How to Write Facebook Posts That Feel More Human

Facebook continues to adjust the News Feed to reduce spam, copy-paste memes, and fake news.

Facebook also wants brands to publish Facebook posts that feel more conversational, more human.

But how do you do that when you’re a marketer?

Here are four ways to write Facebook posts that feel more human:

1. Post links like a human being, not a marketer

Think about how you share links on Facebook with friends.

You either share an article from a website using a share button, or you post the link in a status update, generating the preview for the link format.

Facebook’s Newsfeed favors links posted in the link format. They found that users tend to prefer links posted in this way, rather than links in photo captions or video descriptions.

2. Post photos and videos like a human being, not a marketer

Think about how you use Facebook as a person. If you have a question for your friends, your post a status update. If you post a photo or video, you simply upload it with a comment, and maybe a title.

Post photos that tell stories, and keep descriptions short. Don’t write 2-3 paragraphs with a link to your upcoming event. Instead – write a description that reflects a natural emotional reaction to your pic.

It also helps if you have a sense of humor:

facebook post from mos

3. Reply to comments like a human, not a marketer

A guaranteed way to build a loyal fan base is super simple: Reply to comments.

  • Be part of the discussion with the community you want to belong to.
  • Say thank you. Appreciate that someone took the time to share their story, recommendation, or perspective.
  • Don’t argue with people that have a different viewpoint. You can’t change minds by making them wrong.

4. Write Facebook posts (really, all your content) for mobile

Every month, more and more of the 2 billion Facebook users view Facebook from a mobile device.

This means that your content strategy, particularly on social media, must also be mobile. Think bite-sized. Enchant before the scroll.

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John Haydon