Facebook has changed a lot since the days when a clever cover photo hack could drive traffic to your website. While your cover photo still matters for brand consistency, engagement on Facebook in 2025 is driven by Reels, Stories, and active community participation.

Here’s how to ensure your Facebook Page is working for your business this year:

✅ Use Facebook Reels and Stories to increase reach

Facebook prioritises Reels and Stories in the algorithm, giving them far more organic reach than standard posts.

Reels: Share short, engaging videos that educate, entertain, or showcase behind-the-scenes moments.
Stories: Use Stories for updates, quick offers, testimonials, and interactive polls to stay top of mind.

You don’t need to dance or point at bubbles (unless you want to). Share content that feels authentic to your brand.

✅ Set up and optimise your CTA button

Instead of relying on your cover photo to drive action, use the CTA button on your Page effectively.

Choose the action most relevant to your goals:

  • Book Now

  • Contact Us

  • Learn More

  • Shop Now

  • Sign Up

Link it directly to your booking system, website, or lead magnet landing page.

✅ Pin your key post

If you’re promoting a specific event, offer, or piece of content, pin it to the top of your Page. This ensures it’s the first thing visitors see, regardless of when they visit.

✅ Keep your cover photo on brand

While cover photos no longer drive significant traffic, they still:
✅ Showcase your current branding or campaign
✅ Create a professional first impression
✅ Reinforce your brand colours and tone

Update your cover photo regularly to align with your latest campaign, but use it to support your Page’s visual identity rather than as a clickable CTA.

✅ Engage in Facebook Groups

Community is a major part of Facebook’s ecosystem. Find Groups relevant to your niche or create your own to:
✅ Build relationships with your audience
✅ Share expertise without selling aggressively
✅ Gather insights on what your audience cares about

This positions your business as a trusted voice while extending your organic reach.

✅ Respond quickly to messages and comments

Customers expect prompt, friendly responses on social media. Use:

  • Facebook’s automated replies for FAQs to cover immediate questions.

  • Meta Business Suite to manage messages efficiently across Facebook and Instagram.

  • Your human touch to follow up personally where appropriate.

Your Facebook Page should:

✅ Reflect your brand visually
✅ Use Reels and Stories to stay visible
✅ Direct traffic using your CTA button and pinned posts
✅ Engage actively within your niche community

These practical steps will ensure your Facebook Page is a valuable tool for building trust, driving enquiries, and supporting your wider marketing strategy.