The document provides 7 tips for crafting the perfect Facebook post based on data and research. The tips are to include a photo or video, keep posts between 50-99 characters, add an emoticon, ask a question, offer something of value like a promotion, publish posts between 5PM-1AM, and post on Saturdays or Sundays which tend to have higher engagement. Following these tips can help optimize a Facebook post's performance and engagement.

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7 Tips for Crafting the Perfect Facebook
Post
By Lucy Hitz November 10, 2014
As your social media audience grows, a microscope is placed on the value you’re driving with your
efforts. You can’t afford to be careless with the content you publish.
To get a better understanding of the specific aspects that make a Facebook post successful, we
culled the most pertinent data from our Simply Measured Facebook study and other industry
research.
Here are seven traits of successful Facebook posts from The Interbrand top 100 global brands,
and other industry leading Facebook pages.

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and other industry leading Facebook pages.
1. Include a photo or video
According to our Facebook study, visual content is the primary driver of engagement on
Facebook.
Taylor Swift
IT'S OUT IT'S OUT IT'S OUT
THIS IS NOT A DRILL
GO GO GO
http://smarturl.it/TS1989
​#​TS1989​
236,359 Likes · 7,975 Comments · 8,433 Shares
Comment Share
Profile
Musician/Band · 71,372,784 Likes · October 26, 2014 ·

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After photos, videos are the second most engaging content type, averaging more than 2,500
engagements per post.
Brands have recognized the power of visual content: together, photos and videos account for
more than 80% of brands posts.
2. Stay between 50 and 99
It turns out, post length really does matter. The most engaging length for a Facebook post is even
less than the maximum 140 character count for a Tweet.
Facebook posts between 50-99 characters see the most engagement, so don’t write a novel.
Keep your perfect post sleek, slim, and targeted.
3. Add an emoticon

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According to this AMEX Open Forum infographic, posts with emoticons receive 33% more
comments, and are also shared 33% more often — two of the major contributors towards
engagement.
Taylor Swift
You asked for it ­ And now it's here! Make your own 1989 Album
Cover now! http://smarturl.it/1989PhotoBooth (We bet it would make
a pretty profile image )
58,349 Likes · 1,899 Comments · 1,529 Shares
Comment Share
Profile
Musician/Band · 71,372,784 Likes · October 21, 2014 ·

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Moral of the story: don’t be afraid to let your playful side shine. Emoticons aren’t just for
teenagers anymore.
4. Ask a question
According to this KISSMetrics infographic, question posts get 100% more comments than non-
question posts.

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Make sure your post is getting a dialogue going.
5. Offer something
In a survey of 1,000 social media users run by lab42, 34% of those surveyed listed
promotions/discounts as their biggest motivator for liking a brand on Facebook.
Taylor Swift
Today at rehearsals for The GRAMMYs. I'm trying to remember..
What was the song a lot of you were saying you wanted me to
perform on the ​#​Grammys​?
281,623 Likes · 14,411 Comments · 4,842 Shares
Comment Share
Profile
Musician/Band · 71,372,784 Likes · January 24, 2014 ·

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As a result of liking a brand on Facebook, 77% said they saved money. So, in your perfect post,
consider offering more than charm.
6. Publish between 5PM-1AM
According to TrackMaven, posts published between 5PM and 1AM receive the most interactions.
We always recommend testing to make sure your timing is aligning effectively with your specific
audience, but this is a good framework to start with.
7. Post on a Saturday or Sunday

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TrackMaven found a dramatic drop in the frequency of Facebook posts on weekends but much
higher average engagement for posts on Saturdays and Sundays.
Again, results will vary by industry, but there’s no harm in going against the grain and
experimenting with weekend posting.
When testing these components with your own account, it’s important to measure the success
and optimize based on your own personal results. Click the link below to learn how Simply
Measured’s full package of free Facebook measurement tools can help you understand your
content.
Get everything you need to analyze the metrics that matter
Facebook Network Study | Q3 2014
Download

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Lucy Hitz
I’m the Content Marketing Producer here at Simply Measured, which means I get to
research the latest and greatest in social media, and tell you all about it. I love yoga,
prosciutto, peaty scotch, poetry, and Taylor Swift. If I were a social media channel,
I’d want to be Instagram, but I think I’m Twitter.
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