How to make content that performs well on Facebook?

Indeed, this is the question that every company must ask itself.

When we take stock of the use of Facebook, we quickly realize that the social network is no longer at its prime. But that doesn't mean that it is no longer an interesting communication tool for your company, quite the contrary. Today, the audience that still uses Facebook is 35 years old and more. If this audience is not the one targeted by your communication strategy, you may want to skip it and focus on other more appropriate networks. But if the target audience is over 35, then you have everything to gain. So let's take a look at some tips and tricks to ensure you have the best chance of making successful content on Facebook.

Indeed, it is one thing to post content, but what really counts is to attract customers thanks to this content. We can summarize three keys that will allow you to create a good engaging content:

1. Create relevant and qualitative content

2. Establish a link with your community

3. Have a good communication ethic

Now that we have these three keys, let's go into a little more detail...

Regarding the creation of relevant and qualitative content:

• Don't write too much

Yes, it may sound silly, but the goal is to attract the customer, not to bore him. So, we keep the text under 300 characters, only the main part, in order to communicate effectively.

• Say goodbye to hashtags

For several years, they have become less and less useful and will just distort your publication, so stay on simple text to not distract your potential customers.

• Say goodbye to emojis

Unlike hashtags, emojis are appreciated because they bring color and, when strategically placed, they make the text more understandable. Be careful not to overdo it though, as they could have the opposite effect if you overdo it.

• Don't forget the visuals

Indeed, using attractive visuals is one of the best things to do. Create a graphic that reflects your brand and what you want to convey and your audience will be able to better understand what you are communicating to them.

Now let's get into the details of the next key, connect with your community:

• Instigate a dialogue

Here, it's all about interacting with your audience, through questions for example. When you publish your post, invite people to answer a question related to the post in a comment.

It is also interesting to launch a "call to action" to guide your potential customers towards a purchase. This allows you to transform a simple interest aroused by your post into a real desire to make a purchase.

• Don't forget to reply to comments

As for the previous point, the goal is to create a link with your followers. A good way to do this is to reply to comments. This way, people who commented feel satisfied to have had a response from the brand and are therefore more inclined to try again or even to make a purchase. Through your responses, you give accessibility to your brand and customers love it.

Finally, the last key. Have a good communication ethic.

• Know the right time to post

This point is specific to the social network you use, in our case we are talking about Facebook. But it is not the only thing to consider. The most important thing is to know your audience and their habits/preferences.

• Establish the frequency of publication

You don't want to overload your followers' newsfeed, but you also need to be present enough to not be forgotten by them. You need to find the right balance. Another criterion to take into account is the workload on your side. You must not let the publications become a source of stress and take too much of your time. On average, brands post 1 to 2 times a week on their Facebook account, ensuring a reasonable workload and a satisfied audience.

If you keep these tips in mind, you'll maximize your chances of having engaging and useful Facebook posts. Of course, this list is not exhaustive and there are many other tips that can be given, but this article is still a good base when you start a Facebook activity.