Step 1: Fill out your basic business info
Open the following URL to create a business page on Facebook:
Once there, you’ll choose one of the following six categories for your page:
- Local business or place
- Company, organization, or institution
- Brand or product
- Artist, band, or public figure
- Cause or community
Keep in mind that you can change the category and name later on if needed.
Also, at this stage, it might be helpful to know that a physical address figures prominently in the setup of a local business or place, and the actual Facebook page will appear differently as well.
Here’s the look for a local business:
Here’s the look for a company or brand:
It’s something to think about when choosing a category.
Following the category selection, the next setup screen will ask for a descriptive sentence or two about your page, a URL, a Facebook page URL, and a profile picture. If you’ve selected a local business, you’ll also have the ability to select category tags to further define what your store sells.
About your page – You get 155 characters to describe your page. This description appears prominently near the top of your Facebook page on both desktop and mobile. Be as descriptive and helpful as possible.
URL – The web address for your store, company, or brand.
Facebook URL / username – You may have the option to choose a custom vanity URL for your page, i.e. facebook.com/yourbrandname.
(Facebook will ask that you reach 25 fans first before you can unlock a custom Facebook URL)
Profile picture – Upload a main profile picture/icon for your page. This photo will appear as your icon every time you comment on a post or publish in a news feed. Square dimensions are best. Facebook will force rectangular photos to be cropped to squares.
Profile pictures should be at least 180 pixels wide by 180 pixels tall. Here is a full list of the sizes that Facebook uses for your profile picture in various places around the site:
- The main profile image on your page – 160 x 160
- In a news feed – 100 x 100
- In your timeline – 86 x 86
- Next to comments – 43 x 43
The final two steps in the setup process include adding your page to your main Facebook menu (so you can access it quickly and easy each time you log in) and setting up a Facebook ad to promote your new page. These options can be skipped for now.
Step 2: Create an awesome cover image in a snap (no designer required!)
By this point, your page is live for all the world to visit. Let’s see if we can make it look even snazzier.
First thing, add a cover photo. The cover photo appears across the top of your page and is a great opportunity to deliver a visual element that supports your branding, draws attention, or elicits emotion from your visitors.
A note on ideal Facebook cover photo size and dimensions:
Facebook cover photos appear at 851 pixels wide and 315 pixels tall on desktop, however, Facebook crops out some of each cover photo on mobile devices. It specifically strips out 144 pixels off the right and left sides of the image.
Therefore, Facebook cover photo dimensions are 851 x 315px, but only the center 563 x 315px portion of the picture appears on mobile.
You can certainly hire a designer to make you something fabulous, or you can go the DIY route. Many photo editing apps like Pic Monkey or BeFunky can help with creating images of just the right dimensions. If you’re a Photoshop user, we’ve created a couple of Facebook cover photo templates that might be helpful. Canva is another super helpful tool for Facebook cover photos as it comes with several premade templates that look great right out of the box.
Here’s an example of a Canva template you could choose. You can upload your own image to use as the background, and you can edit the text to say whatever you’d like. If you’re looking for high-quality image options, we’ve compiled a list of our favorite sources for free social media images.
Once you have created your cover image, upload it to your page by clicking on the “Add a Cover” button.
If you happen to upload an image that isn’t quite the exact dimensions of the Facebook cover, you’ll have a chance to move and edit the image to fit the available window. When you’re happy with the final look, you can click “Save Changes,” and you’ll be set!
Here’s a pro tip: When you upload a cover photo to your page, the photo is added as an update to your timeline. If you edit the description of the photo, you can add a message to the update. Click on the photo to open up the photo viewer, and you’ll notice a link that says “Add a description.”
You can add description, tags, location, and date to your photo. Once you’ve finished, the update to your timeline will be changed to reflect your edits.
Step 3: Fill out your profile completely
Next, you can fill out your profile even more by adding information to your Page Info section. To access this section, click on Settings in the top menu bar on your page, then click Page Info.
Your name and category will be filled in already. Some of the most helpful bits of information to add next might be:
Start Info – You can choose when your company or product was founded, created, started, or launched. This information will appear on the history timeline to the right of your page’s feed and as an update at the very bottom of your main feed.
Address – Enter this if you want people to be able to check in via Facebook when they’re near your place.
Long description & Mission – Add additional details that explain your business or brand even further. This is a great way to go beyond the 155 character description that appears on the main page.
Phone number / Email address – Add additional contact information.
All of these details will appear on the About tab of your Facebook page.
