What Your Business Should Post on Facebook, and When To Post It.

It’s difficult these days to find anyone who doesn’t know about Facebook. With 1.23 billion active monthly users worldwide, you either have a Facebook profile yourself, or know someone who does.

All of those eyeballs on hundreds of millions of screens during any given day has lead businesses to the social platform for their online marketing. When gone over several topics such as buying facebook likes and how to engage fans. This post will look to answer the questions of those who are new to marketing on Facebook: What and When Should Your Business Post on Facebook.

What your business should post to Facebook

We’ve all had that moment where we’ve sat down at the computer and thought to ourselves “ok, now what?” The next five points are meant to answer that question for you, and give you ideas about what your business can post to Facebook.

1. Quotes that are relevant to your brand message and content

Quotes from noted thinkers and intellectuals always perform well on Facebook as people like to share quotes that speak to them. Keep in mind that your quote posts are going to do little to engage fans with your products, think of this as a chance to expand your reach. Use a call to action like “Share if you agree” to find new fans.

Be sure that the quotes you choose are brand appropriate. A manufacture of dolls can’t get away with too many Jimi Hendrix quotes, while a guitar store will likely not get much help from a quote by Louisa May Alcott (the author of Little Women). If those two companies traded quotes, you will see much better results.

Use images to drive engagement even further. Here are two examples from my Facebook feed, and one I made myself:

What - Facebook quotes


2. Blog posts and articles you find online

Subscribing to blogs in your industry is a goldmine of content for your business to post when your own ideas get thin. If you’re worried about advertising the competition when you share these blog posts, there are ways around this.

For instance, a store that sells guitars and musical instruments doesn’t have to share blog posts from other guitar stores. They can share blog posts from bands who are talking about their instruments, from guitar manufacturers, and from record labels.

To make things a little easier, try using Bloglovin. This online tool will allow you to collect all the blogs you’re following in one place so you can quickly check for content you like, and share it with the fans of your business on Facebook.

What - Robin Williams Interview

3. Comments on news and other updates

Social media is where many people hear about breaking news stories first. If a news story breaks, and it is relevant to your brand, feel free to share this information from a reliable news source, or share content of your own which is relevant.

This may be thought of as Newsjacking, which is a bit of a four letter word for some, but it can be done tastefully. To give an example from my newsfeed, the recent passing of Robin Williams set the social media world on fire. A comic book news resource I follow posted an interview with Robin from a couple years back where he spoke about his love of comic books. This was relevant to a big news story, while still being relevant to their fans:


Instagram and Pinterest have shown us that photos and social media go together better than peanut butter and jam – some people are allergic to peanut butter, but no one online is allergic to looking at pictures!

A study conducted by Wishpond showed that their Facebook engagement increased significantly when they used photos in their posts. Here is an infographic they put together to show a fraction of what they found out:

What - Wishpond infographic

That’s 53% more likes, 104% more comments, and 84% more link clicks than posts without photos for their Facebook business page! Be sure to stay on brand and on topic with your photos, and post what your audience reacts to.

Facebook content that you create on your own

Whoa, wait. The last point on what you business should post on Facebook is content that you create yourself? What gives? The 80/20 rule – 80% of content from others, 20% of your own marketing content – applies here. Your 20% of the content will be more marketing oriented and will more directly involve your products, services, and other advertising.

This personal content can include:

  • Blog posts
  • Marketing images of product
  • Exciting company updates and news
  • YouTube and Vimeo videos that you create
  • Website landing pages that have been updated
  • Product features with behind the scenes information

You have 20% of your content space available to do nearly anything you want to spread your marketing message. Make sure that it is always social media appropriate: fun, shareable, and comment worthy.

Here are examples of brands that create their own content with a voice that speaks to their Facebook fans. In order; Ugly Kid Clothing, Fender guitars, and EA Sports:

What - Facebook branded content


When your business should post to Facebook

The social media research team over at Social Bakers studied three months of Facebook content from the biggest brands. They took this information, calculated an average, and found that these successful brands routinely post about one Facebook update per day:

Social bakers graph

Their study found that one post per week was low enough to actually decrease interaction to the point that your brand is forgotten on a weekly basis! In all, their study believed that five to 10 posts per week is ideal for a Facebook business page.

Another piece of research by Track Social showed a drop of engagement on posts beyond that one post per day. Brands that posted twice a day during their study received 57% less likes, and 78% fewer comments, on the second post. Further study showed that this trend continued downwards as the number of posts per day increased.

Now here’s where this data gets tricky. A very recent change to Facebook’s organic reach algorithm for business apges has seen fewer posts actually reaching the fans who have liked, and want to see the content of, the pages they follow.

There is little data available at the moment as to how this is impacting Facebook business pages, as of this writing it has been two months since the changes. It is safe to say that if you are having problems with your Facebook engagement taking off, you may want to increase from the post per day average. How you can combat this is by increasing your posting frequency. Be sure to have relevant content to share, and look above for more ideas on what to post.

What times should you post on Facebook

The practical way to look at this is that people will not be looking at their Facebook during traditional working hours. Who wants to get in trouble with the boss over Facebook, right?

Take advantage of this by being sure that you’re posting just outside of working hours. A comprehensive study by Fannit.com looked at all social media platforms, their infograph specific to Facebook found the following to be true:

What - Fannit Graph

Take this information, apply it to your timezone, and begin to learn about how well it actually applies to your audience. Be sure to track your engagement levels by time in a spreadsheet. You may find that your audience does respond well on weekends, or that the noon lunch break is the exact moment that they’re online.

Your Facebook business plan

The most successful Facebook business plans all have one thing in common: they cater to the needs and interests of the fans themselves. They are not thinly veiled marketing efforts. They are not manipulative brand messages.

Your Facebook content business plan needs to start with your fans. You’ll have to consider their daily schedule, their common interests, and what will motivate them to not only stay interested in your brand, but to spread it to others – someone we also go over in our How to Engage Your Facebook Fans guide. That is the last key aspect of any online marketing effort: interested and engaged fans participating in a brand story, and spreading it to others.