Join Von Glitschka for an in-depth discussion in this video Writing a post to extend reach, part of Social Media for Graphic Designers.
- [Instructor] Posting on Facebook is easy. And even though there are no guarantees regarding the potential reach of your content, there are some good practices in general to keep in mind when writing and posting on Facebook. In this movie, I want to share some information and tactics that I think will help your posts reach as many people as possible. Once again, we're on my Drawing Vector Graphics Facebook page, and I'm just going to scroll down to, let's say, this post right here.
And this was some custom type I did for an editorial project for a magazine. It was a lot of fun to work on. But if I go down here, you're going to see even though on the right hand side I have 12,000 followers listed for this page, this post I did only reached 4,349 followers. Now, this is what I would consider a very successful post. It reached over 4,000 people, which is awesome. But, it didn't reach even half of the people that follow this page.
And you have to ask yourself why. Well, the reason why is Facebook makes money off of selling what are considered ads for your posts. And that's what this Boost Post button is. Basically, if I click that, it's going to give me options for this much money, you're going to reach this many people, and you can pay to push it out further so more people see it. And that's how they make money. This is why they throttle the reach. There's certain things you can do to help it get as far as possible, but nothing is guaranteed when you post on Facebook.
Because, once again, it's a walled garden. It's a gated community. And they kind of throttle that because that's what they make their money on, is people seeing things and interacting with things and selling you the possibility to interact with more people if you boost your posts. So, you need to keep that in mind. But let's walk through a few posts and I want to point out a few details about things to keep in mind that do improve the reach, I've found, when posting on Facebook.
So we're going to go ahead and go to this. This is a really cool illustration created by my friend Matt Loehrer and it was for a sticker design. I really like how he handled the shading and the highlighting on this and the approach to it. So, he gave me permission to post this on my Drawing Vector Graphics page as a great example of vector artwork. This is going to be a sticker. And the thing about this is I posted this on a Tuesday and this post has now reached over 6,000 people which is an incredibly good post on Facebook.
And it has reached half of the audience of this page. So this would be considered a good one. And the whole reason I bring up Tuesday, and I'm going to make a point going forward here. So 6,000 plus on a Tuesday, let's go to the next post here. Here's Grand Moff Tarkin, this was part, my Drawing Vector Graphics Laboratory. I created this for that. And this post reached over 7,000 people. And a lot of people have interacted for it. And since it's Star Wars centric, a lot of fan base there, in terms of hey, I love this character and I love the artwork and how you captured that, and this was posted on a Thursday.
Once again, I'll point out why I'm calling out the days of the week here pretty soon. Let's go to one more. Here's another one, this is for the Iconography course I created for Lynda.com. And I posted this one, I posted this one on a Wednesday and this one reached almost 2,000 people out of 12,000. That's not a lot but it's still considered a pretty good post for reaching that many people. Let me tell you why I'm calling out the days of the week. So, once again, this was on a Tuesday, this was on a Thursday, and this was on a Wednesday.
The whole reason I bring this up is because I found a pattern of posting over the years that the sweet spot, the absolutely best days to post, are Tuesday through Thursday. And I've also noticed that the absolute sweet spot is right in the middle, Wednesday. That tends to be where you're going to get the most traffic. And the absolute worst days to post, in my opinion, are Monday and on a Friday. And that kind of makes sense.
People are getting to the end of the week, they're thinking about the weekend, not so much hanging out online. Whereas, in the middle of the week, the week's chugging along and they're online just doing the course of work they do everyday so it's a natural part of that for the most part. And then on Monday, they're putting out fires. They're not spending a whole lot of time online. So, it kind of makes sense if you think about it that way of when to post. So once again, Tuesday to Thursday are great days to post. Posting late morning tends to be even better because it gives more people time to interact with it during the hours they tend use social media and Wednesday being the sweet spot.
