Provide turnkey Facebook publications ready to be shared by the establishment with its community.
Key success factors
Visual
The visual should be high-quality to make your establishments want to share it.
Ideally, the visual should appear spontaneous and user-generated (UGC), as if posted by a local merchant. Humanize your highlights of product and associated services.
For some posts, especially stories, increase consumer engagement by including interactive elements such as questions or polls within the image/video.
For stories also, ensure that the visual is in the correct format (portrait) and has margins.
Caption
The text should be engaging to make your establishments want to share it.
Adopt a warm and accessible tone, appropriate for merchants. Use "we" (e.g., "find us at our store").
Incorporate emojis to capture consumer attention.
Highlight the profession and its expertise with tips and tutorials.
Hashtags
A growing number of people use social media to find information about brands and products.
To reach new audiences and boost engagement, use an optimal combination of hashtags:
- Generic, ephemeral: Related to specific themes with varying publication volumes.
- Specific, permanent: Reflecting the brand’s tagline, philosophy, or product ranges. Also include hashtags that resonate with merchants and their community (e.g., #myStoreBrand).
- Niche, ephemeral: Directly related to the post’s theme, publication frequency, etc.
Personalization
Use personalization variables to enhance the caption.
Step by step to make a Facebook publication
- Select Post or Album or Story or Reel
- In the case of a Post: import a photo or video media
- In the case of a Album: import multiple photos (possible to import several at once)
- In the case of a Story or Reel: import a photo or video media
- If it's a video content, add a cover image or generate one from the video
- Fill in the qualification fields
- Save as a draft or publish.
Qualification fields
FIELD | COMMENT |
| Add media | For a Post: import a photo or video media |
| Add one or more photos | For an Album: import multiple photos (possible to import more at once) |
| Post text | Post written from the perspective of an establishment addressing its consumers. This text should be engaging to encourage establishments to share it on their page. |
| Hashtag | Choose a Hashtag to add to the text content - Or directly write it down |
| Personalization variable | Choose a personalization variable (establishment name, address, etc.) (replaced by the establishment's information at the time of sharing). |
Personalization variables
The variables inserted into the captions will be personalized for each establishment with their information provided on their platform. These variables are not configurable in your Marketing Portal, as they are set by default in the platform.
Here's a practical example:
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