SOCIAL
Planning for 2023: Facebook Posting Tips

Looking to refine your social media marketing process in 2023?
Over the first few weeks of the year, we’re publishing a series of tips and notes on how to maximize your efforts, including pointers on new tools like ChatGPT and DALL-E, and how these evolving apps can assist in your content planning process.
We’ve already covered the following elements:
So, with knowledge of what you’re going to create and share, we now move onto the next element – platform-specific tips to help you maximize your in-app efforts.
And we start with the big blue app, the one that started it all (kind of)…
Posting tips for Facebook
Facebook may no longer be the cool app, or the place to hangout for younger users, but it remains the most accessed social media platform in the world, and it continues to add more users, as it expands into ever more markets.
Everyone checks into Facebook, because it’s where you’re connected to your closest friends and family, and you don’t want to miss out on a birthday notification or some other major milestone that’s announced via Facebook post.
That’s a big part of why almost 2 billion people still log into Facebook every day, and once they’re there, they are still spending time looking around, engaging in groups, sharing posts, etc.
Younger users might spend more time scrolling through TikTok, but Facebook remains a critical consideration for most brands.
With that in mind, what are the key best practices for Facebook in 2023 for a brand looking to optimize its in-app presence?
The Algorithm
The first thing you need to understand is the News Feed algorithm, and how it amplifies content in the app.
Facebook’s News Feed algorithm, which aims to optimize use engagement, is underpinned by three key elements:
- Where the post comes from – The algorithm takes into account how often a user engages with a profile or person, as a means to determine likely interest. So if you regularly Like or comment on posts from a Page, you’ll see more of its posts – while if someone you regularly interact with shares a link, you’ll also be more likely to see it. That means that the more people engage with your Page content, the more likely they’ll be served more of it, as they’ve registered an interest in your updates.
- When it was posted – Timeliness remains a factor in Facebook’s News Feed, which also means that initial post response plays a role in determining reach. As such, you need to grab attention among the people who initially see it – which is why you need to understand when your audience is online (through your analytics) and what they’re likely to engage with.
- How likely that it’ll drive engagement – Facebook’s algorithm also works to determine what each users’ engagement habits are, and will optimize to best lean into their specific behaviors. As per Facebook: “For any given story, we predict how likely you might be to comment on that story, or to share that story”. Facebook will also estimate how long it thinks users might watch a video for, or read an article, as further indicators of likely engagement.
The News Feed algorithm is always being updated and evolving, and Facebook’s big focus of late has been highlighting more relevant video updates, from all across the app, in user feeds. Meta has said that it will continue to add more of these AI-based recommendations over time, and as its algorithm improves, it is getting better at highlighting relevant content to each user that they otherwise would not have seen.
That could help to improve your reach, but it’s worth noting that the focus is short video clips, as Meta looks to hook into broader consumption behaviors. If you have ideas for short-form clips, that could be a good opportunity to get more reach in the app.
Recent reports have also shown that Meta has been trying to reduce the amount of divisive political content in user feeds. Which is good for marketers, as it leaves more room to get more exposure for your content, while Meta also notes that Facebook’s algorithm is increasingly being geared towards providing what users say that they ‘value’, as opposed to what makes them engage.
That’s an important distinction. Divisive, attention-grabbing posts spark engagement, but if users are indicating to Meta that they’d prefer more ‘valuable’ experiences, the algorithm could be further aligned with, say, shares over comments, depending on how Meta defines this.
There’s no specific info on which metrics Meta’s taking into account when it refers to ‘value’, but it’s another consideration for your planning.
In terms of content that has resonated on Facebook in the past, and may relate to this new ‘value’ based approach, a 2019 analysis by Buffer, which analyzed more than 777 million Facebook posts from Pages, found that the posts which saw the most engagement, and subsequent reach, were either inspirational, funny, or practical.
All of these seem to point to valuable experiences, which is something to keep in mind in your planning.
Posting Best Practices
As has been highlighted by various studies, shorter text descriptions generally work better on Facebook, with the optimal length for a Facebook post being between 25 to 55 characters.
