Hello, netizens, my name is Ty and I literally grew up on Facebook.
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I was a seventh-grader when I discovered the joys of social media. Like most middle schoolers, I could only describe myself back then as clunky, awkward, and weirdly sweaty (no offense to all the middle schoolers definitely reading up on marketing tactics).
So, when my tweenage-crush stopped me by the water fountain between classes one day (a very bold move for a 14-year-old), and asked me ever-so-romantically, “Do you have a Facebook?” I had no idea what he meant.
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My parents were incredibly strict, and there was absolutely zero chance that they would allow me to make a Facebook account at the age of 13, no matter how distinguished and adult I thought I felt. But there I was, face-to-face with the fairy-tale love of my life, and if the only way to reach him was digitally, I was diving in head-first.
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For Gen Z’ers like myself, Facebook was a social awakening, punctuated by pokes and FarmVille. But even before I became active online, Facebook showed immense growth, with close to 100 million users as early as 2008.
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Today, Facebook has 3 billion active users and a targetable audience of 2 billion. Because of the incredible reach of the platform, Facebook ads have the potential to reach 34% of the global population and 63.7% of the American population.
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For businesses, Facebook just makes sense, but dumping content onto consumers without direction can lead to low engagement and even lower conversion rates. However, coming up with consistently engaging Facebook post ideas isn’t as simple as it may sound (which is probably why you’re here in the first place).
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But do not fret, because once again, Marketwake paid media expert Leigh Glover and I are here to give you the 411 on producing engaging posts for Facebook.
By the end of this blog, not only will you be a Facebook pro, you’ll be able to make your target audience fall in love at first sight… or ad.
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Be a Problem Solver
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78% of American users report finding retail products on Facebook. People buy products to solve problems, and if your product can stand out on Facebook as a perfect solution, your business has the potential to draw in several qualified leads.
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Let’s see what Facebook expert Leigh Glover has to say,
“Any kind of advertisement that provides a solution for a common problem is going to be effective. You want to make loud and clear callouts in your content that detail problems your business is solving.”
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When it comes to using problem-focused content to engage your audience on Facebook, you want to be bold, and by bold I mean CALL THEM OUT, like so:
Hey, do you want hard kombucha that also clears your skin and has life-changing affirmations on the can? Because it’s right here, spiked with actual magic. ✨
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Are you tired of your pillow not completely enveloping your head? I know I am. Check out this pillow that will literally swallow you whole.
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Now, those might’ve been slightly over the top, but they’re effective because they incorporate something called a trigger phrase. Trigger phrases are striking statements or questions that speak directly to the problems of your audience.
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Businesses can use short, attention-grabbing copy to incite intrigue in potential customers and highlight their product as the perfect solution. And whether you incorporate copy into feed or story posts (stay tuned), speaking candidly with your audience about their problems comes across as more personal, which is what consumers want from the brands they shop from.
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“Press Play” on Video Content
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Video content is popular and has been for a while now. YouTube, one of the first real video hosting platforms, reached 25 million views only a year after its inception in 2005. Today, the most popular YouTube channels boast over 180 million views and the platform overall has seen so much success that it’s difficult to even quantify.
Aside from platforms geared toward longer-form video content, other short-form media platforms like TikTok have gained similar traction amongst the public. TikTok clocks in at around 50 million daily users in the United States alone.
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Although previously, video content has lived primarily on video-based platforms, user engagement has been shifting gears toward video content on all media channels. In fact, on Instagram, a platform originally made for photo-sharing, video content reports more attention than any other type of post. Similarly, on Facebook, videos provide the highest amount of engagement from users, sitting at a rate of 13.9%.
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According to Leigh, the popularity of video content can be attributed mainly to the fact that “Video stands out in a mainly static feed because it features a lot of movement. On top of that, it conveys a message that can live in the actual medium, meaning you won’t have to worry about writing copy to supplement your visuals. Let the video do the work.”
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So, as consumers continue to expect video content, consider using it as an opportunity to advertise your business more effectively. In 2022, it is hypothesized that video content will lead to about 82% of internet traffic globally which, as a business, you should be taking advantage of. Not using video in your advertising strategy could lead you to miss out on a plethora of potential customers, especially the ones with slightly shorter attention spans—and I mean no shade because I’m right there with them!
