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8 Best Practices for Brands Posting on Facebook

For nearly two decades brands have been creating Facebook-specific strategies for growth. As the platform has evolved over time, so have the campaigns, metrics, and just about everything else.


Despite an ever-changing atmosphere, there are still timely best practices brand managers can rely on to improve performance on Facebook.

  1. Define your target audience: Before beginning creating content, it's important to understand who you're trying to reach. Consider factors such as demographics, interests, and behavior to create a clear picture of your target audience.

  2. Create a content calendar: Plan out your content in advance to ensure a steady stream of posts and to avoid last-minute scrambling. A content calendar will also help you stay organized and ensure you're posting a mix of different types of content.

  3. Use visuals: Facebook is a highly visual platform, and posts with images and videos perform better than those without. Use high-quality images and videos to make posts more engaging.

  4. Keep it short and sweet: Attention spans are short, so make sure posts are easy to read and to the point. Aim for a maximum of around 80 characters and a maximum of around 250 characters for your post caption.

  5. Encourage engagement: Use calls to action, ask questions, and encourage comments and shares. The more engagement your posts receive, the more likely they are to be seen by others.

  6. Monitor and measure: Use Facebook's built-in analytics tools to track post performance and measure reach and engagement. Use this data to inform future content creation and to adjust your strategy as needed.

  7. Be Authentic: Maintaining authenticity of your brand is important, this will help you to establish trust and build a loyal following among your audience.

  8. Be consistent: Maintaining consistency in terms of both frequency of posting and the tone of the content will help build a strong online presence and keep followers engaged.

Keep in mind that the best practices are always evolving so stay updated with Facebook's policies, algorithm and best practices.


While Facebook will never stay static for long, these tried and true steps above will put any social media manager ahead of the curve.

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