Your library’s video got 5,000 views. Great! But what does that actually mean?
If you’re using video on Facebook, Instagram, TikTok, YouTube, or LinkedIn, you might be surprised by what each platform considers a “view.” And that matters when you’re trying to figure out whether your library’s video marketing is actually working.
In this episode of The Library Marketing Show, I’m breaking down what those view counts really tell you and the metrics you should pay attention to if you want to know whether people are actually watching, paying attention, and taking action.
Plus, kudos go to an entire state of libraries for doing something truly extraordinary.
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
Photo courtesy of Cincinnati & Hamilton County Public Library
In my last post, I shared the news that Meta is charging some Facebook Pages to post links and what that could mean for libraries.
This week, my team and I sat down for our monthly digital library marketing statistics chat. The Facebook change came toward the end of September, and we’ve seen a slight decrease in engagement and reach. We anticipate an even bigger drop next month.
And we had to wonder: What should we do, long term, to adapt to this change?
One commenter on my last post said, “Please just stop using Meta products and X. Libraries have expertise in information science. Find a better way. Choose platforms that have the potential to enhance democratic society instead of continuing to bow down to the tech oligarchy. Teach your patrons how to stay connected. Help them make the switch.”
That certainly is an option.
For right now, my advice is:
Don’t ask: How do I get around Facebook’s link restrictions? Ask: Why am I relying on Facebook to send people somewhere else in the first place?
My library is staying for now because that’s where most of our community is.
If you’re also staying on Facebook, here are seven practical ways to prioritize your links, create content that stands on its own, and connect with your community without relying on Facebook to drive every click.
1. Don’t panic and don’t immediately buy a subscription
Current reporting indicates this is an expanding test and rollout, rather than a universal rule for every Facebook Page. Meta has previously described the restriction as a test designed to determine whether increased link-posting capability adds value for paying subscribers.
So, don’t spend $50+ a month simply because you heard Facebook is charging for links. Determine how many external links your library actually posts and how much traffic those links generate. That will give you a data-driven wya to decide how much Facebook is worth to your library. And speaking of data…
2. Look at your data before deciding what to do
Go into Google Analytics and ask:
How much traffic to our website comes from Facebook?
Which link types perform best and drive meaningful website visits?
Are those visitors registering for programs, downloading things, using databases, getting a library card, etc.?
Here’s an important fact: Link posts already are not a major part of what people see on Facebook.
Meta’s Q1 2026 Widely Viewed Content data showed that just 1.3 percent of Facebook post views in the U.S. included an external link, down from 9.8 percent in 2022.
That’s a pretty remarkable statistic. The question isn’t “How do we keep posting all our links?”
It’s: Which links are important enough to distribute on Facebook?
3. Create a link strategy
So, we only get two external links on Facebook every month. What should they be?
For my library, we’ll be focusing on the large, systemwide programs and services, like Summer Reading, Winter Checkout Challenge, Author Talks, branch renovations or reopenings, etc.
Everything else gets communicated through our other channels like email and our blog.
4. Learn to communicate your message without a link
For example:
“Need help with your genealogy research? Our librarians can help you find census records, military records, obituaries, and more. Drop a request in the comments, and we’ll tell you how to get started.”
Now, using this method does mean you’ll need to respond to comments, which can take more time and be difficult for libraries with a small or nonexistent marketing staff.
So, consider carefully whether your library can sustain that type of post.
5. Use comments strategically but don’t assume they’re a loophole
When Meta tested the restriction in 2025, TechCrunch reported that links in comments weren’t affected by the test.
But Social Media Today specifically noted in its 2025 reporting that Meta was also experimenting with restrictions around links in comments.
And I’ve heard from some libraries that say they tried the “link in comments” workaround, only to have the comment disappear!
So I wouldn’t build your entire strategy around “just put the link in the comments.”
You can test it. But don’t assume Meta won’t eventually restrict that too.
6. Push people toward channels you actually own
This is the big lesson I want you to remember.
Facebook can change the rules tomorrow. Instagram can change the rules tomorrow. TikTok can change the rules tomorrow.
Your library’s website, email list, text messaging, and physical locations are all under your control. They’re properties you own. Social media is rented land.
