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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Over the past twelve months, the world’s digital behaviours have shown some of the most profound changes we’ve seen in years, even compared with “the pandemic years”.

The latest research reveals that these behaviours are evolving in a number of unexpected ways, too.

Fortunately however, our huge new Digital 2023 Global Overview Report – produced in partnership with Meltwater and We Are Social – has all the data and insights you need to make sense of the latest trends.

Tip: Take a look at the full Global Digital Report 2023, The Global State of Digital in April 2023, The Global State of Digital in July 2023, and the Digital 2023 October Global Statshot Report.

Top stories in our flagship Digital 2023 report include:

A big change in global internet user numbers

An intriguing decline in various aspects of online activity

Rich insights into evolving social media platform preferences

Changes in the devices that people use to access digital content and services

Some unexpected changes in the world’s online search behaviours

The startling growth of digital advertising

That’s barely a fraction of what you’ll find in the full report though, which is packed with 400+ charts exploring what people are really doing on the internet, social media, mobile devices, and online shopping platforms.

And in addition to the 10,000 words of rich context and insight that you’ll find in this article, we’ve also produced a selection of deep-dive articles to take you even further into this year’s data, so look out for links to those “bonus” resources throughout this analysis.

This year’s report is by far the biggest collection of data and trends that we’ve ever published, and that increased breadth and depth is all thanks to the support of our amazing partners.

First up, I’d like to say a very big thank you to Meltwater, who’ve joined us as a headline Global Digital Reports partner this year. Meltwater is a global leader in social and media intelligence dedicated to helping businesses monitor, understand, and influence the world around them.

I’d also like to thank We Are Social for continuing their support of the Global Digital Reports series into an impressive twelfth year. We Are Social is a socially led creative agency that puts social thinking at the centre of marketing.

These two partners make the Global Digital Reports series possible, so please let them know on social media if you find these reports valuable:

I’d also like to offer my heartfelt thanks our wonderful data partners, without whom the Global Digital Reports series would be a lot less informative:

Just before we start exploring the numbers, I’d encourage you to review our detailed notes on data to understand how changes in sources and methodologies have impacted this year’s numbers. 

In particular, please note the following:

Internet users: the complexities of researching and reporting internet adoption around the world mean that there is invariably a delay in publishing the most recent data. As a result, figures for internet use after 2021 likely under-represent reality, and actual user numbers and growth figures may be meaningfully higher than the figures shown in this year’s reports.

Social media users: significant revisions to the figures published by various platforms mean that the social media user numbers included in this year’s reports are not directly comparable with figures published in our previous reports. We use data published in the advertising resources of a number of the world’s top social media platforms to inform our figures for overall social media use, and any changes in that source data can impact our overall figures too. As a result, please note that – in many cases – the figures we’ve included for social media users in this year’s reports will appear lower than the figures we included in previous reports. However, these revisions do not imply an actual change in overall use, and our analysis has not detected any discernible decline in overall social media adoption.

These aren’t the only changes impacting this year’s numbers though, so do check out the complete list of updates in our more detailed notes on data.

But with that, let’s get into the findings.

I’d recommend starting with this video, which will help you understand all of this year’s top headlines and trends in just 10 minutes.

Once you’ve finished watching that, read on below for the full report.

You’ll find the complete report in the embed below (click here if that’s not working for you), but continue reading past that to find our comprehensive analysis of what all these numbers mean for you and your work.

Let’s start with a look at the latest headlines for the global “state of digital”:

The world’s population passed 8 billion on 15 November 2022, and has reached 8.01 billion at the start of 2023. Just over 57 percent of the world’s population now lives in urban areas.

A total of 5.44 billion people use mobile phones in early 2023, equating to 68 percent of the total global population. Unique mobile users have increased by just over 3 percent during the past year, with 168 million new users over the past 12 months.

There are 5.16 billion internet users in the world today, meaning that 64.4 percent of the world’s total population is now online. Data show that the global internet user total increased by 1.9 percent over the past 12 months, but delays in data reporting mean that actual growth will likely be higher than this figure suggests.

There are now 4.76 billion social media users around the world, equating to just under 60 percent of the total global population. Social media user growth has slowed over recent months though, with this year’s net addition of 137 million new users equating to annual growth of just 3 percent.

These headlines offer an excellent snapshot of digital use around the world, but we need to dig deeper into the data to understand how people’s behaviours are actually evolving.

