I have written in a past post about the importance of using graphics on Facebook. As a quick recap, last January, Facebook announced the following:
“Page admins can expect a decrease in the distribution of their text status updates, but they may see some increases in engagement and distribution for other story types.”
Including graphics in posts is a simple trick that can boost your visibility by up to 70%. These can be in the form of a photograph or graphically displayed information. This approach is so effective that Oreo hasn’t posted a text-based status since June 2012. Aside from the boost in visibility, users on social media are visually-driven and are most likely to pay attention to a post that has a graphic element.
So with all that in mind, what can you do to maximise your success with Facebook graphics? There are four distinct types of graphic posts on Facebook, and each has it advantages. Let’s take a look at them here:
1. Snackable Graphics
Snackable graphics are graphics that users can digest quickly. With 350 million images posted to Facebook every day, you have a very limited window in which to grab your followers’ attention. Snackable graphics are designed to give a quick dose of satisfaction. Here are some examples of snackable graphics:
2. Sneak Peek photos
Followers love to be taken behind the scenes. It makes them feel connected to your brand and can strengthen your bond with your audience. Sneak Peek photos can be as simple as a photographs of your staff or new office equipment. However, try to think of something that is different, or quirky, about your brand and showcase that.
3. Calls to Action
This may sound strange, but posts that ask fans to ‘like’ them enjoy, on average, a 3x higher like rate. It gets better: when asked to share, users are 7 times more likely to engage. This engagement comes in a mixture of likes, shares, and clicks. This is fantastic news and seems to good to be true, and it might be unless you’re smart about it. When asking followers to engage with your content you need to be sure you’re doing so in a very genuine manner. For example, posting an image of your product and asking followers to like it isn’t likely to go down well, but posting an image of your morning coffee with a caption like “In the office, we’re not human until we’ve had our morning coffee. Like if you have the same problem!” is likely to get some attention. Facebook users like to be engaged, but don’t like feeling as though they’re being sold to.
These three strategies are not mutually exclusive. The coffee example I just gave is a combination of a sneak peek photo with a call to action. Another common example of an effective graphic is posting an image of an inspirational quote, and asking followers to like and share it if they agree. This is a combination of a snackable graphic and a call to action and can be extremely successful for increasing engagement.
Keep in mind that, as with all social media strategies, these strategies work best when used intelligently. Make sure you have a valid reason for posting a particular type of graphic as one of the gravest errors you can make on social media is coming off as insincere.
Do you have a graphics strategy you’d like to share? Let me know in the comments below!