Which is not a lot – but you’re often trying to guide users towards clicking on an attachment anyway, so you don’t want to be distracting them a long, wordy post.
Having trouble summarizing your posts? You can ask ChatGPT to do it for you.
This is the result of me asking ChatGPT to summarize this post, and the summary here is pretty accurate.
It might not always be exactly what you want, and you can run it a few times, with additional emphasis notes on the style or language (casual, simple, etc.), which could help you find a good summary for Facebook.
Maybe it helps – worth trying either way.
Also worth noting here that posts of more than 80 characters are auto-truncated in the mobile app, which gives you that ‘See more’ prompt at the end of the initial text. That could reduce click-throughs if your key info is not in the first sentence/s.
In terms of formats, video is the best-performing post type, with live video driving the most engagement, while posts with images generally perform better than those with straight text. We’ve also seen some success with memes to help improve reach and awareness.
And again, with Meta putting more emphasis on short-form content, that’s where you should be looking, and it’s seemingly always adding new tools to simplify Reels creation, even if you don’t have video assets.
You can also check in with the Facebook Ads Library to see what your competitors and those in your niche are doing. If the ad’s been running for some time, it’s likely working, while you can also get spend and impression data on previous campaigns.

Also worth noting here – when you add a link into the Facebook post composer, it will automatically generate a link preview, using the header image you’ve added to your post on your site. You can then delete the link from the text, and the preview will remain, which can be better for driving traffic (as your whole image is now clickable).
In terms of hashtags, the jury is still out on Facebook hashtag effectiveness.
At different times, Facebook has put more emphasis on hashtags, but none of those pushes has seemingly stuck.
It may be worth experimenting – I would suggest that you add no more than two hashtags per Facebook post, and that you research relevant tags within the app itself (i.e. run a search and see what comes up, to ensure that it’s relevant to your business/products).
Finally, on posting frequency. This really depends on your audience, but Facebook has previously advised that Pages shouldn’t be overly concerned about over-posting, as the News Feed algorithm will limit exposure from individual Pages.
That’s not guaranteed, and you could still annoy those who’ve chosen to specifically follow your Page. But as a guide, there’s no definitive impact to posting more often.
As a start, I’d be aiming for three updates per week, moving up to five, then measure performance and iterate from there.
In terms of when to post, data from Sprout Social, shared last year, indicates that the best times to post to Facebook are Mondays through Fridays at 3 am, and Tuesdays at 10 am and noon, in your local time.

Why 3am? Well, there’s likely a lot less competition at that time, and it could be that by posting in these down times, that could help you get that initial engagement spark that you need to reach more people throughout the day.
But again, these measures are all relative, and it may be that your audience responds to wholly different times and updates – these reports are meant as initial guides to help you map out your best starting point.
Engagement Process
It’s important that you monitor your post comments, and respond to users when you can.
Establishing that connection can play a big role in building brand recognition and community, while comments also register in the News Feed algorithm as engagement, which could help to boost post reach.
You could also consider opening up a Facebook group for your brand, or joining relevant groups so you can tune into related chatter, while guiding more conversations towards DMs is another way to help enhance that interaction and facilitate relationships.
Again, these notes are designed as pointers, not definitive ‘rules’, and you may well find that your audience responds to the opposite of everything recommended here.
But that’s the key driver – make sure that you analyze your analytics, and track your performance over time. Whether you’re driving more clicks, or getting more reach, keep tabs on the stats that matter to your business – and when you hit a winner, double-down, and test your theories as to why it worked.
SOCIAL
Paris mayor to stop using ‘global sewer’ X

Hidalgo called Twitter a ‘vast global sewer’ – Copyright POOL/AFP Leon Neal
Paris Mayor Anne Hidalgo said on Monday she was quitting Elon Musk’s social media platform X, formerly known as Twitter, which she described as a “global sewer” and a tool to disrupt democracy.
“I’ve made the decision to leave X,” Hidalgo said in an op-ed in French newspaper Le Monde. “X has in recent years become a weapon of mass destruction of our democracies”, she wrote.
