We have come to the conclusion that the most important content of a Faceook Content Strategy can be divided into three areas:
A) An analysis of the previous years
B) A forecast or plan for the following years and
C) Details to pay attention to when posting
Which posts are currently working best?
On the one hand, our research and analyses have shown that questions, images and videos receive the most attention. Questions in particular engage the audience well. However, videos are the most shared content. It has also been shown that users engage most frequently with posted content when comparatively fewer major topics are aired in the media. In general, it can be said that the amount of relevant news is directly related to user interaction on all social media platforms. This has also shown that users interact most with content in the evening and at night. The day of the week with the strongest user interaction was Sunday. In addition, short posts, i.e. 50 characters or less, showed a higher level of engagement.
However, posts that link to an external page with a longer or even lengthy text were shared more frequently.
Photos that were uploaded to Facebook via a detour, for example via Instagram, performed significantly worse than photos and videos that were uploaded directly to Facebook.
Tips and advice for 2017
One of the most important points to achieve as much interaction and reach as possible is the right content. This must be interesting, appealing and shareable for as many users as possible. Some posts should be supported by paid promotion. The most effective method here is to first let the post grow organically and then, after 24 hours at the earliest, put some money into the promotion – this can be done as often as you like. However, it is best to always leave a 24-hour gap between promotions.
Giveaways are always a good way to draw attention to your website and advertising. You can maximize your reach by setting a task.
It also helps to start live videos, as this gives you the opportunity to interact directly with users. You should write and publish 5 posts a week, as many of them as possible should be videos.
Another valuable tip is to experiment with posting times. Although this does not apply to the target group of every site, we can only recommend posting outside of working hours.
Target group optimization is also a big part of advertising campaigns, here you should pay attention to who watches your videos, who is on your page, comments and likes and above all you should create “lookalike – audiences”. In addition, your content should provide as much information and educational content as possible to your target group, and ideally even entertain them.
Important details when posting
The optimum size for uploading images to Facebook is 1200×628 pixels, as this is the most comfortable size for Facebook users. You should make sure to keep to a minimum width of 600 pixels and ideally not exceed a data size of one megabyte.
Boosting posts only makes sense if you have set an accurate and realistic target group in the Ad Manager. You should therefore familiarize yourself with this target group in order to start boosting your posts with the appropriate settings in Ad Manager to generate maximum user interaction. To get an insight into the target group, you should use Facebook ‘s “Insights” function and analyze the data that is given to you there precisely.
As mentioned, it is best to write 5 posts a week to reach the most people. 4 to 5 of these should contain video material, if there is no increase in reach after a month, you should adjust the amount of posts and video material.
Since 90% of Facebook users access the platform from mobile devices, this should be taken into account and, if possible, content should not be shared that cannot be accessed by smartphone users.
