How to write good Facebook posts for your small business in 2022

by Harshal Bathija
Published: Last Updated on

Does the perfect Facebook Post exist? If yes, do you know how to write good Facebook posts for your small business? Find out this and all there is to know about a Facebook Post here.

The perfect facebook post doesn’t exist.

This wasn’t an attempt at a meme rather a fact. The perfect Facebook post doesn’t exist simply because there are multiple variables at play, constantly changing the dynamics of the perfect post. 

However, the good news is that there are ways to optimize the posts so as to receive maximum engagement and build a loyal audience. 

As of 2020, there are 1.82 billion daily active users on Facebook.

74% of them visit the site at least once daily. All of whom spend an average of 38 minutes per day on the website.

There are enough users on the platform. But with the increased number of businesses looking to capture their attention, you have to stand out in order to be noticed by your target audience.

Facebook as a social networking forum has come a long way. From connecting people all around the world to helping small businesses create awareness and establish themselves. Today, Facebook wants small business owners to spend to reap the platform’s benefits. Due to constant updates of the platform, organic reach is on a steady decline. 

In this blog, we’re going to discuss some of the concerns you might have as a small business owner with a Facebook page. 

Why can’t I reach my audience organically? 

How to write good Facebook posts?

How do I keep up with the algorithm? 

How to write good Facebook posts?

Should I move my focus on Facebook’s advertising features? 

How to write good Facebook posts?

How can I ensure my posts are optimal for conversion?

How to write good Facebook posts?

(The repetition of How to write good Facebook posts? isn’t by mistake. It’s just that important!)

In order to have these questions cleared out for you, read on! 

Decline of organic reach on Facebook 

Advertised content gaining leverage on news feed space

That might be a tad dramatic but you get the idea. With the increase in Ad content, Facebook’s news feed has become a competitive battleground. 

In 2012, Facebook restricted organic reach to 16%. This percentage has been on a steady decline ever since. The average organic reach for a Facebook post is 5.2% of the Page’s total likes.

The algorithm changed from showing all content in chronological order to showing the most relevant content based on the user’s interests and activity. They tailored the kind of content available to each user based on previously gathered information. This was done with the idea of improving customer experience. 

The 2018 news feed change

In 2018, Facebook decided to shift their focus on posts that sparked conversations among people, posts that received maximum engagement. 

Thus with this algorithm shift, the visibility of posts on a user’s news feed changed based on what they most interacted with. 

Businesses that post engaging content will not be subject to the impact caused by this algorithm change. Whereas, businesses who receive minimal engagement on their posts will see a decline in organic reach. 

The million dollar question

How does the Facebook Algorithm actually work?

There is no standard answer to this question. The algorithm is machine learning and AI based and it uses a number of variables to decide the visibility of your content on a user’s news feed. 

The tricky part being that the variables and the magnitude at which they impact the algorithm keeps changing. 

The latest algorithm

The early stages of the algorithm were when features like ‘News Feed’ and ‘Like’ were introduced. 

Now, with the increased number of pages present on the platform, the algorithm has changed the parameters for success. 

The algorithm prioritizes content that is most engaged with on the news feed. Posts that receive more interaction and create more of a buzz are highly visible. 

The algorithm has passed on some of the authority of viewing content to the user themself by introducing the Feed Filter Bar.

Look out for these 4 algorithm ranking signals


  • How does the content relate to the user? 
  • Was the post from a friend, business, news source or a page the user follows? 

Content Format

  • Which type of post am I putting up? 
  • A photo, video, link or a GIF? 


  • How many mutual friends interacted with the post? 
  • How did they react to the post? 


  • How recent/new is the post? 
  • Newer posts get featured on top of the News Feed. 

An interesting statistic found in 2019 is that 17% of users in a study cited “following brands or companies” as a reason why they used Facebook.

Leverage paid content on Facebook or not?

Do you engage with Facebook ads that pop up in your news feed? 

An average Facebook user clicks on 12 ads per month

Facebook has evolved from a free-for-all platform to a combination of organic and paid marketing platformsplatform over the years. Moreover, Facebook has indicated that it’s moving toward an algorithm that will only support paid content in the near future. 

Due to this, the platform encourages business managers to invest in Facebook advertising as a part of their marketing budget. This will be required in order to grow and gain new Fans. 

Organic content has to be complemented with Paid content in order to reap maximum benefits of the algorithm. 

It’s time you started treating Facebook as a paid ad platform. 

Is it then worth it to post content on Facebook as opposed to other free platforms? 

The answer is Yes. Facebook is a largely used social media platform and it should be a part of the social media strategy for your small business. 

As per the above findings, you will have to pay-to-play. 

  • Build your relevant audience.
  • Understand the kind of content they engage with the most. 
  • Create a Facebook ad campaign amplifying such content. 

Facebook Ads can be highly beneficial for your small business if used correctly. We offer Facebook Advertising services that focus on research driven and cost effective methods in order to build the optimal strategy for your business’ growth. 

The right content for the right Facebook post

As we mentioned in the very beginning of the blog, the perfect Facebook post doesn’t exist. But there are a few tips and tricks on how to write good Facebook posts . And here are 7 such tips – 

Brand language and Tonality

Brand Language – What you say.

