Several users have reported that Facebook now recommends including links in the first comment of posts instead of in the post body itself. This advice was noted in the Professional Dashboard for Facebook Pages, suggesting that posts with links in the body may not perform as well. The author tested this by deleting the URL from their post while still attaching it, which resulted in no visible link but retained the link's functionality.
Meta's "Widely Viewed Content Report" indicates that 97.3% of post views in the U.S. go to updates without external links, showing a decline in exposure for link posts. This trend suggests that Meta's algorithm favors content that keeps users within the app, particularly video content.
Despite a slight increase in link post views recently, Meta's overall guidance remains that link posts are less effective. The Threads team is reportedly working to enhance link visibility, indicating a potential shift in Meta's strategy. Social media managers may need to adapt by experimenting with link placements, although including links in the first comment adds complexity since it cannot be scheduled. Further confirmation from Meta regarding performance metrics is anticipated.
