This document provides tips and best practices for managing a Facebook page as an artist. It discusses understanding how the Facebook news feed works and what types of content it favors, such as native videos, Facebook Live, link shares, and relevant tags. It also offers suggestions for housekeeping tasks, dos and don'ts for posts, and content ideas including photos, videos, audio, events, and stories. The document advises setting a content schedule and provides strategies for getting attention like pinning important posts, using banners and profile videos, and enabling shopping features.

1. Facebook
Tips, Tricks, & Best Practices

2. • Introduction
• Understanding The Feed
• Housekeeping
• Do’s and Don’ts
• Content Ideas
• Getting Attention
2
Contents

3. Facebook is still holding out as the leading social platform user base with 2.45 billion monthly
active users. Holding the largest social media population of American adults on social media
(74% of U.S. adults), it’s a no-brainer to have a presence on the platform.
However, it’s worth noting the demographics on the platform have changed in recent years. In
the last 4 years, Facebook’s American teen userbase has fallen to 51% of teens, from 71%. Also
significant, only 10% of those teens report that Facebook is their most-used platform. 76% of
18-24 year olds and 84% of 25-29 year olds use the platform, but the userbase is slowly skewing
older, with seniors being the fastest-growing age group.
Facebook can be complicated, but successfully managing a page becomes a lot easier thanks
to simple changes you can make in your content strategy. This guide will show you how to
improve your Facebook posts and go from “stressful” to “social.”
3
Introduction
*stats from Hootsuite

4. Facebook has been studying the way we interact with content in our feeds for years. Just like
how our habits and preferences online change overtime, Facebook changes the quality and
quantity of content it displays in the feed.
Prioritizing the types of content and fan interactions the current algorithm favors can help
increase feed impressions.
4
Understanding The Feed

5. 5
What’s IN
• Facebook Live
• Native Video Content
• Using Link-Shares
• Facebook Reactions
• Posting News
• Tagging Other Relevant Pages
• Creating Event Pages
• Gif Sharing
What’s OUT
• Using photos for every post
• “Like-bait”
• Frequently circulated content
• Text status posts from pages
• Sales language
Understanding The Feed

6. • Posts receiving a lot of engagement
• Posts most relevant to each individual user
• Trending conversations
• Facebook Live
• Share-ability
• Informative posts
• Entertainment posts
• Videos posted natively
6
Understanding The Feed
What does the Facebook news feed favor?

7. Facebook Insights are a great way to track the performance of your Facebook page and will help
you drive strategic marketing decisions based on audience behavior
7
Analytics
Facebook Insights

8. • Add a smart link to your release in your About section for easy access
• Pin post with album release information to top of profile
• Use a profile picture with people in it – fans are more likely to pay attention to faces than
logos
• Include new/recent release info in a cover photo/video – it’s prime real estate!
• Add a concert app (Bandsintown or Songkick) to make sure fans can always find tour dates
without digging through old posts.
8
Housekeeping
Clean up! Take simple steps to improve your Facebook presence and make your page more
effective

9. IS THIS CONTENT…
✔ Relevant to my page
✔ Timely?
✔ From a trusted source or safe
website?
✔ Interesting enough for others to
share?
9
Do’s and Don’ts
Before making a post on Facebook, ask these questions:
If you answer yes to all of those
questions,
you’re ready to post!
The following slides have tips
for making your updates as
engaging as possible.

10. 10
DO:
• Tag other pages mentioned in your posts. If your
content is relevant to fans of the other pages,
Facebook may show your post in those fans’
feeds.
• Tag other artists, festival names, venues,
retailers, and websites/blogs/magazines related
to your post.
Do’s and Don’ts
Tagging
DON’T:
• Introduce unrelated tags to try to reach other
pages’ fans. Spam tactics won’t work here, as
Facebook’s algorithm is looking solely for
relevant content to share. *Image via Jorja Smith

11. 11
DO:
• Use link-shares. Facebook’s focus on making the feed a better
news source for users means their algorithm favors links
• Use the link format when premiering with media partners
Do’s and Don’ts
Link-Sharing
DON’T:
• Delete link-share info and use a text URL. Keep the
automatically populated info
• Post a bare link or photo with a link in the caption. Rich link
posts are clicked on at twice the rate of captions and plain links
*via Colony House

12. 12
DO:
• Share important news across multiple
platforms. Some people like Twitter, while
others prefer to check Instagram. Having
info on every platform extends your reach
and keeps you from missing fans.
Do’s and Don’ts
Content sharing
DON’T:
• Sync all your services together to post from
one source. Social networks don’t all
communicate the same way. Prevent broken
tags, poor formatting, & useless links by taking
a minute to make separate posts.
*via Aubrie Sellers
*via Aubrie Sellers