And the good news is that we’ve got loads of great data to explore…

Over the past few weeks, two of the world’s top authorities on the state of global connectivity – the ITU and GSMA Intelligence – have revised their figures for internet use around the world.

These revisions have enabled us to make significant updates to our internet user figures too, and our latest global total now sits at 5.16 billion.

That’s quite a bit higher than the 5.07 billion figure that we reported just in October 2022, but it’s important to stress that internet users haven’t actually increased by 90 million in just the past three months.

Indeed, our analysis of the most recent data indicates that internet users have actually only grown by 98 million over the past twelve months.

That translates to year-on-year growth of just under 2 percent, which is markedly slower than the growth rates that we saw during the 2010s.

As I explained in the “important notes on data” section above though, figures for the most recent year or two invariably under-represent actual growth in internet users, because of how long it takes to conduct, process, and report internet user research.

However – even if we allow for these reporting delays – Kepios analysis of the latest data still indicates that user growth has indeed slowed over recent months.

It’s worth stressing that this deceleration is to be expected though, especially now that more than 6 in 10 people on Earth already use the internet.

And despite the recent slowdown, current trends suggest that close to two-thirds of the world’s population should be online by the end of 2023.

Tip: Download the full Global Digital Report 2023 here.

But digital use still varies meaningfully around the world.

At the top end of the rankings, internet adoption rates now either equal or exceed 99 percent in a total of 8 countries, while a total of 55 countries now enjoy internet adoption rates in excess of 90 percent [note that we cap internet adoption rates at 99 percent].

But in what might come as a surprise to some readers, internet adoption across Northern America actually falls below internet adoption across the European Union and the UK.

Analysis by the ITU indicates that 91.8 percent of the population of the United States is online today, which ranks the country just 45th at a global level [note that the chart below only shows data for a selection of larger economies].

Furthermore, Northern America only accounts for 6.7 percent of the world’s total internet population.

So, while American digital trends invariably have an impact on the rest of the world, it’s important to stress that digital habits in the United States are rarely representative of those that we see in other countries.

As a result, it’s critical to dig into the local country data to understand what’s really happening amongst the specific audiences that you’re hoping to reach and engage.

At the other end of the connectivity spectrum, North Korea continues to languish in last place in the global rankings, with the internet still blocked for everyday citizens in the reclusive North Asian state.

Meanwhile, data indicate that less than 10 percent of the populations of South Sudan and Somalia use the internet today, placing these nations just above North Korea at the bottom of the global rankings.

Overall, a total of nine countries have internet adoption rates below 20 percent, while less than half of the population uses the internet in a total of 61 countries around the world.

Read more: You’ll find the latest headlines for digital adoption by country in our Digital 2023 Local Country Headlines report, and we’ll also be publishing a complete collection of in-depth country reports starting in mid-February 2023.

In absolute terms, India is home to the world’s largest “unconnected” population, and data indicates that 730 million people across the country are still not using the internet at the start of 2023.

Meanwhile, despite showing an internet adoption rate of more than 70 percent, China is home to the world’s second-largest “unconnected” population, with almost 375 million people across the country not yet online.

Encouragingly, the data revisions that I outlined above mean that this year’s overall figures for unconnected populations are quite a lot lower than they were this time last year.

The Changing World of Digital in 2023

Of all the social media networks, Facebook reigns supreme as one of the most widely used online platforms. With over 2.9 billion active users per month, the platform provides brands and businesses with the opportunity to maximize their online visibility — a key component of any Facebook marketing strategy.

However, one of the hardest parts of implementing a Facebook marketing strategy is simply getting started. In this post, we'll provide you with 5 tips to help get your marketing on Facebook up and running to make your brand successful.

So read on to ensure you’re getting the most out of this powerful social media marketing platform by incorporating these Facebook marketing tips.

5 Facebook Marketing Tips to Include in Your Strategy

To be honest, there is quite a long list of reasons when it comes to answering this question, but two of the biggest include: 

The number of active users on the social media platform. The average Facebook user checks their account multiple times a day.

Marketing your brand and business on Facebook can truly help you reach new, potential customers. Facebook users exist all over the world—and many of them may not have heard about your brand yet!

It's also very likely that your current customers are spending most of their time on Facebook. In fact, around 80% of all internet users use Facebook on a consistent basis.  

