Thursday, August 1, 2013

Facebook Marketing : Creating a Good Facebook Post

As a small ecommerce based business, one of our key marketing tools is Facebook. I am not privy to the spend of others or the reach, but based on the Facebook insights, there are a few things we have learnt.

Take a look at our last 5 posts in our Facebook page  (from Facebook Insights view. We have 12k odd fans). The * indicates the posts that are much more engaging than other posts
Post # 5 - A long image with lot of text with funny anecdotes and a link to our website. No of likes -7, No of shares - 1

Post #4 - Image of one of our Products and link to product. No of likes -30,No of shares-2

Post #3 - A wonderful image of many of our products arranged with a link to our website. No of likes -76, No of Shares -2

Post #2 - A funny timely image with a reference to a recent political event. No of likes -13, No of Shares-1

Post #1  - A simple image with one our products, an engaging quote and a link. No of likes - 25 likes, No of Shares  - 1 (this is only 2 hours old as of now)

In Summary Post #3 and Post #1 seem to work very well.

I also looked at older Text only Posts, Video Posts and so on.
Here are my top (although fairly generic findings)

1) Images are the most engaging of all posts. They are the quick wins

2) Text messages seem to reach to a large audience very fast but engagement is usually poor.

3) Videos especially ones that are about your brand dont seem to do well. Maybe Youtube is still the right place to go when it comes to Video. Its too much hardwork and low ROI at facebook. Though a good viral video may do wonders, creating such a video requires lot of hardwork, luck, skill etc

4) People like simple images. A great image needs to be focused. Too much text or highly intellectual content finds limited takers. Funny is good, clever is good as long as it is easy to get.

5) Users tend to share images where the brand message is not the main focus. An excellent brand focused message that is clever, interesting or funny gets a lot of likes but not necessarily a lot of shares.

6) Too much text does not work too well unless it is like a short story

7) Specific Links for Specific Images : If the image of a product that has a low chance of getting shared as it is something specific to your offering, it is better to provide a specific link than the generic website link.

8) Website Link for Generic Images - In case of a generic image(example funny image) that will probably get shared, it may help to put the generic website link that you want to promote as it will probably reach a complete new audience who will click on the link for curiosity

We have just about 12k fans and these are just generic observations that may be helpful. Hence sharing. Do let us know what works for you.


  1. I am a social media marketing professional. I deal with many of my client's social media accounts.

    One thing that has surprised me is that you have consistently managed to reach more than 10% of your fans.

    It can mean 2 things.

    1. Your fan base is very targeted.
    2. Your contents are of very high quality.

    I don't know, if you have realized it, but let me tell you, reaching above 10% of your fans is an exceedingly good performance.

    Whoever is managing your FB page is doing a great job. My best wishes to that person.

  2. Thank you for the comments.
    You are right - Our audience is very targetted. Initially we had a lot of questionable profiles and we spent some time to make it targetted - usually that means more filtering by age, gender, location etc.


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