Big Changes For Those Who Use Facebook for Their Business
Recent changes will affect how your business uses Facebook. If it hasn’t already affected you, it soon will as the updates roll out. Here’s what’s happening:
The Two-Link Maximum
The biggest development in the last few weeks is that Meta is limiting how many posts containing external links Facebook Business Pages can publish without a paid subscription. The restriction started rolling out at the end of last year, but it has really expanded recently, hitting small businesses, not-for-profits, and content creators.
If you have been sharing links to blog posts, event announcements, or YouTube videos, you should know that Facebook business pages and Professional Mode profiles will be limited to only two external links per month. If you post a third link, Meta will block it.
Because Meta is still expanding these changes, the rules are not consistent yet. Some pages may still be getting unlimited links. Others are able to post extra links in the comments or within Facebook groups. But others have been restricted in all places and have already used up their two links before the month is half over.
Yes, you can pay to post more links, but the price is pretty steep. Meta’s standard plan starts at $14.99, but the plans that include additional external links start at $49.99 per month. For $49.99, you can post up to 8 external links. Upgrade to $149 per month, and you can post 20. Want unlimited links like you used to have? That’ll cost you a whopping $499 every month!
Options to Consider
Since Meta’s goal seems to be keeping people from leaving the platform, if you want to continue using Facebook for your business, you’ll want to use more of Meta’s tools when creating content.
For instance, make product slideshows on Meta’s Photo Carousel or short videos on Reels instead of linking back to your catalog. Create a Facebook Event for your not-for-profit so you can share that link. The Link Sticker built into Facebook Stories also works for now, so create more Stories rather than Posts. And if you do post, rely on just images or text, without links.
Direct Messaging is also an option to explore. There are several ways to engage with your audience directly or through comment-to-DM automations in which readers post a comment with your trigger word, and they are automatically sent a specific link.
All of this is going to require a bit of upfront research and extra ongoing effort. People are wondering if it’s worth keeping their business or not-for-profit on Facebook. Take a good look at your marketing data before deciding to stay or go. Facebook is still a viable channel for many organizations, but it may no longer be right for yours.
If your head is spinning, it may make more sense for you to hand your marketing over to a pro. Sprocket Digital Marketing can help you get the biggest bang for your budget. Contact us today to learn more.
Photo by Erik Mclean
Kate Gingold
I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.
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I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.
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