Beside's knowing that your ideal customers are likely active users of the platform, the benefit of marketing on Facebook for your business is that the platform offers the opportunity to engage or retarget them, which helps you to boost website traffic and drive sales. There is real potential, and value, for marketing on Facebook.

You might also be surprised to hear that Facebook can be just as powerful for brands wanting to utilize the social media platform for B2B marketing and running successful campaigns. If you thought LinkedIn was the only place that you could achieve this, think again. 

In fact, business decision-makers spend 74% more time on Facebook than other people. The B2B space is quite competitive, but maybe B2B marketers could leverage Facebook more to help differentiate their advertising strategy from their competitors'. 

To put it simply: marketing on Facebook costs as much as you'd like to spend. You tell Facebook how much you would like to spend to reach or engage a certain audience.  

You can run Facebook ads on any budget. The exact cost to have your Facebook ad shown to the audience you want to reach will be determined by how much you are willing to spend to reach that audience. 

Facebook goes into greater detail when it comes to their pricing, but you can expect to pay as little as 70 cents to $10 per click in 2021. 

The figure above is just an estimation, so you'll probably have to test out a few combinations of targeting features and ad types to figure out what pricing looks like for your industry or audience. Once you know your budget though, then you have a number of options to choose from in regards to how you spend it on Facebook marketing. And if you are not sure if you want to spend $10 or $1,000 a week, Facebook says, "If you're not sure what to bid, we can automatically bid for you with the intent of spending your budget evenly throughout your ad's run time" This can help you determine a baseline or reference point for understanding how many people you reached or how much traffic you received for a certain price. 

Facebook Marketing Tip: You also have to keep in mind that when choosing to use Facebook ads as part of your marketing strategy, you are not the only one competing for ad space on the platform. From competitors to other advertisers, there are likely a number of businesses looking to reach a similar target audience to yours. Who gets their ad displayed on the Facebook News Feed depends on your budget and how much you bid on your ads. Again, how much you spend on advertising on Facebook—and how it gets spent—is up to you.

So you have a Facebook Business Page; that's great! But with Facebook being a wildly popular social media platform for individuals and brands alike, you’re going to need a really good Facebook marketing strategy to help your company stand out among the millions of other businesses on Facebook.

While Facebook ads are one of the ways you can reach audiences, you also need to think about the content you are going to post on your Facebook page. When it comes to marketing on Facebook and other social media sites, content truly is king .  

Here are the 5 Facebook marketing tips to include in your strategy and strengthen engagement! 

The first step to any marketing strategy, especially for social media, is to set—and outline —your goals or objectives. Having a roadmap for you to reference and compare your results against can help you determine whether or not your Facebook marketing strategy is successful. However, in order for you to set realistic marketing goals, you need to do some research first to determine what your Facebook marketing strategy should be.

As Facebook states, some of your marketing goals could include the following:

If you don’t have any existing Facebook goals, you can use the ones listed above as a starting point. Or, look at your company's business objectives to see how the goals you've set for your brand could inform your Facebook marketing goals.

Do you have a clear understanding of your Facebook audience? If not, you might want to take the time to get a breakdown of what your current audience looks like, because this is going to be important to determine the marketing strategy you should use to reach your audience effectively. You can use Facebook Analytics to get a high-level overview of your audience demographics.

Facebook Marketing Tip: If you want to better understand your audience on social media, Meltwater's Audience Insight Reports provide a thorough analysis of your audience's interests, affinities, and personality. You can use this report to get a better sense of your Facebook audience.

Creating and posting content is an important part of any social media strategy. When it comes to Facebook, you aren't very limited by the types of content you can share. From posting Facebook Stories to hosting live videos, sharing user-generated content to running polls on your Facebook page, the platform supports several content types. Just make sure that you regularly schedule and post content to the Facebook platform. Maintaining a consistent posting schedule is a great way of increasing your online visibility. 

Tip: Use a social media content calendar to make it easier for you to figure out what you are posting and when you are posting content. Having a plan will help you save time—and so will a social media management platform that allows you to pre-schedule your content in advance.

Many companies insist on posting product and brand information, such as their prices and website links to their website. These posts often don’t create any activity or engagement. It’s okay to publish "salesy" posts once in a while, but keep in mind that users log in to Facebook to interact with their friends. So be friendly and engaging!

