FACEBOOK

Facebook was launched in 2004 by Mark Zuckerberg as a college networking site and quickly expanded into a global social platform. By the late 2000s, it became the dominant force in social networking, introducing the News Feed, Pages, Groups, and eventually its powerful Ads Manager. The acquisition of Instagram and WhatsApp solidified its ecosystem. Today, Facebook remains a cornerstone for organic visibility and paid performance—especially for local service businesses, community engagement, and precise retargeting. With over 3 billion monthly active users, it’s one of the most powerful tools for building reach, trust, and long-term brand equity.

PLATFORM: Facebook

  • Best Use: Community-driven storytelling, mid-funnel relationship-building, and traffic generation through social proof, event promotion, live video, and direct-response content.

  • WHO (Demographic): 68% of U.S. users earn over $100K/year. Top-performing demographic is 35–64. Strongest age penetration in Gen X and Boomers.

  • HOW MANY (Market Share): 72.13% of U.S. adults use Facebook. Global market share: 66.23% of all social platforms.

  • GROWTH: Still high in niche/local business and older demos. Reels and Groups give fresh reach and re-engagement options.

  • DEPTH (Relationship Dev): Avg. video watch time ~53 seconds. Highest depth from Reels, Groups, Lives, and Comments.

  • CONVERSION: Medium–High. Facebook traffic converts well when paired with offers, CTAs, remarketing, or Messenger flows.

  • RESULTS: 3.8% of all website traffic attributed to Facebook. Reels + Polls + Local visibility = strong mid-funnel activation.

1. METRICS TO TRACK (and Why They Matter)

  • Engagement Rate: Likes, shares, comments divided by reach.

    • Why it matters: Drives algorithmic exposure via EdgeRank. High engagement = more organic reach.

    • How to improve: Use emotional hooks, interactive questions, and CTAs. Respond to every comment.

  • Reach: Unique viewers of your post.

    • Why it matters: Determines how far your message spreads. Higher reach = better organic distribution.

    • How to improve: Use native formats (Reels > external links), tag locations/people, tie to trending events.

  • Impressions: Total views (can include repeats).

    • Why it matters: Measures exposure saturation. Helps you know if content is being rewatched or ignored.

  • Video Metrics (Views, Watch Time, Retention):

    • Why it matters: Signals how well your content captures and holds attention. Facebook prioritizes Reels and native videos with 50%+ watch completion.

    • How to improve: Strong first 3 seconds, subtitles, visual storytelling, jump cuts.

  • CTR (Click-Through Rate):

    • Why it matters: Reflects content+offer match. Facebook prioritizes content that moves users to action.

    • How to improve: Use power words, scarcity, mystery in headlines. CTA above the fold.

  • Saves & Shares:

    • Why it matters: These are deep trust signals. Facebook weights “Save” as higher intent than likes or views.

    • How to improve: Post tips, guides, checklists, value-dense ideas worth revisiting.

2. CONTENT STRUCTURE & FORMATS

Primary Formats:

  • Facebook Reels

  • Native Videos

  • Live Streams

  • Carousels

  • Text Posts (with emojis, lists, bullet points)

  • Polls, Events, Groups

  • Memes, Quotes

High-Converting Structure: Hook – Retain – Reward – CTA

  • Hook (0–3 sec): Emotion, stat, meme, or disruptive visual

  • Retain (4–20 sec): Deliver context, open loop (“but here’s where people go wrong”)

  • Reward: Provide new insight, solve a pain point, show proof

  • CTA: Comment, tag, follow, click, or DM (tailor to goal)

  • Text Post Tips:

    • Use 6–9 word opening lines

    • Keep copy 180–280 characters for optimal readability

    • Use line breaks, 🔥 emojis, and ✅ bullets

    • Include a single focused CTA

  • Design Principles:

    • Subtitles mandatory for all video

    • Contrast-rich color overlays

    • Use human faces, expressive reactions

    • Don’t post YouTube links — use native video only

3. POSTING FREQUENCY & TIMES

Long-Form / Value Posts:

  • Frequency: 1–2x per week

  • Best Days & Times:

    • Mon–Thurs: 9am–2pm

    • Friday: 9am–11am

    • Sat/Sun: 9am–11am, 12pm–1pm (peak Sun at 2pm)

Short-Form / Reels:

  • Frequency: 1–3x per day

  • Best Posting Windows:

    • Mon–Fri: 5am (early scrollers), 7–10pm (wind-down)

    • Sat: 10am, 1pm, 7pm

    • Sun: 9am, 11am, 4pm

Use Meta Insights to personalize based on your follower activity.

4. NAVIGATION & FEATURE UTILIZATION

Page Setup:

  • Cover photo with value or CTA ("Free Guide at Link")

  • Optimized About section with keywords

  • Clear Call-to-Action button ("Book Now," "Message")

  • Pin top-performing offer or testimonial post

Tool Stack:

  • Meta Business Suite: Post scheduling, ad boosting

  • Facebook Groups: Highest depth & community touchpoints

  • Creator Studio: Monetization insights, Reel trends

  • Events & Premier: Drive traffic to launches or sales

Ads & Amplification:

  • Boost organic Reels that hit 20%+ engagement

  • Use retargeting on video viewers >25%

  • Messenger automations for local or lead-gen offers

5. IMPROVING OLD CONTENT

  • Rewrite titles with stronger hooks

  • Repurpose carousels into Reels or video

  • Trim underperforming intros using Creator Studio

  • Pin new CTAs in comments

  • Refresh descriptions and hashtags

  • Feature old posts in Groups or Stories

6. CHECKLIST (BEFORE POSTING ON FACEBOOK)

  • ✅ Compelling hook in first 3 seconds (video) or first sentence (text)

  • ✅ CTA included (comment, click, share, tag, save)

  • ✅ Subtitles or caption overlay used

  • ✅ Thumbnail and visuals are scroll-stopping

  • ✅ Keywords included in body/caption for SEO

  • ✅ Format matches native Facebook style (not cross-posted YouTube)

  • ✅ Post shared to relevant Group or story

  • ✅ If evergreen, schedule a repost in 30–60 days

Previous

Instagram Insights
Next

YouTube Insights