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Content considerations

Text in posts

A laptop screen and mobile screen, each showing an example Facebook post that shows the placement of text, photo and call to action button elements.

On social media you can utilise written content alongside visual content (photos, graphics, video, etc.). Planning the written copy alongside your visual content is best practice as it means the two work together and complement each other. Creating the two elements independently can lead to a disparity and your post not being as effective.

For paid for adverts you will need to write additional content including a headline, description and call to action.


Call to action buttons

A call to action (CTA) button is offered on some ad formats on Facebook, Instagram and LinkedIn.

You can choose a CTA from a set list of options when you’re setting up your advert.

The call to action you choose to display is worth consideration. If an inappropriate CTA is used with a different headline on your advert, it affects the relevancy score. For example, if your headline text is ‘Explore campus’ and you use the ‘Book Now’ CTA button, your advert may not perform as well as one which is more relevant.

This screenshot shows CTA options on Facebook:

Three call to action menus showing the different options you can select in Facebook. Two of them have the same menu options: no button, get showtimes, learn more, listen now, send message, see menu, shop now, sign up, watch more. The third menu has the following options: no button, request time, apply now, book now, contact us, download, get showtimes, learn more, listen now.

This screenshot shows CTA options on LinkedIn:

A menu of options you can use for call to actions in LinkedIn: apply, download. view quote, learn more, sign up, subscribe, register, join, attend, request demo.