A good post does one job for one person, and they can tell what it is within a second or two. Most weak posts fail in the same few places, which is useful, because it means you can check for them. Here are six checks. They work on any post, made with any tool.
1. Does it say one thing?
Try to describe the post in a single sentence. If you need "and" twice, it is probably two posts. A post that tries to announce an offer, explain your process and thank your customers does none of them well. If the idea really has several parts, that is what a carousel is for.
2. Can you read the headline at phone size?
This is the check people skip, because they design on a large screen. Look at the post at the size it will appear in a feed. If the headline needs a second look, make the text larger or use fewer words. Shorter almost always wins.
3. Is it clear who it is for?
"Tips for your business" is for nobody. "What to post when your café is quiet on a Tuesday" is for someone, and that person stops scrolling. You do not need to name them, but you should be able to picture them.
4. Is there anything specific in it?
Specific details are what make a post sound like you. A real price, a real dish, a real question a customer asked you last week. If a competitor could publish your post without changing a word, it is too general. Only use details that are true: an invented event or customer story costs more trust than it earns.
5. Would someone know it is yours?
Your colours and logo help, but consistency does most of the work. When your posts share a look, people recognise you before they read the words. It is worth settling on a template or a design of your own and sticking with it.
6. Does the reader know what to do next?
Not every post needs a hard sell, but it should end somewhere. Ask a question, point to the link, or say where to find you. One next step is enough.
Put it to the test
The quickest way to find out whether a post works is to let other people vote on it. That is the idea behind the PostPop community: each month, members enter a post they made and vote for the best one. If you want a design nobody else has, start with your own template.