Facebook for Business: What to Post and Where

Claire Roper
Jun 27
3 min read

Facebook is one of the most powerful platforms for businesses to connect with their audience (espeically in New Zealand) — but are you using the right type of content in the right place? From Stories to Reels, Posts to Events, Facebook offers a variety of content formats, each with its own strengths. The secret to making Facebook work for your business is understanding what each content type is best suited for — and how to use them strategically.

Stories – Quick, Casual, and Temporary

Lifespan: 24 hours

Best for: Fast updates, behind-the-scenes content, quick polls, event countdowns, or flash sales.

Stories are great for staying top-of-mind, quick updates and flash sales. Use Stories for:

Sneak peeks of new products
Quick updates
Polls to engage your audience
“We’re here!” posts on event days
Behind-the-scenes team moments

Tip: Stories are ideal for making your business feel human. Keep it light, visual, and personal. According to Tekrevol Facebook Stats & Facts blog over 500 million people use Facebook Stories daily, generating more than 1 billion across Meta’s platforms

Smiling person with glasses looks at a smartphone, wearing a gray hoodie. Blurred orange and gray background offers a modern, cheerful vibe.

News Feed Posts – Your Bread and Butter

Lifespan: Several days (with potential for ongoing engagement)

Best for: Updates, promotions, community news, customer shoutouts, links to your website or blog.

Posts are still the core of Facebook. These should be a mix of image, video, and text content that reflects your brand. Consider:

Business updates, consultations or news
Sharing tips or insights related to your business
Posting customer testimonials or case studies
Promoting new products or services
Sharing links to blog content
Highlighting staff or business milestones

Tip: Keep your copy short, include strong visuals, and end with a call to action. Always reply to comments! While average engagement rates hover around 0.06%, top-performing brands hit 0.19%

Reels – Fast, Fun, and Algorithm-Friendly

Lifespan: Algorithm-driven (can last weeks or longer with engagement)

Best for: Tutorials, how-tos, fun trends, transformations, behind-the-scenes.

Reels are Meta’s answer to TikTok — vertical videos under 90 seconds designed to entertain and inform. Use Reels to:

Show off how your product is made
Share a quick tip or hack
Hop on a trending sound (if it suits your brand)
Show a before-and-after
Introduce yourself or your team

Tip: Reels can reach beyond your followers — don’t ignore them if you want to grow organically. Sproutsocial report Reels generate 3.5 billion shares daily across Facebook and Instagram and have the highest engagement rates of all Facebook posts (≈0.22%)

Events – Driving Attendance and Awareness

Lifespan: Until your event ends

Best for: Webinars, markets, open days, live streams, product launches.

Creating a Facebook Event gives people something to save and share. It’s searchable, easy to promote, and lets you post updates to attendees. Use Events to:

Share all event details in one place
Post reminders and sneak peeks
Promote RSVP and attendance
Get feedback after the event

Tip: Include a cover image, detailed description, and co-host other pages where relevant to expand reach. Did you know 94% of B2C marketers rely on Facebook for promotional activities

Community/Group Posts – Building Deeper Connections

Lifespan: Ongoing

Best for: Niche content, member support, product feedback, ambassador programs.

Facebook Groups are ideal for building a loyal community. This works especially well if you run workshops, offer membership programs, or want customer insights. Use group posts to:

Start conversations
Ask for opinions
Reward engaged members
Offer exclusive content

Tip: You don’t need a group for every business — but if you have a passionate community, it’s worth exploring. Groups see 40% higher engagement than Facebook pages.

Facebook isn’t one-size-fits-all — each format has its time and place. Use them thoughtfully to create an experience that’s engaging, structured, and results-driven.

Think of it like this: