Facebook: Posts with Shared Links Drive Higher Engagement than Those with Embedded Links!

Jan 22, 2014 | 878 views | by Navneet Kaushal
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The Product Manager of News Feed Ranking in Facebook, Chris Turitzin advised page administrators to link share posts get higher engagement than the posts with embedded links.

The Newsroom post of Facebook said,

“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:

Facebook11 Facebook: Posts with Shared Links Drive Higher Engagement than Those with Embedded Links!

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”.

Apart from this, Facebook also discussed its general goals with regard to the changes it has made in the 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".

Facebook: Posts with Shared Links Drive Higher Engagement than Those with Embedded Links!, 5.0 out of 5 based on 1 rating
1.thumbnail Facebook: Posts with Shared Links Drive Higher Engagement than Those with Embedded Links!
Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
1.thumbnail Facebook: Posts with Shared Links Drive Higher Engagement than Those with Embedded Links!
1.thumbnail Facebook: Posts with Shared Links Drive Higher Engagement than Those with Embedded Links!