In order for your sales-focused posts to generate traffic (and hopefully sales) you need to have an engaging Facebook page with a lot of variety. Don’t forget to publish new posts frequently. The most successful company pages on Facebook offer interesting, engaging, entertaining and informative posts at least daily.

4. Determine the objectives of your Facebook ads

Now that you have a rough estimate on how much Facebook ads can cost (70 cents to $10 per click), the question is: do you really need them? 

Well, given the decline in organic reach on Facebook, you may need to promote your brand to expand your audience reach. The Facebook algorithm has certainly changed over the years, and investing in Facebook ads could be the route you need to go if you are looking to raise brand awareness, drive website traffic, or obtain leads. 

If you do incorporate ads into your social media strategy, make sure that you keep your Facebook ads relevant and best suited for your audience. 

5. Measure your Facebook marketing efforts

If you can't measure it, you can't improve it. Our final Facebook marketing tip is to recommend that you monitor your performance regularly. To determine whether or not you are on track to achieve the goals you set out in Step 1, you will need to be reporting on your organic and paid performance. 

When determining your goals, you should match each goal to a trackable metric. For example, if your goal is to increase website traffic, then you will want to track the number of link clicks your posts receive. By matching your goals to specific metrics, you'll be able to more easily calculate the return on investment (ROI) of your social media strategy.

There are a lot of different metrics you can track on Facebook that can help inform how your Facebook marketing strategy is working. 

We recommend you benchmark your activity using the following:

People Talking About This (PTA) – How many of your followers are active on your page?

Response time / Response rate – How fast are you answering inquiries from your followers? Do you respond to all messages?

Posts – Which posts do your followers like and dislike?

Reach – How many followers see your posts?

Fans – When does your page receive new fans or lose fans? What was the posting activity during that time?

Traffic – How much traffic does your website receive thanks to your activity on Facebook?

Sales/Conversions – Do your followers visit your webpage or store? Do they buy anything?

These metrics combined with additional listening and engagement metrics within the Meltwater social media marketing management will give you a solid 360-degree view of your Facebook engagement. 

Let's look at a case story that explains why measuring your performance is important. When Google wanted to understand and measure its global footprint on social media, it turned to Meltwater. When discussing the value of measuring performance on social media, Katie Miller, Program Manager for the Cloud Developer Relations Team, stated, "Particularly for some of our major campaigns and initiatives, it's really important to understand the global footprint. What was the volume? How did it compare to similar campaigns? Did it reach the demographics we expected? And, what can we learn moving forward?" Measuring their efforts allowed Google to get a better understanding of where it could improve and whether or not it succeeded in reaching its intended audience.

When putting together your Facebook marketing strategy, make sure that you are continuously measuring your social media campaign efforts to see if you are on the right track, or if you need to improve to get better results. 

Don’t let your Facebook Marketing campaigns violate Facebook Pages Terms.

Social media promotions are a valuable tool for businesses hoping to increase brand loyalty and grow their online community. However, when companies run promotions, they often make the mistake of violating Facebook’s promotion guidelines, a part of the same Pages Terms they accepted when they created their company’s Facebook page.

When you create a Facebook page you agree not to place any competitions on your timeline and not to use any “Facebook features or functionality as a promotion’s registration or entry mechanism.” In practical terms, this means that you’re not allowed to post “Like this post in order to win x,” or something of the like. All promotions on Facebook, including sweepstakes and contests, must be administered within apps.

These “like our post” competitions violate Facebook’s terms, which could lead to the removal of your page from Facebook. They also tend to attract one-time buyers who are not otherwise interested in the brand, leading to a rush of irrelevant page “likes,” low engagement and often “unlikes.” In short: Don’t do it!

Meltwater can help you build contests and sweepstakes that comply with Facebook’s terms. You have the flexibility to post your promotion on a Facebook tab, on a mobile-friendly canvas app, as a standalone microsite or as an iframe on any webpage. When done correctly, a Facebook marketing promotion can gather important information about participants, encourage competition that spreads brand awareness via viral sharing, and drive more traffic to your webpage. And because it complies with Facebook’s terms, you won’t get your Facebook page shut down!

With these Facebook marketing tips, creating a marketing strategy for the platform will, no doubt, help you have a successful brand. Want to know which trends might impact your social media strategy? See the Marketing Trends to Watch in 2022 to start your strategy planning today. If you need help with Facebook marketing, fill out the following form. Our experts will get in touch with you shortly.

