You may have noticed a change in the way that people and businesses are posting external links on Facebook. Mostly you will now see those links in the comments, not in the body of the content. It’s a pet peeve of mine, particularly prevalent for recipe providers who are now either posting the entire recipe in the content or posting the external link in the comments. “See recipe in comments”. While it might seem obvious to plaster the link front and centre in your post, there’s a growing trend of strategically placing it in the comments. And for good reason. Let’s break down why this seemingly counterintuitive approach might just be your secret weapon for Facebook engagement.
The Algorithm’s Love Affair with Engagement
Facebook’s algorithm, the mysterious force that dictates what you see in your feed, thrives on engagement. Comments, likes, shares – these are the golden tickets. A post with a direct external link can often lead to a quick click-away, silencing the conversation before it even begins. Facebook wants to keep users within its ecosystem, so it often prioritises posts that encourage interaction.
Enter the Comment Link: A Conversation Starter
By placing your link in a comment, you’re essentially creating a conversation prompt. You might say something like, “Want to learn more? Check out the link in the comments!” This encourages users to engage with your post first, boosting its visibility. The comment section becomes a hub of activity, driving up those crucial engagement metrics.
The Perceived Algorithm Penalty (Real or Imagined)
Many marketers swear by the existence of an “external link penalty.” While Facebook denies outright penalising external links, there’s a strong correlation between posts with links and lower organic reach. Whether this is due to the algorithm or simply user behavior (clicking away and not engaging), the perception persists.
The “Comment Link” Workaround
By strategically placing your link in a comment, you’re potentially sidestepping this perceived penalty. You’re giving the algorithm what it wants – engagement – before directing users elsewhere. It’s a subtle dance, but it can make a big difference.
The User Experience Factor
Let’s be honest, a post crammed with a long, ugly link isn’t exactly aesthetically pleasing. A comment link, on the other hand, keeps your post clean and visually appealing, encouraging users to focus on your content.
The Call to Action Angle
A well-crafted comment link can also serve as a more natural call to action. “Let’s talk about this! Link in the comments.” It’s less salesy, more conversational.
So what is best for you?
If your goal is purely to drive traffic to a specific page and engagement isn’t a priority, a direct link might be fine. But for building community, boosting visibility, and playing the algorithm game, the comment link is a powerful tool in your Facebook marketing arsenal.
So, next time you’re about to drop a link in your post, consider the comment section. It might just be the engagement boost you’re looking for.
With a wealth of experience spanning four decades in radio and ten in digital, Cheryl Lee is co-founder of the Australian commercial radio network – Rebel Radio Network, which owns the Rebel FM Radio Network – Australia’s only true rock station and also the Breeze Radio Network – an easy listening adult contemporary network of radio stations in Queensland and New South Wales. Her leadership drives a team of specialist account managers providing strategic guidance on complete marketing services including advertising on radio, web development and digital services including SEM and SEO using Rebel Agency.
