How nonprofits can respond to Coronavirus (COVID-19)


Make engaging content: Use Visuals

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).
  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.
  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.