Some earth shattering data was quietly posted by Facebook which confirms what many had been experiencing.
Facebook has now choked off entirely organic Facebook page content with a link. Exactly 0.0 per cent of people’s timelines are Facebook page posts with a link.
That’s an astounding figure released by the Facebook’s Transparency centre for the third quarter of 2023.
The table is here:
The table shows that posting to Facebook with a link in the post itself is practically pointless.
This has been the cornerstone of content strategy for more than a decade for many people. It needs re-thinking.
There is an argument that these figures are US. Facebook don’t release a similar breakdown for the UK and the broad trend won’t be a million miles away.
So, with that in mind, here’s some ideas to navigate away from the post and link tactic.
Facebook ads
If something is important then is it worth £100 to communicate it?
Sometimes, this is a yes and sometimes a no. If there’s a value in getting people to sign-up or do that call to action then Facebook ads need to be part of your strategy.
Better organic content
Do better with what you post.
Good organic content is video then its pictures then its text. It’s also most importantly of interest to the audience.
Tell the story on the page
That thing you want people to know, tell it on the page. This is no longer about driving traffic to your website. Facebook wants its audience to stay. It doesn’t want them to go to a website. That’s basic commercial sense.
Put the link in the comments or create an event
If you absolutely have to add a link add it to the comments or if you’ve got tickets to shift add the link to a Facebook event. Here. Facebook actually gives you leeway to add a link where people can sort a ticket. Use it.
Maybe Facebook is not the channel
There’s no reason why it has to be Facebook if the route no longer works. Maybe its an email list, TikTok, Instagram, a poster or a piece of print. Think about other routes.
No matter what you post you need to think about it. There’s been more change in the last 12-months than across the last 12-years with social media.
Think about your content. I deliver ESSENTIAL COMMS SKILLS BOOSTER workshops to show you how to post better content. I deliver ESSENTIAL VIDEO SKILLS REBOOTED and ESSENTIAL TIKTOK & REELS workshops. I also run SOCIAL MEDIA REVIEWS where I can help you with your strategy.