5 Tips for Writing Small Business Content on Facebook

Social media networks offer many benefits for independent consultants, providing an efficient, budget-friendly way to reach hundreds—even thousands—of valuable users, from current and prospective clients to industry leaders and networking contacts.

However, success on Facebook takes more than simply creating a profile or business page. It requires thoughtful, well-crafted content that blends social interaction with genuine brand connection.

Writing for social media differs from traditional marketing—it’s more conversational than declarative, more approachable than formal, and more social than promotional. Effective social media writing requires specific strategies to resonate with audiences. Here are five tips to help you write more effectively on Facebook.

1. Limit Your Length

Although Facebook post lengths are practically unlimited, the average social media user’s attention span is not. Long, rambling posts can quickly lose readers or lead them to skip your posts altogether.

By keeping your posts short, punchy, and to the point, your followers will be more likely to read them, comment on them, and share them with their own networks. Clear, engaging posts also make it easier for your audience to quickly absorb key messages, boosting overall impact.

2. Maintain a Level of Professionalism

To an extent, your Facebook page should represent your—and your consultancy’s—personality. With this in mind, humor and mild slang terminology might be appropriate in some cases, such as when you’re trying to reach a young, creative target audience.

However, keep in mind that you are still representing yourself as a professional, so prioritize proper spelling, grammar, and punctuation. This attention to detail reinforces your credibility and leaves a positive impression on your audience.

3. Engage Readers

Your followers subscribe to your Facebook page in part because they want to know what you have to say. But a one-sided conversation can get boring after a while. Craft your posts so that they engage your followers and encourage them to interact with you.

One effective tactic is to ask questions or encourage your followers to share their own stories. Through your writing, make your followers feel that you truly care about what they think and what they are interested in.

4. Be Consistent

When crafting Facebook posts, be sure to keep your personal brand in mind. Think about your brand voice, your mission statement, and the audience you’re trying to reach—and ensure those elements are visible in your messaging. You want your followers to be able to easily recognize your business whether they’re looking at your personal website, reading a blog post, or scrolling through their Facebook feed.

Be sure to post on a regular basis as well. Whether you post once a day or three times a week, maintaining consistency helps create an expectation among your fans that they can look forward to content from you on specific days of the week.

5. Get Visual

Data shows that Facebook videos are better for driving Facebook views, and engagement (Likes and comments) but images are actually better for clicks. People will watch videos and spend more time watching your ads but images are more easily scannable.

Balancing both formats in your Facebook strategy can help you capture initial interest with images and then deepen engagement through video, maximizing your campaign’s reach and impact.