You’re probably aware of the importance of having introduction copy for your Facebook post. We’re talking about the part of your Facebook post above the image and headline. But did you know that small changes can significantly impact your post’s reach? Getting it right involves both art and science. To give you a head start, we combed through the data from our Social A/B testing tool to pull some Facebook intro examples to help you generate the right Facebook intro ideas.

1. You should always write Facebook intro copy — even if it’s not perfect

Our data shows that Facebook will show your post to 20% more people on average when you use intro copy than when you don’t. So no matter how short, long, direct, or passive your intro copy is, write some.

Sidebar: Our A/B testing tool lets you A/B test all of the intro copy, image headline, and post description. Even when testing images, it’s a good idea to write an intro copy for each variation as well to make sure you’re getting maximum exposure for your tests.

2. Keep your Facebook intro copy short

We’ve read before that shorter posts get better engagement. Now we can prove it. Looking across all our Social A/B testing data, we found that:

  1. Good Facebook intro comprised 18 fewer characters than losers, by median.
  2. Regardless of the content, shorter messages had higher lift and better reach (see below) more than 60% of the time.

Our favorite Facebook intro examples:

 

3. Use direct language in your Facebook intro copy

Intro copy that is simple, active voice, and to the point performs better than passive or vague messages. Use this tip in conjunction with “be short” to win the internet.

Our favorite Facebook intro examples:

 

4. Facebook rewards better CTR with more reach

Now that you’ve written short, active intro copy, how can you maximize reach even more? Through A/B testing.

It turns out that Facebook posts that have higher engagement are doubly rewarded with extra reach by Facebook’s algorithms. So finding just the right intro copy can have the double reach impact.

Here are some examples:

With these four fun facts in mind, you’ll be driving bigger audiences to your content in no time. Just write short, direct intro copy and run A/B tests to find the most engaging message. It’s that easy.

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