Why Facebook doesn't like external inks (And what you can do about it)
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Hi Reader, When it comes to Facebook, you may have noticed a pattern when you include external links in your posts: they don’t perform as well as other content. In fact, incorporating an external link into a Facebook post reduces engagement potential by half. Unreal. To. Keep. Us. On. Facebook. Facebook’s goal is to keep users engaged on the platform as long as possible. External links encourage users to leave, reducing the time spent scrolling and interacting with ads, which is the lifeblood of Facebook’s revenue model. Posts with links historically generate less engagement (likes, comments, and shares) compared to posts without links. And of course, less engagement signals to Facebook that the post isn’t interesting, leading to fewer impressions. Facebook isn’t alone in this. Platforms like LinkedIn and X (formerly Twitter) exhibit similar tendencies, favoring content that keeps users within their domains. Have you ever clicked an external link on a LinkedIn post and a giant warning appears? ⚠️ "BEWARE: YOU ARE ABOUT TO LEAVE THIS SITE" 🚨 as if you're in some kind of danger by clicking the link? Yup, that's another tactic platforms use to discourage leaving their space. So what do we do?Depending on many factors including your target audience, business goals, and the type of content you provide to your users, it may be worth an internal analysis to decide the extent to which Facebook should be in your rotation. BUT, there are ways to create quality content on Facebook without using an external link as a CTA (Call to Action):
Look, I get it. If you're generally frustrated with Facebook from a user perspective, you're not alone. But as a business, understanding Facebook’s motivations and adapting your strategy can help you maintain visibility and direct users to your content. With gratitude, Allie @ Twilight Social Media |
Twilight Social Media
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