Content related to your business, but not specific about YOUR business.
As an example, a real estate agent would post about the local real estate market, about what’s happening around town and other things that homeowners and home buyers would want to know. An insurance agency would post information related to driving laws, safe driving and protecting homes.
Facebook claims those type of posts were more successful than content specifically about the business.
You can read more about the study on Facebook Studio’s website.