The Facebook Page Pillar Framework
Content pillars keep a Page from drifting into all-promotion or all-filler. Pick 3-4 pillars, assign a rough weekly weight, and map each to the Facebook formulas that serve it. The default mix below works for most business Pages; adjust to the audience.
The four default pillars
1. Value (default 40%)
Posts that teach, inform, or give the reader something usable. The backbone of a Page that people follow on purpose.
- Formulas: FB1 One-Line Opinion, FB2 Tiny Number, FB7 Useful Tip
- Primary goal: shares (useful content gets passed on)
- Example: "Day-old bread? 10 min in a 180C oven brings it back."
2. Community (default 30%)
Posts that pull the audience into a conversation or put a customer in the spotlight. This is where comments and shares come from.
- Formulas: FB3 Ask-the-Page, FB4 This-or-That, FB10 Community Spotlight
- Primary goal: comments and shares
- Example: "Croissant or cinnamon roll? Be honest."
3. Behind-the-Scenes (default 20%)
Posts that show the real people and process behind the Page. They build the trust that makes the Value and Promotion posts land.
- Formulas: FB5 Relatable One-Liner, FB6 Behind-the-Scenes, FB8 Story Post
- Primary goal: reactions and shares
- Example: "Our baker named the sourdough starter Gary."
4. Promotion (default 10%)
Posts that directly sell or launch. Kept small on purpose: overuse kills reach and trust. Lead human, never "We are thrilled to announce".
- Formulas: FB9 Announcement with Stakes, FB2 (your own data), FB10 (a result that implies the product)
- Primary goal: shares
- Example: "The spring menu drops Monday. Three new things."
Rules for the mix
- No pillar over 60% of the week. A Page that is all Value reads as a blog; a Page that is all Community reads as needy.
- Promotion is the smallest pillar. 1-2 posts a week. The Value, Community, and Behind-the-Scenes posts are what earn the reach the Promotion posts borrow.
- Lead short across every pillar. The under-80-char post is the engagement sweet spot regardless of pillar. Story posts (FB8, FB10) are the deliberate exception.
- Weight the week toward shares. Shares are the reach multiplier on a Page, so the Value and Promotion pillars lean on share-goal formulas.
Adapting the mix
| Page type | Suggested shift |
|---|---|
| New Page building an audience | more Community (50%) to seed comments and follows |
| Established Page with a loyal base | more Value (50%) to stay useful |
| Launch week | bump Promotion to 20%, but keep every promo post human |
| Local / brick-and-mortar | more Behind-the-Scenes (30%) for the human face |
The pillars are a discipline, not a cage. The weekly balance check in the planner enforces the spread so no single pillar or goal takes over.