Our how to guide to ensuring your Facebook content performs.

With the price of advertising on Facebook coming down, many brands are returning to the platform especially those looking to target older audiences. Over 65 is the fastest growing age group, however the biggest group is still 25-34 with 44% using the platform daily. While 93% already use Facebook for business, it’s important to not become complacent with best performance. Below we’ve listed some design decisions you should carefully consider to ensure your Facebook content is working as hard as it can be for you.

Design for mobile.

Mobile ads generated 94% off all Facebook ad revenue last year, which proves that businesses need to be design for mobile and not for the traditional desktop formats.

Users prefer to watch with sound off.

This is a trend that we’ve also seen across Instagram and people are increasingly watching with the sound off as they juggle other devices and tasks while they’re watching. From a design point of view this means that while you may still chose to have sound, the content should work just as well without it. Videos that have been designed with silent viewing in mind have been shown to perform much better.

Higher frequency doesn’t mean increased engagement.

While other platforms encourage you to post more frequently to increase engagement, this isn’t the case for Facebook. The most important aspect of posting on Facebook is picking your timings right, and posting when your audience are most likely to be active. Within your meta business suite you will be able to see data on when your users are most active, it’s usually a good guide and you can always try some test posts outwith the range your given to test their validity. As frequency isn’t as important it’s also important that you make sure the content you do make is of the highest possible standard. It’s better to share fewer, higher quality posts than lots of lesser quality.

Consider where you’re designing for.

There are lots of ad placement options available on Facebook and it’s important to consider where the ad will sit from the start. Where the ad will be placed will obviously have an impact on the aspect ratio you use but it will also impact performance. For instance, using Facebook stories in conjunction with news feed ads has an estimated performance increase of 26%.

Choose your type of content wisely.

We’re not just saying this because we’re a video agency, but video is the most engaging content on social media channels. Videos posts have been shown to achieve 73% more engagement than link posts. Therefore it pays off to invest in video to ensure you get the highest engagement possible.