The following advice is to help improve the quality of the content being shared on the Conversions Truth For Families Facebook page.
Context + Objectives
- The CT4F Facebook page is part of our marketing mix that has been set-up to help reach parents and caregivers seeking alternatives to conversion therapy and reassurance to navigate challenges with faith and clarity.
- While we expect the majority of our target audience to be reached with paid advertising across performance marketing channels, we also recognize that some are likely to follow our page organically. Indeed, we have been running an effective Follower Campaign, that has led to 10,000+ followers on the Facebook page. It’s vital that these individuals are given relevant and interesting content, and that anyone else who hits the page is also presented with ways to continue to engage.
- Ultimately, the campaign strategy is to get people to the CT4F website. This is where we will do the heavy lifting of turning awareness into curiosity into advocacy.
What’s working
- Post Cadence.
We have had posts sent every 3-5 days on average. This is enough for the page to feel current and alive, and keeps the algorithm showing our content in people’s feeds.
- Page set-up.
The page looks professional, including all the key elements we would want from a cover photo to a completed About section.
- On brand.
The content generally fits the brand guidelines. Snippets like “Protect your child with the truth. ” are good.
What should be done differently
- Tone of voice.
The posts so far are not hitting the brief provided on tone of voice. This is the key note in the brief on tone.
- Essentially, you’ll think like a Midwestern Christian mom who has experience with the dangers of conversion therapy, and just wants to share with audiences, coming from a loving, somewhat religiously-based space.
The current posts feel like something procedurally generated, not written by a caring parent. They are written like summaries of court cases, in impersonal, unimpassioned sentences that you cannot imagine a real person saying to you. That immediately makes our audience turn-off and not read it, but it also undermines what we are doing from a paid point of view in trying to give the campaign personality and energy.
Instead of a legal breakdown, consider a post that says:
“I get it – court rulings feel miles away from real life. Most days we’re just trying to get kids fed, get through work, and maybe have five quiet minutes before bed.
But what happens in those courtrooms does reach our homes. It shapes the world our children grow up in, and the safety they can count on.
This one matters. Here’s why…”
- Repeat links and repeat imagery
People scroll quickly. If we’re doing well, they engage as they scroll. At the moment, the last 4 posts have included two links to the same two articles. That’s dull and repetitive, but worse than that it clogs up our page with the same two (very generic) images on repeat. Please pull in our own imagery, considering different types of creative from imagery to videos to slideshows.
- No invitation to engage
At the moment, our page is entirely monodirectional: we talk, the followers listen. We want this to feel like an angry and concerned individual is trying to find similar people to help build a movement. The majority of our posts should include invitations for people to share this to their friends and family, comment their stories or questions, or at least like to show their support.
- No reasons to visit the site
- The key for this campaign is traffic to the website. That’s where people will sign up to our newsletter, download our guides, and engage more. The website has levelled up significantly in recent days, including great content like explainers on the court case. Every single post should include a nudge towards the website. A smart way of doing this is to not include it in the post itself, but immediately comment on the post, encouraging people to go the site to find out more. This can also lead to more comments as it breaks the ‘0 comments, 0 likes’ barrier.
- Formatting (wall of text), hashtags, emdashes.
Visually, our content comes across in each post as a wall of text – no line breaks, no mixing up sentence lengths. Please consider best practice when posting on Facebook, and your own experience of social media. What gets you to stop and read? Hashtags are being used in every post, but these are quite honestly to very important on Facebook. Emdashes with no gaps to the word on either side appear in nearly every post, which has become the telltale sign of AI-written text. There’s nothing wrong with using AI to write this content, but I believe people have already become subconsciously geared towards being aware of these signs, and have started to skim anything that is obviously AI written as a result. We want people to read, to care, and to engage. That means it needs to at least feel like it’s written by a caring human. If we are going to use AI to write these posts, please let’s encourage it in our prompt to take on the right tone and formatting, and vet the results to ensure it appears human-written.
- Other channels
The posts so far are only going out across Facebook. The brief talks about posting on other channels. I know there have been some delays in getting other pages set up, but there is certainly an (empty) page live on X now and I believe Instagram is in the works too if not already existing. Please can we ensure these are getting content posted on them too. This can be replications or versions of what is going onto the Facebook page – no extra effort needed.
Examples
Tone: “Constitutional law experts are speaking up…” – This is press release language, not a parent talking
Wall of text: No line breaks, one dense paragraph
No engagement invite: No question, no “what do you think?”, no call to share
Hashtags: #FamilyFirst #FaithAndFacts (not very effective on Facebook)
No website CTA: Links to advocate.com, not CT4F website
Generic image: Stock photo of therapy session (blurred person)
Tone: “The American Psychological Association’s detailed brief illuminates…” – Bureaucratic, academic
Wall of text: Dense paragraph with formal language like “illuminates the complex considerations”
Same issue, same link preview: Gavel image (very generic legal stock photo)
No engagement: No invitation to comment or share
Tone: “represents a critical moment for families seeking to understand complex legal and personal dynamics” – This is policy wonk language
Wall of text: Another dense block
Same angle, third time: Repetitive content on Chiles v. Salazar
Better image: At least shows actual parent/teen connection (more relatable)
