We’re passionate about helping more museums reach more people. We’re on a mission to share everything we know about social media and marketing to make that happen. To that end, we’ll be posting marketing tips every Monday to help share the secrets behind our viral posts and ultra-engaging strategies.
This week, we’re talking Facebook!
Have you ever put up a Facebook post and wondered, “Why isn’t anyone liking this?”
We all know that Facebook has an algorithm for ranking and displaying content on your news feed. But aside from the algorithm, what does it take to have a Facebook post that goes viral?
At its most basic, a Facebook post needs three things to be successful: a great image, engaging (and easy-to-read) copy, and a clear call-to-action. If it’s missing any of these three pieces, your post won’t have as good of a chance of gaining traction.
Let’s take a closer look at the three things every successful Facebook post needs.
#1: Your Facebook Post Needs A Great Image
The first thing every Facebook post needs is a great image.
When people scroll through their news feeds, they rarely stop for text. They stop for the images!
Your Facebook post needs an engaging to stop your audience in their tracks.
Here are some key best practices for picking an image:
- Make it bright and colorful: Brightly colored, eye-catching images are more engaging than dull ones. Try to look for images that are different than Facebook’s blue-and-white palette – the contrast will stand out while scrolling. Don’t use a dull or washed out filter.
- Keep the subject in focus: Make it obvious what your post is about on the scroll. Your image should correspond to the content of your post, so you don’t lose people by promising them one thing and delivering another.
- Make sure your offer is easy to spot: If you have an offer (e.g., a 2-for-1 deal on tickets or a special discount code), make sure that your audience doesn’t have to hunt to find it. It should be (again) bright and obvious. If you want to turn your post into an ad (more on that in another article), make sure the text you have follows Facebook’s ad image guidelines.
#2: Your Facebook Post Needs Engaging, Easy-to-Read Copy
Once you’ve grabbed your audience’s attention with an image, you need to hook them with engaging, easy-to-read copy. While every institution’s voice is different, there are certain best practices we all can follow to keep our audience reading:
✅ White space is your friend. You know what’ll make someone’s eyes glaze over faster than you can say, “Well, first of all”? A huge wall of text. No one wants to read a giant wall of text. In fact, it’s physically pretty hard for audience members to read a wall of text of Facebook, especially if they’re on their phones. Use white space! Never write more than 2-3 lines without double-spacing and inserting a paragraph break.
✅ Talk like a normal person. Facebook isn’t the place to post an academic dissertation. It’s the place to connect with your potential audience members – many of whom won’t have a serious academic background. Talk like a normal person in your Facebook posts! Use colloquial language. If humor or sass aren’t native to your museum’s tone, that’s totally fine! You can still address people in clear, easily understood language.
✅ Don’t underestimate the power of the emoji. Emojis are great because they’re eye-catching and can punctuate or break up otherwise boring text. Try using them to surround the first line of your post (we’re partial to using 🚨if we have a big announcement) or for the bullets in your list (as demonstrated in this section).
#3: Your Facebook Post Needs A Clear Call-to-Action
Finally, you need to capitalize on the beautiful image and witty copy you’ve put together by having a clear call-to-action. What’s the point of your post? Are you simply trying to engage your audience by posting something interesting that they’d enjoy? Or do you want them to buy tickets or RSVP to an event?
Include your call-to-action at the end of your post. Here are some of our favorites:
- Hit the “like” button if you’re also a fan of ________.
- Comment below if you’d like to see ________.
- Tag a friend in the comments who’s a fan of _________.
- Want to get in on the action? Click the link to get your tickets now >> ___________.
For your Facebook posts to be as successful as possible, they need three simple ingredients:
- A beautiful photo
- Engaging, easy-to-read copy
- A clear call-to-action
With those three things in the mix, you’ll be well on your way to crafting your first viral post.
Any questions about these tips? Anything you’d like to see us talking about in our upcoming #MarketingMonday posts?
Let us know in the comments!