earlier this month, page managers started noticing a new line of “advice” in their Facebook Professional Dashboards: “Posts with links may get less distribution. Consider adding this link in the first comment instead.”
not exactly a press release, but it’s something and it confirms what many of us in social have already noticed: link posts don’t get the same reach they used to. and now, Meta’s officially but also unofficially nudging us toward a workaround.
why does this matter? 🤷
because 97.3% of all post views on Facebook in the U.S. go to posts without external links. that means when you share a link in your caption like to your website, event, or menu Facebook’s algorithm is more likely to burry it. the platform favors content that keeps people on Facebook, not clicking away from it.
it also explains why Facebook feeds are more video-heavy than ever. Meta doesn’t want people leaving the app, so it deprioritizes anything that takes users off-platform. and now it’s offering a quiet suggestion to work around its own rules: keep the link in the comments.
and psst… this isn’t the first time we’ve been here.
if this whole “drop the link in the comments” strategy sounds familiar, that’s because it is.
years ago, when Facebook’s algorithm first started throttling link-heavy posts, many social managers used third-party tools like Buffer or Hootsuite to schedule a first comment with a link. it worked until it didn’t. thanks to API limitations and inconsistent post behavior, most tools dropped the feature or made it manual-only.
moral of the story? what works on Facebook is always changing but the need to stay flexible stays the same.
what this means for businesses (especially ours)
if you’re a sweb client, you know we’re always thinking about how to get the most out of every post. and for many of our hospitality and professional services partners, Facebook is more than just a brand tool it’s a traffic driver. whether that’s reservations, event RSVPs, catering inquiries, or campaign signups.
but if link posts are getting buried, the strategy has to evolve.
it’s not just what you say it’s how you deliver it.
takeaway: visibility isn’t a given. you have to build for it.
and building for visibility means meeting the algorithm halfway.
so here’s what’s worth trying…
- test a reel or short-form video in place of a static post. show what your audience is getting whether it’s the space, the service, or the special.
- hook early. your first 3 seconds and first line of copy need to stop the scroll.
- make the post work on its own. instead of saying “link in comments,” give value up front. the link should be a bonus, not the crutch.
- drop the link in the first comment manually especially for event or campaign content.
- watch performance over weeks, not just 24 hours. are more people clicking through? is your reach stronger? test → adjust → repeat.
the platforms won’t announce every change but if you’re paying attention, you can stay a step ahead. need help tweaking your content to stay visible? you know where to find us. 💬
