How to Add a Mission to a Facebook Page

Adding a mission statement to your Facebook Page transforms it from a simple business listing into a hub for your community. It provides clarity and purpose, giving both your team and your audience something to connect with. This guide lays out how to write a mission that resonates and exactly where to place it on your Page for maximum impact.

Why Your Facebook Mission Statement Actually Matters

In a crowded social feed, a clear mission statement is your way of telling people what you stand for in just a few seconds. It’s more than just a tagline, it’s a public declaration of your purpose, values, and the impact you want to make. Think of it as the foundation of your brand’s personality online. A well-crafted mission doesn't just describe what you do, it explains why you do it.

This "why" is what helps you attract the right audience. People who share your values are far more likely to become loyal followers, customers, and advocates for your brand. Your mission statement gives them a reason to click "Follow" and stick around. It also serves as an internal compass for your team, guiding your content strategy and ensuring every post, comment, and Reel aligns with your core identity. When your content is rooted in a clear purpose, it becomes more consistent, authentic, and effective at building a genuine community.

How to Write a Mission Statement That Connects

Before you can add your mission to your page, you need one that works. The best mission statements are simple, memorable, and inspiring. They avoid corporate jargon and speak directly to the heart of what your brand is all about. Here’s how to craft one:

• Focus on Your Impact: Don't just list your products or services. Instead, describe the change you want to create or the problem you solve for your customers. Patagonia’s mission isn't "We sell outdoor gear." It’s "We’re in business to save our home planet." That’s a powerful statement about impact.
• Keep It Short and Clear: Your mission should be easy to understand and remember. Try to capture your purpose in one or two concise sentences. If it takes a paragraph to explain, it’s not tight enough yet. The goal is clarity, not complexity.
• Use Authentic Language: Write in a voice that reflects your brand’s personality. If you’re a playful, modern brand, don’t use stuffy, formal language. Your mission statement should sound like you're speaking directly to a member of your community. Authenticity builds trust.
• Think About Who You Serve: A great mission statement clearly identifies its audience. Who are you here for? Whether it’s small business owners, busy parents, or local artists, mentioning your target community makes the mission more personal and relatable.

For example, a local coffee shop's mission might be: "To create a welcoming space where neighbors can connect and recharge, one perfectly crafted cup of coffee at a time." It outlines the impact (connection), the audience (neighbors), and the action (crafting coffee) in a simple, heartfelt way.

Step-by-Step Guide: Adding Your Mission to Your Facebook Page (The Right Way)

Facebook’s layout has changed over the years, and the old "Mission" or "Our Story" sections no longer exist. Don’t worry - there are still perfect spots to showcase your purpose. The best place for a full mission statement is the "Additional Information" field in your About section. For a super-condensed version, you can use the "Intro" field.

Follow these steps to get your mission added today:

1. Navigate to Your Facebook Page

Log in to the personal Facebook profile that has administrative access to your Page. From your home feed, click on your profile picture in the top-right corner and select your business Page from the menu.

2. Access Your Page's "About" Section

Once you are on your business Page, look for the "About" tab below your Page’s name and cover photo. Click on it. This will take you to the central hub for all your business details.

3. Edit Your Page Information

Within the "About" tab, you will see several editable fields. You are looking for two specific sections:

• Intro (for a short mission tagline): This section, located at the very top of your Business & profile details, has a 101-character limit. It's perfect for a very short, punchy version of your mission that people will see immediately.
• Additional Information (for your full mission statement): Scroll down a bit and you'll find a section labeled “Additional information.” This is the ideal spot for your complete, one or two-sentence mission statement. There's plenty of space here to share your full purpose.

4. Add Your Mission Statement

Click the "Add additional information" or pencil icon to edit the field. Carefully type or paste your crafted mission statement into the text box. Double-check for any typos or grammatical errors. Once you're happy with it, click "Save."

Your mission statement is now live on your Facebook Page! It will appear in your "About" section, where anyone visiting your Page can easily find it and understand what your brand stands for.

Beyond the About Section: 4 Creative Ways to Showcase Your Mission

Adding your mission to the "About" section is the first step, but it doesn't have to be the last. To truly embed your purpose into your brand’s social presence, bring it to life in your content. Here are a few creative ways to do that:

1. Create a Pinned Post: Design a visually appealing graphic that features your mission statement. Share it as a post on your Page and then "Pin" it to the top. This makes it the very first thing visitors see, ensuring your purpose is front and center.
2. Design a Themed Cover Photo: Use your Facebook cover photo - the largest piece of visual real estate on your Page - to reflect your mission. You can incorporate the text of your mission directly into the image or use visuals that tell the story of your brand's purpose.
3. Reference It in Your Content: Don't just let your mission sit in the About tab. Weave it into your captions, videos, and Stories. Start a Reel by saying, "Our mission is to _______, and here's how this product helps you do that." Connecting your content back to your core purpose adds depth and consistency.
4. Feature It in Your Auto-Replies: If you use Messenger for customer service, you can set up an instant reply message that includes your mission. For example: "Thanks for reaching out! We're busy helping [your community] achieve [your mission], and we'll get back to you shortly."

By repeatedly surfacing your mission across different formats, you reinforce your brand identity and create a more meaningful connection with your audience.

Real-World Examples of Great Facebook Missions

Sometimes, seeing how other brands do it can provide the best inspiration. Here are a few examples of brands that use their Facebook Page to clearly communicate their purpose:

• TOMS: Their "About" section is simple and mission-driven: "We're in business to improve lives." This immediately communicates their commitment to social impact, going far beyond just selling shoes. It's a powerful statement that attracts people who want their purchases to make a difference.
• LinkedIn: Their Facebook mission is straightforward and serves their community directly: "The world's largest professional network, connecting the world's professionals to make them more productive and successful." It clearly defines who they serve (professionals), what they do (connect them), and what the outcome is (productivity and success).
• Canva: Their intro reads: "On a mission to empower the world to design." It is short, active, and inspiring. They don’t say “we make a design tool”, they say they’re empowering people. This shifts the focus from the product to the user’s benefit, which is a key element of a great mission.

These examples show how a well-defined mission - whether long-form or short and tweetable - can instantly frame a brand's identity and attract a like-minded community.

Final Thoughts

Adding a mission statement to your Facebook Page is a simple action with a deep impact. It defines your brand’s "why," guides your content strategy, and gives followers a reason to connect with you beyond a simple transaction. It transforms your page into a vibrant reflection of your values and what you stand for.

Once you’ve set that solid foundation with your mission, the next step is consistently creating content that brings it to life. At Postbase, we built our platform to make that consistency easier than ever. With our visual content calendar, you can plan posts that reflect your purpose weeks in advance, and our intuitive scheduler - built for today’s video-first formats like Reels and Shorts - ensures your message gets out reliably across all your platforms. It's the modern, streamlined tool we wished we had when we were managing social for our own brands.