Step 4: Add collaborators to your page
If you plan on sharing your Facebook marketing duties with a team, you’ll want to grant access for various folks and various roles.
Here are the roles that you can choose from:
Admin – Complete and total access to everything (you are an admin by default)
Editor – Can edit the Page, send messages and post as the Page, create Facebook ads, see which admin created a post or comment, and view insights.
Moderator – Can respond to and delete comments on the Page, send messages as the Page, see which admin created a post or comment, create ads, and view insights.
Advertiser – Can see which admin created a post or comment, create ads and view insights.
Analyst – Can see which admin created a post or comment and view insights.
To add collaborators, go to your page settings and the “Page Roles” section. You can type in the name of any Facebook friend or person who has liked your page. Alternately, you can type in an email address associated with a Facebook account.
Step 5: Publish your first post
Add content to your page by publishing a post—a status update, a link, a photo, a video, an event, or a milestone. New, fresh content on your page will make it look all the more enticing once new visitors come over to check it out.
And there you have it!
Your Facebook Business page is up and ready to deliver awesome content to your fans and grow into something wonderful.
Read on to learn more about growing your Facebook page and posting best-practices!
How to gain your first 100 fans to your Facebook page
The temptation might be to share your Facebook page right away with all your Facebook friends. Not so fast. Take a moment to think strategically about your plan and to seed your page with content so that it looks inviting and engaging when visitors do stop by.
Publish three to five posts before you invite anyone.
Then try out one of these strategies to get to your first 100 fans.
Invite your Facebook friends
Facebook has a built-in feature to tell your Facebook friends about your page. Click on the Build Audience link in the top right corner of your page, and choose Invite Friends from the dropdown.
You can then pick and choose which friends you’d like to invite, and you can drill down into specific sections of friends, filtered by location, school, lists, and recent interactions.
Once invited, your friends will receive a direct message with an invitation to your page. You won’t have a chance to edit the message they receive.
Invite your coworkers
One of the best sources of social media promotion for your company could very well be your coworkers. Ask everyone who works with you to like the page and—if willing—to recommend the page to any friends who might be interested.
Promote your Facebook page on your website
Facebook offers a full complement of widgets and buttons that you can add to your website to make it easy for website visitors to like your page.
One of the most ubiquitous plugins is the Facebook Page Plugin. With Page Plugin, you can easily embed and promote any Facebook page without visitors ever having to leave your website.
Promote your Facebook page in your email signature
One of the most visible places you might find to promote your page is in your inbox. Edit your email signature to include a call-to-action and link to your Facebook page.
Hold a contest
Facebook contests can be huge for gaining likes on your page. Two of the best apps for creating contests are ShortStack & Gleam which help you create custom campaigns to drive Likes to your page (or email capture or fan engagement or any number of different ideas you might have).
What to post and when to post it
In general, there are three main types of posts you’re likely to publish on your Facebook feed:
- Text update
As mentioned above, posts with photos garner 2.3x more engagement than posts without photos.
As far as the frequency with which to post, Facebook’s algorithm changes have made research into the topic rather difficult. The consensus seems to be to experiment as much as possible. As often as you have fresh, compelling content to share on Facebook, give it a try. Try testing post frequency in week-long intervals so that you can measure the results quickly.
With that, we recommend being consistent with your content. When your content is good, your audience will start to expect it on a regular basis. Even if you’re only producing enough content to post to Facebook once per day, try to stick to that schedule.
Social media scheduling apps like Buffer help make this easy by letting you schedule posts ahead of time. You can add to a queue so that your page always has fresh content being posted automatically on schedule.
Ideal length and timing of Facebook posts are another area you might want to experiment with.
HubSpot collected a ton of research from the folks at CoSchedule and from a variety of sources, including QuickSprout, SurePayroll, The Huffington Post, Buffer, TrackMaven, Fast Company, and KISSmetrics.
As far as ideal length, we partnered with our friends at SumAll to place the data and insights into a fun infographic. What we found was that Facebook posts with 40 characters receive 86% more engagement than those with a higher character count.
How to tell what’s worked and what hasn’t
After sharing posts, you’re likely to want to know how they did. Your social media management tool would figure to have some built-in analytics that can help you better understand how your posts performed. Here’s a peek at what the Buffer for Business analytics look like:
You can also gain a huge number of stats and numbers from Facebook Insights.
Once you’ve shared several pieces of content to your Facebook page, you’ll see an Insights tab at the top of your Facebook menu, between Activity and Settings.