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Tap into Stories
Stories refer to in-app vertical content that lasts up to 15 seconds and disappears after 24 hours. Stories originated on Snapchat, a visual messaging platform on which content always disappears after 24 hours. After the success of the medium on Snapchat, social media platforms Instagram, Twitter, and Facebook all implemented their own versions of stories. On Instagram and Facebook, story posts can even be saved as highlights directly on your profile, allowing consumers to scroll through any time.
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For consumers, stories are easy to click through, since each one feeds into the next seamlessly, and for businesses, they are the perfect advertising tool for a modern customer base.
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“Just like we’ve seen with video in general, there is a big shift coming with how people are taking in content on both Facebook and Instagram. Story engagement, specifically, is growing at an incredible rate,” says Leigh.
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Facebook has over 500 million users interacting with stories on a daily basis. For businesses seeking an effective, and often cheaper, advertising solution, stories are the perfect place to start.
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As for how to implement story posts into your advertising strategy, Leigh suggests, “Make sure you have an image or video that is specific to the format of stories. It needs to be in that vertical format, and focus way less on copy and more design.” Because stories are often clicked through quickly, be sure to include eye-catching visuals and bold colors to grab the attention of your fast-paced digital audience.
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Additionally, stories can act as a direct connection to your audience. The option to use features like polls, question boxes, and other buttons that require audience participation is another reason stories are a great organic social play. They keep existing followers continually engaged, while simultaneously inviting potential customers to your page to interact with the content that you post.
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For both new and old audiences, stories can serve as an engaging way to quickly disseminate information about your brand. Furthermore, easily fitting paid story ads into users’ feeds builds brand awareness without breaking the customer’s scrolling flow, making them a comfortable way to show off your brand.
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Get Personal with Testimonials
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When considering trying out a new restaurant, what’s the first thing you do?
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I, for one, literally sprint to Yelp to stalk reviews— too many bad Korean BBQ experiences.
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People want reassurance when it comes to making financial decisions, like purchasing a product or service. That reassurance can come in many forms, whether it be through referrals from close friends, influencer shoutouts, or online reviews. In fact, 92% of consumers have stated they read online reviews before making a purchase, and 97% of B2B consumers cited testimonials as the most reliable form of content online. So, trust me when I say, your audience wants to hear what past customers have to say about you.
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Testimonials can come in several different forms, but with 88% of consumers spending more time on websites with video content than others, we recommend investing in video testimonials. When used as a paid marketing strategy, video can help you quickly catch your audience’s attention, and then remarket to them based on their reaction to your content. Some examples include watch time, likes, comments, and shares.
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“Video is a great upper, middle, and lower funnel tactic because of what you can do with it and how you can reutilize it,” – Leigh.
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And while video testimonials are a great place to start for businesses using paid social strategies, if your brand wants to take a more organic approach, you can turn to text testimonials.
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Existing customer reviews that have been left on your product can easily be repurposed and shared as Facebook post ideas. When integrating reviews into your online content, be sure to put them in quotations at the beginning of your post, and, with permission, cite the author’s first name and last initial.
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Not only do real reviews stand out, but 83% of consumers report a business with user-generated reviews available on their social pages to be considered trustworthy.
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Hello—free content and more trust from your audience, all for just being the amazing brand you are? If you aren’t leveraging reviews in your social strategy, you’re missing out on a huge chunk of the market and numerous lead-generation opportunities.
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People trust online reviews, and when you can turn those reviews into engaging posts for Facebook, it helps give your brand the best chance of reaching your target audience. So get started, and if you’re lacking in reviews, don’t be afraid to ask: 68% of customers leave a review after being asked to do so.
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CONCLUSION
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There are a ton of different ways that businesses can utilize various social media practices to come up with more engaging posts for Facebook. What is important is ensuring that business practices pay attention to the desires of their target audiences.
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By meeting the needs of your target audience, brands can ensure that advertising efforts drive home the value of their product, and generate more qualified leads in the process.
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Oh, and one more thing, if anyone is still playing Farmville, please add me. Yes, it’s available on Google Play and yes, I will be playing immediately after this.
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