Brand Tonality – How you say it. 

These two aspects are a part of your brand’s identity. When you interact with your target audience, they will perceive your brand based on the language and tonality involved. 

Step 1 is having a clear idea of how you want your Brand to come across to your prospective clients. 

Step 2 is executing a strategy that involves using the right language and tonality.

Step 3 is staying consistent. 

Establish a brand language and tone and stay consistent with it across all platforms. It helps build consumer trust and attracts your target audience. 

The 411 Mantra

The 411 Rule

People generally open their social media apps during breaks. They look to be entertained whilst using the platform. It’s essential to build content with this information in mind. 

The 4:1:1 posting strategy was founded by Andrew Davis, the author of Brandscaping. This was particularly devised keeping Twitter in mind but the concept can be applied to all social media platforms. 

The rule states that of every 6 posts that go up on the page – 

  • 4 should be curated educational/entertaining posts. 
  • 1 should be a relevant post created by you. 
  • 1 should be a promotional post. 

This rule helps you balance the types of content your audience views. The Social Media Marketing Funnel is unique compared to other direct forms of marketing. It requires you to build a strategy that revolves around the type of content your audience wants to see. Thus, the 411 rule is to be implemented in different ways depending on the social media platform. 

Social media personas

We use the word targeting very loosely in the social media world. But do we know what it means and how we can carry it out effectively? 

Targeting helps us reach out to the right audience for our product/service. 

One of the most useful tools to set the targeting parameters is a social media persona. It is a look-alike of your target audience. Each persona has a breakdown of various aspects of your audience such as demographics, interests and pain points. 

You can cover different segments of your target audiences in different personas. This way, you can create posts specific to your audience and you can target the correct audience using the personas you built.

Make sure to humanize your persona as much as possible with maximum detailing. The more the details, the better targeted your audience can be.

How long is your Facebook Post? 

Studies have confirmed the “shorter is better” maxim. BlitzLocal studied 11,000 Facebook pages and found that engagement increased as the posts got shorter. Your Facebook post structure matters. 

Track Social noticed the same effect in its study: The so-called “tiny” posts of 0 to 70 characters saw the most likes, comments, and responses.

Some of the benefits of a short facebook post are – 

  • People are more likely to read it and not scroll past it. 
  • The lack of a ‘’see more’’ click that comes with a long post increases engagement with the post. 
  • Short posts allow them to skim more effectively. 
  • When users open Facebook, they do so with the intention of content that’s easier to consume. 

Ask a question/start a conversation

Facebook is a social networking website. People come there with the intention to engage and interact with content. That’s the goal of your posts. To be engaged or interacted with. 

Asking questions sparks curiosity in the reader. It makes them think and evaluate and come up with an answer. That right there is engagement. 

Starting a conversation implores your audience to respond in the comments and continue the conversation. It could be going back and forth, it could be a brain teaser, anything that gets your audience to interact with the post.  

You’ll get more engagement and a better response if you post a link with a question or call to action, rather than just posting a link solo. Invite conversation whenever possible, with each post you do.

A CTA is mandatory

You have made the post based on your brand and target audience. You have published it. Now you wait to see how it performs. But wait. 

Your post is just that, a post. There is nothing at the end of it that directs the consumer to the next step. Now, your audience will view the post, maybe even interact with it but there will be no conversions on the post. 

You have reduced the post’s potential to perform by not adding a clear Call-To-Action at the end. 

This is why CTAs are mandatory for every post. Take it as a thumb rule that you just cannot pass up. A few examples to get you started include: 

  • ‘’Click on the link in bio for more details’’
  • ‘’Buy Now’’
  • ‘’Contact us here’’ 
  • ‘’Visit our website’’ 

Make sure to include a CTA in all your posts going forward and watch the numbers speak for themselves. 

Do you really listen? 

What is the point of all of this? This blog, our agency, your business, all of this. What is the common factor among these? 

They are all audience centric. The audience matters the most and is directly proportional to success rates. Thus it is of utmost importance to listen to your audience. 

Listen to what they have to say to you. Listen to it in all the different ways they communicate with you. It might be a react to a post, it might be a feedback survey, you have to listen objectively and be open to changing your game plan to better suit their requirements

Your content should not be about you. It should be about your audience. What interests them, what solves their problems and most importantly, how your product/service can benefit them. 

Some metrics to look out for when listening to your audience are: 

  • Likes
  • Comments
  • Reacts
  • Shares
  • Saves
  • Reach

Another sure shot way of listening to your audience is compiling your top performing posts and using them as a template for future content. 

Wrap it like a…

Whew, that’s quite a lot of information you received. 

We hope we were able to clarify some of your concerns around Facebook’s algorithm, posting techniques and whether or not a burrito is a good idea. (Hint – Burritos are always a good idea.)

Facing some hard facts, Facebook’s organic reach is steadily declining. Roughly one in every 19 fans sees the page’s non-promoted content. 

Your next move is to establish a Facebook Ad strategy to complement the organic reach. Wondering how that’s done? Let’s discuss possible Facebook Advertising strategies for your small business. Click here to kickstart the process. And let us worry about how to write good Facebook Posts for your brand.

Until next time, take care and stay safe. 


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