Introduction

This document outlines the increasingly popular strategy of placing external links in the comments section of a Facebook post rather than the main post itself. This tactic leverages Facebook’s algorithmic preferences for posts that retain users on the platform, avoiding penalties for redirecting traffic off-site.

State of the Market

Social media platforms like Facebook prioritize user retention and engagement. Posts containing external links that redirect users off the platform are often penalized with reduced reach. Consequently, marketers have adapted by embedding external links in the comments section to preserve visibility while still directing traffic to external sites.

Key Players and Platforms

1. Facebook: The primary platform where this strategy is applied due to its strict content prioritization algorithm.

  1. Marketers and Content Creators: Professionals who rely on external traffic for conversions and engagement (e.g., blogs, e-commerce sites, landing pages).

  2. Engagement Optimization Tools: Tools like URL shorteners (Bitly, Rebrandly) and UTM builders to track clicks and optimize link performance.

Trends Shaping the Landscape

1. Algorithm Workarounds: Creative tactics like links in comments, carousel ads, and call-to-action (CTA) buttons have emerged to combat algorithmic penalties.

  1. Focus on Engagement: Posts with high engagement metrics (comments, shares, reactions) are prioritized, influencing marketers to write compelling copy.

  2. SEO-Like Behavior: The focus on link placement mirrors SEO strategies, where “placement” significantly affects visibility and traffic.

Practical Applications

1. Example From Screenshot: A Facebook user shared a story about a family situation, ending the post with a note to “check the comments.” In the comment section, a link was added to direct readers to an external article. This approach retained post visibility while driving traffic externally.

What Worked:

Engaging Post Copy: Created curiosity with a personal, relatable story.

Call to Action: “Check the comments” prompted users to engage further.

Link Placement in Comments: Avoided Facebook’s penalties for external links.

2. How to Replicate:

Step 1: Write an engaging, curiosity-driven post without external links.