Make engaging content

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

    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.

    People watch videos on Facebook to connect with moments shared by their friends, catch up on news from the day and much more. More than 65% of all video views are happening on mobile devices as people turn to Facebook at different times and places throughout the day.

    Videos uploaded directly to Facebook have proven more successful than those linked to other video players:

    • 30% higher video play rate (number of clicks to play the video)
    • 3.5x lower cost per click
    • 5.5x lower cost per video play
    Upload directly to Facebook

    Videos uploaded directly to Facebook fill the entire width of and play directly in News Feed, offering a seamless viewing experience. Directly upload videos also autoplay, making them more eye catching than a video thumbnail. If you link to a video hosted on another site, the link appears with a small thumbnail from the video.

    Recommended Upload Specs:

    • File Type: MP4s work best, but Facebook supports all video types.
    • Resolution: Use HD video for optimum quality. Keep your resolution under 1080p.
    • File Size: Keep file sizes under 750MB for the best upload experience. Although we support file sizes up to 1.75 GB, there may be longer upload times for larger files on slower Internet connections.
    • Length: Videos must be less than 45 minutes long. Shorter videos usually have better playback quality and shorter upload times.
    • Audio: We also recommend Stereo AAC audio compression with 128kbps or more.
    Customize your videos
    • Custom Thumbnail: Select the main image a viewer sees when first watching a video (files up to 10 MB).
    • Subtitles: Include subtitles so people can experience your video without sound. Enable subtitles in multiple locales using .SRT files.
    • Call to Action: Invite viewers to visit a website or destination of your choice. This is helpful especially if you want to drive referral traffic elsewhere.
    Control where your video appears
    • Scheduling and Expiration: Set your video to be posted and/or taken down at a later date (any time between 10 minutes and 6 months from the original upload).
    • Audience Restrictions: Restrict the audience of a video by age, gender or location.
    • Manage Distribution: Publish your video directly to your Page or distribute it in News Feed.
    Feature videos and playlists

    The Videos section of your Page is a place for people to watch and discover a back catalog of videos that might not appear in their News Feed.

    • Featured Video: Highlight your most relevant video, whether it’s a breaking news story, your latest movie trailer or a message to your supporters.
    • Playlists: Showcase and organize your videos in any way you want.
    Video Insights

    Understand how your videos are performing on Facebook. Visit Page Insights to get an overview of video metrics across custom date ranges.

    Embedded video player

    The Embedded Video Player lets others to bring your video to their site, allowing you to discover new audiences outside of Facebook. It displays the video’s title, author and view count. It also gives people the option to like the video or share it with friends, driving distribution back to Facebook. Learn more about the technical details of the video player on our Developers site.

    Video API

    Take advantage of our full-featured Video API to programmatically publish video, set distribution requirements and analyze the performance for your videos on Facebook.

    Video publishing partners

    These partners deliver CMS platforms, clipping tools and channel management for video. Learn more about their offerings through our Media Solutions Program.

    Spontaneous video on Instagram

    Videos don’t have to be completely polished if they’re timely. Posting short videos to your Page through Instagram can provide genuine in-the-moment access to your team and programs.

    Adding images is a smart and simple way to create a visual connection between your message and your audience. If your image includes text, you may not need to include a message.

    Design Recommendations

    Across Facebook, images are displayed at different sizes depending upon their location. These guidelines will help you include imagery that best suits each application. The recommended text length is how many characters of ad copy could be displayed on smaller screens.

    • Recommended News Feed image size: 1200 x 900 pixels
    • News Feed image ratio: 4:3
    • Right column image size: 254 x 133 pixels
    • Right column image ratio: 1.9:1
    • Text: 90 characters (longer posts may be truncated on small screens)
    Use high quality images when possible

    You don’t need a professional photographer or have a fancy camera, but photos that are blurry, dark or pixelated are probably not the best option to use.

    Use square or landscape orientation

    News Feed has a fixed height for photos, so photos that are taller than they are wide will appear in News Feed with white space on the side. To maximize the space News Feed gives you for photos, use a square or landscape cropped photo.

    Photo composition

    Photos that are symmetrical, well-lit, show texture and have background space tend to get the most likes. When taking photos of people or other single subjects, use the “rule of thirds” to compose your shot.

    Using images with text

    If you’re posting photos or graphics with text, keep in mind that the text should be large enough to read on both desktop and mobile. Images used in a boosted or promoted post cannot be more than 20% text. Use the Grid Tool to see what percentage of your image is text before using it in a boosted or promoted post.

    TIP: If you don’t have graphic design resources, check out any of the free online social media image creators to quickly spin up high quality share images.

    Next Step

    Raise Awareness

    Learn what goes into creating an effective Facebook strategy to ensure you get the most out of your online efforts.

    Learn More