If you’re running Facebook ads or you’re posting to your business page, you want get as many clicks as possible. It’s good to get lots of likes and shares, but the number of likes and shares should be considered alongside the click-through rate. Most internet marketers will look at the click-through rate as a success indicator.
Image Sizes
The best image size for Facebook posts vary depending on what you’re sharing. Image link thumbnails should be 470×246 pixels and single photos should be 470×470 pixels. Use the correct image sizes to ensure that your posts are more visible to your followers.
Image Types
Some images tend to get more clicks than others. You need to test what type of images get the most attention from your followers. Try posting images with various colors, subject matters, and different styles and you can use Insights to see which ones perform the best.
Quality
Use high-quality images which stand out and capture people’s attention. Also, write high-quality headlines and summaries to encourage people to click on the link. Well-produced images and well-written content will get more clicks, so ensure that you post high-quality posts every time.
Open Graph
You should use Open Graph meta tags in your HTML code to tell Facebook what to display when showing your link. Add the following code to the <head> section of your page just under the <title> tag.
<meta property=”og:title” content=”My Website” />
<meta property=”og:url” content=”http://www.myurl.com” />
<meta property=”og:image” content=”http://www.myurl.com/myimage.jpg” />
<meta property=”og:description” content=”This is my description.” />
You should check that your URLs are being displayed correctly in Facebook. Sometimes Facebook can scrape the wrong data and things aren’t showing up as they should. Use Facebook’s Open Graph Debugger to see how Facebook is displaying your links. You can fix any problems and ensure maximum visibility for your posts.
Timing
Use Insights to tell you when most of your followers are active. Post when most people are active on Facebook and you’ll reach more people and get more clicks.
Frequency
You should also post regularly to ensure that people don’t forget about you. Moreover, if people don’t interact on your posts, Facebook will eventually stop showing them your posts. On the other hand, you don’t want to post ten times a day because people will soon get bored of always seeing you on their wall. Test various posting frequencies to determine what works best for your followers.
Use a Call to Action
Create images which contain a written call to action. Images are clickable so you can effectively turn them into buttons. Design a call to action which encourages someone to tap the image which will then redirect them to your website.
Facebook doesn’t provide any click-through rate (CTR) benchmarks and reports vary considerably. After a while, you’ll start to learn what is the average CTR for your audience. Use A/B split tests to determine best practices for posts and create engaging and interesting content. You should also use analytics data from Insights to determine what is the best time to post. Use all the data you have available to improve your click-through rates.
