How To Get The Best From Facebook

How to get the best from Facebook?

Facebook is the most-used social media platform in the world, so if you get it right you can reach the most people, in theory………………

Facebook facts | Focus Ecommerce and Marketing

How to get the best from Facebook? Being the most used it can be the hardest to get reach that audience and engage them. As so much is going on and there are many factors and tools built into Facebook’s user interface and the algorithm that decides who sees what.

Facebook is looking at allowing users to turn off the algorithm that controls what it thinks users wants to see, allowing a return to seeing more content but in a chronological feed as it previously used to show content on our Facebook newsfeeds.

Target audience knowledge

What you do need to know is information about your target audiences. Where they are, what they like and how to engage them.

Facebook algorithm

The basis of Facebook’s News Feed algorithm, which defines how far and wide your posts reach has 3 key elements:

Who posted it?

How often a user engages with a profile or person plays a role in determining reach and you getting the most from facebook. If you regularly like or comment on posts from a Page, you will be shown more of that content as the system knows you are interested in it. If you interact with particular people more than others when they share links, you again will or could be shown more of their content. So, you can see engagement in your content is critical.

Facebook facts | Focus Ecommerce and Marketing

When was it posted?

Understanding when your audience and followers are online is critical. Initial responses to your posts need to be quick to make sure the system continues to show the content to other followers and users. If no early engagement then the reach will die out very quickly. You must punch in and grab attention among the people who initially see it. Use the inbuilt Facebook insights for some basic insight or invest some decent external insight tools.

How likely each user will engage with it

Facebook is constantly analysing its users to see what they like and what their habits are. Facebook will also estimate how long it thinks users might watch a video for, or read an article, as further indicators of likely engagement. All these factors relate to how your content might get seen or in many cases not seen by your established audience or your new target audiences.

Trending news

Trending news is now the most shared content type on Facebook. But posts that trigger an emotional response, prompting users to like, comment or share with their friends also do very well. Think about the language and the media content to trigger engagement. Call to actions (CTAs) can be simple as words.

Other content that works well is informing, how to, humour. But are any of these about what your organisation is about. Humour is a particularly hard one to pull off! What will get users engaging with your content? Probably the hardest one to crack and stay in lane at the same.

Content we know does well on social media.

  • Cute animals,
  • Practical Hacks,
  • Inspirational content,
  • Food and recipes,
  • Music videos,
  • Quizzes,
  • Travel and Adventure.

Content posting guidelines

Shorter text descriptions are the way forward, no one will read long paragraphs of text, current best practice is only 25-60 characters! That is hard to work with. More than 80 characters on the mobile App generates the dreaded ‘See more’ which an exceptionally low percentage of users ever click. So, you must get your message over quick or at least try and entice them to click the see more to find out more.

Facebook facts | Focus Ecommerce and Marketing

Video is King

And old statement now but one that is true and becoming more so, particularly on Facebook. Facebook encourages you to post 3 min + videos as it is trying to win the online video battle with the likes of YouTube. It never will. But your audience is probably unlikely to watch your videos for that length. Top tip which currently works, place a holding image at the end of your shorter video when editing it and extend that holding image past the 3 min mark. It could be your CTA details, website link or similar.


When you compose a post on Facebook with a hyperlink it should auto generate a link preview. But if that preview is not what want you can delete it and add your media which will leave the hyperlink in place as just text. But do not post all your content as outwards from Facebook, Facebook wants users to stay on its system for as long as possible so if all your posts drive traffic outwards, it will start to display it to less people.

Hashtags on Facebook

Do they work, yes and no and time will tell. The system now recognises them but how well they return results is a bit hit and miss. But it is worth persisting with them for now as they bring enough value to justify the effort. Top tip place them at the end of your text as they are reference tools, for people to find your content, not click away and then you lose them. Plus, it makes the limited space for best text delivery 25-60 characters easier to write and on mobile will probably be hidden in the see more section. Not a problem as they are reference tools!

How often should you post content?

This depends on your audience, find that balance that one keeps the audience interested but does not annoy them with constant your brand in their newsfeeds, or they will switch you off and ignore. My advice on how to get the best from Facebook is 1=2 posts a day and if your audience is more active on certain days than others focus on those days.

Here to help you

Get in touch if you need any help with social media? Are you using it, are you putting a lot of time into and getting little back? Social media is there is help you raise awareness of your brand, drive website traffic, engage your potential audience, customers, and clients. But it is not as clear cut as just posting content occasionally and we can make all the difference: Learn about how we can help you here

Contact us today

Pushing Instagram to help your brand shine through

Pushing Instagram to help your brand shine through

Instagram Top Tips – like many other social media channels is an ideal tool for advertising your business, idea, or event. But there are some key points you should consider.

