If you haven’t already heard… Facebook has started rolling out a new policy that impacts Business Pages. This rule limits the number of external links (for example, an Amazon landing page) in the post copy to just TWO per month.
In order to get more clickable links, you have to sign up for the second tier of Meta’s Verified subscription, which costs $49.99 per month.
Don’t panic yet! Let’s break down what this rule actually means, how it impacts you, and what you can do to adjust your marketing strategy!
Let’s break it down
The basics: An external link refers to any link that leads the audience to a different platform. For example, a landing page on Amazon, a BookFunnel freebie, or a Universal Book Link (UBL).
Facebook has always suppressed external links, going all the way back to my first corporate job writing articles that heavily relied on Facebook marketing. Why? Because they want their users to stay on their platform. Facebook gets to play both sides of the field by also offering their audience to advertisers. All of this means that organic/non-paid-for posts are twice as hard to get picked up by the algorithm, or even shown to your own readers!
Why the change now? Money. Always money. Monthly Meta Verified subscriptions cost between $49.99/month to $599.99/month 😮 Before panicking, let’s unpack what this policy actually means (it’s not as bad as you think).
What does the new link policy apply to?
- ✅ Posts on Facebook Business Pages
- ❌ Personal Profiles
- ❌ Facebook Groups
- ❌ Ads
- ❌ Stories/Reels
Can you comment links?
- ✅ You can comment external links on your OWN posts, even on your Business Page
- ❌ Additional comments with links won’t be active, but you can still comment once
- ❌ If you comment an external link on SOMEONE ELSE’S Business Page posts, the link will likely become un-clickable
Sources: Facebook Help Center, Social Media Examiner
What I’m doing with this info:
1. Not panicking. Facebook Business Pages has been on the decline for years now for organic reach. I’ve never talked to an author who has said FB pages are their #1 source for pushing books (excluding paid-for ads). Sources say organic posts on Business Pages usually only reach about 2% of their audience. In my mind, this new policy just makes it official: if you want reach & clicks, hand your wallet over to Zuck.
2. Being proactive, not reactive. Making a business decision out of fear is never the answer. Take a moment to research the policy and weigh how much it ACTUALLY impacts your business vs. how much it FEELS like it impacts your business. Changing up content & marketing strategies is a good and healthy thing to do, regardless of policy changes. Instead of viewing this as a chokehold on your FB pages, view it as an opportunity to explore other avenues! Speaking of…
3. Experimenting with new kinds of content & work-arounds
- Notably, the 2-link policy doesn’t apply to stories or reels. This means you can still add a “URL sticker” to your story (FB or IG) and it will take people to the landing page. I’m going to lean into this, not only for FB & IG, but TikTok also. That way, I can make one asset and share it on three platforms. Alternatively, you can simply share a graphic to your story and include a link.
- Add a CTA (call-to-action) button to your Business Page (pictured above). This is a button that leads your audience to more info. This is a great place to share a link to your direct store, Amazon author page, link tree, etc. This is similar to how IG works with one clickable link in your profile. We can use the same strategy here. Instead of “Link in profile” you can say “Check out more info on my page” or “View my recent story for a link.”
- Set up Instant Replies for anyone who DMs your page (pictured above). Basically, you can set up an automated response that has external links for anyone who DMs your page. When this is set up, you can add in your post copy, “DM/message me for more info.”
The takeaway from all of this: This isn’t the end of the world. In fact, it probably won’t impact you as much as you think it will. As always, the BEST marketing strategy is your newsletter! We have complete control of the content, audience, and frequency. At Grown with Hart, we offer year-long book of the month clubs as well as free-to-join monthly BookFunnel promos!