At the top of the Insights page, you’ll see your Page Likes, Post Reach, and Engagement stats for the week, along with a comparison to the same stats from last week.
Another neat area to check is the demographic information on the people who visit and engage with your page.
Click on People from the Insights menu, and you can drill down into demographic information of your fans, the people reached by your posts, the people who engage with your post, and the check-ins you receive at your physical location.
Here’s an example from Buffer’s page insights about the people reached by our posts.
One of the newest features of Insights is the “Pages to Watch” section at the bottom of the page. You can add other pages that you want to monitor—a great way to grab some competitor research and take inspiration from the way that other pages market themselves.
To add a page, simply click on the Add Pages button at the top of the section.
Search for the name of the page you want to watch, then click to add it to your watch list. Once a page has been added, you can click on the name of the page from your Insights dashboard, and you’ll see an overview of their best posts from the week.
Now I’d love to turn it over to you!
What Facebook page tips and advice do you have? What have you learned along the way? Is there any part of the Facebook page creation and management process you’d like to know more about?
Excited to hear from you in the comments!
Oh, and by the way: Buffer can help you drive more Facebook traffic and engagement in less time. Sign up for free and see how it works for you!
The ideal Facebook cover photo size is … well, it depends. According to Facebook, your cover photo:
- Displays at 828 pixels wide by 315 pixels tall on your Page on computers and 640 pixels wide by 360 pixels tall on smartphones
- Doesn’t display on feature phones
- Must be at least 399 pixels wide and 150 pixels tall
- Loads fastest as an sRGB JPG file that’s 851 pixels wide, 315 pixels tall and less than 100 kilobytes
Whoa, okay. So what does all of that mean?
It means that even though we only get one photo, Facebook is going to use it in two very different ways: in the rectangular format of 828 x 315 px for desktops and the ever-so-slightly more squarish format of 640 x 360 px for mobile. These numbers can feel intimidating, but don’t let them get to you because Facebook is going to do all of the heavy lifting here!
Tip: If you found an image that you love and the dimensions are a bit off, you can still use it! You’ll want to choose that photo (or upload it), and then you’ll be allowed to ‘reposition’ it. With the reposition feature, Facebook is essentially allowing you to crop your cover photo in a way that you think best fits in the space.
The first bullet point in the above list is a great reminder that cover photos on computers and cover photos on mobile look different.
Here’s how a cover photo looks on a laptop computer:
And here’s how it looks in the mobile app:
They look really similar, but there some important differences. On mobile, the left and right sides of the image gets trimmed a bit while the top and bottom portions are slightly expanded – what’s cool here is that Facebook doesn’t stretch and squeeze the same image, they actually change the crop. This is awesome because it ensures that your image looks its best by not distorting anything. It’s also important to note that the profile image is centered on mobile vs. being placed on the left on computers.
If you’re using text on your cover photo, like a phone number, you’ll want to pop over to the app to take a peek just to make sure there’s nothing wonky going on, like the last digit or two being trimmed off the right-hand side or important details that might now be lost under the repositioned profile picture.
If you’re designing your own cover photo, Facebook makes a note saying that a jpg that’s 851 pixels wide and 315 pixels tall and under 100 kb makes for the fastest loading cover photos. The exception here is if you’re using text, if you are, you might want to use a png so that you can keep that text as crisp as possible.
Facebook provides a really neat graphic showing you what all of those numbers look like for a cover photo on a computer. It’s really helpful to also visualize the dimensions of your profile image so that your cover photo fits perfectly around it and that crucial information isn’t covered up by it, your title/website or the Facebook buttons at the lower right.
How To Create Your Cover Photo
If you have some design skills, creating your own cover photo from the ground up using software like Photoshop is a great way to go. Going this route allows you to create a pixel-perfect representation of how you want to portray yourself or your business.
Photoshop Cover Photo Templates
To help you to jump straight into designing, we’ve created a Facebook cover photo template (851 x 315px).
Here’s a few extra details for designers to consider about your Page’s profile picture:
- Displays at 160×160 pixels on your Page on computers, 140×140 pixels on smartphones and 50×50 pixels on most feature phones
- Must be at least 180×180 pixels
- Will be cropped to fit a square
- Is located 16 pixels from the left and 176 pixels from the top of your cover photo on computers
- Is located 24 pixels from the left, 24 pixels from the bottom and 196 pixels from the top of your cover photo on smartphones
We definitely know that we might not all be designers, but that doesn’t mean we can’t all have a beautiful Facebook cover photo. Here are some places you can look at to create your cover as well as some tips for making sure it fully represents you and your business.
