[SMK] Social Media Knowledge


Facebook testing links in Stories

Having not yet found its footing the way Instagram and Snapchat has, Facebook’s Stories is bringing hyperlinks in the hopes of boosting engagement.

Testing commences

At the moment, Facebook’s Stories only boast around 150 million daily users (a third of Instagram’s reach) and the new ability to share links via Facebook Stories could be a significant game changer.

As Story features remain a sort of advertising mecca across the most popular social media platforms, Facebook has yet to translate the success of its own sister apps to its flagship.

According to Facebook, “Many people come to Facebook to share and have conversation about articles that interest them. So, we’re testing the ability to share links in Stories, just like you can on News Feed.”

Daisy-chaining to success

Since their loss in referral traffic and organic reach, following Facebook’s shift in algorithms, the platform has been looking for a new way to cover its losses.

Following the same play book of success that worked for Pages once upon a time, Facebook believes publishers could accelerate growth if given the new outlet to share links through Stories.

Pages would need to already be at a base threshold for their Stories to even have sway, but many do and the result could be more than just a bombardment of links. All Facebook can do is wait and see.

What are your thoughts on Facebook’s decrease in Pages traffic? Do you think Stories could change the marketing game around? We want to know what you think in the comments below.

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