Instagram Top Tips | Focus Ecommerce and Marketing

First Steps

The first of our Instagram Top Tips is to convert your Instagram to a business account via the settings option. This opens more options for a business, better targeted reach, advertising, and insights into your Instagram activity.

Via Facebook connect your Business Facebook page to your Business Instagram account if you have a Facebook page. Do it now.

Instagram Top Tips | Focus Ecommerce and Marketing

Use Professional-Looking Photos

Generic photos will not cut it and will not attract attention. Instagram is a photo-sharing social media platform, so it is important to share visually pleasing content. Take photos, edit them to make them stand out from the crowd. If you cannot do this then consider outsourcing to someone who can.

You can take a new photo through the App or select one from your camera roll. Then there are multiple options to personalize your post. You can add a filter, tag other users, write a caption and add a location. Another option is to also turn off comments on this page with the advanced settings, but you want engagement,. So we suggest do not do this but monitor your posts in case you need to engage.

Facebook Creator Studio | Focus Ecommerce and Marketing

Schedule your Content

Currently you cannot schedule content on Instagram directly, but you can through several schedule tools and even through Facebook, using tools such as Facebook Creator Studio (You will need to a have Facebook Business page to do this).

If You have a Facebook business page there are also now various Facebook business page tools coming online which allow management of content to be posted to your Business Instagram account.


Schedule your content so it hits users’ newsfeeds when they are most active. Once it publishes remember to monitor it for positive and negative comment management, or in case someone asks a question as they expect a quick response. Social media is not a Mon-Fri, 9-5 task.

Other schedule tools we recommend are Hootsuite and to name a couple.

Instagram Stories | Focus Ecommerce and Marketing

Stories Feature

Instagram Stories is one of the channel’s most popular features to the user. These photos and videos currently disappear 24 hours after they are posted. Businesses should leverage Instagram Stories to market their products and services, getting their messages to followers that otherwise might not see regular Instagram posts in their feed due to the latest way that Instagram shows content to the user.

You can post recorded videos, still photos, live videos, videos that loop back and forth called Boomerangs. You can also add stickers to spice things up but do not overdo it and stay within your brand. You can also add very useful user tags and hashtags to drive engagement.

The stickers for polls, questions and sliding bars make it easy to interact with your users and get feedback. A good idea is to use the questions feature to hold a weekly Ask Me Anything series, a great way to engage with your audience.


Another way to draw attention to your brand is with Stories Highlights, which stay on your profile until you remove them. Use them wisely and select your best moments on Instagram and products if you want to attract attention.

Instagram Live| Focus Ecommerce and Marketing

Why Not Go Live

In addition to Instagram Stories, users can take and stream live video that disappears, like Facebook Live and Snapchat. You can give customers a live look behind the scenes of interesting aspects of your business, show products or answer live questions through the comments. Like anything live there is more risk running live activity, from internet drop out, poor sound, to much camera movement, so our advice is test and get good at this before you attempt it or outsource and get help from a professional. Once the video ends, it lives in your Instagram Stories for 24 hours.

You can of course upload a video you have taken or shoot one directly through the app to post. If you choose to shoot or upload a video, you can still add filters and change the cover.


Interact and Engage

As with any social media platform, it is important to engage and interact with your followers on Instagram.

  • Liking content is a simple way to connect with other users. To like a photo, either double tap the image or tap the heart button under the post.

  • Commenting on posts. just the comments button and the app will take you to the comments page for that photo.

  • Mentioning another user using the @ symbol to tag other users in your Instagram comments or post captions.

  • You can tag users before you post content. Tap Tag People before sharing your photo, and then tap where in the photo you want to add a tag. The app then prompts you to type in the person’s name to search for their account. Once you have tagged other users in your photo and shared the image, other users can tap on the photo to see the people who are tagged.

  • Direct messaging to other users we have found to be a great tool on Instagram and other social media platforms: To access Instagram Direct, go to the homepage and tap the button in the top right corner. Here, you can send private instant messages, photos, and videos to other users. To send a new Direct message or DM as they are called, tap the + button in the top right corner and select Send Photo or Video, or Send Message. Once you have sent the message, you and the recipients can message back and forth. Users who are not already following you will be asked whether they want to allow you to send them photos and videos before they can view your DM.

Instagram Hastags | Focus Ecommerce and Marketing

Get in on the Trending Content

Hashtags are a great way to help users find content on Instagram. Hashtags can include letters and numbers, only. So do not use other symbols, as they do not work.


Relevant hashtags can be a highly effective tool for getting noticed. However, make sure you are using the right hashtags for your brand. Run some tests, searches and see what others are using. Use a tool like to find the best results and other options.

Look at trending hashtags or popular weekly hashtags such as #WednesayWisdom or #ThrowbackThursday. These will be busy and hard to get noticed but if you need a fille or stuck for content ideas. it is a good way forward.