Your Facebook cover photo should be all about you/your business, so why not use one of your own photos that represents you?
For example, my cover photo is a picture that I took when I visited Scotland of a blue police box. With it I’m sharing a hint at something I’m passionate about, Doctor Who, and the hope is that other fans will relate to it as well.
If you don’t have any personal photos you would like to share, how about using a beautiful stock photo? We even shared 53 free image sources for you to find the perfect image for your cover photo. My favorite websites to find beautiful stock photos are Unsplash and Pixabay.
I would encourage you to edit/enhance whatever photo you pick with Pablo, Canva or PicMonkey to make it more personal. You could even enhance your own picture with those tools if you wanted to. For example, you could pick one of your favorite quotes and lay it over the photo, Pablo even has a few beautiful quotes you can pick directly in there.
If you don’t want to use a photo or if you’d like even more help to create your cover photo, Canva offers pre-made templates for you to use and/or customize however you would like.
How To Select Your Cover Photo
Now that we know how to create your cover photo, the question is what kind of cover photo should you select? Are there cover photos that work best than others? Let’s investigate.
First up, let’s discuss some of the best practices when it comes to Facebook cover photo. Hubspot and fusion farm have put together a great list of Do’s and Don’ts when it comes to cover photos. Here are some of the highlights:
- Follow Facebook’s guidelines
- Respect Facebook’s required dimensions (851px wide by 315 px tall)
- Have a high quality image
- Stay mainly visual
- Don’t hide content behind your profile picture
- Right align objects in your cover photo
- Integrate you cover photo design with the rest of your page
- Have an image that is original and unique that relates to your brand
What Type of Image Attracts People
We recently looked into some of the components that make images shareable which turned out to be:
- Emotion: Making people feel, leads them to take action
- Relevance: Including something that fits with your audience’s interest
- Colors: Picking the right colors that will lead to the most shares
- Typography: Choosing the right font that will make your message clear
- Hashtags and Text: Find the right words that will lead your audience to interact
These components can also be applied to your Facebook cover photo in order to make people feel a certain way or take a specific action when they come to your page.
For example Coca-Cola’s cover photo uses the brand’s universally recognized red as a background with one simple word “Happiness” using a beautiful typography made out of a straw. This of course in the hopes of making people feel happiness when thinking go Coca-Cola and/or to make the connection in people’s mind that drinking a coke means happiness. Simple and effective!
Where Do People Look?
When coming up with your perfect cover photo it might be interesting to look into some eye tracking studies. Something that I found particularly interesting in an article from Kissmetrics (https://blog.kissmetrics.com/eye-tracking-studies/) on the subject is the idea of “directional queues.”
It was found that if you would like to draw attention to a specific item in an image, having a visual queue like a person’s gaze looking at that item will guide viewers to what they should look at next. This could be an interesting way to use a person’s gaze in your Facebook cover photo.
Something else Kissmetrics found that might be worth playing around with is to include an element that “pops” in your cover photo. That element should be the one that matters and the one that calls for action.
Playstation is letting people know that Call of Duty Black Ops III is now available, clearly letting people know they can go purchase it now.
Adele’s cover photo also lets people know that her knew album is out, which encourages people to go purchase it.
Thinking Outside the Box
The cover photo is a great way to express yourself but also a way to stand out when people visit your page. Here are some original ways you can use your cover photo (a few are inspired by Fishpond’s article):
- Tie Your Profile Photo to your Cover Photo
- Change your cover photo based on special occasions, events, sales or holidays
- Use your cover photo to send people to your website
- Use your cover photo to send people to a special offer
- Ask your fans to “Like” your page
- Ask your fans to share your page
- Include Easter Eggs that lead fans to a special giveaway or special event
Who Does It Well?
Now that we know what makes a good Facebook cover photo, how about we take a look as some of the pages that do it well. Hopefully you might find some inspiration
Over To You!
Before I turn it over to you, I have one last cover photo I wanted to share with you… yes you guessed it, it’s the Buffer cover photo!
With our cover photo we wanted something that reflects what Buffer is and Buffer is nothing without the people behind it. Our team is such an integral part of Buffer that it makes sense they would earn the coveted cover photo spot on Facebook! The photo also gives a face to the company that people can connect with and seeing how community is very important for us, it seems like the perfect choice!
What about you? How do you use your Facebook cover photo? Do you have any tips or suggestions on what makes a good one? I would love to hear all your thoughts and ideas in the comments so that we can all create the best cover photos ever!