We know that Facebook’s Newsfeed algorithm favors images over other types of content, so it’s safe to say that when you’re putting together your posting strategy you should include a lot of visual posts.
Many Facebook Page manager’s feel it’s enough to use any basic, relevant image along with some marketing copy.
That’s an okay approach, but you can vastly increase your reach and engagement if you make one small change: adding text to your image like this:
*Click image to see larger.
This Facebook post does three things really well:
1. It includes a call-to-action with a link to the brand’s website.
2. It is about something relevant to the brand’s audience as indicated by the high number of Likes and shares.
3. It includes a text overlay which allows the main subject of the post to really pop out at the viewer while he or she is scanning Facebook’s newsfeed.
The picture of the dog and cat on its own is just some random stock image of animals that the viewer does not know or care about.
The picture with a text overlay is an eye-catching graphic that lets the viewer, as a pet owner, know immediately that this post is relevant to his or her interests.
Suddenly a boring picture becomes one that is attention grabbing.
Adding a basic text overlay to your own photos can have the same effect.
Not only will it grab the attention of your audience as they are scrolling through Newsfeed but you should see an increase in engagement as well.
Once the picture gets the Facebook user’s attention – if the content is high quality – you should get a like, share or comment on it.
This is important because the more likes, shares and comments a post receives, the more times Facebook will show it to other people thus increasing the organic reach of your post.
You can artificially boost the reach of your post using Facebook ads. However, you will always get the LARGEST reach from optimizing both your organic and paid reach.
For example, say you pay to boost the reach of this post:
*Click image to see larger.
In this example before the text overlay was added, this was just a picture of some chicken on a plate.
After the text was added the image became a graphic letting viewers know that by clicking the link in the post they will get the recipe for making this baked raspberry chicken dish.
I’m not interested in seeing someone else’s meal, but I am interested in making a delicious and healthy meal for myself (you see how that works?).
Adding the text overlay makes a boring stock image of some chicken relevant to the viewers.
By turning the post into an ad the brand will ensure the reach of the post is increased.
If the people who see the post because it was turned into an ad Like, comment or share the post then the organic reach of the post will increase at the same time.
This is how organic and paid Facebook post optimization should work together to increase your reach at the lowest cost possible.
When adding your text overlay just be sure that the text doesn’t cover more than 20% of the photo.
If your photo is more than 20% text Facebook will not allow it to be turned into an ad.
If you’re not planning to turn the post into an ad, feel free to add more text or make the text larger. In general though, you’ll want to keep the number of words you use to a minimum.
The text you put on the graphic should read more like a headline than an intro paragraph.
And there you have it: one small change you can make to your Facebook photo posts to increase your reach and engagement.
Do you have any questions about anything in this post? If so, please leave a comment or tweet to us @AdEspresso and our team will do our best to answer your questions. If you’re ready to start optimizing your Facebook ads please sign up for our FREE beta.