The constraint that shapes every Facebook template
Facebook prioritises content from friends and family over content from Pages, and has for years. That is the whole context for template design here: a Page post starts at a disadvantage and has to earn its way into the feed through real interaction, not impressions.
Which means the templates that work on Facebook are the ones built to produce a comment or a share from a person, rather than a like from a scroll. A template that reads as a broadcast gets treated as one.
Four structures that earn an interaction
The local specific. Something true about your actual place, customers or week. Facebook audiences skew toward people who have some existing connection to you, and specificity is what they respond to. Generic advice performs worse here than on any other network.
The question with a low answer cost. Not an open invitation to opine, but a question someone can answer in three words while holding a coffee. The bar for replying on Facebook is higher than on X, so lower the cost.
The behind the scenes. One photo and two sentences about something ordinary. This works because it is the closest a Page post gets to looking like a friend post, which is what the feed prefers.
The genuinely useful list. Saveable, practical, no ask. Use this one to build the credit that the occasional direct ask spends.
Two things to avoid putting in a template
An external link in the post body. Links get a heavy organic reach penalty relative to text-only posts. If the link matters, the usual workaround is to put it in the first comment and say so in the post, which costs a click but keeps the reach.
Heavy text on the image, if the post might ever be boosted. Text-dense graphics are fine organically but are judged on a different bar as an advert. Building the template lighter than feels necessary keeps that option open.
Why square, and when to break it
Square at 1080 x 1080 is the safe Facebook shape because it renders the same in the feed, in a shared preview, and on a Page grid, with no surprise crop. Portrait takes more vertical space but risks a crop somewhere in that chain.
The exception is a link post, where the link card replaces your image entirely, so the design has to go in the post rather than the attachment. Worth checking before you build a template around an image that will not appear.
Facebook lets you write 63,206 characters and shows about 480
The hard cap our publisher validates a Facebook post against is 63,206 characters. The feed truncates at roughly 480 with a See More link. Those two numbers being three orders of magnitude apart is the whole reason Facebook templates fail: people write to the limit and design nothing for the fold.
Treat 480 as the real budget and the rest as optional depth for the people who tap through. Every template above puts its point before that line.