Instagram allows a maximum of 30 hashtags in a post or comment, but we recommend approximately 10 hashtags per post. The fewer hashtags you can use to get quality responses, the better. Using a lot of popular hashtags might earn you a lot of likes from other users, but it probably will not increase your following all that much, and the interactions you get will likely not be from people who are interested in your brand but rather those who just saw and liked your image.


Get in amongst the hashtags and branch out and experiment to find which ones work best for you. One good idea is to create a custom hashtag for your brand and use it all the time to drive engagement. Overtime it will start to get noticed and pull our content to other users.

Instagram Hastags | Focus Ecommerce and Marketing

Using the Paid for Advertising Options on Instagram

Like on other social channels paid advertising is becoming a must to get exposure to your target audience, especially for non-established brands fighting the sheer amount of content on Instagram.


There are three formats for advertising:

  • Photo ads. These look like regular photo posts, but they have a Sponsored label above the photo. They also have a Learn More button in the bottom right corner under the photo.
  • Video ads. Look like regular video posts, but with a Sponsored label on top.
  • Carousel ads. Feature multiple photos that users can swipe through.

  • All three ad formats appear in users’ home feeds.
Instagram Hastags | Focus Ecommerce and Marketing

Selling on Instagram

As recently as November 2020, Instagram added the Shop tab, which allows users to discover and purchase products from brands directly through the app. All a user has to do to complete a purchase is name, email address, billing info and shipping addresses. Instagram (or in fact Facebook who own Instagram) will then save that data for future transactions. There are the usual methods to pay such as credit card and PayPal.

Small businesses can also generate Shoppable posts to sell products through Instagram. A business simply creates a product catalogue connected to their account. Then you tag the product. To create a shoppable post you must have a business account and you must sell physical goods that comply with Instagram’s merchant agreement and commerce policies. We do suggest you read the policies to avoid issues further down the line. You can create your catalogue through Facebook, Shopify or BigCommerce currently, but we suspect more options will come online as Instagram develops this area of business.

Instagram Top Tips | Focus Ecommerce and Marketing

Few More Points to Note

  • Links to websites etc. do not work in Instagram captions or comments. The only place you can share a working link that takes users to a website is in your profile. If you are trying to direct people to a specific webpage, you can change the default link in your bio.

  • Make sure you BIO is strong and has a link to a page on your website you want them to land on. This might not be your landing page but could be a product page or a focused content page.

  • Stay on brand. Make sure your posts relate to your brand. It can be tempting to share photos of food, fashion, and animals because they’re popular on the platform. It can make you look disjointed and confuse your followers and turn them away.

  • Run giveaways and promotions. Post an image advertising your giveaway, sale, or contest, and ask users to repost that image with a specific, custom hashtag to enter. You can then search that hashtag to see who has reposted it and pick a winner. Remember to check the current policies for running a contest or sweepstakes, both on Instagram and your own company views.

  • Respond to other users’ comments quickly! When people comment on your photos, reply to them they want you to engage them and its look to engage. Interacting with customers and followers shows you are paying attention and care about what they say.

  • Embed Instagram posts on your website. Most websites can have an Instagram feed added to every time you post on Instagram in appears on your Website, keeping it fresh and engaging. From the desktop version of Instagram, you can get an embed code to add specific images and videos to your company’s website.

  • Look for and engage potential influencers for your brand to promote your business. It does not have to be necessarily users with huge follower numbers, although that can help, but other users will have different followers to you, and you can reach into their audience circles with your brand using influencers. This extends your reach. If you need help on this get in touch, we can help.

  • Share your posts directly to your story. With this feature, small businesses can interact with their followers while promoting their products or services. If another user posts a photo of your product or service then share if to your story, instant content, and a chance to engage your audience.

  • Use polls and other features in your stories. Instagram offers many interactive features that you can use to build online conversations and relationships. For instance, you can use the interactive questions sticker in Instagram Stories. This feature lets followers submit questions for you to answer. This is a fun and simple way to interact with your followers.

  • If you have long content, then engage IGTV. IGTV is a feature that shows long-form, vertical videos. IGTV is available in a stand-alone app and within Instagram’s app, and each video can be up to an hour long. If you get creative, you can use IGTV to market your business. Only go to this space if you have the content and capacity.

  • Use Reels. Only launched in August 2020. Reels are short-form videos (no longer than 15 seconds) that you can edit with audio, effects, and creative tools. You can use Reels to feature new products, promote your service, quick messages. This area will develop in time so come back as it gains popularity for updates on how to make this work for you.

Instagram Warning | Focus Ecommerce and Marketing

Do not be tempted to go off and buy Instagram followers. What you ask? Yes, you can buy thousands of followers and likes for your content even comments, for just a few pounds but Instagram is now wise to that and will:

The Instagram system will delete them as fast as you buy them.

