When you’re building a Facebook content strategy, think of it like hosting a dinner party. You wouldn’t serve just side dishes or desserts, would you? Some content is meant to capture attention in an instant like a bold appetizer, while others build trust over time, much like a hearty main course.
Here’s our recipe for a full-course Facebook strategy, with each “course” designed to create lasting connections that bring people back to your page time and time again.
Appetizer: Quick bites to spark curiosity
Your “appetizers” are the scroll-stopping bits that give a taste of your brand without asking them to commit too much time. Think of these as the first bites—a chance to make an impression fast and get followers curious for more.
Polls and this-or-that questions
Quick, simple, and interactive, polls and “this-or-that” questions invite easy engagement. They’re a low-pressure way for followers to share their preferences and get comfortable with your brand’s personality. If you’re a fitness brand, try a story poll like, “Morning workouts or evening sessions?” This encourages your followers to participate instantly and tells you more about their content consumption habits.
Keep it light! Don’t overthink these. Pick fun, relevant topics that align with your brand’s voice and track Completion Rates to see if your questions resonate.
Bold visuals and infographics
Visuals—especially those that share a fun fact or “did you know?” insight—are great for catching attention and delivering value in seconds. A sustainable brand might create an infographic with a stat like, “Did you know? Reusing one bag can save 1,000 single-use plastic bags over its lifetime.”
Pro Tip: Keep text minimal but impactful. Use contrasting colors and a clear design to ensure it stands out in the feed.
Short, punchy videos or GIFs
GIFs and short videos are ideal for teasing content or showing quick product highlights, especially when you want to grab attention without requiring followers to commit to a long video. Post a 10-second “sneak peek” of an upcoming product launch or show a quick behind-the-scenes moment that builds excitement. Track your completion rates to see if your short-form content is holding attention, and don’t hesitate to experiment with different lengths.
Main course: Value-packed content that builds connection
“Main course” content is where you dive deeper. This is the heart of your strategy, the substance that keeps followers invested. Here’s where you offer real value—tips, insights, and stories that showcase your expertise.
Live videos and Q&As
Live videos invite your audience into real-time experiences. They’re excellent for showcasing authenticity, answering questions directly, and building deeper engagement. Host a live Q&A to walk through a new product’s features or give a behind-the-scenes look at your brand’s story.
Carousel posts with step-by-step guides
Carousels are like mini-stories within a post, and they’re perfect for tutorials, product highlights, or multi-step processes. For a skincare brand, a carousel called “Your 5-Step Morning Routine” can feature each product with a tip on when and how to use it. Use each slide to build anticipation for the next, with visuals that flow naturally. Track Clicks Per Slide to see how engaged viewers are with each part of the story.
Customer success stories and case studies
Testimonials and case studies show followers how your product works in the real world, highlighting the value you deliver to others. Share a mini case study, such as “How Our Software Helped B2B Brands Increase Productivity by 30%,” with a short testimonial. Pair these with a CTA like “Read More” to bring traffic to your site and track click-throughs to measure interest.
Side dishes: Content to enhance credibility and authenticity
These “side dishes” are your supporting players—posts that boost credibility and bring authenticity without overshadowing the main content. Think of them as the flavors that keep your audience engaged between bigger updates.
User-Generated Content (UGC)
UGC adds a layer of credibility and shows that real people enjoy your product. Followers trust other users, so UGC can drive engagement and build community. Repost photos of customers enjoying your product, or run a UGC contest with a branded hashtag to encourage participation.
Must-remember!: Give credit to the original creator and add a caption that speaks to the value of your product, boosting relatability and authenticity.
Curated Industry News
Sharing relevant industry news or articles positions your brand as informed and connected, offering more than self-promotion. Post a trend article with a short caption explaining why it matters to your industry, like “Why eco-friendly materials are the future of fashion.” Add a sentence or two about why you’re sharing it, adding your own perspective to engage followers.
Dessert: Light, fun finishes that encourage sharing
End with content that leaves a lasting impression. “Dessert” posts are light, shareable, and memorable, bringing joy and helping followers connect with your brand on a personal level.
Relatable memes and humor
Memes are one of the most shared types of content, and they give your brand a voice that’s relatable and fun. A travel brand might share a meme like, “What I think I look like when I travel vs. What I actually look like,” with a humorous image.
Use your brand’s tone and style for memes that align with your identity. Humor works best when it feels natural.
Holiday or special occasion posts
Tapping into holidays (like “National Coffee Day”) is a fun, timely way to create relevant, shareable content. Post festive images or user-submitted photos that tie into the holiday with a branded hashtag, like #OurBestPetDay for National Pet Day.
Pro tip: Encourage followers to share their own ways of celebrating the holiday, creating an opportunity for them to engage with your post and other users.
Serving up a full-course strategy that lasts
Take the time to test each “course” type and see what resonates most with your audience. Start small, track results, and remember—sometimes the best content strategies are like the best meals: thoughtfully planned, thoroughly prepared, and shared with people who appreciate every bite.
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M2.0 Communications is a PR firm in the Philippines that specializes in business, technology, and lifestyle communication. We offer a range of PR services including corporate communications, media relations, social media marketing, influencer marketing, and video production. Learn more about our work on our case studies page.
