Facebook wants marketers on the social network to make offers it can’t refuse, so it published a list of guidelines.

Offers debuted this week as a replacement for check-in deals, which are being phased out.

Here are the key points from the Facebook offers guide:

  • Offers can be created free of charge by brands, and Facebook users receive emails they can use to redeem the offers at the brand’s physical locations.
  • To create an offer, go to the sharing tool at the top of the timeline for the page, click offer, add a headline, set an expiration date, upload a small photo, outline the terms and conditions, and click post.
  • Offers can only be created by Facebook managed advertising clients.
  • The number of Facebook users who have claimed each offer is available under its expiration date.

Facebook also offered tips for how brands can create successful offers:

  • Make discounts substantial: The social network recommended discounts of at least 20 percent off regular prices and suggested free goods or services, if applicable.
  • Keep it simple: Clearly outline terms and conditions, and don’t expect Facebook users to perform unusual activities.
  • Use an engaging image: Facebook said photos of people using a product inspire more engagement than photos of just the product, and especially more than a logo.
  • Set a reasonable expiry date: Give Facebook users time to discover and claim offers, as well as to share them with friends.
  • Promote your offer: Use sponsored stories and pin offers to the top of the page.
  • Train your staff: Make sure your employees know the terms of your offer and how to help people redeem.