Here’s how libraries are trying to adapt their Facebook strategy, prioritize valuable content, and reach their communities without relying on external links.
Some library marketers recently opened Facebook and found an unwelcome surprise message: Meta will now let them publish only two posts with external links each month unless they pay for a Meta One subscription.
The restriction isn’t affecting every Facebook Page yet. But reports indicate that Meta has expanded a test it began in December 2025, and more Page managers are encountering the limit following the launch of Meta One for Business. You can read the reporting from Social Media Today.
For libraries, this is more than an annoying platform adjustment. We use links to help people register for programs, find books, access databases, get library cards, locate community resources, and take action on advocacy issues.
So, I asked library marketers how they are responding. Their answers show that there is no perfect workaround. But libraries are already testing new approaches, adjusting workflows, and reconsidering the role Facebook plays in their marketing.
Strategy #1: Moving links into the bio
The most common immediate response is to direct followers to a collection of links in the Facebook Page bio.
Robin Johnsen, who is Webmaster and Technology Marketing Specialist at Lake County Public Library in Indiana, said their library added its Linktree link to its bio and plans to use “link in bio” language in new posts.
But she is not convinced that this will produce the same results.
“We’re not particularly satisfied with this approach,” says Robin. “We know from Instagram that people don’t really like going to a link in the bio and those links aren’t going to get a lot of traffic.”
Robin is especially concerned about the extra step required of users.
“We’re going to get less traffic to our resources and events. People just don’t like being redirected elsewhere to click something else. If it’s not as convenient as possible, they bounce.”
Robin Johnsen
That concern is particularly relevant for any library that is trying to get people to do something more consequential than simply read a post. Robin pointed to a recent advocacy campaign about the Federal Communications Commission’s comment period surrounding eRate. The campaign depended on the library’s ability to connect people directly with the resources they needed.
Ashley Littleton is also moving toward a “link in bio” model in her role as Programming and Outreach Coordinator at the Charles County Public Library in Maryland.
Ashley decided to standardize the library’s Facebook and Instagram links and is using Linktree to highlight campaigns, programs, and other priorities.
She is also creating a one-page guide to help the social media team use this approach consistently.
It reads, in part, “Routine posts should use the links in our bio. To keep CCPL’s Facebook and Instagram posts consistent and make it easy for patrons to find information, do not include direct URLs in social media posts. Instead, direct patrons to the appropriate permanent link in the CCPL bio.”
Her guide gives staff specific calls to action based on the type of post:
- Program promotions send people to the events calendar.
- Materials lead to the catalog.
- Service and digital-resource posts point people toward the library website.
The guide also makes an important distinction: Not every social media post needs a link. Staff spotlights, displays, celebrations, behind-the-scenes content, reading recommendations, and entertaining posts can stand on their own.
Strategy #2: Creating a permanent Facebook link post
Heather Baker, Public Relations and Marketing Manager at Troy-Miami County Public Library in Ohio, is taking a slightly different approach. She created a post called “Need a Library Link?” and pinned it to the top of the library’s Facebook Page.
“I figured it would be an ongoing list,” says Heather. “Interestingly enough, there was no limit to the number of ‘links’ I could put in the post.”
I thought this was a great approach, and I’ve asked my social media specialist to do the same. We’ll be monitoring our metrics to see if it works.
Heather says her library’s Facebook Pages were restricted while it was promoting a large Dolly Parton-themed event. She used the free month of Meta One to get through that immediate campaign and then canceled the subscription.
Going forward, she plans to reserve links for priorities.
“My plan is to be strategic about using the registration links in my events. I added those to my post instead of the website links, since they don’t appear to be limited yet. I also added links to more of my website pages to my bio on my Facebook main page.”
Heather Baker
This approach gives followers a consistent place to look for frequently requested destinations without requiring each individual post to contain a link.
Strategy #3: Testing action buttons and links in comments
Veronica Potenza, who is Head of Technology and Reference at Wyckoff Free Library in New Jersey, is exploring several options. Her library is adding Linktree to its “About” section, but she is also investigating Facebook’s Page action button.
“You can only have one at a time for a page, but it can be changed any time,” she explains. “It could be to send a message or set as a direct link to a site. However, depending on what you set the action to be, it can’t always be ‘applied’ to a post. I still have to look into it some more.”
She has also seen libraries place links in a comment rather than in the original post. But the results are inconsistent.
“A few people suggested adding links in a comment on the post, which seems to be working for now, but one commenter said they got cut off from doing it,” adds Veronica.
I heard from other libraries who also said they were blocked from adding links in a post comment. The application of that rule appears to be inconsistent.
So, links in comments may be worth testing. But libraries should not build their entire strategy around a workaround that Meta could restrict or that may already work differently from one Page to another.
Strategy #4: Looking at third-party scheduling tools
Third-party scheduling tools are another possible workaround, but they raise their own questions.
Robin Johnsen said she had seen reports that scheduling tools allowed some libraries to continue posting links.
“We have a pro Canva account that includes this service, but have discovered it does not allow for the inclusion of alt text in scheduled posts,” says Robin. “So it’s back to the drawing board on that one since it doesn’t meet our accessibility standards.”
Ashley Littleton said her team relies heavily on Buffer. However, when she responded, Buffer was still determining how the Facebook change would affect its platform.
Paying may not be an option for most libraries
The obvious question is whether libraries should simply pay for Meta One. That decision may be more complicated than its cost.
Robin Johnsen said government entities are listed as ineligible for Meta One, which means her library cannot purchase the subscription even if it wants to. She is working to have the library recognized as a government organization on Facebook and is also pursuing official nonprofit recognition on the platform in hopes of receiving better customer support.
“Theoretically, if we are recognized on Facebook as a government org, the link restriction could be lifted,” says Robin. “However, I’ve had no luck convincing Facebook that we are one, so I have a support ticket in about that.”
Rethinking Facebook’s role
The most important response may not be a technical workaround at all.
Robin Johnsen said her library will run tests and may eventually explain the change publicly, ask patrons how they prefer to receive resources, and shift more attention to other platforms.
“Facebook will become a much less effective platform for us,” says Robin. “After I run a few tests, depending on the results, we will likely make a public post explaining to our patrons why our posting has changed and asking if they have any feedback on a better way to get them the resources they’re accustomed to.”
“Of course, we’re also looking into shifting our focus to other social media sites. I hear LinkedIn is hopping.”
Ashley Littleton views the restriction as another example of a platform creating inconvenience and then charging organizations to remove it. But she said the lack of communication was the most frustrating part:
“I’m not even surprised or irritated by the change. I feel like this is just the subscription model streaming services use, where intentional inconvenience becomes a revenue stream. But their absolute lack of transparency and communication is what really annoys me.”
Ashley Littleton
So now what?
None of these approaches is a guaranteed solution. Meta’s restrictions may continue to change, and libraries are reporting different experiences across Pages and publishing tools.
For now, the best response may be to test carefully, document what happens, monitor referral traffic, and avoid building a new strategy around a loophole that could disappear tomorrow.
In my next post, which I’ll publish on Monday, Oct. 12, I’ll share seven practical steps library marketers can take to prioritize essential links, build stronger posts without them, and reduce their dependence on platforms they do not control.
Want more help?
The “Grandma Hobby” Trend Is a HUGE Opportunity for Libraries!
Subscribe to this blog, and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:
Leave a comment