Let's take a look at a couple more. Now, the reason why I'm showing you this one is because I posted this one on a Wednesday earlier in the morning and this one reached over 3,000 people. And once again, that's a pretty good post. This is to promote my Take and Make Art Book that I showcase different art that comes from it. But let's show, let me show you one more and it's the same project, the same Take and Make Art. The exact same verbiage in my post is showing here the only difference is the title here and the specific call out number for the art specifically in the book.
Other than that, they're identical posts. They weren't posts on the same day. I posted this one on a Monday, and you know what? It only reached 302 people out of 12,000. And that's why you don't want to post on a Monday. It's the worst day. I posted on a Wednesday here and it reached over 3,000. Same exact type of content, same call outs, same links, everything, but drastically different results in how many people it reached. So, certain things you don't want to do.
Avoid distinct consumer brand names when you type out your posts. Don't include those. I have a sneaking suspicion that Facebook has an algorithm that kind of sniffs out those things and depreciates the reach if they're in a post. I can't prove that, I just see that happen more and more it seems when I post. So I leave those out, just if for no other reason than to be safe. Don't put any monetary figures. That is a distinct giveaway and I think that is clearly throttled by Facebook.
And avoid using distinct ad terminology. That's another thing that is going to kind of be a red flag for whatever their algorithms are on the back end. So, keep the tone of your posts conversational but meaningful. And with that in mind, we're gonna go back to our Drawing Vector Graphics page. I'll zoom up here to the top, scroll up. And I'm going to go ahead and author a post. So I'm going to click into this. The first thing I want to do is load some photos. So I'm going to click on this and we're going to go to the Desktop, and I have two photos here and they're processed photos, that's usually what I share on this Facebook page.
It's of a mascot design so here's me working on it and we'll click on this one and I'll go Choose and it's going to upload those. The next thing I'm going to do is I'm going to click in the top here and I'm just going to write out a post. So I'm going to go "Our industry "may be digitally driven, "but ideas are still best developed in analog." And I'm going to go ahead and put quotes around it because I'm pulling this as quoted in my, and this is where you can call out links to things.
So I'm going to put an @ sign LinkedIn, I'm going to click on Learning so it links. It puts a hotlink in there for LinkedIn Learning. Drawing Vector Graphics course. And this is where I want to put a link but I don't want it to be a long drawn out link. So this is where I use Google Shortener. And I'm going to show you how to use that in an upcoming movie. But I have that already pre-baked in my clipboard.
So I'm going to go Command + V and paste it. And we'll go over how to use that service, it's really easy. And then I'm going to put some hashtags in here, once again, we'll go over hashtags more in an upcoming movie. I tend to use hashtags both literally and kind of playfully to reinforce what I'm saying in a post. Not essentially using it to track. So that's what we're going to do. And we're going to go ahead and post it. So I'm going to go ahead and click Publish.
And now, you can see our post has shown up on our page. It shows a nice process pic and the final art. I created this is for a mascot for a school and that was a lot of fun. Now, I don't bother to size down my images. I let Facebook's algorithm do that automatically and it works fine as you can see here. These were large, I mean way larger than what Facebook quote unquote standards say. You don't have to worry about it because my mom and dad use Facebook and that's who they're catering to.
They don't want to restrict it to people who only use Photoshop. I don't think worrying about image size is a big deal on Facebook whatsoever. I haven't noticed any clarity problems with the images I use, so I upload really large images and they bake down just fine. I encourage you to visit my Facebook page after you watch this and see how far the reach has gone on this specific post. Now, that said, I'm not posting this on a Wednesday. So, there's no guarantees.
I'm actually posting this on the absolute worst day you can, which is a Friday. Keep that in mind. With that said, as I've stated several times already, social media works best when you simply be yourself. The best posts are always those that let others in so that they can see what you're working on, understand your thinking, relate to your frustrations, see your process and even your failure. We're all human and we all learn from one another in this industry.
So as you create, take the time to photograph your process and write down all the unique insights or ideas you have. Then when time permits share those via a Facebook post.
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