Facebook just rolled out another news feed change, which will affect the success of your business page's posts if they are all-text. Facebook says: "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."
When posting to business Facebook page, we advise clients to include a photo or video if possible and if it makes sense, but let's face it; sharing a link can be easier than hunting down or creating a visual.
So what should you post on Facebook?
Facebook answers with: "This is difficult to answer, as it depends on who your audience is and what they want to see." Basically it depends on what you are trying to say and to whom you are trying to say it.
But Facebook does tell us this: "We've found that, as compared to sharing links by embedding in status updates, these posts get more engagement (more likes, comments, shares and clicks) and they provide a more visual and compelling experience for people seeing them in their feeds."
So your post should look like this:
And not look like this:
How do you link-share on Facebook?
Most of the time Facebook automatically brings in a link preview when you insert a link into the post. For some reason, however, many of us tend to delete the preview. Don't do that. If you are sharing a link, leave the preview. Facebook says your reach, likes, comments and shares will most likely be better if you do. And something to note; if you use a third-party posting software, the link preview is often removed. It might be worth posting directly in Facebook until third-party softwares catch up with this update.
What about all-text posts that have no link?
We go back to our old advice mentioned above. Use a visual. If you want to post about an open house, create a quick graphic that says the words Open House and post the graphic along with text details about the Open House. If you have a sale going on, take a quick picture of some of the merchandise and post it along with your sale information. If you have a menu change, take a picture of one of the dishes and post it along with that day's menu. Remember that social media is very visual, and casual, as-is photos and vidoes are just fine. They do not have to be professional. You need something to capture attention. This is not new advice; it's just been easy to ignore. If you ignore it now though, you may see a decrease in your reach.