Peter Watson: What should I post on Facebook?

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While posting content on your business’ Facebook page may seem straightforward and as though it doesn’t require much thought, there are many things that could, and should, be considered. For example, many high-profile publishers are now reporting that their Organic Reach has decreased when sharing posts featuring a link, but increased on videos.

Therefore, it is imperative to consider the types of content you are sharing so you can communicate with your audience effectively (by maximising your post’s reach). This is without mentioning the need to consider your audience, a post’s message and style (of both graphics and text).

Here I will explain the Pros and Cons of different types of content which can be shared on the world’s most complex and most populous social network: Facebook.

Facebook Live

If you haven’t noticed yet, Facebook Live is Facebook’s pride and joy. So much so, that Facebook have even used traditional marketing to promote this one specific feature of their platform! When a company page starts a Facebook Live video, most of the people who like that company’s page will receive a notification telling them that the ‘Page is now live’.

This is fantastic for getting your business in front of people, but the type of content that you share on Facebook Live has to be carefully planned and executed. From experience, I can tell you that to create a successful Facebook Live video, you have to confidently jump in front of the camera with two feet, and make sure you have a piece of content to share/an idea that is going to engage with, and interest the audience.

It’s hard to predict the success of Facebook Live video, and hard to plan too; but if you do it right, it will really work: many brands and Facebook analysts are sharing that the reach on this type of content is currently out performing any other.

Facebook Video with Subtitles

At most of my talks, I joke that subtitles on videos shared on social media were created for when you wake up before your partner, and you want to kill some time without disturbing them. Subtitles are now a must on social media video: research indicates that 85% of Facebook video is watched without sound. The compelling message contained in your audio track isn’t going to be as effective amongst your audience if only 15% of them have listened to it.

When you think about it, social media video content is likely to be consumed in a few key places:

  • On the train
  • In bed
  • At work (tut, tut!)
  • At the in-laws’!

All of these are situations/places where it wouldn’t be socially acceptable to be blaring the music of a video from your phone. So, to ensure that the content you have created is utilised effectively, you need to have your video transcribed and shared with subtitles (Facebook allows you to upload a .srt subtitle file with videos).

Facebook Video

First there was TV advertising, and then there was Facebook video advertising. As a video advertising channel, Facebook is leaving everyone behind. Not only does Facebook video rank higher than other content (apart from Facebook Live, of course!), but it also has an incredibly high brand recall rate. Say/show the right things in your video, share it with the correct target audience, and you will have an extremely powerful marketing communication promoting your business!


Images are the best all-round type of content you can produce if you are on a budget. You can get them turned around relatively quickly (compared to videos and live steams), and it helps if you have someone who can use Photoshop, or other graphics creation software in-house. It is the happy-medium at the moment in the world of Facebook between effort/budget required, and the amount of reach and success achieved.


If you want to push a message out quickly and don’t have the time/budget/equipment to film a video or make an image, your next best bet is to share text-based content.

However, I must stress that this really should be avoided in 2017. Video and imagery are the most effective forms of content that should be shared on social media: they stop people from scrolling on as they are drawn in by exciting visuals, rather than a wall of text which needs to be consumed actively (more effort required by the user), rather than passively.


If you owned and ran Facebook, would you promote a company’s posts which include links (directing people away from the platform) highly in the Newsfeed?
No, of course you wouldn’t! Facebook is trying to keep their users on the platform for as long as possible; populating Newsfeeds with exciting videos and content rather than links: meaning more adverts and other promoted posts are being served and consumed.

While you may want to push people to your website, it is important to share some posts without links so that more of your audience can be reached. Don’t forget, if someone is interested in your post, they can easily click through to your page and visit the link to your website from there.

YouTube Links

Facebook is arming up in their war against YouTube: it’s showing videos more often in the Newsfeed, and there’s even talks of Facebook paying publishers for sharing video content on their platform. Therefore, sharing links to YouTube on your company’s Facebook page is a complete no-no.

If you have video content that you want to promote/share with your audience on Facebook, I would highly recommend downloading the video(s) you want to share, then re-uploading them natively onto your Facebook page. Facebook will reward you with increased reach amongst your audience, meaning you will be more likely to benefit from increased enquiries and sales.

I hope this article has helped you understand and consider the different types of content available for you to use as a publisher. However, it is important that I mention that you cannot lose (other than time): so why not try a Facebook Live, and give creating video content and images a go?

We are in a world where we are all consuming more content than ever before, and likewise, content is being created at a rate we have never seen before. That’s why it’s important to give it a go and get your brand out there! As they say; if you are standing still, you are going backwards: missing out on new customers, orders and opportunities.