Daily Posting Frequency

1. HOW FACEBOOK’S ALGORITHM WORKS (TODAY)

Facebook shows your post to a small group first.

What happens next determines everything:

  • Do people stop scrolling? Even 2 seconds of viewing your post can help your algorithms.
  • Do they react, comment, or share?
  • The first 30-60 minutes after you post determine what Facebook does next with your post.

If YES → Facebook shows it to more people
If NO → Your post dies (even if it’s important)

Key takeaway:  Engagement drives reach. Reach drives traffic.

2. WHAT FACEBOOK LIKES

  • Posts that get quick engagement
  • Comments and shares (most important)
  • Content that feels native and social–conversational.
  • Clear, easy-to-understand visuals
  • Consistent, spaced out posting (not all at once)

3. WHAT FACEBOOK DISLIKES

  • Posts with low engagement early
  • Constant link dumping
  • Overly formal / robotic writing
  • Posting too many times in a row
  • Engagement bait (“COMMENT YES IF…”)
  • Link post.

TYPES OF FACEBOOK POSTS (QUICK GUIDE)

Link Post (Facebook preview link)

  • Drops a link that auto-generates a preview

Link in Caption

  • Link is placed directly in the caption
  • Best when you want immediate clicks (breaking news, major stories, sponsored content)
  • Easier to schedule

Link in First Comment

  • No link in caption — link goes in comments
  • Best for max reach and engagement first, then traffic

Engagement Post

  • No link — designed to get comments, reactions, shares
  • MUST include an image + simple question or opinion
  • Used to raise audience and boost overall reach
  • Do not drive traffic to the news site but helps with Facebook page engagement.

Reel / Video (Recommended)

  • Short-form video content
  • Helps reach new audiences and increase visibility
  • Not required, but valuable if you can do it consistently

What Happens When All Post Are the Same?

People subconsciously ignore them

  • Engagement drops
  • Reach drops

So it feels like a punishment—but it’s really audience fatigue

HOW MANY TIMES TO POST PER DAY

Simple guideline:

  • 3–6 posts per day total
    • 2–4 Traffic posts
    • 1–2 Engagement posts

IMPORTANT:

  • Space posts out (90-120 minutes apart)
  • Do NOT post back-to-back

7. TEXT OVERLAY VS. NO TEXT OVERLAY

  • Stops the scroll so reader can read text.
  • Explains the story instantly
  • Increases early engagement (which drives reach)

USE TEXT OVERLAY WHEN:

  • Using a stock image
  • Story is not visually obvious
  • You want clicks
  • Competing news story
  • Breaking News, Traffic Alert, or Weather Alert or important updates that you want to get the readers’ attention.

USE CLEAN IMAGE (NO TEXT) WHEN:

  • Photo is powerful (wreck, fire, event)
  • Feel-good or emotional story
  • Scenic / lifestyle content

Good Rule of Thumb:

If someone can’t tell what the story is in 2 second, use text overlay

8. WRITING STYLE (QUICK RULES)

DO:

  • Write like you talk
  • Keep it short
  • Create curiosity

DON’T:

  • Copy/paste the headline every time
  • Sound like a press release

9. NON-NEGOTIABLES

MUST:

  • No Link Post
  • Always include an image
  • Mix post types (not just links)
  • Space posts out
  • Be first on breaking news
  • Respond to comments when possible
  • If using stock images, you need to manipulate the image in some way.
  • Post during your prime-time window
  • Post evergreen stories on Saturday and Sunday
  • Do not post Press Releases

STAGE 1: FOUNDATION (MUST DO)

If a newsroom only does this, they’re in a good place.

  • Post directly to Facebook (do NOT rely on Jetpack auto posting)
  • Post 3–6 times per day
  • Space posts 90–120 minutes apart (do not stack posts)
  • Use Link in Caption OR Link in Comment depending on the goal
    • Caption = immediate clicks
    • Comment = more reach/engagement
  • Always include an image with every post
  • Write captions in a social tone (not just the headline)
  • Respond to reader comments when possible (especially early)
  • Be first on Facebook with breaking news when you can
  • Do a minimum of 3 engagement posts per week (no link, question-based)
  • Schedule posts for in optimal times and weekends to stay consistent

STAGE 2: OPTIMIZATION (SHOULD DO)

This is where performance starts to noticeably improve.

  • All of Stage 1
  • Use text overlay on images when applicable
    • Especially for breaking news, weather alerts, and traffic-driving stories
  • Use clean images (no text) when the photo tells the story
  • Avoid making every post look the same
    • Rotate visuals, layouts, and styles
  • Improve your hooks in captions
    • Add curiosity, questions, or local tone
  • Be more intentional with post type mix
    • Traffic posts + Engagement posts (not just links)
  • Watch what performs and repeat what works

STAGE 3: GROWTH (RECOMMENDED, NOT REQUIRED)

For markets ready to grow audience and reach faster.

  • Test different post styles and adjust based on performance
  • All of Stage 1 and 2
  • Post a minimum of 2–3 reels per week
  • Keep them short, simple, and local
  • Experiment with more engagement-style content
  • Community questions
  • Local conversations
  • Use Facebook as a conversation platform, not just a traffic tool