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YouTube tightens restrictions on weight and fitness content for teens in Europe and the UK
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Is Meta really listening to us?
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Google Ads Transition: Video Action Campaigns to Demand Gen in 2025
3 minutes
Even though Facebook’s reach is slightly declining in Ukraine, this social network remains one of the most popular in our country. Therefore, understanding the nuances of building reach on it is crucial, as it significantly enhances brand visibility and audience engagement. One of the key tasks is choosing the right type of post to achieve maximum reach. Another hotly debated topic is whether links in posts reduce reach.
You’ve probably seen the phrase “link in the first comment” in posts on personal pages and brand pages. It looks odd, right? Another legend from SMM specialists claims that Facebook particularly dislikes links to YouTube, reducing the reach of such posts. Let’s find out if this is true.
A few years ago, we tested these myths, but we decided to see if anything had changed in Facebook’s algorithm. So, we conducted a new study to determine whether the type of post and the presence of links to any external sites or directly to YouTube affect reach.
Posts with links indeed performed the worst. In our experiment, a post with a YouTube link showed the same results as a post with a link to another site. For comparison: posts containing only text (without links) received 3.3 times more reach on average. Thus, the myth that links in posts reduce reach is confirmed: you will lose 70% of your audience.
We also created posts with images. In one of them, we added a link to an external site in the comment. Posts with images received almost twice the reach of plain text posts. The difference between an image post and a post with a link was 5.5-6.1 times! We also checked whether links in comments reduce reach. It turned out that such links do not reduce reach. So, the next time you see a post on Facebook with the text “link in the comment,” know that the SMM specialist is doing it right.
And of course, we posted a video. Unsurprisingly, it received the most reach. The advantage of video over other formats: 1.5 times better than an image, 2.8 times better than text, and 9.4 times better than a post with a link to an external site or YouTube.
In the experiment, we did not test the type of post Live video (stream). But from previous experience, we know that streams gain reach comparable to regular videos, sometimes even surpassing them. To ensure good reach for a Live Video, it should be at least 5 minutes long.
For visualization, we took the types of posts with the worst reach as a conditional unit.
Understanding how different types of posts impact reach on Facebook is key to a successful marketing strategy. Use video content and images to achieve the best results, and don’t forget to analyze your outcomes to continually improve your strategy.
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