Setting up your business’ Facebook page is the key initial step in getting your business on social media, but once your page is live the questions is, what should you post?
Setting up your business’ Facebook page is an important first step in building your online presence (if you haven’t yet, start with our quick setup guide), however once your page is live, the next question is: what should you post?
Posting for the first time on your Facebook business page is more than just adding content; it's about creating a strong foundation. These first few posts introduce your brand, show your personality, and begin to build relationships with your followers. For independent retailers, Facebook is an excellent platform for connecting with customers, highlighting what makes your shop unique, and encouraging visits both online and in person.
Done well, your posts can increase visibility, build trust, and encourage repeat engagement. Below, we explore how to approach those first few posts, including what to think about, what to include, and how to create content that reflects your business.
Start by defining your tone and objectives
Before you write anything, think about your business' identity — whether your tone is friendly and casual, expert and informative, or personal and community-focused, aim to be consistent across all posts.
Ask yourself:
- What kind of experience do I want to create for followers?
- What tone reflects my business — warm, witty, practical, inspiring?
- Who am I speaking to — existing customers, new local shoppers, or both?
These answers will help guide your tone of voice and the types of posts you share going forward.
Think about what your customers want to see
Posting regularly is important, but posting with purpose is even more crucial. Customers will follow your page because they’re interested in what you offer, who you are, and what’s happening in your shop.
Focus on:
- Visual appeal: Clear, well-composed images help your posts stand out.
- Useful information: Let followers know about new stock, events, or changes.
- Engagement: Ask questions, invite feedback, and encourage interaction.
- Consistency: Aim to post at least 2 times per week to stay visible.
💡 TOP TIP: Post length is important. Facebook posts can be a little more varied in length than on other social media platforms — if you want a snappy post, that’s under 130 characters, you can have the text bolder with a background, however if you need more words, Facebook audiences are more likely than most to read more.
Facebook vs. Instagram – know the difference
If you’re also active on Instagram (or planning to be), it can be helpful to link your accounts. This saves time and gives you a wider reach. However, Facebook and Instagram are used differently, and it’s important to tailor your content for each platform.
Facebook is ideal for storytelling, updates, and community interaction. You can include longer text, share links, and respond easily to comments and messages.
Instagram is more visual, with a focus on aesthetics and short captions. High-quality images and short videos, or ‘Reels’, work best there, with less emphasis on text.
You can repurpose posts, but consider editing the captions, tone, and call-to-action for each platform.
Things to include in posts straight away
To make your posts effective from day one, there are a few essentials to include. These help customers find you, understand your offer, and start engaging with your content.
📍 Location and opening hours
Always let people know where to find you and when you’re open, even in posts that aren’t directly about visiting. Consider including this information in your profile too!
📞 Contact details or clear next steps
Make it easy for people to take action. Include a phone number, website, or encourage messages and suggest what to do next: visit, comment, or reserve an item.
📸 Good quality photos
Images catch attention. Use clear, well-lit photos of your products, shop, or team and avoid blurry shots.
🗣️ Consistent brand voice
Decide on a tone that reflects your business — warm and friendly, helpful and knowledgeable, etc. and run with it.
🤝 Local touch and personality
Don’t be afraid to show what makes your shop unique. Mention your location, local suppliers, events, or stories that make your business feel part of the community.
📱 A reason to engage
Prompt interaction with a question or short call-to-action.
“What do you think of our new window display? Let us know below!”
Your first five posts – a simple plan to get you started
Including what to share and why
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How have you utilised social media?
Created a Facebook post that went a lot better than expected? Had an Instagram campaign bring lots of new customers instore? Let your fellow retailers know on Bira Connect.
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