How to Promote Research on Facebook

Sharing complex research on a platform like Facebook can feel like shouting into the wind, but it doesn't have to be. With the right strategy, you can turn dense data into engaging content that captures attention, sparks conversation, and gets your work in front of the people who need to see it. This guide gives you a step-by-step framework for translating your findings into compelling social media content that drives real impact.

Know Your Facebook Audience Inside and Out

Before you post anything, you need to understand who you’re trying to reach. Promoting academic research to fellow scientists requires a very different approach than sharing public health findings with the general population. Start by asking a few simple questions:

• Who is my primary audience? Is it other researchers, policymakers, students, industry professionals, or the general public?
• What do they already know about this topic? You can use more technical language with an expert audience, but you’ll need to simplify concepts for a lay audience.
• Why should they care? Connect your research to their world. Does it solve a problem they have, challenge a belief, or offer a new perspective on a topic they’re interested in?

You can gather this information by looking at your existing Facebook Page Insights. Navigate to your page, find the ‘Insights’ or ‘Professional Dashboard’ tab, and look at your audience demographics. See a breakdown of age, gender, location, and even peak activity times. Pay attention to which of your past posts got the most engagement - this is a direct signal of what your audience finds interesting. If you’re just starting, research similar organizations or researchers in your field to see who engages with their content.

Transform Your Research into Engaging Content Formats

A link to a PDF of a 20-page paper won't get much traction. The key here is to break down your most important findings into bite-sized, visually appealing formats. Not everyone absorbs information the same way, so creating a variety of content types is effective for reaching a wider audience.

Turn Key Stats into Striking Infographics

Our brains process images thousands of times faster than text, making visuals your most powerful tool. Pull out the most surprising or impactful statistics from your research and turn them into simple, shareable graphics.

Actionable Steps:

1. Identify the "Wow" Stat: Find that one data point that makes people stop and think. For example, instead of saying “Our study found trends in remote work,” pull out the specific: “Employees with flexible hours report a 40% drop in burnout.”
2. Use a Simple Design Tool: You don’t need to be a graphic designer. Tools like Canva or Visme have countless templates. Just plug in your stat, choose a clean font, and use your brand or institutional colors.
3. Keep It Simple: Focus on one main point per graphic. Clutter is the enemy of clarity. Use bold numbers, a clear headline, and a short source attribution (e.g., "Source: [Your Study Name], 2024").

Create Short, Digestible Videos and Reels

Video is the dominant format on Facebook. Use it to briefly explain your research in a more personal and dynamic way. You don’t need a professional production studio, your smartphone is more than enough.

Content Ideas for Video:

• The "One-Minute Finding" Video: Record a short, 60-second clip where you (or a colleague) explain the single most important takeaway from your research. Speak directly to the camera in plain language, as if explaining it to a friend.
• Animated Explainer: Use tools like Powtoon or even the animation features in presentation software to create a simple animated video that walks viewers through a key concept or process.
• Behind-the-Scenes Reel: Show a quick tour of your lab, your research setup, or a time-lapse of your team at work. This humanizes your research and builds a connection with your audience.

Use Carousel Posts to Tell a Story

Carousel posts, which allow users to swipe through a series of images or videos, are perfect for storytelling. They break down a complex topic into a narrative with a beginning, middle, and end, encouraging users to engage and swipe to see what's next.

Example Carousel Structure:

• Slide 1: The Hook. A bold question or a surprising statement that makes people want to know more. (e.g., “Is a 4-day work week really better?”)
• Slides 2-4: Key Findings. Dedicate one slide to each key finding, using a clear visual and minimal text. (e.g., Slide 2: “Finding 1: Productivity Jumps 20%.” with a simple graph.)
• Slide 5: The Conclusion/Implication. What does this all mean? Summarize the main takeaway. (e.g., “Shorter weeks mean happier, more efficient teams.”)
• Slide 6: The Call to Action. Invite people to learn more. (e.g., “Read the full study. Link in bio!”)

Construct the Perfect Facebook Post Every Time

The content format is only half the battle. How you frame it in the Facebook post is what convinces people to stop scrolling and pay attention. Follow this framework for every post promoting your research.

1. Start with a Strong Hook

You have about three seconds to grab someone's attention. Don't start with academic jargon. Lead with a relatable problem, a shocking statistic, or a thought-provoking question.

• Weak Hook: "A new study investigated the psychological impacts of urban green spaces..."
• Strong Hook: "Did you know spending just 20 minutes in a park can reduce stress hormones by over 20%? Here’s what our latest research found."

2. Summarize the "So What?"

After the hook, briefly explain why this research matters in a few sentences. Avoid getting bogged down in methodologies or literature reviews. Focus on the core takeaway and its real-world implications.

3. Always Include a Call to Action (CTA)

Tell your audience exactly what you want them to do next. Your CTA directs their engagement and helps you achieve your promotional goals.

• "What are your thoughts on this? Let us know in the comments!" (To generate discussion)
• "Read our full paper for a deeper look at the findings. [Link]" (To drive traffic)
• "Share this with someone who needs to see it." (To increase reach)
• "Follow us for more insights from our ongoing research." (To build an audience)

4. Add Relevant Hashtags

Hashtags help people interested in your topic discover your content. Use a mix of broad and niche tags. For a study on mental health in remote workers, you might use:

• Broad: #MentalHealth, #FutureOfWork, #WorkFromHome
• Niche: #RemoteWorkLife, #MentalHealthAtWork, #CorporateWellness

Leverage Facebook's Built-In Tools

Beyond standard News Feed posts, Facebook offers several features that are perfect for gaining visibility and connecting directly with interested communities.

Engage in Relevant Facebook Groups

Facebook Groups are communities built around shared interests. Find and join groups related to your field of study. Don’t just drop a link and run - that's spam. Instead, participate authentically. Answer questions, offer your expertise, and then, when relevant, share your research as a valuable resource that adds to the conversation. Framing it as, "This question comes up a lot here, so I wanted to share a recent study we did on this very topic," is much more effective.

Go Live to Discuss Your Findings

A Facebook Live session is a fantastic way to engage with your audience in real-time. Schedule a Q&A session where you briefly present your findings and then open it up for questions. Announce the Live event a few days in advance so people can put it on their calendars. The interactive format feels personal and allows you to clarify nuances that can get lost in a short post.

Amplify Your Best-Performing Content with Facebook Ads

If you have a budget, however small, putting it behind your research promotion can dramatically increase its reach. You don't need to spend thousands. Even $20-$50 can get your most compelling piece of content in front of a highly specific audience.

Using Facebook Ads Manager, you can target users based on:

• Demographics: Age, gender, location, language.
• Interests: Pages they’ve liked and topics they follow (e.g., “clinical psychology,” “environmental science”).
• Behaviors: Job titles or industries (e.g., target policymakers or HR professionals).

Run a small traffic campaign to your best-performing post (the infographic or video that got the most organic engagement). This approach uses data to invest wisely, ensuring you’re promoting content that already resonates with people.

Final Thoughts

Promoting research on a platform like Facebook is a multi-step process of translation and engagement. It’s about transforming valuable, complex insights into accessible, shareable content that connects to people's daily lives. By understanding your audience, diversifying your content formats, and using the platform’s features strategically, you can break through the noise and give your work the audience it deserves.

Once you’ve got a handle on creating different content formats, planning it all out becomes the next challenge. We built Postbase to streamline this entire workflow. With our visual content calendar, you can map out and schedule all your promotional content - infographics, videos, carousels, and links - across multiple platforms from one place. It helps you stay consistent without feeling overwhelmed, giving you a clear view of your entire research promotion strategy at a glance.