Grab 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 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 whether 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 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, check 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. Organizations 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 to read the full article, rather than click bait 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 stay consistent when writing posts. This is especially useful if multiple people actively post from your organization’s Page. Refine the guidelines based on what you see resonating with followers.

Be Authentic

Facebook is a great place to humanize your organization to 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 organization that showcase their experiences
  2. Be honest about the ups and downs of your organization by celebrating successes and reflecting on setbacks
  3. Post on-the-ground stories 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 you create based on what the goal of the post is:

  1. Video: Videos are 7 times more engaging that other types of posts on Facebook. Keep in mind, 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 the video). Learn more about Video.
  2. Images: Photos and graphics can bring a post to life. Visuals can personalize your organization and the people you serve. You can add images to a post, include them an album or share directly to Facebook from Instagram. Learn more about images.
  3. Infographics: Infographics can help to quickly communicate data and complex ideas. They make info easy to digest, which also makes them appealing to share. Check out 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 sends people to the linked website. This instantly makes a 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 whether people find a post relevant. For example, if many people click a link but few 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 so on that you could re-purpose in Facebook posts? To use Facebook efficiently as part of your outreach strategy, re-purpose the great content you already have. When you’re targeting people that aren’t in your typical audience demographic, you can refresh it for a new target audience and give it new life.


Strengthen Relationships