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Digital Marketing - Study Notes:

Page posts are the main method of communication with your Facebook community and a way to generate engagement with fans and your target audience. Once you post something on your Page, it will then be distributed to fans via their News Feed. Posting on a Facebook business Page lets you to stay top of mind of people and keep customers up-to-date and interested in your news and also reach a larger audience with boosted posts.

Organic Distribution

Organic distribution for Pages has been declining in the past few years. There are two reasons for this:

  • The increase in the amount of content being produced and shared by people on the platform has drastically increased competition for organic reach.
  • The way News Feed works – it ranks content in terms of relevance so users see more relevantly targeted posts that they are likely to interact with, rather than seeing content from every Page they’ve liked in the last couple of months.

Post Types and Features

There are many different types of page posts on Facebook:

  • Photo and video. Photo and video are key formats for Facebook posts. Users can upload their own photos and videos or share links to videos that are already online.
  • Posts that uses ads to advertise businesses and products. These can use many different formats.
  • Live video. Facebook Live is a feature where you can broadcast in the moment from your Page using video.
  • You can encourage people to engage with your business by starting a conversation in Facebook Messenger.
  • Publish a job post. If you have openings in your business, you can create a post with the details and it will be displayed for people in their News Feeds.
  • Create an offer. You can create an offer which you can extend to people to redeem in store or online.
  • Create an event. You can create an event that will organize gatherings and allow people to respond to your invites.
  • Create a poll. You can poll your fans and ask them questions relating to your business to understand what their tastes and preferences are.
  • Write a note. This follows the historical blog post. A note is a long-form piece of copy that can be distributed to your followers to inform them news and updates relating to your business.

Optimizing Your Page Posts

In order to fully optimize a Page post, and there’s four ways in particular to look at it.

  • Be succinct. Just tell them what is important in that moment about that product or service. Also
  • Be topical. Try and talk to the trends of the day and again, be relevant for them. Then have an
  • Use an explicit call-to-action. If you want them to visit the site, ask them that. Or if you wanted to learn more ask them that or use an app. Use call-to-actions.
  • Use your best content. Always put your best foot forward in order to win attention in the feed.

Saving and Pinning Page Posts

The Facebook save feature facilitates content curation from marketers by allowing them to save various forms of content. You can save or bookmark these posts to view them later. And you can also like the links to videos that your friends post of upcoming events Page the photos from those saves.

A pinned post allows marketers to move posts to the top of their Pages’ timeline for seven days. When you pin a post, it will move to the top of your Page or timeline for everyone to see, and a pin sign will appear on the corner of the post. The post will stay at the top of your Page’s timeline for seven days, and after that it will return to the date it was published on the Page timeline.

Page Insights provide information about your Page's performance. You can use insights to learn more about:

  • The posts that are resonating most with your audience
  • How people are engaging with your Page
  • Metrics on the Pages’ performance
  • When your audience is active on Facebook
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Dave Morrissey

Dave Morrissey is a Client Solutions Manager in the Retail and eCommerce division at Facebook. A seasoned digital marketer who specializes in social media, Dave now helps his clients achieve their marketing objectives through identity-based, data-driven marketing that's grounded in measurable business results.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

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    Dave Morrissey
    Skills Expert

    This module focuses on Facebook and how the platform’s features can be leveraged by digital marketers to develop a successful marketing strategy. It begins by describing how Facebook works as a platform and outlines the Facebook terminology marketers need to be familiar with. It then provides best practices for setting up a Facebook Page and creating Facebook Page Posts. It goes on to cover the different platform features on Facebook and explains how to use the Facebook Ads platform effectively. Finally, it provides you with the knowledge to plan and deliver a Facebook advertising strategy, and to analyze its performance.