Alice Gimpel

How to write a Facebook post

This article is an step-by-step explanation for you to write and select the best Facebook content. 

We use Instagram and Facebook to promote our events, workshops and special happenings in our Biotoop. There is a estimate of 3 posts of Facebook a day. You can read in our communication calendar when and what needs posting. Pink stands for Instagram and Facebook, blue for only Facebook and purple for a newsletter. Contact your communication manager if you cannot see the differences in color. Posts on Instagram and Facebook can generally contain the same information and be the same visual content, they're just formatted a tiny bit different. Make sure you follow the small differences lined out in this article and How to write and Instagram post


We use Facebook for the following things 

- promotion and post-production for workshops

- promotion and post-production for lectures and events 

- showing our followers what is happening at the Biotoop


First step: you will have to select an image or a collection of images to post on Facebook

So, you looked in the calendar and saw you need to promote an event/workshop/special Biotoop moment and on which day. Once you know what you are promoting take the following steps to find your content 

Is it a workshop?

Is it for promotion? You can find templates for workshops here, in those we have selected the best of the best pictures which you can choose from. Go ahead and pick the prettiest one. If you are also posting on Instagram 

Is it for post-production? Photo's of a workshop that happened the weekend before can be found on its own event page (f.e Sculpting Textiles that happened on November 2nd) There will be a selection of around 10 pictures on the website, only pick the 3 best ones and download.


Is it a lecture?

Is it for promotion? For lectures we usually start planning the content a bit longer in advance and there will be an available google drive folder where you will find the content you need. Go to Program -> Find your program series -> you will find visual content under the images folder. If you are not shared in the Program drive yet, let your communication manager know and they will share it with you. 

Is it for post-production? You can find the newly shot selection of 10 photos on the event page of our website (so if it was Odorama happening on the 22nd of January, please go find that event page). Select the 3 best ones and download. 


Is it something special that happened at the Biotoop?

If something is happening at the Biotoop, you can ask the photographer for the location of the pictures. You communication manager will ask you to post about it. 


Second step: schedule your post in buffer and write an accompanying text

You can find the log in details for buffer on our password page here.

When you log in, find the Instagram tab and start planning your posts according to the Communication calendar. 


A Facebook post must always contains a few things, please make sure yours does. Post should stay between 50 - 75 words.

  • An URL of the event page on our website at the bottom of your post. Buffer will automatically present an image related to the URL, click on the X and show your visual content instead.

    Looks like: Go to our website:

  • date and time of the event taking place (if promotion)
  • The name of the lecture or workshop. Workshops you can sometimes also get away with just naming it a soap making workshop or a textile design workshop.
  • The names of the people involved.
    Looks like: Liza Witte will teach a soap workshop on the 22nd of November.

After the necessary musts of a post, you're generally free to play around as you will. Make sure to keep it short and snappy. To inspire you for posts here's a few prompts. 

  • What can people expect to learn or get by attending this workshop or lecture?
  • What is a speaker or workshop host known for?
  • What do you see in the image? How is it related to the event, the workshop host or lecture speaker?

When you've finished writing your block of text, it should look something like this. 

This week you can learn to grow mushrooms with fungi expert Wouter Hassing. Learn about mycelium, substrates and mushroom cultivation + go home with your own bag of oyster mushrooms!

Go to our website:


Last step: schedule all your posts and let your communication manager read through it to check on any small mistakes or improvements. Good job!