Best Practices for Facebook Link Posts

If you’re sick of your Facebook posts getting buried in user Newsfeeds, then check out the two latest changes to the platform that will help you shine amidst Facebook’s ever-changing algorithms. They will help you increase organic reach and make sure your posts are visible by more people.

Links in Posts:

There are three ways to post a link into a Facebook status update. First, one can simply copy and paste the link and Facebook will immediately and automatically create a link preview (with a headline, copy preview and an image from the site). When this happens, one can either keep the link in the update or delete it (without deleting the actual link preview).

Next, a user can post the link only. This follows the same steps as before, however this time you can ‘x’ out of the preview so that only the link URL is shown in your update.

The last way to post a link is to paste the URL in the caption, and then upload a photo separately, so it will show up in your page’s photo album.

Facebook has been running tests to determine which of these three ways to share a link is favored by users. Once they discovered which type of link format their users click on most, Facebook decided to give that one better reach.

The Best Facebook Link Format to Use?

Facebook is constantly running tests to see which type of content users like the best. Once determined, Facebook gives that option better reach. The best Facebook link format to use is the first one: use text and links with a preview to get the most visibility — the default format when you put a link into a status. Note that you can upload your own photo (instead of the automatic selection pulled automatically), to make your post even more visually appealing.

Remember: When sharing a link in a status update, use a link preview. If sharing a photo, don’t include a link in the caption.

Successful Link Sharing on Facebook

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4 Tips for Better Facebook Posts

Making a Facebook page for you company is one thing. Taking care of it to encourage growth and brand awareness is a horse of a different color! In order to succeed on this mega platform, you have to use some elbow grease and a knowledge of your audience.

Here are a few tips that will put you ahead of your competitors:

  1. Use bold imagery. If you want to get your fan’s attention, use bright, colorful, striking photos. In fact, photos receive 5x more engagement than links and those featuring faces rate even higher. It’s no wonder why Facebook paid $1 billion to purchase Instagram!
  2. Keep copy short & include a CTA. About 70% of fans access Facebook via mobile, so you should be motivated to write short & concise copy. As we’ve seen many brands do, a paragraph of text simply don’t work & you’ll lose your audience before you even get their attention. Try to include a question, fill in the blank or simply request people to ‘watch’ or ‘share.’ Be sure to make it a low barrier so the customer can actually do it with ease.
  3. Figure out what works. Check out your Reach and Engagement numbers (in Facebook Analytics) to gauge what post are doing well — and which are not. After a few weeks of consistent posts, this data should help you figure out what your fans like engaging with so you can do more of that in the future!
  4. Target & boost posts. When you can (& if your audience is large enough), try targeting your post by gender, location &/or language. By doing so, you’re narrowing your target to a specific demographic, which could mean more eyes on your content (versus throwing a ‘big net’ & hoping for the best). Lastly, consider a bit of paid support via boosting posts to counter Facebook’s recent algorithm changes. Do it early — within the first 24 hours — and make sure you’re pushing posts that received high levels of engagement early.

Got a tip to add to the list? Tell us below!

— Samantha

Facebook Organic Reach Decreases, Marketers Forced to Use Paid Support

As a follow up to the recent news of Facebook changing its algorithm again, the social platform is coming clean about what it’ll take for brands to make a impact on the site. Specifically speaking, businesses will need a budget to start paying for reach.

About a year ago, agencies responsible for brand communities noticed that posts by brands were being seen less and less by fans. Even today, many of our CM friends have seen organic reach of posts has taken a nose dive on their own communities.

Facebook’s previous response? The changes to the algorithm were made to make sure only high-quality content was making it to Newsfeeds, but the amount of reach wouldn’t change. The platform made it clear that brands would not need to spend more on digital marketing to make up for the lack of reach. However this time, Facebook stated the following:

We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.

As social media marketers, we’re happy that Facebook decided to speak up, but the results are interesting. In a document titled, “Generating business results on Facebook,” an inevitable decrease in organic reach was announced, along with the idea that companies will now need to include paid support to “to maximize delivery of your message in news feed.”

No longer is acquiring fans a priority. Instead, Facebook leans toward the notion that growing a fan base should be used to make sure paid support makes an impact. The document stated:

Your brand can fully benefit from having fans when most of your ads show social context, which increases advertising effectiveness and efficiency.

With such a lack of space for brands to market, especially on the Newsfeed, the size of one’s fan base is no longer as important as it used to be. Instead, the quality of such posts, like news articles, will reign supreme. For marketers, this means coming up with a truly engaging content calendar to push materials that have the highest chance of being seen on a Newsfeed. To keep reach numbers normal, paid support is inevitable.

Tell us: What do you think of Facebook’s honesty?

— Samantha