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What makes a Facebook post to convert? – 5 traits of a conversion-worthy FB creative

Yado Team – Social Media Marketing
27 November .  5 min read

Are you struggling to get conversions from content marketing on Facebook? You are not alone! Many marketers are plagued by the same gremlin: what is it that makes a Facebook post to convert?

While there is no silver bullet for a high-converting Facebook creative – whether it is a paid ad or an organic post – there are a few traits that all conversion-worthy FB posts have in common. Read on to find out what they are.

A conversion-worthy facebook post is visual

According to Bandwagon Creative, brands that publish custom visual content enjoy 7X more conversions than those who don’t. 

Moreover, visual content is shared more often making it an excellent social proof instrument. And the more socially credible your content is perceived, the more conversions it is going to generate. 

Essentially, everything you want your content to do – drive engagement, generate traffic, stimulate interest in your products/services – can be done better with images.

Here are a few things to keep in mind when creating visual content for Facebook.

  • Optimize your images to FB specifications. Make sure your images are optimized according to Facebook Specifications before you publish them. Otherwise, Facebook might squash or stretch them out of proportion compromising the resolution.
  • Limit text: Don’t go too heavy on the text since too much text can affect both your engagement rate and conversions.  According to Facebook, images with less than 20% of text tend to do better. 
  • Create your own images: If you can afford to produce your own social media images, it is always best to do so since stock images may be too generic for your brand’s message. 
  • Optimize your post for mobile: According to Statista, the overwhelming majority of facebook users engage with the platform from mobile device. So, make sure you check how your images are displayed on mobile before publishing your post.

A conversion-worthy FB post is short and snappy

Another important ingredient of a high-converting facebook creative is the copy that accompanies the visual. When crafting your FB post copy, make sure to minimize technical language and avoid sounding overly promotional. Aggressively promotional posts can not only put off your audience, but they can also be downranked by the platform’s algorithm.

Your copy should also align with your brand personality and be written in the same tone of voice as the rest of your consumer communications.

Finally, remember that social media users have short attention spans. So, most people would scroll past extended text updates. Effective copy tends to be short, snappy and to the point.

However, this is not to say that long posts will not perform well. At the end of the day, it will depend on what your audience likes, so it’s a good idea to analyze your top-performing content to see whether there is a correlation between text length and engagement.

A conversion-worthy facebook post compels to action

With 1,5 million daily users, Facebook is one of the largest social media platforms in terms of the reach possibilities it provides. However, what good is having so many people see your post… if none of them wants to subscribe to your newsletter, download your lead magnet, or click over to your website to learn more?

Whatever action you are looking to induce in your viewers, you are simply not going to get it if you do not encourage it by using a CTA. But you don’t just need any CTA; you need one that compels your audience to take action.

To create a powerful CTA, you need to include a strong persuasion factor by telling your audience not only what to do (Comment, Subscribe, etc.) but why they should do it. Without the ‘why’ part of the equation, you won’t get the conversion rates you are after.

Here are some powerful facebook CTAs that follow the why principle:

A conversion-worthy facebook post is targeted

You don’t have to use paid ads to be able to target a specific audience with your post on facebook. There are ways to target regular posts too.

First and foremost, keep in mind your audience demographics when you are creating your post. Dig into your analytics to find out which age and gender groups are the most prevalent, where they live, what their interests are, and then design your post around those insights.

Timing is another thing to keep in mind. In order to convert your Facebook audience into your prospects, you obviously have to reach them first. And in order to reach them, you must know when they are using the platform. So, be sure to check your Facebook Analytics to identify the peak times for your engagement.

 

A conversion-worthy facebook post is interactive. 

Remember that Facebook was exclusively a social network before it became a promotional channel for businesses.

When people log in to the platform, they are doing it with one thing in mind: to find opportunities for social interaction through socially engaging content, conversations and relatable topics. Besides, many people would like to ask a question about your CTA offer before they consider trying it out.

So, what you do after you publish your post is equally important. Don’t be afraid to be social with your audience by asking questions as status updates, and responding to comments. That way you are not only increasing your chances of conversions but also building trust with your audience by letting them be a part of the conversation with your brand.

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