When should I post to my Facebook group, page, or story?

As Facebook grows and evolves, the social media giant continues to add new ways to post.

Now going into 2019, we've found ourselves with three places to post: Pages, Stories, and Groups.

It can be confusing, but hear us out—having three post types is actually an advantage for marketers (once you know how to use them, that is).

Why is this?

Put simply, each post type has its own benefits in regards to reach, purpose, and design. However, it's important to know how to use each of these post types works in order to use them to their fullest.

And that's where we come in: in this article, we'll show you when to post to your Facebook page, story, or group. 

We'll take you through each of the post types and discuss their pros, cons, and when you should use them. 

Ready? Let's get started!

When to Post To Your Facebook Page

Two facebook posts side-by-side 

Facebook page posts are the classic way to post to Facebook—and let's be real: you've probably seen millions of them during your work as social media manager.

So with that in mind, we won't spend too much time going over what Facebook posts are. But if you need a quick refresher, these are text posts, links, photos, or other pieces of content posted directly to your business' page.

These posts are shown to people that "Like" your brand's Facebook page, and (if you're lucky) sometimes friends of the people that like your page's content.

Once upon a time, Facebook posts were the only way to interact with your audience, hence giving Facebook Page posts huge reach for many companies. 

However, that's no-longer the case after a huge 2018 algorithm change.

Being frank, organic reach is largely dead for publications and brands on Facebook. In fact, some posts get half the amount of views after Facebook's push to bring the social network back to content from friends and family.

So if organic reach is dead, why should I post to Facebook?

Facebook pages aren't dead—the landscape's just changed.

Nowadays, pages need to combine their Facebook page reach with paid advertisements to get comparable reach. But if you play your ads right, you can open your brand to a whole new world of customers.

Further, Facebook page is essentially a public face for your company. You can post whatever you want to your Facebook page, and it's there for the whole world to see.

You can also use your Facebook page to share information about your business and even collect reviews. Add open hours, your address, and other contact details so your customers can find you.

Here's when your brand should post to its Facebook page

You can post anything to your Facebook pages, but we recommend links to your business' content (infographics, blog posts, etc) and posts that spark conversation. 

Some practical examples of good Facebook post content include thought leadership articles, live videos, and beautiful images of your products.

Posting once or twice daily is best for maximizing your Facebook organic reach, so make sure to use a social media management tool like Social Report (shameless plug alert!) to speed up your posting. 

The best part? We offer Evergreen and RSS feed scheduling using our Evergreen Content and Content Syndication features—two features sure to speed up your Facebook page posting experience.

Pros: Cons:
Public face for your company; can add open hours, addresses, and other things. Organic reach is significantly lower than it once was.
Some organic reach still exists, and you can easily run ads that boost your content.  
Easy to schedule content to Facebook pages using Social Report.  

When to Post to Your Facebook Stories

 Facebook Stories are great for immediate reach

Stories are a newcomer to both Facebook and the social media world. Similarly, they're also one of the most important additions to social media in the recent past.

Stories were introduced on Snapchat in 2014, and then reintroduced by Instagram in 2016 and its parent company Facebook in 2017.

In short, Stories act as a second Newsfeed of sorts. You start with a vertical image or photo, and then add filters, text, stickers, or other visual content in the editor. 

On Facebook, you can view your Stories at the top of your Newsfeed on your Facebook mobile app or Facebook desktop website. You can also view and create Facebook Stories at the top of the Messenger app.

To make a new story, just click the Add to Story button next to your row of new Stories.

After making a new Story, your audience can view it for 24-hours. After that time, your Story will disappear, so make sure you save it if you want to repost in the future.

Here's when your brand should post to Stories

Use Facebook Stories when you want to share an urgent or time sensitive message to your audience. For example, a new sale announcement or a temporary service outage. The possibilities are endless for time-sensitive content.

In other words: use it like a visual tweet.

You can also use Facebook Stories to share lighthearted content that doesn't fit your typical social media posts. You can post "behind-the-scenes" footage from your office, tease new products, or even host a Q&A session.

However, your brand shouldn't use Facebook Stories to house evergreen content (think blog post and infographics), or to post content that require discussion. Remember, there is no commenting features in Stories.

Oh, and one thing to note: you can cross-post your Instagram Stories to Facebook Stories, so take full advantage of this if you decide to embrace Stories on your next marketing campaign.

Pros: Cons:
Posts show at the top of your viewer's screen. Relatively new Facebook feature that some of your viewers may not be familiar with.
Posts last for 24 hours, giving them a sense of timeliness. No ability to post evergreen content.
You have the freedom to post more lighthearted and fun content. No commenting or other type of discussion features.

When to Post to Your Facebook Group

Facebook Groups

Facebook groups have been around for years, but were recently pushed back to the forefront of the social media game.

Why? Simple: they're favored by Facebook's new algorithm. In our experience, the algorithm considers groups posts as more "meaningful" than page posts, regardless of if they're posted in a branded Facebook group or not.

Posts in groups act similarly to Facebook page posts too. You can post any type of content you'd like (and even make groups stories), but they'll only be viewable by people in your Facebook group.

When making a group, remember to offer something in your group that’s unique from your business page to encourage people to join.

Some ideas include: creating a user group for your customers or Q&A page for your industry.

Here's when your brand should post to its Facebook page

We recommend posting conversation starters and links to your best content to your Facebook group.

If posting blog posts or videos to your group, don't be afraid to make some exclusive to the group, and cross-post others to your Facebook page. Posting a mix will keep group members coming back for

Conversation starters will encourage your group members to discuss amongst themselves, creating an a real community around your products.

Need Facebook group inspiration? Join our group today!

Pros: Cons:
More likely to show at the top of your member's feeds. You need to build your group's audience before you get any type of engagement.
You can largely control who views your content. You have barely any organic growth, so you have to promote your group on your own.
You can build a community with your customers, fans, and others in your industry.  

Now, we want to hear your take!

And there you have it: when to post to Facebook stories, pages, or groups.

Now we want to hear your thought. How do you decide when to post to your Facebook story, page, or group? Let us know in the comments!

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