When It Comes to Facebook Posts, Size Matters

It’s clear that publishers looking to increase the organic reach of their Facebook posts should experiment with increasing the number of words in a post.

A proven tenet of online publishing, it’s been shown time and time again that long-form content drives more value than short-form content. Search-engine-optimization results are better. Conversion rates can be better, as can social engagement rates.

Interestingly, one channel where the length of content hasn’t seemed to matter is Facebook–specifically, the effect that the amount of text in any given Facebook post has on how Facebook prioritizes that post in News Feed. In fact, on Facebook’s website, there is no mention of content length being a factor in how News Feed prioritizes posts:

The three main types of signals used to estimate post relevance to each person are:

  • Who posted it: The friends, family, news sources, businesses and public figures a person interacts with most are prioritized in their News Feed.
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