Where to Place Links in Facebook Posts for Greater Engagement: In the Captions or in the Comments? [Infographic]

Elena Cucu November 17, 2021

Placing links in the first comment of Facebook posts instead of inserting them directly in the caption to gain greater engagement, it’s a practice that started to create a lot of fuzz over the internet in the last couple of years.

Especially adopted by personal pages, it is a strategy that has proven nor successful or futile in the eyes of the online majority.

However, if we jump on the other side of the fence and take a look at how business pages use links and their placements, we’ll notice that only 0,24% of brands have the habit of inserting a link in the first Facebook comment, rather than straight into the caption.

As for the long lingering question of how does link insertions affect the Facebook engagement rate, well, truth be told, there’s a catch that every marketer must know when creating a social media content calendar.

According to a Facebook study realized by Socialinsider, adding a link to a Facebook post reduces the engagement potential by half.

The explanation is quite simple: the objective of Facebook posts that have link insertions is to direct the viewers to another website. And since every social media platform’s purpose is to retain the users in the feed longer, posts that minimize the time spent there – aka posts with links are somehow penalized in terms of engagement.

Now, all this lesson about engagement would not be complete without also mentioning what the best performing Facebook post type is, that marketers should integrate into their Facebook strategy more often.

So, did you know that albums are the most engaging type of post on Facebook?

The full report covers a range of additional elements and considerations, but the topline results are summarized in the infographic below.

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