You’re probably aware of the importance of having introduction copy for your Facebook post. We’re talking about the part of your Facebook post above the image and headline. But did you know that small changes can significantly impact your post’s reach. Getting it right involves both art and science. To give you a head start, we combed through the data from our Social A/B testing tool to pull four fun facts about the impact of differences in intro copy.

1. You should always write intro copy — even if it’s not perfect

Our data shows that Facebook will show your post to 20% more people on average when you use intro copy than when you don’t. So no matter how short, long, direct, or passive your intro copy is, write some.

Sidebar: Our A/B testing tool lets you A/B test all of the intro copy, image headline, and post description. Even when testing images, it’s a good idea to write an intro copy for each variation as well to make sure you’re getting maximum exposure for your tests.

2. Keep it short

We’ve read before that shorter posts get better engagement. Now we can prove it. Looking across all our Social A/B testing data, we found that:

  1. Winning variations comprised 18 fewer characters than losers, by median.
  2. Regardless of the content, shorter messages had higher lift and better reach (see below) more than 60% of the time.

Our favorite examples:

WinnerLoserDifference in lengthLift
Movie of the year?Crude, raw, three years in the making, and maybe one of the best movies of the year. This is a must watch.89+30%
Will snowboarding exist for future generations?Is our thirst for adventure threatening our environment? Whistler Blackcomb asks the tough questions in part 1 of "The Big Picture".87+46%


3. Use direct language

Intro copy that is simple, active voice, and to the point performs better than passive or vague messages. Use this tip in conjunction with “be short” to win the internet.

Our favorite examples:

WinnerLoserLength DifferenceLift
Learn how to increase your engagement by 50%What you need to know about how the changes behind Facebook’s algorithm impact publishers45+47%
Must-watchIs this the best ad of 2016?17+19%


4. Facebook rewards better CTR with more reach

Now that you’ve written short, active intro copy, how can you maximize reach even more? Through A/B testing.

It turns out that Facebook posts that have higher engagement are doubly rewarded with extra reach by Facebook’s algorithms. So finding just the right intro copy can have the double reach impact.

Here are some examples:

Winning CTRWinning ReachLosing CTRLosing ReachCTR LiftCompounded additional clicks

With these four fun facts in mind, you’ll be driving bigger audiences to your content in no time. Just write short, direct intro copy and run A/B tests to find the most engaging message. It’s that easy.

Want to learn more?

Attracting readers and keeping them engaged with your content on Facebook is not an easy task. We got you covered — you can read more about:

Put yourself in the driver seat and start A/B testing your content for Facebook.  Try our Social A/B tool now to find your most engaging headlines. It takes you less than a minute to sign up and it’s completely free — so why not take a spin?


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