13. 13
DO:
• Post about individual shows
• Tag the venue to increase your reach
Do’s and Don’ts
Event Sharing
DON’T:
• Share show posts with everyone. Instead, geotarget fans
by city or state to make sure your audience only sees
content that’s relevant to them. Geotargeting will let you
be more specific with your copy and avoid clutter.
*via The Districts

14. 14
DO:
• Use the “reply” feature to answer fans within 24 hours.
It is important to connect with fans to develop and
keep a strong fan base.
Do’s and Don’ts
Interacting with fans
DON’T:
• Use Facebook like Twitter. Spread posts out and have
distinct purposes for making them. Contain
conversations with fans to the comments section of a
post.
*via Colony House

15. 15
DO:
• Use Facebook’s crossposting video to
reach new, relevant audiences. This
makes it possible to use the same video
in a new post and see aggregated
insights for posts across all pages
Do’s and Don’ts
Crossposting Video
DON’T:
• Rely on an outside video link to have a high audience
reach. Facebook seems to favor native videos over
outside videos. To bring fans to a page such as
YouTube, share a 30 second teaser natively with the link
to the full video in the description.
*image via adweek

16. 16
DO:
• Replace retail/sales posts with videos
• Go live with a buy link to the album in the
description. Start a conversation around the
record, sharing fun facts, inspiration behind the
music, answering fan questions, etc.
Do’s and Don’ts
Retail Posts
DON’T:
• Simply tell fans to go buy your record with text
and a link to the retailer. Facebook has
de-emphasized the sales language-y post, so
these posts are appearing less in the Newsfeed
*image via The Dead South

17. 17
DO:
• Share videos that are HD and use text.
This has been shown to grab Facebook
users attention and encourage
engagement.
Do’s and Don’ts
Videos
DON’T:
• Rely on a video’s audio to engage fans.
Videos uploaded to Facebook can
auto-play without sound.
*image via MAX

18. 18
DO:
• Ensure that websites can share to Facebook well
• Use proper Open Graph Tags: FB Tags Best Practices
• Share links to premiers rather than caption photos
• Allows for beautiful, full-image posts
• Optimize images on your site: FB Image Best
Practices
• Ensure a full-size shared image
• Preview your shares with the Debug Tool
Do’s and Don’tsWebsites
DON’T:
• Post content without optimizing it for the
platforms you’re sharing it on. Great
looking content will be more engaging
and ultimately be more share-able

19. 19
DO:
• Create Facebook event pages for important
events
• Fans will be alerted when there is an event
near them and again as a reminder when
the date gets closer
• Fans can also see which of their friends are
going as well as invite friends that may be
interested
• Now, fans can even buy tickets and get
reminders through a well-crafted Event
Do’s and Don’ts
Event Pages
*image via MAX

20. Developing content for Facebook can be a struggle for
artists and their teams. We have suggestions to better
plan and prepare for your Facebook posts.
20
Content Ideas

21. Adhering to a rough content schedule keeps your options from becoming
overwhelming.
21
Content Ideas
Make a schedule
M T W Th F S Su

22. Fans want to know you. With that in mind, posting to Facebook can be as easy as:
• Photos of gear backstage at a show
• A cross-posted Instagram video from the van/bus
• A funny GIF
• A link to a favorite song or video with a little background on why it’s important/influential
Still stuck? The next slides list different posting options.
22
Content Ideas
Never doubt that you’re interesting

23. 23
• Album / single art
• Video stills
• Merch
• Venue during soundcheck
• Backstage
• Gear
• Screenshots of tracking
• Crowd at a show –
encourage fans to tag
themselves!
• Short announcements
• Album Trailer
• Music Video Teasers
• Answers to fan questions
• Backstage tours
• Studio tours
• Acoustic versions of
songs
• In-feed Track Stream
• Themed playlists; setlists,
riding in the van, songs
that inspired the new
album etc.
• Recorded greeting /
update
Content Ideas
Photos / Images Audio Video

24. 24
• Schedule videos to automate your content calendar
• When video is uploaded click the arrow next to
“Publish” and choose “Schedule Post” from there
you can select the date and the time.
• Set expiration date
• If an expiration date is necessary for your video,
once the video has expired it will no longer be
available on your timeline or anywhere else. This
feature may come in handy when there are licensing
restrictions.
Content Ideas
Uploading Facebook Video

25. Facebook videos automatically play on users’
Newsfeed without sound. Adding captions will
help capture fans attention even when the
sound is not turned on.
25
Content Ideas
Add captions to Facebook video
On computers, users can choose to turn
captions on by clicking “CC” at the bottom
right corner.
Mobile Facebook users will automatically have
captions if the device is muted.

26. Find your video library under “Publishing Tools” at the top of the artist page. This is where you
can manage and edit all videos.
26
Content Ideas
Managing Your Facebook Videos

27. 27
Facebook Live is a unique feature that can help artists directly connect with fans. Fans are able to watch and interact with
real-time video that will broadcast through your Facebook profile. Ways to utilize this feature:
Content Ideas
Facebook Live
*via Facebook
*via Facebook
BEHIND THE SCENES
Take fans backstage at a
show, into the studio with
you, or to a music video
shoot.
FAN Q&A
Invite your audience to ask
you anything for an hour and
watch the comments roll in!
LISTENING PARTY
Host a virtual party for your
new album release. Answer fan
questions while they hear the
new music for the first time.
LIP SYNC LIVE
Promote tracks in a fun way
by using the “Lip Sync” feature.
Some tracks will even
auto-display the lyrics as you
“sing” along.

28. 28
• Watch Party is a co-watching experience that allows fans to see pre-recorded videos together at once. Think of
it as Facebook Live, with any pre-recorded video of your choice: music videos, interviews, etc.
Content Ideas
Watch Party
*Images via Facebook
SCHEDULE
Schedule a Watch Party,
so fans know exactly when to
join. LIVE
COMMENTATING
Slowly rolling out, allowing
a host to go Live within
a Watch Party.LIVE CHAT
So your community can
discuss what they’re
watching.

29. 29
• Have a brand new piece of video content coming? For music videos, big announcements, and
never-before-seen footage, consider Premieres, where pre-recorded video functions as a scheduled Live.
Content Ideas
Premieres
*Image via AdWeek
SCHEDULE
Follow the process for posting
any video, but after clicking
“Publish,” select the “Premiere”
option & select a date / time
(up to 1 week in advance).
ANNOUNCE
A Premiere announcement will
automatically appear on your Page,
where fans can request a
reminder to tune in.
DURING
During the Premiere, fans can
like, comment, and share
in real time.
AFTER
Post-premiere, the video appears
like a regular video post on your
Page.

30. 30
• 300 million people use Facebook Stories daily.
• Similar to Instagram and Snapchat, this is a great way to
connect on a more personal, casual level with fans.
HOW TO
1. Open Facebook’s mobile app
2. At the top of the timeline press “create story”
3. Take a photo or video to share with fans
4. Edit with filters, location or use the Facebook lenses
feature for something a little more abstract
5. Tap the sticker icon to add music to Stories!
Content Ideas
Facebook Stories
*Image via Facebook

31. 31
• Custom frames allow fans to use your branding on their
profile pictures or in Facebook camera.
HOW TO
• Design a frame or choose elements of your frame to
upload in Frame Studio
• Arrange elements in the editor screen
• Select an owner of the frame (which page this frame
will be associated with)
• Create a name and schedule for the frame to go live for
your use as well as all of the followers on of the page
Content Ideas
Filters
*Images via Facebook

32. 32
• The 360 feature on Facebook is perfect for
sharing a more immersive experience with
your fans. While you need a special set of
cameras to record a 360 video, it is easy to
share a photo:
• Take a panorama with an iOS or
Samsung Galaxy phone.
• Use an app like Street View or
Google Camera.
• Take a 360-degree photo with a
360 camera.
Content Ideas
360 Photos
*Images via Facebook

33. Fans will easily discover your 360 content with the 360 icon that appears over the image before
interaction
33
Content Ideas
360 Photos
WHEN TO USE 360:
• Concerts or festivals
• While in the studio, alerting fans you are recording
music
• At rehearsal
• Share your favorite spots on tour

34. Invite your audience into an interactive full-screen mobile-only experience through a Facebook
Canvas.
34
Content Ideas
Canvas
HOW TO
1. Create your canvas through Publishing
Tools.
2. Add photos, videos, buy links and tour
information for your fans to discover
while
they swipe up, down, left and right
through
the canvas.

35. Pinning content on your page helps posts get noticed and stay noticed. It will keep your post at
the top of your page for up to 7 days making it the first post fans will see.
35
Getting Attention
Pin important posts
*Image via Silverstein

36. • Grab the attention of users coming to your Facebook profile quickly and keep their attention
on the page with the new video option for profile and cover photos.
• The video auto-plays without sound, so be sure the video gets the point across without
sound.
36
Getting Attention
Banners and Profile Photo
*Image via The Raconteurs

37. 37
• While posts don’t need to have a sales-y
tone, fans should be able to find products
easily
• Facebook pages have the ability to add a
shop tab where you can add physcial
products for your customers to browse
• After you have set up a shop tab, you will
be able to tag products in posts by
clicking this icon:
Getting Attention
Shop Products
*Images via @henrygreenmusic

38. twitter.com/orchtweets facebook.com/theorchard linkedin.com/company/the-orchard
Thank You