What words should you avoid on Facebook?

What words and phrases should you avoid on Facebook to ensure your content is effective, compliant, and well-received? Avoiding certain language can significantly improve your reach and prevent issues with platform policies, especially when it comes to advertising or public-facing content.

Generally, steer clear of overly personal or direct address, misleading claims, offensive language, and content that violates platform guidelines. Poor grammar and excessive formatting can also negatively impact your presence.

Words and Phrases to Avoid on Facebook

To maintain a professional image, comply with community standards, and optimize for the platform's algorithms, it's crucial to be mindful of the language you use. Here's a breakdown of words and types of phrases to avoid:

1. Overly Personal or Direct Address

Using highly specific or direct personal identifiers can sometimes trigger flags, particularly in advertising.

• First Names, "You," or "Yours": While conversational, overly direct addressing in ads can sometimes be misinterpreted as targeting specific individuals based on sensitive attributes, or as overly intrusive. For example, instead of "Are you struggling with debt?", consider "Are individuals struggling with debt?". This helps avoid implying knowledge of a user's personal situation.

2. Misleading or Prohibited Content

Certain types of claims and topics are strictly regulated or forbidden due to their deceptive nature or potential for harm.

• "Get Rich Quick" Schemes: Phrases that promise unrealistic financial gains with little effort are often flagged. Examples include:
  • "Make thousands overnight!"
  • "Guaranteed income with no work!"
  • "Quit your job in 30 days!"
  • These violate policies against deceptive financial products or services.
• Criminal Records: Any content related to current or past criminal records, illegal activities, or promoting such behavior is strictly prohibited. This includes specific terms or phrases that directly reference arrests, convictions, or illegal acts.

3. Sensitive or Controversial Subject Matter

Facebook aims to create a safe and inclusive environment, and content touching upon sensitive topics in a discriminatory or exploitative way is often restricted.

• Sensitive Topics: Avoid language that could be seen as discriminatory or targeting individuals based on protected characteristics. This includes words or phrases relating to:
  • Race or ethnic origin
  • Religious beliefs
  • Sexual orientation
  • Political affiliation
  • Health conditions (e.g., specific diseases, weight issues, disabilities)
  • Financial status (e.g., "Are you bankrupt?")
  • These topics are particularly sensitive and require careful wording to avoid violating Facebook's advertising policies on discrimination and sensitive content.

4. Offensive and Inappropriate Language

Profanity and vulgar language are generally not tolerated and can lead to content removal or account restrictions.

• Profanity: Swear words, derogatory terms, and other offensive language are against community standards. Even if used casually, they can negatively impact your content's reach and perception.

5. Excessive Formatting and Poor Grammar

While not strictly "words," how you present your text is just as important as the words themselves.

• Overuse of Caps Lock and Exclamation Points: Using ALL CAPS or multiple exclamation points (e.g., "BUY NOW!!!") can make your content appear spammy, aggressive, or unprofessional. It's often associated with low-quality content and can lead to reduced visibility.
• Incorrect Grammar and Spelling: Frequent grammatical errors or misspellings can detract from your credibility, make your message unclear, and suggest a lack of professionalism. Algorithms may also interpret poorly written content as lower quality.

6. Platform Mentions

Be cautious when directly mentioning "Facebook" or "Instagram" in your content, especially in advertisements.

• "Facebook" or "Instagram": Using these platform names in certain contexts, particularly in ad copy, can violate trademark guidelines or suggest an endorsement that doesn't exist. Always refer to their brand guidelines if you need to mention them. For instance, you should use "Facebook" as a proper noun, not "facebook", and generally avoid suggesting that the platform endorses your product or service.

Summary of Words and Phrases to Avoid

By being mindful of these words and phrases, you can create more effective, compliant, and engaging content for your audience on Facebook.