Facebook To Page Admins: Link Share Posts Draw More Engagement Than Embedded Links

Facebook’s latest advice to page administrators focused on declining organic reach involves the way they share links.

ForbesLinkPost650Facebook’s latest advice to page administrators focused on declining organic reach involves the way they share links.

The social network said in a Newsroom post by Product Manager, News Feed Ranking Chris Turitzin that link share posts, such as the one pictured above, deliver higher engagement than posts in which links are embedded in status updates.

Facebook wrote in the Newsroom post:

Many page owners often ask what kind of content they should post. This is difficult to answer, as it depends on who your audience is and what they want to see.

Still, one thing we’ve observed is that when some pages share links on Facebook, they do so by embedding the link in the status update, like the one below:


The best way to share a link after this update will be to use a link share, so it looks like the one above. We’ve found that, as compared to sharing links by embedding in status updates, these posts get more engagement (more likes, comments, shares, and clicks), and they provide a more visual and compelling experience for people seeing them in their feeds.

In general, we recommend that you use the story type that best fits the message that you want to tell — whether that’s a status, photo, link, or video.

The social network also discussed its general goals with regard to the refinements to its News Feed algorithm:

The goal of every update to News Feed is to show people the most interesting stories at the top of their feed and display them in the best way possible. We regularly run tests to work out how to make the experience better. Through testing, we have found that when people see more text status updates on Facebook, they write more status updates themselves. In fact, in our initial test, when we showed more status updates from friends, it led to, on average, 9 million more status updates written each day. Because of this, we showed people more text status updates in their News Feed.

Over time, we noticed that this effect wasn’t true for text status updates from pages. As a result, the latest update to News Feed ranking treats text status updates from pages as a different category than text status updates from friends. We are learning that posts from pages behave differently than posts from friends, and we are working to improve our ranking algorithms so that we do a better job of differentiating between the two types. This will help us show people more content that they want to see. Page admins can expect a decrease in the distribution of their text status updates, but they may see some increases in engagement and distribution for other story types.

Page admins: What changes have you seen to your organic reach in recent weeks?

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
Publish date: January 21, 2014 https://stage.adweek.com/digital/link-share-posts-engagement/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT