Every social media channel has its own set of tricks to help you get the most out of your experience, from hidden colors on Snapchat to customizable thumbnails on YouTube. While I still consider Twitter and LinkedIn to be the heavy hitters when it comes to finding new business, these free Facebook tools can help you maximize your reach to new and existing audiences.

1. Target Your Posts: As you probably already know, not every post on a brand’s Facebook page is interesting to all of its followers. The platform has started rolling out targeting tools for individual posts, allowing you to showcase your message to a specific group of your existing Facebook fans. For example, a hotel brand offering discounted rates to college students can target fans currently enrolled in higher education without broadcasting to uninterested users.

This is a great tool for brands with large, diverse audiences, but it can diminish reach for pages with fewer fans. Be sure to have a specific audience in mind before crafting and sharing your message.

2. Manage Page Sections: With the latest company page overhaul, Facebook introduced a few new tools for customizing layout. You can now select and organize the sections appearing on the left-hand side of your page to highlight important aspects of your business.

Does your brand’s page have strong reviews that can help sway future customers? Be sure to position that section directly below your contact information. Promoting an upcoming event? Showcase it above your photos to generate excitement and interest. You can adjust these sections at any time to help direct users to the most relevant details on your page.

3. Include a Post-Video Call to Action: You wouldn’t run an ad for your destination without an email address to contact or website to visit would you? So why post a video without a call to action? Now that most Facebook users have learned how to turn off autoplay, the ones watching your videos are likely genuinely interested in your brand. Keep them engaged with a strong calls to action like “Watch more” with a link back to your YouTube channel, or “Book Now” and a link to your destination’s reservations page.

The features available through Facebook are often some of the most useful – and underutilized. While Facebook advertising will help you spread your message even further, these free Facebook tools are a great start for optimizing your reach to existing audiences. Looking to make an impact on social media? Drop us a line.