possible. Ideally, posts should also encourage people to take an active part in the life of your page.
So how do you do it, and what are the proven practices?
1. Keep in mind who you are creating posts for
The basic advice, and not only for Facebook activity, is: get to know your audience. Find out who follows you so that you can create posts they will find interesting. If you are not sure who is on your page or how to connect with them, try using the statistics to learn more. If Facebook tells you that you do not have enough information yet, try creating different types of posts and regularly evaluate which posts get the most response.
2. Creative posts with images
A picture is worth a thousand words. Especially in places where people scroll rather than read. Posts should be creative and, besides text, should ideally include an image, photo or video that catches the reader’s attention. Both need to be high quality, so definitely avoid blurry images.
3. Simplicity and clarity
Keep your posts clear. In general, easy-to-understand posts with clean graphics are best at capturing your audience’s attention. How can you tell whether your text is clear enough? Even an 11-year-old should be able to understand it easily. Always check that:
- Your colour scheme is clean and consistent
- You use images
- Your text is concise and clear
- You use power words
4. Prioritise positive, proactive content over clickbait
This piece of content advice is one of the newest. After its recent scandals, Facebook is actively trying to change the atmosphere and environment on its network. Publishing more positive content is a prompt for companies to really think about how they contribute to their industry and to their communities in general.
If you get stuck on what to publish and what your readers will find positive or inspiring, consider the following options:
- Personal stories and success stories
- Meaningful tips, guides and information
- Questions and conversations tailored to your audience
5. Be useful to your audience
Do not flood your page with links or generic advice alone. If you want to be helpful to users, publish useful advice and information in a friendly and approachable way. If you focus on educating your audience and they find information with you that they value, they will be happy to come back.
6. Ask questions often and hold discussions with your followers
Including questions in your content strategy is an easy way to get people to respond to your comments. However, they should be genuinely relevant questions where users can express something that matters to them. Generic questions usually do not get much response.
Facebook engagement posts and interactive formats to try
An engagement post is a post whose main goal is to get people to react, comment, vote or share, rather than to send them somewhere else. Interactive Facebook posts give the reader a simple task that takes only a few seconds. The easier it is to join in, the more people will do it.
Formats you can try:
- This or that. Show two options in one image and ask people to pick one in the comments.
- Polls about real decisions. Let your followers vote on something you actually need to decide, such as the colour of a new product or the topic of your next guide.
- Fill in the blank. For example, “The one tool I could not run my business without is ___.”
- Caption this. Post a fun photo from your workplace and ask for the best caption.
- Short quizzes. Ask a question from your field and reveal the right answer a day later.
- Recommendation requests. Ask followers to share their favourite tip, book or tool related to your topic.
Pick formats that connect to what you do. A bakery asking which cake to bake for the weekend gets answers it can really use. A random question about the weather gets a few replies and tells you nothing.
7. Call your readers to action
Create posts that call readers to action, whether that means sharing, answering a question, giving an opinion or adding a comment. Of course, 100% of your posts do not need to include a call to action, but most of them should. The more active the life on your page, the better Facebook rates it.
People share content that helps someone they know or says something about who they are. Before you publish, ask yourself why anyone would want to pass the post on. Then work through these steps:
- Give one clear reason to share. A practical checklist, a short story or a surprising insight from your work all give people something to pass on.
- Make it understandable without context. Someone who sees the post on a friend’s profile knows nothing about your brand, so the post must make sense on its own.
- Put the key message first. Longer texts are cut off, so the first line has to carry the main point.
- Create content worth saving. Step-by-step carousels, simple infographics and templates are often shared because people want to keep them.
- Name who it is for. A line such as “Send this to a colleague who is planning a product launch” gives people a concrete reason to share.
8. Do not force users to leave Facebook
If you want to increase your reach and engagement on Facebook, you should try to keep your activity right there. It sounds logical, but many businesses post nothing but one link after another on their page. Link-based posts get little to no interest. This also stems from the Facebook algorithm, which wants to keep users within its ecosystem.
9. Keep a consistent publishing frequency
On Facebook, consistency counts. Regular updates show Facebook that you want to engage with its platform and spark discussion. Done right, the result is reach.
How often should you post? That depends on your resources. Do not sacrifice quality for quantity, and come up with a frequency that makes sense for you. You can publish every day, but it can just as well be once every two or three days.
10. Reply to questions and comments
When your followers respond and comment, do not leave them on their own. If you want more comments, remember to reply to the ones you already receive. Personalised replies not only let your followers know that you are listening, but also serve as a way to build your brand’s personality.
If you liked this article, also read about how to write a successful SEO-friendly article or how to make money online.
Common mistakes with engaging Facebook posts
Even well-meant posts can backfire. Watch out for these mistakes:
- Engagement bait. Posts such as “Like if you agree, share if you love Mondays” push people to react without giving them anything. Facebook has said it reduces the distribution of posts that openly goad people into liking, commenting or sharing.
- Only interactive posts. If every post is a poll or a quiz, your page loses substance. Mix them with useful and informative content.
- Questions that are too broad or too hard. “What do you think about marketing?” is difficult to answer quickly. A narrow question gets more replies.
- Giveaways that attract the wrong people. A prize unrelated to your business, such as a $500 gift card, brings in followers who will never buy from you.
- Watching only likes. Comments, shares and saves tell you much more about what your audience values.
Frequently asked questions about Facebook engagement posts
What are Facebook engagement posts?
They are posts created mainly to get people to react, comment, vote or share. Typical examples are polls, this or that questions, fill in the blank prompts and short quizzes. Their purpose is to start a conversation with your followers, not to send them away from Facebook.
What makes a Facebook post engaging?
An engaging post is relevant to your audience, easy to understand and asks for a simple response. A good visual and a clear first line help it stand out while people scroll. It also matters that you reply to the comments it receives.
Give people a clear reason to share, such as a useful checklist, a story or a practical tip. Make sure the post makes sense to someone who does not know your brand. You can also name who the post is for, which reminds readers of a specific person to send it to.
Are interactive Facebook posts suitable for business pages?
Yes, as long as they relate to your products, services or field. Polls and questions can also give you useful feedback from your customers. Avoid generic or playful prompts that have nothing to do with your business.
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