The 64-year-old Socialist, who unsuccessfully stood for the presidency in 2022, joined Twitter as it was then known in 2009 and has been a frequent user of the platform.
She accused X of promoting “misinformation”, “anti-Semitism and racism.”
“The list of abuses is endless”, she added. “This media has become a vast global sewer.”
Since Musk took over Twitter in 2022, a number of high-profile figures said they were leaving the popular social platform, but there has been no mass exodus.
Several politicians including EU industry chief Thierry Breton have announced that they are opening accounts on competing networks in addition to maintaining their presence on X.
The City of Paris account will remain on X, the mayor’s office told AFP.
By contrast, some organisations have taken the plunge, including the US public radio network NPR, or the German anti-discrimination agency.
Hidalgo has regularly faced personal attacks on social media including Twitter, as well as sometimes criticism over the lack of cleanliness and security in Paris.
In the latest furore, she has faced stinging attacks over an October trip to the French Pacific territories of New Caledonia and French Polynesia that was not publicised at the time and that she extended with a two-week personal vacation.
SOCIAL
Meta Highlights Key Platform Manipulation Trends in Latest ‘Adversarial Threat Report’

While talk of a possible U.S. ban of TikTok has been tempered of late, concerns still linger around the app, and the way that it could theoretically be used by the Chinese Government to implement varying forms of data tracking and messaging manipulation in Western regions.
The latter was highlighted again this week, when Meta released its latest “Adversarial Threat Report,” which includes an overview of Meta’s latest detections, as well as a broader summary of its efforts throughout the year.
And while the data shows that Russia and Iran remain the most common source regions for coordinated manipulation programs, China is third on that list, with Meta shutting down almost 5,000 Facebook profiles linked to a Chinese-based manipulation program in Q3 alone.
As explained by Meta:
“We removed 4,789 Facebook accounts for violating our policy against coordinated inauthentic behavior. This network originated in China and targeted the United States. The individuals behind this activity used basic fake accounts with profile pictures and names copied from elsewhere on the internet to post and befriend people from around the world. They posed as Americans to post the same content across different platforms. Some of these accounts used the same name and profile picture on Facebook and X (formerly Twitter). We removed this network before it was able to gain engagement from authentic communities on our apps.”
Meta says that this group aimed to sway discussion around both U.S. and China policy by both sharing news stories, and engaging with posts related to specific issues.
“They also posted links to news articles from mainstream US media and reshared Facebook posts by real people, likely in an attempt to appear more authentic. Some of the reshared content was political, while other covered topics like gaming, history, fashion models, and pets. Unusually, in mid-2023 a small portion of this network’s accounts changed names and profile pictures from posing as Americans to posing as being based in India when they suddenly began liking and commenting on posts by another China-origin network focused on India and Tibet.”
Meta further notes that it took down more Coordinated Inauthentic Behavior (CIB) groups from China than any other region in 2023, reflecting the rising trend of Chinese operators looking to infiltrate Western networks.
“The latest operations typically posted content related to China’s interests in different regions worldwide. For example, many of them praised China, some of them defended its record on human rights in Tibet and Xinjiang, others attacked critics of the Chinese government around the world, and posted about China’s strategic rivalry with the U.S. in Africa and Central Asia.”
Google, too, has repeatedly removed large clusters of YouTube accounts of Chinese origin that had been seeking to build audiences in the app, in order to then seed pro-China sentiment.
The largest coordinated group identified by Google is an operation known as “Dragonbridge” which has long been the biggest originator of manipulative efforts across its apps.
As you can see in this chart, Google removed more than 50,000 instances of Dragonbridge activity across YouTube, Blogger and AdSense in 2022 alone, underlining the persistent efforts of Chinese groups to sway Western audiences.
So these groups, whether they’re associated with the CCP or not, are already looking to infiltrate Western-based networks. Which underlines the potential threat of TikTok in the same respect, given that it’s controlled by a Chinese owner, and therefore likely more directly accessible to these operators.
