Types of Content

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Images

Let’s first develop an understanding of the different types of Facebook content that can be posted on a Facebook Page:

1. Single Images
2. Photo Albums
3. Videos
4. Text

Single Images

Facebook Posts that include a single image generate 120% more engagement than the average post.

• Photos are engaging and easy to digest, making them your most effective tool for content marketing. Photos also allow you to take up a much larger portion of a user’s News Feed, boosting the attention you’ll receive.
• Just take a look at how much more prominently photo posts are displayed on a Facebook Page compared to a link-based post that pulls in just a small thumbnail image. And as you can see, you can include links in photo posts, too.
• Grab your audience’s attention by using simple images with a clear focal point. Images with highly saturated colors also help the creative stand out against the site’s white background.

To maximize your image posts, include relevant text to help tell a quick story. These most engaging way to do this is in the normal format of online memes, which include relevant text in large font directly on top of the image.

One great way to engage your audience around your photos is by including a call-to-action to write your best caption for a funny/ridiculous photo, like the one above.

One last way to engage fans using images is to give them two options to vote on. Walmart does this perfectly by getting users to “Like” for one option and “Share” for the other, thereby maximizing the posts reach.

Photo Albums

Facebook Posts that include a photo album generate 180% more engagement than the average post.

Photo albums are a great way to promote content from events, new product lines, and photo galleries of related content. Photo albums allow you to post multiple pieces of content at once without annoying users with multiple posts, giving each post the ability to be engaging/interesting to more users at once.

Video

Facebook Posts that include a video generate 100% more engagement than the average post.

When posting a video, follow these easy rules:

• Have a killer default frame image
• Keep it short
• Keep it simple

Videos are great for behind-the-scenes looks of your company, how-to’s and event clips, like this video from Red Bull.

Text

Text is best used in a short fashion. Posts between 100 and 250 characters (less than 3 lines of text) see about 60% more likes, comments and shares than posts greater than 250 characters.

The best types of text content is “Fill-in-the-blank” posts. This is where you ask an open-ended question for fans to answer in the comments section. These generate about 90% more engagement than the average text post.

When posting links to outside content follow these best practices:

• Keep it short
• Make the call-to-action clear and within the first 90 characters of the post
• Use an image to draw attention to the post

Example from HubSpot.