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5 Key Elements of a High Converting Facebook Post

If you want your Facebook posts to convert, you’ll need to use a different strategy from the one you’d use to achieve a high engagement rate.

Katie Sehl October 9, 2019
graffiti rendering of thumbs up Like symbol
Image via George Pagan III under CC0

Most brands usually have one of two goals when they post on Facebook: engagement or conversions.

Both metrics matter, but depending on what your goals are, one will typically matter more. If your goal is to increase website traffic, a Facebook post with a high like count—while nice—isn’t necessarily helping.

When do you want conversions? Basically, whenever you want someone to take a specific action after seeing your Facebook post. Maybe you’d like people to subscribe to your newsletter or join a membership club. Or maybe you want them to visit your website, or buy a specific product.

It’s true that every good Facebook post will have some things in common. But if you want your posts to have a high conversion rate, you’ll need to use a different strategy from the one you’d use to achieve a high engagement rate.

Read on to learn five key ways to prime your Facebook posts for conversions.

Bonus: Download a free guide that teaches you how to turn Facebook traffic into sales in four simple steps using Hootsuite.

5 key elements of a high converting Facebook post

All high converting Facebook posts have these five elements in common.

1. Standout visuals

A Facebook post without creative is like a store without a window display. Nothing has the power to stop people in their tracks (or stop their thumbs from scrolling) like a good visual.

Remember, every Facebook post competes with whatever else is in someone’s feed. And it only takes about 2.6 seconds for their eyes to choose what to settle on.

So make sure your visual is eye-catching and attention-worthy.

Whether you use static images, GIFs, or videos, here are a few things to keep in mind when choosing visuals for Facebook:

  • Get the right specs: Check Facebook’s specifications to make sure you deliver high quality images. Low-res images reflect poorly on your business and no one likes to click on them.
  • Limit text: According to Facebook, images with more than 20% text have reduced delivery. Use Facebook’s Image Text Check before posting an image with text in it.
  • Skip stock images: If you can afford to commission a photographer or illustrator, do it. Stock images are easy to scroll past and may be too generic for your brand.
  • High contrast: Contrasting colors will help make your images pop, even in low light or black and white conditions. A color wheel can help you make the right choices in this area.
  • Think about mobile: 88% of Facebook users access the platform from a mobile device. Test your images on a mobile device before posting them to ensure your text is legible and the focus is clear. Consider trying vertical video for maximum effect on mobile.

Find more Facebook photography tips here.

2. Sharp copy

The next aspect of high converting Facebook post if gripping copy. Keep your writing simple, clear, and to the point.

Avoid business jargon and promotional language. In addition to deterring readers, too much marketing speak can put your post out of favour with the Facebook algorithm.

Copy should convey your brand personality, whether it’s witty, friendly, or professional. No matter the personality, aim to be personal and connect with the reader.

Facebook ad by Reformation featuring blonde woman in leopard spotted dress. Copy reads "The Carmelina Dress is pretty spot on."

Conventional wisdom holds that short copy tends to win out. While it’s true that social media users tend to have eight-second attention spans, posts with long copy can perform well, too.

Ultimately it depends on your audience. Analyze your top performing posts and see if there’s any correlation between text length and performance. Or experiment with some A/B testing to see what works best.

3. Compelling call-to-action

The most important element of a high converting Facebook post is the call-to-action, a.k.a CTA.

Ask yourself what you want someone to do when they see your post. If you’re not sure, no one else is going to be either.

Whether you’re looking for website traffic, sales, or even engagement, you’re not going to get it if you don’t invite it. Power verbs like Sign up, Download, Subscribe, Reserve, and Click put Facebook users into action after seeing your post.

But those verbs are also pretty commonplace these days, so don’t be afraid to spice them up a little.

Adding urgency can help. For example, “Only a few places left. Reserve your trial today.” If the trial is free, that might be worth mentioning, too.

A CTA should give your post—and its readers— purpose. But don’t overdo it. Too many CTAs can lead to decision fatigue. One CTA per post is generally a good rule to abide by.

Here are a few examples of creative CTAs:

Facebook ad for Netflix's "The Mind, Explained." CTA reads: Discover what's happening inside your brain with a new season of Explained narrated by Oscar winner Emma Stone.

4. Irresistible incentive

A call-to-action is only as good as its incentive. If you can’t give someone at least one good reason to visit your website, download your app, or subscribe to your newsletter, then you shouldn’t ask.

An incentive can mean a few things. Maybe it includes the benefits of membership to your rewards program. It could be the opportunity to learn more about the cool features of a product you’ve launched. A travel company may want to highlight the attractions of top destinations. Showing a little sun and sand during the winter can go a long way when it comes to inspiring wanderlust.

A good marketer should already be in touch with what their audience and customers want. And the incentive you choose to share should appeal to these needs and desires as much as possible. If you’re not sure where to start, look at the posts that have performed the best in the past. Dig into your audience insights and explore the interests of your customers.

A good teaser for a blog post leaves viewers wanting to know more. But don’t oversell it. Clickbait, while sometimes irresistible, can come across as gimmicky and disingenuous.

Of course, there are also more active incentives like promo codes.

5. Strategic targeting

Facebook is known for its ad targeting capabilities, but there are many ways to target an organic Facebook post, too.

First of all, be conscious of your Facebook audience demographics. Don’t take for granted that your followers on Facebook are the same as those following you on LinkedIn, Twitter, Snapchat, or other social media platforms.

For instance, what is the largest age group?

Are they mostly male, female, or gender non-binary?

Where does most of your audience live?

What are their interests?

Tailor your posts around these insights. If your Facebook audience is mostly female, for example, it may make more sense for you to showcase your women’s clothing line versus men’s.

Timing is another important factor. When is your audience usually online? Hootsuite research finds that the best time to post on Facebook is between 9 a.m. and 2 p.m. EST on Tuesday, Wednesday, or Thursday.

But this can vary. If your audience is largely based in a specific time zone, you’ll want to adjust accordingly. Be sure to use Facebook Analytics to confirm the peak times for your page’s traffic.

More Facebook post tricks

There are a few more tricks you can use to improve your post’s performance. Try pinning the post to the top of your Facebook page to ensure all visitors will see it. If you want to increase the reach of your post and have room in your social media budget, consider boosting it. Or launch a full ad campaign with these high-converting tips and tricks.

Manage your brand’s Facebook presence with Hootsuite. Engage followers, track results, and schedule new posts from a single dashboard. Try it free today.

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By Katie Sehl

Katie is a writer and photographer based in Toronto. She used to be indecisive, but now she's not sure.

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