by The Computing Australia Group | Engaging Facebook
Posts for 2025
Facebook is still one of the most powerful social media platforms for small businesses. But with busy feeds, changing algorithms and shrinking attention spans, simply posting on Facebook is not enough. You need SEO-friendly posts that stop the scroll, spark conversation and drive action.
This guide walks you through how to write engaging Facebook posts in 2025 – the kind that earn likes, comments, shares and website visits, without feeling “salesy” or spammy.
We’ll build on your original tips (short posts, questions, clear offers, images) and expand them into a complete, modern playbook you can use across almost any industry.
What Does “Engagement” on Facebook Actually Mean?
Before you write a single word, be clear about what you’re trying to achieve.
On Facebook, engagement usually means:
- Reactions (likes, loves, cares, etc.)
- Comments and replies
- Shares
- Link clicks
- Saves
- Video play time and completions
Why it matters:
- Facebook’s algorithm shows content more often when it sees genuine engagement.
- Engagement is a signal that your content is relevant and useful, not just noise.
- Comments, shares and clicks often turn into leads, enquiries and sales.
So, writing an engaging Facebook post means writing something that:
1. Catches attention quickly
2. Feels relevant and human
3. Makes it easy for people to respond or act
Let’s break down how to do that.
Before You Write: Get Your Foundations Right
Engaging posts start before you open the composer. A few minutes of planning makes writing much easier.
1. Know who you’re talking to
Ask yourself:
- Who is this post for? (New customers / existing clients / local community?)
- What do they care about right now?
- What problem or desire am I addressing?
The more specific your audience, the easier it is to write content that feels personal.
Instead of: “Business owners”
Try: “Perth tradies who are sick of slow Wi-Fi on site” or “Small retail owners who want more foot traffic”.
2. Decide the goal of the post
Every Facebook post should have one main job:
- Build brand awareness
- Educate your audience
- Drive clicks to your website
- Generate leads or bookings
- Showcase social proof (reviews, case studies, testimonials)
- Build community and conversation
If you don’t know what the post is supposed to do, your audience won’t either.
3. Stick to content pillars
Choose 3–5 key themes you want to be known for, such as:
- Tips & education
- Behind-the-scenes / culture
- Customer stories
- Offers & promotions
- Industry news / commentary
Then make sure each post clearly fits one of those pillars. This keeps your page consistent and makes content ideas much easier to generate.
1. Keep It Short – but Not Empty
Your original advice is still spot on: no one wants to read a wall of text on Facebook.
Ideal post length
- Aim for 40–160 characters for simple updates or quick tips.
- For educational or story-style posts, you can go longer – but make sure the first 2–3 lines are compelling enough that people tap “See more”.
Think of your post as:
Hook → Value → Call-to-action
Example (short):
“Your website loads slowly on mobile? You’re losing leads right now. Want a free speed check? Comment ‘CHECK’ below ”
Example (slightly longer, but still skimmable):
“Running Facebook ads but not getting results?
It might not be your ads at all – it’s often the landing page.
We’ve put together a 5-step checklist to fix the most common issues.
Read it here: [link]”
Notice the spacing. It’s easy on the eyes, especially on mobile.
2. Start With Questions and Strong Hooks
You already recommend starting with questions – that’s a great habit. The first line decides whether people stop scrolling or swipe past.
Types of hooks that work well
- Direct questions
- “Is your Facebook page costing you customers?”
- “Tired of getting zero comments on your posts?”
- Bold statements
- “Most small businesses are wasting their Facebook posts.”
- “If your last post had 0 comments, this is for you.”
- Relatable pain points
- “Ever spend 20 minutes writing a post… and it gets 3 likes?”
- Mini-stories
- “Last week, one of our clients doubled their engagement by making one simple change…”
Yes/No vs open-ended questions
Your original content leans on yes/no questions, which are great for hooking attention. Combine them with follow-up prompts to encourage comments:
“Do you schedule your Facebook posts in advance?
Yes – every week
No – I post when I remember
Comment with ‘Yes’ or ‘No’ – we’re curious!”
This is low-effort for users and more likely to generate responses.
3. Use Clear, Human Language (Not Jargon)
Online reading takes more effort than reading print, and people are often multitasking. So:
- Use short sentences and paragraphs
- Avoid heavy jargon your audience won’t understand
- Write like you talk, not like a textbook
Bad:
“Leverage omnichannel touchpoints to amplify brand equity.”
