Catch people’s attention

Creating posts that people like, comment on and share is key to raising awareness.

Know your audience

Knowing your audience is essential for creating posts that people will engage with. On Facebook, people share interests and opinions, and they’re more likely to like, comment on and share posts that reflect their own perspective. Here are ideas for creating content that is relevant to your audience:

  1. Make your posts timely, based on seasonal and current events.
  2. Ask yourself if your own friends would share the content you’re about to post.
  3. Think about what kind of content supporters probably want to see in News Feed before you post.
  4. Research your target audience’s interests and talk about them in your posts.
  5. Connect your cause to other posts that people are already engaging with on Facebook.

TIP: Many people view Facebook on a mobile phone, so always consider what your post will look like on a small screen. Aim to grab attention with simple, short posts. Before linking to a website, see how it looks on a phone first.

Find your voice

Facebook is a place where people connect with friends and communicate in a personal, casual way. Organisations tend to succeed when they also use a conversational, authentic style. Overly formal language can feel out of place. When writing a message, whether it’s funny or serious, think about how you’d write it to a friend. Posts that evoke emotion often stand out in News Feed. Inspiring, solutions-oriented messages are often the most engaging. Placing blame or otherwise alienating others can be offensive and typically doesn’t lead to high engagement.

TIP: Aim for clear, compelling, brief headlines when posting a link. People prefer headlines that help them decide whether or not to read the full article, rather than clickbait or long summaries.

This post has a more personal and playful tone. It feels human, which is what your copy should strive for.
This post is formal and fairly impersonal, which is not typically an engaging tone on Facebook.

TIP: Voice and style guidelines can help Page admins remain consistent when writing posts. This is especially useful if multiple people actively post from your organisation’s Page. Refine the guidelines based on what you see resonating with followers.

Be authentic

Facebook is a great place to humanise your organisation for supporters. People want to know what motivates your work and who the people are behind your efforts.

  1. Share relevant personal stories from members of your organisation that showcase their experiences.
  2. Be honest about the ups and downs of your organisation by celebrating successes and reflecting on setbacks.
  3. Post stories directly from the field or photos of events.
  4. Post behind-the-scenes photos and videos of your team at work.
  5. Have a dialogue with supporters by asking for feedback about what they love about what you do and what they’d like to see improved. Learn more about creating a dialogue in Strengthen relationships.

Use visuals

There are lots of ways to make a post eye-catching. Choose the type of post to create based on what the goal of the post is:

  1. Video: Videos are seven times more engaging than other types of posts on Facebook. Bear in mind that a video will start automatically without sound when it appears in News Feed, so try to make the first 3-5 seconds especially compelling (sound will play if someone taps on the video). Learn more about video.
  2. Images: Photos and graphics can bring a post to life. Visuals can personalise your organisation and the people you serve. You can add images to a post, include them in an album or share them directly to Facebook from Instagram. Learn more about images.
  3. Infographics: Infographics can help quickly communicate data and complex ideas. They make information easy to digest, which also makes them appealing to share. Take a look at examples from Oxfam America and World Food Program USA.
  4. Links: If you add a link to a post, it’ll automatically create an image and large clickable area that will send people to the linked website. This instantly makes posts more visual. Our system measures click-through rates as well as time spent at the external link, and the ratio of likes and comments to clicks. This helps us determine if people find a post relevant. For example, if a lot of people click on a link but few people like, comment on or share the post, it suggests that people didn’t find the link interesting, and the post may receive less reach.

TIP: You don’t have to start from scratch. Use content and visuals you already have. If it looks good in print, it’ll probably look good in News Feed. Do you have photos, blog posts, videos, printed brochures and other things that you could repurpose in Facebook posts? To use Facebook efficiently as part of your outreach strategy, repurpose the great content you already have. When you’re targeting people who aren’t in your typical audience demographic, you can refresh it for a new target audience and give it new life.


Strengthen relationships