How to Increase Brand Awareness on Facebook

Trying to get more eyeballs on your brand using Facebook can feel like shouting into the void. With more than 2.9 billion users, it’s the biggest social gathering on the planet, but cutting through the noise to build real recognition is the hard part. This guide is built to give you a clear, actionable roadmap to increase your brand awareness on Facebook, focusing on practical steps that get real results.

First Things First: Nail Your Facebook Page Setup

Your Facebook Page is your brand’s digital storefront. Before you spend a dollar on ads or an hour on content, you need to make sure your page looks professional, is easy to understand, and gives visitors a reason to stick around. A sloppy page tells potential followers that you don’t care, so why should they?

Optimize Your Profile and Cover Photo

These are the first two things anyone sees. Make them count.

• Profile Picture: Use a high-resolution logo. For personal brands, a clear, professional headshot works best. This image appears everywhere - in comments, in the news feed, and on your page. It needs to be instantly recognizable, even as a tiny icon.
• Cover Photo/Video: This is prime real estate. Use a cover photo or video that tells your brand’s story. It could be a shot of your product in action, a picture of your team, or a graphic announcing a new campaign. A cover video is even better, as motion grabs attention immediately. Make sure it’s mobile-optimized, as most users will see it on their phones.

Fill Out Your "About" Section Completely

The "About" section is where you seal the deal for curious visitors. It’s also searchable on Facebook and Google, so don’t skip it. Clearly state what your brand does, who you serve, and what makes you different. Include your website link, business hours (if applicable), and contact information. Your page should answer a visitor's basic questions without making them hunt for information.

Use a Pinned Post to Your Advantage

A pinned post sticks to the top of your feed and is the first post visitors will see. Use it strategically. Pin your most important message, your best-performing piece of content, a current promotion, or an introductory video about your brand. Change it up every few weeks to keep it fresh.

Create Content That Connects (and Gets Shared)

Content is the engine of brand awareness. Good content stops the scroll, earns engagement, and gets shared, putting your brand in front of new audiences for free. The goal isn't just to talk about yourself, it's to create posts that are genuinely useful, entertaining, or interesting to your target audience.

The 80/20 Rule of Content

A common mistake brands make is constantly promoting their products or services. Your audience will tune that out fast. Follow the 80/20 rule: 80% of your content should provide value (educate, entertain, inspire), and only 20% should be promotional. When people see that you consistently offer value, they’ll pay attention when you finally ask for the sale.

• Educate: Share tips, how-to guides, and industry insights. A local coffee shop could share different brewing methods. A software company could post productivity hacks.
• Entertain: Use memes (if on-brand), behind-the-scenes glimpses, or funny videos. People love content that makes them smile.
• Inspire: Share success stories, customer testimonials, or motivational quotes related to your niche.

Embrace All Forms of Video

Video reigns supreme on Facebook. The algorithm favors it, and users prefer it. If you're serious about growing awareness, video needs to be a central part of your strategy.

• Facebook Reels: Short-form video is a massive awareness driver. Reels are shown to people who don't already follow you, making them perfect for reaching new audiences. Create quick tutorials, highlight product features, or jump on trending audio to show your brand's personality.
• Facebook Live: Going live creates a real-time connection with your audience. Host Q&A sessions, interview an expert, give a tour of your office, or unbox a new product. Live videos get high engagement and notify your followers when you start, pulling them right in.
• Standard Video: For storytelling and more in-depth topics, professionally produced videos are fantastic. Think customer testimonials, brand stories, or detailed tutorials. Remember to add captions, as most users watch videos without sound.

Encourage and Showcase User-Generated Content (UGC)

User-generated content is marketing gold. When customers post about your brand, it acts as a powerful, authentic endorsement. Encourage your followers to share photos or videos of them using your product.

How to get UGC:

• Run a contest where users submit a photo or video to enter.
• Create a branded hashtag and encourage people to use it.
• Simply ask! Prompt your audience to "Show us how you use [your product]!"

Always ask for permission before re-sharing someone’s content on your page, and give them credit by tagging them. This shows appreciation and encourages others to share, too.

Build and Participate in Communities

Brand awareness grows through connection, not just broadcasting. Turn your page into a community hub and branch out to related communities to find your people.

Launch a Facebook Group

A Facebook Group allows you to build a dedicated community around a topic related to your brand. Unlike a Page, a Group is a two-way conversation. It’s a place for your most passionate fans to connect with each other and with you.

For example, a fitness apparel brand could start a group focused on home workouts and healthy recipes. You get to interact directly with your target audience, understand their pain points, and build deep brand loyalty. Your Group becomes a source of valuable feedback and a place where you can nurture fans into brand advocates.

Collaborate with Other Pages and Influencers

Partnering with other pages or creators lets you tap into their already-established audience. Look for non-competing brands that serve a similar audience or micro-influencers whose followers trust their recommendations.

• Do a joint giveaway where people have to follow both pages to enter.
• Go live together to discuss a topic relevant to both your audiences.
• Pay an influencer to create authentic content featuring your product.

These collaborations provide third-party validation and introduce your brand to new, relevant people in a way that feels organic.

Amplify Your Reach with Facebook Ads

While organic strategies are essential for building trust, Facebook's pay-to-play nature means that a smart ad strategy is needed to accelerate awareness. You don’t need a massive budget, but you do need a focused approach.

Use a Brand Awareness Campaign Objective

When setting up an ad in Facebook Ads Manager, your first step is choosing an objective. To get your name out there, use either the "Brand Awareness" or "Reach" objective. Facebook will then optimize your ad to show it to the maximum number of people in your target audience for the lowest cost.

• Brand Awareness: Shows your ad to people who are most likely to remember it.
• Reach: Shows your ad to as many unique people as possible.

Target the Right People

The beauty of Facebook Ads is the granular targeting. Don't waste money showing your ads to people who will never be interested. Three types of audiences are particularly effective for building awareness:

1. Interest-Based Audiences: Target users based on the pages they like, the hobbies they’ve listed, and other interests. If you sell hiking gear, you can target people interested in hiking, camping, and outdoor brands.
2. Custom Audiences: Upload your customer email list or create an audience of people who have visited your website. This is a great way to re-engage people who are already familiar with your brand.
3. Lookalike Audiences: This is arguably the most powerful tool. You can ask Facebook to build a new audience of people who "look like" your best customers (based on your custom audience). This lets you find thousands of new, highly relevant people who have never heard of you.

Run your ads with compelling video content or a high-quality graphic that tells new users exactly what you're about at a glance.

Consistency is Everything

All these strategies only work if you commit to them over the long term. Building brand awareness doesn't happen overnight. It happens through hundreds of small touchpoints over time.

• Maintain a Consistent Schedule: Find a posting schedule that is sustainable for you. Whether you post three times a week or once a day, sticking to a rhythm keeps your brand top-of-mind. Sporadic posting tells the algorithm and your audience that you’re unreliable.
• Keep Your Branding Consistent: Use the same brand voice, colors, and visual style across all of your posts. When someone is scrolling their feed, they should be able to recognize your content instantly, even before they see your name. This brand recognition is the entire point of an awareness strategy.

Find your process, stick with it, and track what’s working. Over time, you’ll see your follower count, engagement, and most importantly, brand recognition steadily grow.

Final Thoughts

Building brand awareness on Facebook is a marathon, not a sprint. It’s achieved through a steady, thoughtful combination of optimized content, genuine community engagement, and strategic amplification. Focus on providing value and being consistent, and you'll transform your Page from just another profile into a recognized and respected brand.

We know how challenging it can be to stay consistent, especially when managing multiple social platforms at once. That's why we built Postbase from the ground up to make this process easier. With a clean, visual calendar, you can plan your Facebook content alongside your Instagram Reels, TikToks, and more, all in one place - helping you maintain that all-important consistency without the headache of spreadsheets or cumbersome, outdated tools.