Meta Recommends New Strategy for Facebook Page Link Sharing

Meta is now officially suggesting that Facebook Page managers should consider posting links in post comments rather than within the main post content, marking a significant shift in effective social media marketing strategies and practices.

Understanding Algorithm Preferences

Meta's Professional Dashboard insights now explicitly indicate that posts containing direct links see reduced performance compared to link-free content. This aligns with Meta's latest "Widely Viewed Content Report," which shows that 97.3% of all Facebook post views in the U.S. go to updates without external links.

Social media managers have discovered a potential workaround – adding the URL to generate a preview, then deleting the actual link text from the post while maintaining the preview image. However, this technique's long-term effectiveness remains unclear. For businesses looking to maximize their reach, implementing proven strategies to enhance social media engagement becomes crucial.

Strategic Implications for Businesses

The new guidance presents both challenges and opportunities for social media marketers:

• Content scheduling becomes more complex since first comments cannot be pre-scheduled
• Posts with images but no direct links appear to receive better algorithmic treatment
• Video content continues to gain preferential treatment in Facebook's feed

Enhanced Content Strategy

To maximize engagement and reach, businesses should focus on creating compelling visual content while strategically placing links. This approach can help maintain strong customer engagement and increased conversion rates.

Impact on Publishing Strategy

While Meta has recently expressed support for "free expression" and improved link sharing on its Threads platform, Facebook's algorithm still appears to deprioritize external links. This creates a strategic dilemma for publishers and businesses relying on social media traffic.

For more information about Meta's algorithm changes and their impact on businesses, visit Meta's Business Help Center.

Reference: This report is based on findings shared by multiple users, including @cmcalgary on Threads, and verified through Social Media Today's own Facebook Page analytics.