No More Click Bait! Part 2 of 2

Today we will see how the links should be shared and how does this impact a brand.

How to share links?

It is good that brands are bringing innovative content for their fans. But on majority of occasions brands were not fair in the treatment of the content. This was aggravated by the way links were shared on the timeline.

When brands looked at the kind of content doing well, conclusion was simple – photos, text posts were getting more engagement as compared to link posts. Link posts are those posts where a link is pasted in the update box and Facebook pulls the thumbnail, title, description from the URL (web page).

You may have come across brands who were sharing only text updates or photo posts as those formats were doing well. Higher reach and engagement was the mantra.

But an important aspect was getting left out – clicks to website. Any post done in this manner, was it really driving traffic to the website? No.

In fact a post which has the link, pulls thumbnails, title, description from the webpage link, gets double the clicks.

What certain brand managers overlook is that clicks are not of the same type. There are two major ones in this scenario – photo clicks and link clicks.

Photo clicks are the ones which happen when fans click only photo in the Click bait kind of post. Link clicks, which basically means clicking on the link happens very less.

This is the reason that FB will give more emphasis to those posts which have actual preview of the webpage whose URL is getting embedded. Point is that brands have to share links in this manner and not otherwise.

Think like a user before sharing any link in an unfair manner. Would you have liked it if a post shared with you led to an article which has nothing what you expected and was stated in the post in a different manner? No.

What is the impact for you?

Well if you were already following the guidelines given by FB on page posting and link posting, you have nothing to worry. But if you were not, time to relook at the whole strategy.

Analysing posts that are working and ones which are not, is a start. The posting strategy should consider the time when maximum fans are on Facebook. This will help the post get max penetration. Split testing posts should also help. Using Audience Insights is going to become more important from this aspect.

Content is king and no matter how many changes happen to FB’s algorithm, that rule is not going to change. Content should be helpful, educational or entertaining. Stop chasing the algorithm; it’s not going to get you anywhere. Invest in content otherwise.

Facebook is bound by one code – highlight the best content. Users should have an amazing experience which will lead them to spend more time on Facebook and results in more revenue.

Lesser users on Facebook means less revenue. Not a good picture right?

The content needs to be authentic and dissemination of it should be done fairly. That’s all what matters to Facebook.

Let me know if this post helped you in managing any challenges that you faced on Facebook. Will look forward to your views and comments. 🙂

(Images and content courtesy


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