What makes a good Facebook post

The perfect Facebook post for start-ups and founders

Post, Like, Share: The little Facebook multiplication table

Every social network has its own terminology. In addition to the Facebook post, it is important to know other technical terms when you are active on Facebook.

The company Facebook

Facebook is probably one of the most famous social networks and at the same time one of the five most visited websites in the world. Facebook went online in 2004 and was founded by Dustin Moskovitz, Chris Hughes, Eduardo Saverin and Mark Zuckerberg.

Facebook post

Publishing content on Facebook is called posting. A Facebook post is a post published on Facebook.

Share, like, comment

The English terms stand for sharing, pressing the like button or commenting on a Facebook post. Contributions can be distributed privately or publicly, the user decides to whom shared content should be displayed.

The official Facebook page

If you have a business, you can have your site verified and run as an official site, also known as a fan site. In contrast to a private profile, it is not used for mutual networking, but only other users can like your page on Facebook. You cannot add private individuals to your friends list, you can only like other fan pages on Facebook.


A hashtag (#) is used to classify a post by topic. A Facebook post with a certain hashtag is automatically linked to other posts on this keyword. However, hashtags are far less relevant on Facebook than on Twitter or Instagram.

Newsfeed vs. Chronicle / Timeline

Your newsfeed consists of all contributions from all of your networked people. It should not be confused with your own chronicle, also known as the timeline, in which only your own posts or posts that you shared or Facebook posts appear.

What to look for in your Facebook post

We looked at various studies and summarized what is important for a Facebook post from a founder's point of view and from our experience. But so much in advance: The perfect Facebook post is actually not definable. Depending on the target group, product and content, every company has to find out for itself and its offer what the perfect Facebook post looks like. However, you should know the following points.

1. Connect links correctly to the Facebook post

When you write a Facebook post, you have the option of using text, images or links. You will get the best combination of all three elements if you post a URL link directly in the text field and wait for Facebook to generate the metadata, i.e. the image and the description. You can then delete the link from the text field and insert your own text. The metadata is retained and offers space for additional information. You should then be brief in the text field (see point 3 for the perfect Facebook post).

You will get a lower reach if you upload an image and then post a URL in the text field. No metadata is then obtained either. You should therefore rarely use this variant for your Facebook post.

2. Use hashtags sparingly

On Facebook, you should only use hashtags in the post in exceptional cases, and that is when a hashtag is very popular. In this case you get a higher reach, namely from users who are not yet your fans. However, if the hashtag is little used and not known by your target group, it can even have a negative impact on your reach. It is better to omit hashtags in the Facebook post if you only want to reach your fans or if you are unsure about the hashtag. The same applies to links to people or fan pages.

3. Limit yourself to the bare essentials

From our own experience, we can say that it is sometimes not that easy. Nevertheless, you should keep a Facebook post as short as possible. All researchers agree and our experience shows that a short Facebook post is better than a long one. What does short mean now? 40 to 140 characters are ideal for your Facebook post.

4. Don't post too often

Was that one Facebook post too much? Or was there even a Facebook post missing? How often should I write a Facebook post? These are the questions you should ask yourself, of course, but there really isn't a single guideline for how often you should post a Facebook post. Of course, you should be active on a regular basis so that you meet the expectations of your fans. But with a very high frequency, posts can also be annoying. The conclusion from various studies: Two Facebook posts a day should be sufficient, but it can also be suspended for a day or more on current occasions.

5. Choose the time for your Facebook post consciously

If you have a Facebook fan page, you can see exactly when your fans are online or offline in the statistics (insights). This can vary greatly depending on the target group. For example, fans of the Für-Gründer.de fansite are not online before 9 a.m. and are most active at 9 p.m.

However, it doesn't have to be the right way to only publish a Facebook post during active times. It is precisely then that the competition also posts a lot. In general, social media is the busiest during work hours. Posting outside of peak hours, usually after 6 p.m. and on weekends, can also be an option to stand out. The flood of information is significantly smaller during this time. Of course, this does not apply to topics with current relevance.

6. Offer value

The alpha and omega of the perfect Facebook post is ultimately the content. A post without added value can go badly despite the perfect length and the right time. Your fans want information, entertainment and also like to exchange ideas. So involve your fans in the communication, be creative, offer variety and incentives (e.g. through hands-on activities) and always put one thing in the foreground: content.

Take a look at what the competition is posting and then do it differently or better. Set yourself apart and show your (potential) fans that it is worthwhile to like your Facebook page and your posts.

7. Talk to your fans

The original meaning of Web 2.0, including social media, is an interactive Internet. Everyone should be able to actively participate and that is also clear on Facebook. Every user can become an actor and publish content. Nobody has to rely on journalists or corporate PR managers for this. The competition is very fierce and the focus must therefore be on two-way communication. If you use your Facebook channel unilaterally as a pure sales channel, you will usually not have much success with it.

So talk to your fans, get them involved. This doesn't have to be the case with every Facebook post, but every now and then it is definitely advisable. The interaction in the form of likes, shares or comments also gives you a greater reach, as fans of fans can also see which content is being used interactively. Your reaction time to messages or comments can also have a positive effect on Facebook's calculations. On Facebook, you should usually react within a day.

Classic advertising and PR should not be confused. In social media in particular, it is relevant to be aware of the clear separation.

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Conclusion: your perfect Facebook post

So the perfect Facebook post does not consist of doing everything like in study results or advice. Rather, you need to find out what kind of Facebook post your own community likes. Test different elements and adjust your communication regularly. Times, length, actions etc. can be varied. Then use the statistics function and do a monthly report. Evaluate every Facebook post and improve your communication on Facebook from month to month.

Incidentally, a PR agency specializing in social media can also help you with all questions about the perfect Facebook post. In addition to Facebook, Twitter has also established itself as a channel for companies. Here too, of course, the question arises, what does a perfect tweet look like?

Selected studies about the perfect Facebook post that we have analyzed for this post are:

Author: Für-Gründer.de editors

As editor-in-chief, René Klein has been responsible for the content of the portal and all publications by Für-Gründer.de for over 10 years. He is a regular interlocutor in other media and writes numerous external specialist articles on start-up topics. Before his time as editor-in-chief and co-founder of Für-Gründer.de, he advised listed companies in the field of financial market communication.