Facebook Best Practices

These TikTok best practices are part of a series we have on Social Media best practices. Included in this series are Instagram best practices, TikTok Best Practices, Snapchat best practices and LinkedIn Best Practices.

Platform Information

Facebook is the largest social media platform in the world, with 2.91 monthly active users. For brands, having a Facebook page is a no-brainer, as is optimizing all content for mobile (94% of all FB users access the platform via the mobile app). With a variety of content types, widespread reach across almost all age demographics, and endless options for paid advertising, Facebook is the bedrock of many brands’ social media strategies.

Platform Audience

Current audience demographics as of December 2021.
  • 26% are 25-34
  • 18% are 35-44
  • 16% 18-24
  • 14% 45-54
  • 57% male
  • 43% female

Posting and Cadence Times

We find that this is currently the optimal cadence and posting schedule for Facebook. Cadence
  • 1 time a day is ideal
  • 3x/week minimum
Posting Times
  • Monday-Friday
  • 9 am-3 pm EST
(Post cadence may change depending on industry and unique audiences)

Content Formats

Video is key on Facebook. Videos receive at least 59% more engagement than other post types. Notably, Facebook live video generates 2x the engagement as pre-recorded videos.  

Ad Recommendations

Videos tend to get a 20 to 30% increase in conversions compared to Facebook image ads, with vertical videos generating the most engagement at 0.35%, higher than landscape (0.25%) and square (0.18%).

Image/Video Specs

  • Feed posts: 1:1 (square), 1.91:1 (landscape), 4:5 (portrait)
  • Stories/Reels: 9:16
  • Cover photo: 16:9

Facebook Hashtag Usage

While not as important on Facebook as for other platforms, we recommend using 1-2 hashtags in posts. This is a good opportunity to share branded or campaign hashtags as well.

Facebook Growth Opportunities

Live Video: Facebook’s live-streaming video solution makes up 20% of all video on the platform. As 82% of people would prefer a live video over reading a social post, it allows brands to create a deeper connection with audiences. Groups Get more organic reach for your posts by using Facebook Groups. Posts in groups that people engage with are displayed higher in the newsfeed and allow you to authentically communicate with your audience.  Reels Reels—or vertical videos up to 60s—arrived on Facebook in 2021 and are now displayed at the top of the mobile Facebook newsfeed with Stories. Ads for reels were released in 2022, providing an opportunity for increased reach and performance in ads.  Stories Facebook users are able to share “raw” or unfiltered content in Stories, which expire in 24 hours. These are easily reshared to Facebook when originally posting on Instagram.  Click here to download a PDF version of our Facebook Best Practices.


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At Zozimus, it’s important to us that we achieve great results, while still maintaining authenticity and thorough strategy for your brand. Our team is committed to working hard to make your dreams come true, while not taking ourselves too seriously in the process. We’re ready to dive into your next campaign together.