Better:
“Show up where your customers already are – and stay consistent.”
Tone and personality
Your tone should match your brand:
- Professional but friendly for B2B
- Warm, fun and playful for lifestyle brands
- Calm and reassuring for healthcare or finance
You can use emojis and humour – just don’t overdo it. Think of emojis as seasoning, not the main course.
End on a positive note
You mentioned this in your original post, and it’s still good advice. Even if you talk about problems, finish with a sense of hope or possibility:
“Yes, social media can feel overwhelming. But with a simple content plan and a few tweaks to your posts, it is possible to turn Facebook into a reliable source of leads.”
4. Add a Clear Call-to-Action (CTA)
A Facebook post without a CTA is like a road with no signs – people don’t know where to go next.
Your CTA should match your goal:
-
For traffic:
“Read the full guide here [link]” -
For lead generation:
“Send us a message with the word AUDIT and we’ll send you a free report.” -
For engagement:
“Tell us in the comments: which one would you try first?” -
For brand awareness:
“Know someone who needs this? Tag them below.”
Don’t stack three different CTAs in one post. Pick one main action, maybe with a softer secondary one.
Avoid:
“Click the link, follow our page, and share this post.”
Instead:
“Click the link to see the full checklist – and share it with someone who needs a simpler way to manage their IT.”
5. Make Your Offer and Value Crystal Clear
You can’t expect people to act if they don’t understand what’s in it for them.
Focus on benefits, not just features
- Feature: “We offer managed IT support.”
- Benefit: “We monitor your systems 24/7 so you can sleep without worrying about cyber-attacks.”
Write posts that answer the silent question:
“Why should I care?”
Example:
“Spending more time fixing IT issues than serving customers?
Our managed IT support keeps your systems running so you can focus on your business – not your computers.
Comment ‘IT’ if you’d like a quick, no-jargon audit.”
Use ethical urgency
If you’re promoting an offer, be honest and specific:
- “Offer ends Friday at 5pm.”
- “Limited to the first 10 businesses.”
- “Only available for Perth-based SMEs.”
Vague “Hurry, limited time!” messages feel spammy and reduce trust.
6. Attach Links – The Smart Way
Your original post asks: “To attach or not to attach?”. The truth in 2025: you should use links, but strategically.
When to include a link
Include a link when the post’s goal is to:
- Drive traffic to a blog, service page or landing page
- Promote an event, download or lead magnet
- Help users complete a task (e.g. booking, registering, signing up)
Tips:
- Put the link once, clearly – usually near the end of the post.
- Use clean URLs or trusted shorteners.
- Avoid making every single post just “link + generic caption”. Mix in posts that keep people on-platform (questions, conversations, carousels, etc.).
Preview and tracking
- Check the link preview image and title – this is part of your post’s “visual hook”.
- Use UTM tags (if you have analytics set up) to track results in Google Analytics, but keep the visible link neat (e.g. shorten it).
7. Spread Positivity – Without Being Fake
You’re right: people are more likely to share positive, helpful content than a negative rant.
Good types of positive posts:
- Short success stories or case studies
- Wins from your clients (“We helped [X] reduce downtime by 40%”)
- Milestones (“We just crossed 5 years in business – thank you!”)
- Inspirational quotes with a practical twist
- Behind-the-scenes photos of your team
Example:
“We just helped a Perth retail store recover their data after a major system crash.
They were back up and running in hours – not days.
Huge shout-out to our cybersecurity team for the late-night efforts ”
This is both positive and subtly showcases your expertise.
8. Use Images and Video to Stop the Scroll
“A picture is worth a thousand words” is more true than ever on social media.
Images
Best practices:
- Use high-quality, relevant images – no blurry, stretched graphics.
- Size: square (1:1) and vertical formats display well on mobile feeds.
- Stick to one strong image per post where possible.
- Use your brand colours and fonts to build recognition.
- Avoid too much text on images – keep it bold and minimal.
Ideas:
- Before-and-after shots (websites, offices, dashboards)
- Team photos
- Simple diagrams or process graphics
- Screenshots (with sensitive data removed) showing results
Video and Reels
Video often gets strong reach and engagement:
- Keep most videos under 60–90 seconds for the feed.
- Put the key message in the first 3 seconds.
- Add captions, as many people watch with sound off.
- Use vertical or square formats.
You can reuse content: a blog post becomes a short explainer video, which becomes smaller clips and quote graphics.
