Create engaging content

Create engaging content

Creating posts that people like, comment on and share is key to raising awareness.

There are lots of ways to make a post eye-catching. Choose the type of post to create based on what the goal of the post is:

  1. Video: Videos are seven times more engaging than other types of posts on Facebook. Bear in mind that a video will start automatically without sound when it appears in News Feed, so try to make the first three to five seconds especially compelling (sound will play if someone taps on the video). Learn more about video.
  2. Images: Photos and graphics can bring a post to life. Visuals can personalise your organisation and the people you serve. You can add images to a post, include them in an album or share them directly to Facebook from Instagram. Learn more about images.
  3. Infographics: Infographics can help to quickly communicate data and complex ideas. They make information easy to digest, which also makes them appealing to share. Take a look at 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 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 if people find a post relevant. For example, if lots of people click a link but few people 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 other things that you could repurpose in Facebook posts? To use Facebook efficiently as part of your outreach strategy, repurpose the great content you already have. When you’re targeting people who aren’t in your typical audience demographic, you can refresh it for a new target audience and give it new life.

People watch videos on Facebook to connect with moments shared by their friends, catch up on news from the day and much more. More than 65 per cent of all video views occur on mobile devices as people turn to Facebook at different times and places throughout the day.

Videos uploaded directly to Facebook have proven to be more successful than those linked to other video players:

  • 30% higher video play rate (number of clicks to play the video)
  • 3.5x lower cost per click
  • 5.5x lower cost per video play
Upload directly to Facebook

Videos uploaded directly to Facebook fill the entire width of the screen and play directly in News Feed, offering a seamless viewing experience. Directly uploaded videos also automatically play, making them more eye-catching than a video thumbnail. If you link to a video hosted on another site, the link appears with a small thumbnail from the video.

Recommended upload specs:

  • File type: MP4s work best, but Facebook supports all video types.
  • Resolution: Use HD video for the best quality. Keep your resolution under 1080p.
  • File size: Keep file sizes under 750 MB for the best upload experience. Although we support file sizes of up to 1.75 GB, there may be longer upload times for larger files on slower Internet connections.
  • Length: Videos must be less than 45 minutes long. Shorter videos usually have better playback quality and shorter upload times.
  • Audio: We also recommend Stereo AAC audio compression with 128 kbps or more.
Customise your videos
  • Custom thumbnail: Select the main image a viewer sees when first watching a video (files up to 10 MB).
  • Subtitles: Include subtitles so that people can experience your video without sound. Enable subtitles in multiple locales using SRT files.
  • Call to Action: Invite viewers to visit a website or destination of your choice. This is especially helpful if you want to drive referral traffic elsewhere.
Control where your video appears
  • Scheduling and expiry: Set your video to be posted and/or taken down at a later date (at any time between ten minutes and six months from the original upload).
  • Audience restrictions: Restrict the audience of a video by age, gender or location.
  • Manage distribution: Publish your video directly to your Page or distribute it in News Feed.
Feature videos and playlists

The Videos section of your Page is a place where people can watch and discover a back catalogue of videos that might not appear in their News Feed.

  • Featured video: Highlight your most relevant video, whether it’s a breaking news story, your latest film trailer or a message to your supporters.
  • Playlists: Showcase and organise your videos in any way you want.
Video insights

Understand how your videos are performing on Facebook. Visit Page Insights to get an overview of video metrics across custom date ranges.

Embedded video player

The embedded video player lets others take your videos to their sites, allowing you to discover new audiences outside Facebook. It displays the video’s title, author and view count. It also gives people the option to like the video or share it with friends, driving distribution back to Facebook. Learn more about the technical details of the video player on our developers site.

Video API

Take advantage of our full-featured video API to programmatically publish video, set distribution requirements and analyse the performance for your videos on Facebook.

Video publishing partners

These partners deliver CMS platforms, clipping tools and channel management for video. Learn more about their offerings through our Media Solutions programme.

Spontaneous video on Instagram

Videos don’t have to be completely polished if they’re timely. Posting short videos to your Page through Instagram can provide genuine in-the-moment access to your team and programmes.

Adding images is a smart and simple way to create a visual connection between your message and your audience. If your image includes text, you may not need to include a message.

Design recommendations

Across Facebook, images are displayed at different sizes depending on their location. These guidelines will help you include imagery that best suits each application. The recommended text length is how many characters of ad copy could be displayed on smaller screens.

  • Recommended News Feed image size: 1,200 x 900 pixels
  • News Feed image ratio: 4:3
  • Right column image size: 254 x 133 pixels
  • Right column image ratio: 1.9:1
  • Text: 90 characters (longer posts may be truncated on small screens)
Use high-quality images when possible

You don’t need a professional photographer or a fancy camera, but photos that are blurry, dark or pixelated are probably not the best option to use.

Use square or landscape orientation

News Feed has a fixed height for photos, so photos that are taller than they are wide will appear in News Feed with white space at the sides. To maximise the space News Feed gives you for photos, use a square or landscape-cropped photo.

Photo composition

Photos that are symmetrical and well-lit, show texture and have background space tend to get the most likes. When taking photos of people or other single subjects, use the “rule of thirds” to compose your shot.

Using images with text

If you’re posting photos or graphics with text, bear in mind that the text should be large enough to read on both desktop and mobile. Images used in a boosted or promoted post cannot be more than 20 per cent text. Use the grid tool to see what percentage of your image is text before using it in a boosted or promoted post.

TIP: If you don’t have graphic design resources, take a look at any of the free online social media image creators to quickly spin up high-quality share images.