If you take the time to churn through the various brand updates that pop up in your Facebok feed, you’ll quickly notice that some look more professional than others. This isn’t necessarily down to the content. On Facebook, formatting counts for quite a bit. 

Facebook is all about design. The feed is structured to encourage users to click on items in the newsfeed, so it stands to reason that by increasing the opportunities to click, you’ll also be able to increase traffic to your page.

Here’s a quick guide to adding embedded buttons to your posts to give them that professional sheen… 

Social Media: Best Practice Guide (subscribers only)

1: First, fire up Facebook and head to Facebook.com/ads

If you haven’t set up an advertising account you’ll need to do this first. Follow the step-by-step instructions listed at: https://www.facebook.com/business

(don’t panic, it won’t cost you anything).

2: Hit the ‘Manage your ads’ button

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3: Choose Power Editor

You’ll see the link to the Power Editor over on the extreme left of the screen.

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Click this. If you haven’t used the Power Editor in the past, you’ll need to download it first. This is straightforward and should take less than a minute.

4: Click on ‘Create Post’

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5: Add your post details

You’ll see this pop-up window:

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Fill it in as follows:

  • URL:  Add the URL of your post, along with any tracking code.
  • Post Text: This will appear above your post when published.
  • Call To Action: Click here to choose which embed button you’d like to use: Shop Now, Learn More, Sign Up, Book Now or Download.
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  • Link Headline:  This should be the headline of your article or name of your product. This should be different from your post text.
  • Display Link: Put the name of your site here so that users know where they will be directed.
  • Description: If it’s a blog post, then pop the first line or two of your copy here.
  • Picture:  You can upload an image directly, or add the URL of an image here. Ideally you’ll want an image that is quite large. Around 1260 X 800 if possible. This will make sure it displays correctly across different devices, and in different ad formats.

Choose ‘This post will only be used as an ad’ or ‘this post will be published on the page’. These will give you different analytics and targeting options.

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6: Create post

Hit the ‘Create post button’ and you’ll see your new post appear at the top of the list. Click to select. Mousing over this will display a preview of your post.

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7: Schedule and publish

Now click ‘Publish Post’. You can choose to publish straight away, or schedule ahead.

8: Upload your post

Finally, click the ‘upload changes’ button at the top of the page:

And you’re done, the post will appear on your page complete with shiny CTA button:

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One final note on this. Putting together posts this way means you won’t be able to tag people or pages in the body text. If you want to do this, you’ll need to publish your post, then go to your page and edit the text to add tags.

Now, let’s address the inevitable question…

What’s the point?

Users viewing your post now have far more opportunities to click on it. All of the elements highlighted above are clickable.

Here’s how traffic from our Facebook page changed when we began formatting posts this way:

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Making images more clickable this way increases the likelihood that users will visit your page. Of course, making sure they see quality content when they arrive is up to you…

13 creative call-to-action examples and reasons why they work