9. Format Your Posts for Easy Reading
Even the best message can fail if it looks like a block of text.
Make posts skimmable:
- Use line breaks between ideas
- Add bullet points for lists
- Use bold-style emphasis by capitalising a keyword or two (sparingly)
- Put the most important line at the top
Example:
“Struggling to get engagement on your Facebook posts?
Start by fixing these three things:
• A boring first line
• Walls of text with no spacing
• No clear call-to-action
Which one do you need to fix first?”
On mobile, that’s much easier to read than a dense paragraph.
10. Timing, Frequency and Consistency
You don’t need to post every hour. You do need to be consistent.
- Aim for 3–5 quality posts per week to start.
- Use Facebook’s Insights to see when your audience is most active.
- Test different times (morning, lunchtime, early evening) and track performance.
Remember: it’s better to post less often with higher quality than to push out daily filler content.
11. Encourage Conversation, Not Just Clicks
Facebook favours meaningful interactions – comments and conversations.
Ways to spark discussion:
-
Ask people to share their experience:
“What’s the biggest tech headache in your business right now?” -
Use “this or that” posts:
“Laptop or desktop – what do you prefer for work?” -
Polls and simple choices:
“Which topic should we cover next? A) Password security B) Backups C) Remote work tools”
Most importantly: reply to comments.
- Answer questions promptly
- Acknowledge compliments
- Thank people for feedback
- Ask follow-up questions to keep threads alive
This shows your page is active and that you actually care about your community.
12. Test, Measure and Improve
There is no single “perfect” Facebook post formula. What works for one business may not work for another. That’s why you should:
1. Check your Insights regularly
- Top-performing posts
- Reach vs engagement
- Clicks on links
2. Look for patterns
- Do shorter posts perform better?
- Do questions get more comments?
- Do posts with people photos beat graphics?
3. A/B test simple changes
- Same image, different first line
- Same text, different image
- Question vs statement hook
4. Keep a simple content log
Track:
- Date
- Type of post (tip, story, promo, quote, etc.)
- Thank people for feedback
- Reach
- Engagement
After a few weeks, you’ll clearly see what your audience loves – and what they scroll past.
Common Mistakes to Avoid
Even good businesses fall into these traps:
-
Posting only sales content
Every post is “Buy now!” or “Book today!”. People tune out. -
Ignoring comments and messages
It signals you’re not listening. -
Copy-pasting the same content to every platform
What works on Instagram or LinkedIn may need tweaks for Facebook. -
Inconsistent branding
Different tones, random colours and mismatched visuals confuse people. -
Long, unbroken paragraphs
They look intimidating and people scroll past.
Fixing these issues alone can dramatically improve your Facebook performance.
Facebook posts are effective tools to create a lively community and generate more traffic to your website. While there are no fixed models for a successful Facebook post, the above steps will help build posts that readers usually like and share. If you have queries on how to write an engaging Facebook post, or need a team to take care of your SM marketing, contact us or email us at sales@computingaustralia.group.
Jargon Buster
Social media channels – Platforms like Facebook, LinkedIn, Instagram and X (Twitter) where people create and share content.
Engagement – Any interaction with your post: likes, comments, shares, saves, clicks, video views, etc.
Social media marketer – A specialist who plans, creates and manages content and campaigns on social media to achieve business goals.
CTA (Call-to-action) – The part of your post that tells people what to do next (click, comment, share, message, etc.).
Organic reach – How many people see your posts without paid advertising.
UGC (User-generated content) – Content created by your customers or community (e.g. photos, reviews, testimonials) that you can share (with their permission).
FAQ
How often should a small business post on Facebook?
Start with 3–5 quality posts per week and adjust based on your capacity and engagement. It’s better to post less often consistently than to disappear for weeks and then post heavily for a few days.
What’s the best length for a Facebook post?
Short, focused posts (40–160 characters) tend to perform well, especially for quick tips or promos. Longer posts can work if they’re formatted with line breaks and offer genuine value – but always make the first line strong.
Should I use hashtags on Facebook?
Hashtags are less critical on Facebook than on platforms like Instagram, but a few relevant hashtags can still help. Stick to 1–3 targeted hashtags rather than long lists.
What type of content gets the most engagement?
For most small businesses:
1. Posts with people (team photos, customers with permission)
2. Short, helpful tips
3. Before-and-after results
4. Simple questions and polls
5. Short videos with captions
tend to perform best. Test different types to see what your audience responds to.