5 Facebook Marketing Tips To Make Your Brand Successful

Social media and marketing managers today can find themselves spending a lot of time planning content to post. There are several considerations, from figuring out the best time to post to where each piece of content is promoted. If you're planning to post on Facebook as a business, approaching it strategically is key to success. After all, creating content for the largest social media platform on the planet is no small task. 

While simply publishing content on Facebook without any rhyme or reason may be tempting, the real key to generating significant audience engagement lies in knowing the who, what, when, why, and how of Facebook post creation. In this guide, we'll break down how to post on Facebook, what to create and share for your Facebook page, and the tips and tools you need to nail Facebook management. 

Looking to build out your social media management strategy? Download our Social Media Playbook to learn about creating, managing and analyzing a social media program across all of the major networks.

While Facebook isn't a "one-size-fits-all" social media platform, there are some basic elements of a Facebook post that you should include if you want to get more engagement from your audience and community. 

To be successful on Facebook you have to be able to understand the needs of your customer (or would-be customer).

An important Facebook marketing concept for companies to grasp is that you aren’t necessarily competing with other companies like yours — you’re competing with your potential customers’ friends and family — not to mention pop culture and puppy videos!

When it comes to offering value, think of creating enticing Facebook content like:

Don’t make it all about you, but do make it relevant to your brand’s industry.

Between posts from your family members, friends, brands, and coworkers, the Facebook News Feed can feel very over-crowded and oversaturated. But, most people are not reading the content shared — they are scrolling! People tend to quickly view and skim through posts, so you want to make sure that your post copy is short and sweet to catch the readers eye. 

It is recommended to keep your Facebook posts to about 40 characters, where engagement is at its maximum. The longer the post, the fewer comments, likes and shares you'll get from your audience. 

Facebook has studied on the number of clicks that different types of posts get on one's News Feed, and their studies suggest that Facebook posts with links (that generate their own image) perform better than posts with an image but no link to click.

When you share a post that contains a link, Facebook automatically pulls in information on the page’s title, description, and photos and places it in a link format. Here's an example from Meltwater's Facebook profile:

What action do you want people to take from your Facebook post? This is a question you need to ask yourself before posting. If you don't know the answer to this, then others won't either. 

Whether you’re looking to drive website traffic, boost sales or app downloads, or increase engagement, this won't happen unless you create a compelling reason for users to perform this action in your post. Try to use action words in your CTA, like download, subscribe, or register. 

Don’t be afraid, ask for what you want…

“Click the link to read our blog post.”

“Comment below and tell us how you feel about XYZ.”

Here are 40 calls-to-action you can use for Facebook to help spark more engagement on Facebook and make sure your content is actionable.

Whether you want to post on your own personal Facebook account or a Facebook Page, sharing content on Facebook can be done in a few simple steps:

Go to your Facebook Page (or personal profile)

Enter your copy in the "Write a post" section

Facebook Blog

The Changing World of Digital in 2023

5 Facebook Marketing Tips To Make Your Brand Successful

Facebook Management Guide: How to Create Organic Posts & Ads on Facebook

Influencer Marketing on Instagram, LinkedIn, Facebook & YouTube

How to Leverage Facebook Recommendations for Your Business

How to Use Facebook Lead Generation Ads

How To Sell on Facebook Marketplace

10 Facebook Messenger Marketing Ideas

Dark Post and Organic Posts Explained: What Works Best

How to Target Your Social Media Promotion

How to Improve Engagement on Facebook

How to Leverage Facebook in Your B2B Public Relations

Facebook Blog

The Changing World of Digital in 2023

5 Facebook Marketing Tips To Make Your Brand Successful

Facebook Management Guide: How to Create Organic Posts & Ads on Facebook

Influencer Marketing on Instagram, LinkedIn, Facebook & YouTube

How to Leverage Facebook Recommendations for Your Business

How to Use Facebook Lead Generation Ads

How To Sell on Facebook Marketplace

10 Facebook Messenger Marketing Ideas

Dark Post and Organic Posts Explained: What Works Best

How to Target Your Social Media Promotion

How to Improve Engagement on Facebook

How to Leverage Facebook in Your B2B Public Relations

Interested in learning how Meltwater can help you? Fill out the form to learn more.