Facebook Content That Actually Reaches People

Facebook's algorithm consistently favors native video (uploaded directly to Facebook) over linked videos or external content. Native videos receive 10x more reach than links to YouTube or other platforms. The algorithm measures "video watch time" as a key engagement metric, making longer watch times crucial for reach.

For optimal results, create videos specifically for Facebook's audience and viewing patterns. Ideal length is 1-3 minutes for most content, with the first 3 seconds being critical for hooking viewers. Use captions (85% of Facebook videos are watched without sound). Create square or vertical videos (1:1 or 4:5 ratio) for better mobile viewing.

Content should follow the "value-first" approach: provide actionable information within the first 30 seconds. Tutorials, behind-the-scenes, customer stories, and product demonstrations work well. End with a clear but soft CTA: "If you found this helpful, join our email list for more detailed guides" with a link in comments or description. Native video builds watch time, which signals quality to the algorithm while delivering value to viewers.

Facebook Live receives 6x more reach than regular video content and generates significantly higher engagement. Live videos create urgency (viewers must watch now or miss out) and authenticity (unfiltered, real-time interaction). The algorithm prioritizes Live content because it keeps users on platform longer.

Successful Facebook Live sessions follow a specific structure: 5-minute pre-announcement (post about the upcoming Live), 10-15 minute main content, and 5-10 minute Q&A. Go Live consistently (same day/time each week) to build anticipation. During the Live, actively respond to comments by name—this triggers notifications that bring viewers back.

Use Lives strategically to build relationships that transfer off-platform. For example: "I'm doing a deeper dive on this topic in our email newsletter this week—comment 'NEWSLETTER' if you want me to send it to you." Collect those comments, then message those people personally after the Live. This turns Live engagement into owned audience relationships.

Facebook Groups represent the last bastion of reliable organic reach on the platform. Group content reaches 80-100% of members when they're active, compared to 1-2% Page reach. The key is creating or participating in relevant Groups where your ideal audience gathers.

If you have your own Group, use it as a testing ground and community hub. Share exclusive content there first, then repurpose to your Page. The Group becomes your "inner circle" that you can eventually migrate to an owned platform. If participating in others' Groups, focus on providing exceptional value without self-promotion. Answer questions thoroughly, share helpful resources, and build authority.

Group content should be discussion-focused rather than broadcast-focused. Ask thought-provoking questions, share case studies (with permission), or create "challenge" threads. The goal is to identify highly engaged members and build direct relationships with them through Facebook Messenger, then guide them to your email list or community platform. Groups bypass the Page reach problem entirely when used strategically.

Every piece of Facebook content should include strategic conversion elements, but these must feel natural within Facebook's culture. The "link in comments" strategy works better than links in posts (links in posts get penalized). Post your content, then immediately comment with "Get the free guide/template here: [link]" and pin that comment.

Use Facebook's "Call to Action" buttons strategically on videos and posts. The "Learn More" button can link to a landing page, "Sign Up" to a newsletter form, "Contact Us" to a Messenger flow. These native CTAs get better visibility than text links.

Create conversion content specifically for Facebook's audience. For example: "I created a free Facebook-specific checklist for [topic]. Comment 'CHECKLIST' and I'll message it to you." This collects interested people in comments, allows you to message them personally (starting a direct relationship), and delivers value. Track which content types generate the most conversion actions and double down on those formats.