They will not add value to your account as they will not engage your content.

Users have got wise and see when followers are real and false, so it makes you less credible as a brand.

Eventually Instagram may even shut your account down.

Final Points

  • You should also share posts to your story and be sure that your posts fit in well with your brand.
  • To get the most out of Instagram, be sure to interact with other users, use hashtags thoughtfully, post quality photos and use the Stories feature.
  • Stay true to your brand and aims.
  • Post regular content, we recommend daily.
  • Look at the paid options to get real engagement and potential traffic to your website and sales.
  • If you need help in this area of business, we would be happy to talk through the options of support with you.

For more advice view here or contact us 


Getting the Most Out of Twitter

Getting the Most Out of Twitter

Is Twitter optional for your organisation or company? For marketing and raising brand and message awareness the answer is a simple NO, you need to be using it and owning the space for your brand and message.

Getting the most of Twitter | Focus Ecommerce and Marketing

The basic issue of getting the most out of Twiiter is standing out in all the noise. You need to have engaging content the audience want to see, regularly post content (and I mean at least daily), keep up with new content trends, find your gap n the market and build an audience.

Twitter is a giant chat room. Most people are there for conversation, jokes, or education. And you can’t spend all your time talking about yourself.

Good content is more likely to be retweeted and engaged with, which clearly increases your reach and audience.

Who Is Your Audience

  • Too many jump on Twitter and just try to reach anyone and everyone. You want your tweets to hit home with the right people, so you need to understand who they are, how they use twitter and how to reach them.

  • Target specific keywords and hashtags that suit your ideal buyer and people you want to engage. see what types of content they have shared in the past to see how you might engage them.

Use Twitter Advance Search Functions

  • It lets you narrow your search to find exactly what you’re looking for.

  • If you’re listening for generic terms or popular phrases, this helps you eliminate some of the noise.

  • The best part is you can save your searches – up to 25 per account. It’s like having custom hashtags, just for you.

  • Create a handful of useful searches and revisit them each week. This is an easy way to follow conversations in your specific niche.

Use a monitoring tool. These take all of the work out of social media listening. Set up alerts just like you’d build an advanced search. Receive daily reports about conversations on social media, plus real-time alerts when keywords are trending. A good tool for this is Mention

Getting the most of Twitter | Focus Ecommerce and Marketing

Talk With Your Followers, Not at Them

Think about your brand’s personality and tone as your brand’s mood from day to day. Voice doesn’t change – this is how you want your brand to be represented, always. But tone changes with context.

Remember you cannot always be on a selling your products and services approach it will annoy the audience. Offer wider value.

We suggest 70/30 rule on content. 30% of your content can be promotional, but 80% of your content should be interesting and engaging to your audience.

Use Relevant Hashtags.

Hashtags are Twitter’s way of bundling information together by keyword.

People who have selected to follow certain hashtags or search with that Hashtag are interested in that content and in general that content only. If your content suits a certain hashtag, you’ll reach an audience that’s keen to engage with it.

Getting the best from your Hashtags:

  • 3-4 hashtags per post only

  • Keep them short

  • The more precise, the better

  • Make them easy to remember and easy to spell

  • If you’re creating a campaign hashtag, be original, but do not expect miracles from your bespoke hashtag.

  • Look for trending tags but maybe look at ones that offer a chance for your content to get exposure

  • A good tool for hashtags ideas is

  • Don’t use irrelevant hashtags; you’ll look foolish

When to Tweet

  • Twitter is time-sensitive

  • Even with Twitter’s new display algorithm for users’ newsfeeds, only the beginning of the user’s stream is affected at this time

  • And it’s optional. That means you’re still relying largely on timing to get your content seen.

  • It may feel like the whole world is constantly online, but some times of the day are busier than others

Best time to use Twitter | Focus Ecommerce and Marketing

Add Calls-to-Action (CTAs)

Call to actions on Twitter | Focus Ecommerce and Marketing

You want engaged followers. Every retweet is an opportunity to reach a whole new audience. But people don’t engage with a piece of content just because they feel like it. Tell them what you need from them.


Use engaging language that prompts an action.

Getting the most of Twitter | Focus Ecommerce and Marketing

Text on it s own does nothing on Twitter. It has grown as a visual tool as much as any other social media channel. And video is now playing increasing importance on twitter to attract audience attention.

Place text on the images to get attention, brand your media with your logo and make sure you have the rights to use the media.

Getting the most of Twitter | Focus Ecommerce and Marketing

Be Personal in Your Language

When appropriate, name the person tweeting. It gives a more personal feel to your tweets. You can do this by tagging them into your conversation.

  • Reassurance

  • Authenticity

  • Emotional connection

  • The best brands on Twitter don’t sound like brands. They sound like people.

For more advice on using social media view here or contact us