What Kind of Content Works Best on Facebook?

Key Takeaways

• Facebook’s algorithm calculates what content is shared, the type and frequency of interactions, when it is published, and the engagement rate.
• The different types of content that do well on Facebook include videos, images, and live streams; user-generated content can also be particularly effective.

Just as with all other platforms, brands are now working with influencers on Facebook for effective marketing. This strategy allows products and services to be communicated directly and immediately to the right target group. The right target group can be specifically determined from among 2.96 billion active users. These figures also make Facebook the third most visited website after Google and YouTube, ahead of Instagram and TikTok.

Last year, Facebook’s total advertising revenue reached $113 billion, while additional fees and payments generated $2 billion in revenue. Americans spend an average of 33 minutes engaging with a wide variety of content on Facebook, ranging from entertainment to political information.

Graphic via Sprout Social from Statista

This small overview of Facebook’s most important statistics shows that Facebook is very well suited as a platform for your next influencer marketing campaign. However, any killer content won’t do you any good if it’s not shown to the right people. So now, before we share the types of content and best practice tips for Facebook, let’s briefly discuss the algorithm on Facebook.

Understanding the Facebook Algorithm

Facebook’s algorithm, as with any platform, is a complex phenomenon that networks are usually silent about. Recently, TikTok’s algorithm has been hailed for its innovative display features; of course, the Chinese company, which is part of ByteDance, doesn’t reveal exactly how the algorithm works. On the Kolsquare influencer marketing blog, we give marketers tips to master the TikTok algorithm in 2022.

As presented in a post on improving engagement rates on Facebook, the Facebook algorithm is, like any platform, a form of AI that controls what content is shown to which users and when. The AI calculates various factors that are personalized for each individual user.

Since the network’s launch, Facebook has updated and improved its algorithm several times, with the most recent focus on assessing the credibility of news articles to reduce fake news on the platform and maintain its status as a trusted news source.

In 2022, we identified four key elements that influence the Facebook algorithm: what content is shared, the type and frequency of interactions, the timing of publication, and the engagement rate. Accordingly, the algorithm calculates the likelihood that profiles will interact with the displayed content, determining the relevance of each post.

Types of Content on Facebook

Facebook thus offers different types of posts that can be used to interact with the audience. These include classic text posts, photo posts, video posts, but also Facebook Live, link posts and Facebook Stories. When choosing content on Facebook, you should make sure to implement the content according to the campaign goals. Here is a detailed overview of the different content types on Facebook:

• Text posts: These are status updates that are designed to spark conversations, quickly share important information, and inform your followers. They are not useful for driving traffic to your website or increasing sales as they  are easily lost in the mass of posts. Text is out – this is shown above all by the trend towards video content and is also emphasized by Facebook itself. The Mobile Marketing Association shows that mobile users only stop for four seconds to read a text. The message should be short and crisp.
• Photo posts: These are great for product-oriented businesses that want to attract new customers. They allow you to showcase your products or services visually, with photos barely standing out as they have become the preferred type of content. Make sure your branding is consistent and that you follow recommended image guidelines.
• Video posts: Videos are the champion of content on Facebook and perform better than any other form of content. Videos are incredibly engaging, encourage interaction, and are often shared. Be sure to also add a subtitle to videos so they can be played and understood without sound. Pro-Tip: Facebook also prefers videos to be uploaded directly to its platform rather than linked to YouTube.
• Facebook Live: Facebook Live videos encourage a high level of engagement and offer the opportunity to reach your followers directly. They are great for community interaction, answering questions, product demonstrations, and more.
• Link Posts: These are posts that contain an external link to a website, blog, etc. Logically, the goal of this content is to drive users from Facebook to your website. Of course, you can also add links to other (all) posts.
• Facebook Stories: These are photos or videos that expire 24 hours after you post them. Just like on Instagram, Stories provide a behind-the-scenes look at your business or showcase a new product or service. But unlike Instagram, which is also part of Meta, Stories are less popular on Facebook than on Instagram.

Best practice for Content on Facebook

In addition to the idiosyncrasies of the algorithm on Facebook, consider the timing of your post. Since the AI takes into account the engagement of a post, you should post when your target audience is also active. The following best practices can further inspire you to make your next influencer marketing campaign on Facebook a success.

User-generated content (UGC) is content that is created by the audience, such as reviews, feedback or photos, which can save time and effort and strengthen the relationship with the audience. They are particularly authentic and encourage interaction with one’s community, as Airbnb demonstrates. This fits particularly well with Airbnb’s brand identity, which always presents itself as a “sharing community.” It also saves the brand time and money to create content.

Therefore, also read about these three ways to make influencers your brand ambassadors.

Classically, humorous content like memes or GIFs also work well on Facebook, as users like to share them or send them to friends, which ultimately increases your brand awareness, reach, and recognition. However, be careful not to post pointless cat videos; the humor should undoubtedly match your brand identity.

Furthermore, giveaways and sweepstakes provoke excitement and engagement with your followers. People are more likely to participate or leave comments when they see a post with a potential profit for them.

In summary, engaging your audience is critical to success on Facebook and using a variety of content types can help achieve that goal. Let’s reiterate the importance of videos, which are best posted in a vertical or square aspect ratio.