Companies that are using Facebook are always looking for different ways to generate more engagement and conversions.
Fortunately, the platform provides businesses with plenty of different ways that they can create more interactive experiences for their customers, such as carousel posts, video content, and more.
Carousel Post
Carousel posts on Facebook can be used to include up to 10 different cards that other users can scroll or swipe through.
All of these cards appear in a single post and share the same caption, but each one of them can feature a different headline, image, and link.
That’s why this type of post gives companies plenty of opportunities to better engage with their customers and get them to start converting.
The carousel posts are also the most frequent choice for Facebook advertising campaigns. However, companies can also create their own organic carousel post by using the native tools that are available on the platform.
There are three different ways our companies can create carousel posts for both page and organic content on Facebook, and that can be done through the company’s Facebook page, through the Facebook ads manager, or through the Facebook business manager.
Business Manager
In the Facebook Business Manager, companies have access to the carousel posts inside the Page Posts tab.
From there, they can choose to create a carousel post that features different images and different URLs that will lead the target audience to the required pages.
Before this post is published, companies can also add a caption to it that will encourage users on the platform to start swiping through and engaging with all the different cards.
Company Page
Through the company’s Facebook Page, businesses also have the option of creating a carousel post inside the Publishing Tools option of the menu.
Then, through the Create Post button, the process is relatively similar to when creating carousel posts through the Business Manager.
Ads Manager
Finally, companies that want to promote their carousel posts can do so through the Facebook Ads Manager and use these types of posts to generate more awareness or conversions, just like other advertising campaigns.
However, it’s important to remember that there are several things that are different when promoting carousel posts that companies can do, including adding five different captions and a call to action.
Paid carousel posts can be created manually which allows companies to have total control over both the copy and the content that shows up on each card inside the carousel.
They can also be automated which will populate the cards dynamically with the product set that the company chooses, but this option doesn’t allow companies to create any descriptions or headlines for the cards.
The last promoted carousel post option is to create them dynamically, where companies can link a catalog as well as a product set, which speeds up the process and allows the algorithm that Facebook uses to optimize everything from the creative, the format, and even the destination of the URLs.
Examples of Effective Facebook Carousels for Promotion
Carousel posts on Facebook give companies a great opportunity to connect with their target audiences throughout the buying journey.
There are different types of carousel posts that companies can make, and each one of them comes with its own sets of benefits.
Story
With a single photo on Facebook, companies can’t convey everything they want to say to their target audiences. However, a series of photos can tell a more complete story, and carousel posts are very effective in that regard.
With a carousel post, companies can use both photos and headlines to tell their story, as well as add text overlays to the images that will guide the audience through the story while giving them additional information in the headlines or the call to action.
Additionally, if a company simply wants to send its followers to a single page, all it has to do is simply add the same URL to every carousel card in the post.
Testimonials
When companies are able to share the reviews they’ve received from other customers in the form of testimonials, they’re giving other potential customers third-party approval and social proof which can inspire more people to trust those businesses.
Additionally, since most customers tend to trust third-party approval a lot more compared to the promotional messages that come from the business itself, the reviews and testimonials are always going to be a great tool for businesses to promote themselves.
In fact, when companies are able to share even a single review from a customer, they can impress and attract a lot more people.
However, this approach isn’t going to be as effective and make an impact on potential customers as much as sharing multiple reviews can, at the same time. And that’s precisely what companies can do through carousel posts, where they can highlight their best reviews and then link them to the relevant product pages so that other potential customers will see the products themselves when they’re more motivated to make a purchasing decision.
Product Features
Companies that provide solutions with a lot of features or even benefits to their customers can present all those different ones through carousel posts.
When businesses separate the benefits or features of their solutions into separate cards, each one of those will get more attention separately, compared to if they were simply listed under the product itself.
In fact, companies can even use carousel posts to present the best features of their solutions in a more narrative form.
To do that, the first card can be used as an introduction to the solution, and all the other ones can highlight the key benefits or features, giving potential customers a great product overview.
Credibility
There are plenty of different ways that companies can establish themselves as credible sources of information for their target audiences, including creating industry insights and expertise through thought leadership efforts, or by creating case studies.
Companies can also share key data points from their findings through carousel posts on the platform, which can get more potential consumers to trust the business and consider it as one of the best options when they’re ready to make a purchasing decision.
Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently-owned PR firms in the United States.
With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals.
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