We know without doubt that links posted from Facebook page are severely penalised.
The data tells us this over and over.
Just recently, I was asked for some examples of what good content looked like on Facebook that didn’t have links. So, here they are.
Firstly, a reminder of the kind of content that works well on the platform.
But why is engagement such an important thing? Because facebook founder Mark Zuckerburg has correctedly identified the link between engagement and spending more time on his platform. You can ‘like’ a post because you feel something is broadly positive. It’s helpful, maybe. Or you express support.
Or, maybe you don’t ‘like’ but you want to give your opinion on the team’s tactics or the litter in the park when you took your children. Either way, engagement means you are spending more time on the platform.
There are many ways we can post alternative content rather than a link.
A carousel of images
Firstly, a carousel of images. This is the most engaged with content in the public sector content study. It also performs well in other studies here, here and here.
In this Tamworth Council post new cherry trees have been planted. Rather than try and drive people off to a website the council tells the story on the platform itself. Text explains the biodiversity benefits and the 150 years of Anglo Japanese relations.
The images are a stunning set of pictures which showcase the colours.
Or, here’s Lichfield District Council’s spread of pictures to show the progress in building the new leisure centre. This shows progress visually without having to add a link.
In addition, the carousel approach works well with the softer non-call to action content. Social media is supposed to be social, after all. Manchester CityCouncil have adapted the tactic of making friends with Instagram users. They spot nice pictures of Manchester taken by Manchester people and they use they with their permission for a round-up of images.
In this example, there’s a number of pics taken across the city showing the place up in a good light.
It also quotes user @thisisourmanchester:
“I love how this city wears its past with pride. It doesn’t hide the grit—it embraces it, blending heritage and modernity in a way few places can. Look closer and you’ll see history in the textures, emotion in the light, and character in the corners.”
Here’s the images:
Reels video
Of course, you’ve also got Reels video being strongly rewarded by the Facebook algorithm. It’s also a very effective way of communicating without having to add a link.
Here, Southwark Council featured an interview with a lady who remembers VE Day when she was a child.
Given that half of all time spent on Facebook is spent watching video then video needs to be a part of your Facebook strategy just as much as nice biscuits work well with a cup of tea.
Putting the link in the comment
So, what about the times when you absolutely have to put a link in?
Well, there’s two ways to tackle this. Firstly, by putting the link in the comments.
Here, Wirral Council have a consultation exercise to promote. They put the detail in the text and have an image but they also point to the link in the comments for more.
You can find this approach ten a penny across news sites who are actually quite keen to get people to click. Their approach is absolutely to tease and intrigue the reader to click the link.
Again, here with Moray Council’s piece of consultation. A nice pic, some text and link in the comments.
Another way of adding a link would be by using Facebook’s events functionality.
Here, Dudley Council’s event for the Classic Retro Car Show has a link to a page where you can buy a ticket. This sits comfortably within the information architecture of the events pages.
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I deliver training to help you make sense of the changing landscape ESSENTIAL AI FOR PUBLIC SECTOR COMMS, ESSENTIAL COMMS SKILLS BOOSTER, ESSENTIAL MEDIA RELATIONS and ESSENTIAL VIDEO SKILLS REBOOTED.
Creative commons credit: Migrant workers in East Germany, 1985 by Hayo von Reyer.
