Facebook provides a variety of publishing tools to help users and pages share content on the platform. The main publishing options are available directly within Facebook, while some additional third-party services integrate with Facebook to provide enhanced publishing capabilities.
Posting within Facebook
The most basic way to publish content on Facebook is by creating a post. This can be done through the status update box at the top of your News Feed or on your profile page. You can post text, images, videos, and more. Some key things to know about posting on Facebook:
- Text posts can include emoji, tags, hashtags, and @mentions of other users or pages.
- You can upload photos and videos directly into the status update box or use the Photo/Video button to select files from your computer.
- The status update box allows you to check-in to locations, tag friends, and add a feeling/activity as well.
- Videos can be up to 240 minutes long. Longer videos will need to be uploaded to Facebook via the Facebook video publisher.
- Posts can be published immediately or scheduled to post at a future date/time.
In addition to the main News Feed post, you can share content directly to your profile story, groups, or events you manage. The process is the same, just change the audience option when creating the post.
Posting from Facebook Pages
Admins of Facebook Pages have access to additional posting options and analytics that personal profiles do not. Here are some key publishing features available when posting as a Facebook Page:
- Crossposting to Instagram – Page posts can be crossposted to connected Instagram business profiles.
- Posting as Page vs personal profile – Admins can switch between their personal profile and Page profiles when posting.
- Paged & personalized video – Upload one video that will be used across Page and personal profiles.
- Posting in advance – Schedule posts in advance and manage them from the Publishing Tools section of Page settings.
- Post templates – Create templates to save time scheduling recurring posts.
- Insights – View analytics on when your audience is online and their engagement with previous posts.
Facebook Pages also have access to additional options like pinned posts, calls-to-action on posts, and the ability to create shortcut links like facebook.com/yourpagename/shop.
Facebook post scheduler tools
While Facebook provides the ability to schedule posts directly on their platform, many users take advantage of more advanced third-party scheduling tools. These provide additional features like:
- Scheduling large batches of content in advance
- More flexibility and options for scheduling specific dates/times
- Previewing how scheduled posts will appear
- Analyzing best times to post based on past performance
- Collaborating with team members
- Managing posts across multiple social media accounts
Some of the most popular Facebook scheduling tools include:
| Tool | Key Features |
|---|---|
| Hootsuite | Schedule and manage posts across social channels, monitor brand mentions and analytics, collaborate with teammates |
| Sprout Social | Post scheduling, collaboration, and analytics, integrates with other channels like Twitter and Instagram |
| Buffer | Allows queues and bulk scheduling of content, integrates with Facebook Pages and Groups |
| Later | Visual scheduling calendar, smart recommendations for timing, collaboration tools |
Facebook advertising tools
In addition to organic posting tools, Facebook offers an advertising platform to reach new audiences and promote content. Some Facebook ad tools include:
- Facebook Ads Manager – Create and manage ads across Facebook, Instagram, Messenger, and Audience Network.
- Ad creation wizards – Step-by-step process to set up campaigns with different objectives.
- Targeting options – Advanced targeting based on demographics, interests, behaviors, and more.
- Ad formats – Multiple options including feeds ads, stories, banners, suggested posts.
- Insights – Reporting and analytics on ad performance.
Facebook ads can help increase engagement, website traffic, conversions, and more. Some best practices for Facebook advertising include:
- Creating campaigns based on clear, measurable objectives.
- Testing different images, copy, targeting options, placements, and budgets.
- Analyzing data frequently and optimizing campaigns.
- Using detailed targeting to serve ads to your ideal audiences.
- Following Facebook’s ad policies to ensure approval.
Facebook Live
Facebook Live allows you to broadcast real-time video from your personal profile or Facebook Page. It’s a powerful way to engage your audience with live content. To go Live on Facebook:
- Open the Facebook app on your phone or the status composer on Facebook.com
- Click on the “Live Video” option
- Add a description and live reactions
- Go live by tapping the “Start Live Video” button
When live, viewers can comment, react, and share your video. You can add co-hosts, pin comments, and more during the broadcast. After you finish broadcasting, the video remains on your profile or Page as an archived video.
