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How can you write Facebook copy that encourages engagement?

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Facebook is one of the most popular social media platforms, with over 2.8 billion monthly active users. If you want to reach and engage your audience on Facebook, you need to write compelling copy that sparks their interest, curiosity, and emotions. But how can you write Facebook copy that encourages engagement? Here are some tips to help you craft effective and engaging posts for your Facebook page.

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Benjamin Munro Smith

Marketing Communications | Amplifying voices in Education

1 Use a clear and catchy headline

Your headline is the first thing that your followers see when they scroll through their news feed. It should capture their attention and make them want to read more. A good headline should be clear, concise, and relevant to your topic. It should also use words that trigger curiosity, urgency, or emotion, such as "how to", "why", "secret", "amazing", or "shocking". Avoid using clickbait headlines that overpromise or mislead your audience, as they can damage your credibility and trust.

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Benjamin Munro Smith

Marketing Communications | Amplifying voices in Education
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Work smarter, not harder. Try not to think of it as a headline, but more of a hook. What can you say that will make someone want to read more. What is something in your content that is attention grabbing, controversial or out of the box? Start with that, and then explain.

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2 Write in a conversational tone

Facebook is a social network, not a formal platform. Your followers want to feel like they are talking to a real person, not a robot or a salesperson. Write in a conversational tone that reflects your brand voice and personality. Use simple and direct language, avoid jargon and acronyms, and use contractions and emojis to add some warmth and emotion. Address your audience directly, using "you" and "your", and ask questions to invite them to join the conversation.

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Benjamin Munro Smith

Marketing Communications | Amplifying voices in Education
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One sure fire way to isolate your audience is to bring business talk to Facebook. This is true, no matter what your brand or product. The content will be bookended between posts from their friends and family, so try to fit in by bringing a more casual, conversational tone to your caption.

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3 Keep it short and simple

People have short attention spans on social media, especially on mobile devices. They don't want to read long and complex posts that take too much time and effort to digest. Keep your copy short and simple, using no more than 80 words per post. Break up your text into short sentences and paragraphs, and use bullet points, numbers, or quotes to highlight key points. Use whitespace and formatting to make your copy easy to scan and read.

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Benjamin Munro Smith

Marketing Communications | Amplifying voices in Education
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This isn't always true. Yes keep it concise, but you don't always need to keep it short. If the topic calls for more information, use the character limit available - just make sure your content is easy to read, scannable and break up any large text blocks.

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4 Add value and relevance

Your followers follow you for a reason. They want to get something valuable and relevant from your posts, whether it's information, entertainment, education, inspiration, or solutions. Add value and relevance to your copy by providing useful tips, insights, stories, examples, or recommendations that can help your audience solve their problems, achieve their goals, or satisfy their needs. Show them how your product, service, or offer can benefit them, and include a clear call to action that tells them what to do next.

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5 Use visuals and multimedia

Visuals and multimedia can enhance your copy and make it more engaging and appealing. They can also convey your message more effectively and quickly than words alone. Use high-quality images, videos, GIFs, or infographics that support your copy and catch your audience's eye. Make sure your visuals are relevant, original, and branded, and optimize them for size, format, and loading speed. You can also use Facebook's features, such as live videos, stories, polls, or quizzes, to create interactive and dynamic posts.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you write Facebook copy that encourages engagement?

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1 Use a clear and catchy headline

2 Write in a conversational tone

3 Keep it short and simple

4 Add value and relevance

5 Use visuals and multimedia

6 Here’s what else to consider

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