That’s partly why TikTok is already banned on government-owned devices in most regions, and why cybersecurity experts continue to sound the alarm about the app, because if the above figures reflect the level of activity that non-Chinese platforms are already seeing, you can only imagine that, as TikTok’s influence grows, it too will be high on the list of distribution for the same material.
And we don’t have the same level of transparency into TikTok’s enforcement efforts, nor do we have a clear understanding of parent company ByteDance’s links to the CCP.
Which is why the threat of a possible TikTok ban remains, and will linger for some time yet, and could still spill over if there’s a shift in U.S./China relations.
One other point of note from Meta’s Adversarial Threat Report is its summary of AI usage for such activity, and how it’s changing over time.
X owner Elon Musk has repeatedly pointed to the rise of generative AI as a key vector for increased bot activity, because spammers will be able to create more complex, harder to detect bot accounts through such tools. That’s why X is pushing towards payment models as a means to counter bot profile mass production.
And while Meta does agree that AI tools will enable threat actors to create larger volumes of convincing content, it also says that it hasn’t seen evidence “that it will upend our industry’s efforts to counter covert influence operations” at this stage.
Meta also makes this interesting point:
“For sophisticated threat actors, content generation hasn’t been a primary challenge. They rather struggle with building and engaging authentic audiences they seek to influence. This is why we have focused on identifying adversarial behaviors and tactics used to drive engagement among real people. Disrupting these behaviors early helps to ensure that misleading AI content does not play a role in covert influence operations. Generative AI is also unlikely to change this dynamic.”
So it’s not just content that they need, but interesting, engaging material, and because generative AI is based on everything that’s come before, it’s not necessarily built to establish new trends, which would then help these bot accounts build an audience.
These are some interesting notes on the current threat landscape, and how coordinated groups are still looking to use digital platforms to spread their messaging. Which will likely never stop, but it is worth noting where these groups originate from, and what that means for related discussion.
You can read Meta’s Q3 “Adversarial Threat Report” here.
SOCIAL
US judge halts pending TikTok ban in Montana

TikTok use has continued to grow apace despite a growing number of countries banning the app from government devices. — © POOL/AFP Liam McBurney
A federal judge on Thursday temporarily blocked a ban on TikTok set to come into effect next year in Montana, saying the popular video sharing app was likely to win its pending legal challenge.
US District Court Judge Donald Molloy placed the injunction on the ban until the case, originally filed by TikTok in May, has been ruled on its merits.
Molloy deemed it likely TikTok and its users will win, since it appeared the Montana law not only violates free speech rights but runs counter to the fact that foreign policy matters are the exclusive domain of the federal government.
“The current record leaves little doubt that Montana’s legislature and attorney general were more interested in targeting China’s ostensible role in TikTok than they with protecting Montana consumers,” Molloy said in the ruling.
The app is owned by Chinese firm ByteDance and has been accused by a wide swathe of US politicians of being under Beijing’s tutelage, something the company furiously denies.
Montana’s law says the TikTok ban will become void if the app is acquired by a company incorporated in a country not designated by the United States as a foreign adversary.
TikTok had argued that the unprecedented ban violates constitutionally protected right to free speech.
The prohibition signed into law by Republican Governor Greg Gianforte is seen as a legal test for a national ban of the Chinese-owned platform, something lawmakers in Washington are increasingly calling for.
Montana’s ban would be the first to come into effect in the United States – Copyright AFP Kirill KUDRYAVTSEV
The ban would make it a violation each time “a user accesses TikTok, is offered the ability to access TikTok, or is offered the ability to download TikTok.”
Each violation is punishable by a $10,000 fine every day it takes place.
Under the law, Apple and Google will have to remove TikTok from their app stores.
State political leaders have “trampled on the free speech of hundreds of thousands of Montanans who use the app to express themselves, gather information, and run their small business in the name of anti-Chinese sentiment,” ACLU Montana policy director Keegan Medrano said after the bill was signed.
The law is yet another skirmish in duels between TikTok and many western governments, with the app already banned on government devices in the United States, Canada and several countries in Europe.
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