Best practices for Facebook Live include:
- Planning content ideas and talking points in advance.
- Promoting upcoming live streams to build anticipation.
- Interacting with viewers and sharing comments during the video.
- Keeping videos short and interesting.
- Commenting on the video after you finish broadcasting.
Facebook Stories
Facebook Stories allow you to post full screen photos, videos, and short updates that disappear after 24 hours. Stories appear at the top of the News Feed. You can create Stories by:
- Tapping “Create Story” from your News Feed.
- Swiping right from the home screen in the Facebook mobile app.
- Going to your profile or Page and selecting “Create Story.”
When creating a Story, you can:
- Use filters, text, stickers, and drawings to enhance your stories.
- Add music from Facebook’s music library.
- Control who can view your story using options like public, friends, or custom lists.
- Cross-post Stories from Instagram.
- Tag friends, locations, or other Facebook Pages.
Facebook Stories are a fun, casual way to share everyday moments with your followers. Post consistently, be authentic, and encourage engagement in your Stories.
Facebook Groups
Facebook Groups make it easy to connect with specific communities. As a group admin or member, you can post content to the group using the status update composer. Some tips for publishing in Facebook Groups include:
- Post questions to spark discussions among members.
- Share photos, videos, and links you think the group would find interesting.
- Follow group posting rules and get admin approval if required.
- Engage with other members’ posts through likes, comments, and shares.
- Avoid spamming the group or making too many promotional posts.
Facebook offers group admins additional tools like pinned posts, post approvals, file libraries, and more. Overall, focus on sharing valuable content that aligns with the group’s purpose.
Facebook Events
Facebook Events allow Pages to promote events, interact with attendees, and track RSVPs. As a Page admin, you can create Events via the “Events” tab on your Page. Some tips for managing Facebook Events include:
- Provide key event details like date, location, time, description, and visuals.
- Promote the Event by sharing posts about it leading up to the date.
- Engage attendees by answering questions, sharing updates, and responding to comments.
- Use the invite button to invite friends directly to the Event.
- Post photos, videos, and updates during or after the Event to continue the engagement.
Facebook Events make it seamless for people to discover, register, and engage with upcoming events and happenings.
Facebook publisher guidelines
When publishing any content on Facebook, it’s important to follow Facebook’s guidelines. Here are some key guidelines for Facebook publishers:
- Comply with Facebook’s Pages, Groups, and Events Policy.
- Follow Facebook’s Community Standards covering topics like violence, privacy, and more.
- Respect Facebook’s IP rights policy when sharing content.
- Don’t use language or content that is harassing, offensive, or misleading.
- Properly attribute content shared from external sources as needed.
- Abide by applicable laws and regulations for online content in regions where you operate.
Violating Facebook’s guidelines can lead to removal of content or disabling of accounts/Pages. Stay informed on any policy changes or updates from Facebook.
Facebook post analytics
Facebook provides publishers with analytics to assess performance of posts. To view Facebook Page analytics:
- Go to your Page
- Click “Insights” in the left menu
- Select “Posts” from the tabs at the top
This Post Insights page displays metrics like:
- Reach: how many people saw your posts
- Engagement: likes, comments, shares, clicks etc.
- Followers: how your follower count changed
- Demographic data: age, gender, location of people engaging with your Page
- When your followers are online: see most active hours and days
Analyzing this data can help inform your Facebook strategy. Identify your top-performing post types, engagement patterns, and audience demographics. Use these insights to improve engagement and reach on Facebook.
Conclusion
Facebook offers a wide array of built-in and third-party tools to publish content to its platforms. Key options include basic posting to News Feed, advanced Page publishing capabilities, post scheduling apps, Facebook ads, Facebook Live streaming, Stories, Groups, and Events. Follow Facebook’s guidelines, analyze performance through Insights, and keep adapting your Facebook strategy based on what resonates most with your audience.