I’d encourage libraries to use social media to build awareness, while using owned channels to build relationships and drive action.
For example:
Facebook: “Here’s why our new cooking program is going to be fun.”
Email: “Registration is open.”
Website: Full details + registration.
In-library: Staff recommends the program.
7. Don’t abandon Facebook. Change its job
I don’t entirely agree with the commenter who is begging us to leave Facebook altogether. Your audience expects you to be there.
You can train them to go elsewhere to connect with your library in a more meaningful way. But in the meantime, I think there is still value in posting on Facebook.
It can be your:
awareness channel
storytelling channel
community conversation channel
customer-service channel
discovery channel
entertainment channel
trust-building channel
And that’s consistent with what we’re seeing from Meta’s own product direction. Meta says its Facebook AI Search experience is increasingly designed to surface answers based on what people share publicly across its apps, not simply send people somewhere else via links.
Your Facebook posts should answer questions, tell stories, show experiences, or teach something.
For example, instead of posting: “New children’s programs are available! See our website for details. [LINK]”
Try:
“Three things happening at the library this week for kids: 🐛 Monday: Storytime with bugs 🎨 Wednesday: Art Lab 🦖 Saturday: Dinosaur Day
Which one would your kid choose?”
That gives people something useful even if they never leave Facebook.
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Photo courtesy Cincinnati & Hamilton County Public Library
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 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.
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:
I had a completely different topic planned for today’s Library Marketing Show.
Then Facebook dropped some news that could have a big impact on how libraries use social media: the platform is beginning to charge some libraries to include links in their posts.
If Facebook is one of your library’s primary ways of driving people to your website, events, programs, resources, or online services, this is something you need to understand.
In this episode, I’m breaking down what’s happening, what it could mean for library marketing, and why this may be a sign that we need to rethink how much of our marketing strategy depends on social media platforms we don’t control.
I had a very different email planned for you today. I’d recorded and edited a video explaining how libraries could change a setting on Instagram to help protect photos of patrons and community members from being used by Meta’s new AI image feature.
Then Meta reversed course. (!!)
Just days after launching the feature, and following widespread criticism from users, creators, privacy advocates, and libraries, Meta announced it was removing the feature entirely.
That means the advice in the video is no longer relevant, so rather than publish outdated information, I decided to scrap the episode and give you a quick written update instead.
What happened?
Last week, Meta introduced a feature that allowed people to generate AI images by pulling images from public Instagram accounts. The feature immediately raised concerns because it relied on an opt-out model rather than asking people for permission first.
Within days, Meta announced that the feature “missed the mark” and removed it.
What does this mean for libraries?
For now, you don’t need to make the Instagram profile changes I was planning to recommend in this week’s episode because the specific feature has been withdrawn.
But I don’t think this story is over.
If there’s one lesson for library marketers, it’s this:
Social media platforms are changing rapidly, especially when it comes to AI.
Features can appear with little warning, disappear just as quickly, and affect how we manage photos of our patrons and communities.
That’s why it’s more important than ever to:
Regularly review your library’s social media privacy and account settings.
Stay informed about platform updates that could affect patron privacy.
Be prepared to adapt your social media practices as new AI features are introduced.
One encouraging takeaway
There’s another lesson here that’s worth celebrating.
Many people felt this feature crossed an important line. They spoke up, and Meta responded by removing the feature.
It’s a reminder that feedback still matters. (I am as shocked as you, but we’ll take the win!)
As library marketers, we’re often helping our communities navigate new technologies. Sometimes that means explaining new tools. Other times, it means asking thoughtful questions about privacy, consent, and trust.
This week, those questions made a difference.
I’ll keep watching this space, and if Meta or any other platform introduces similar AI features in the future, I’ll be sure to share what libraries need to know.
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
Photo courtesy of Cincinnati & Hamilton County Public Library
For years, conventional wisdom in library marketing has been clear: you need to be on Facebook because that’s where your community is.
But what if that’s no longer true?
The staff at Lucius Beebe Memorial Library in Wakefield, Massachusetts, asked themselves that question. And then did something many libraries would consider unthinkable.
They stopped using Facebook altogether.
Several months later, Library Director Catherine McDonald says the results have been surprisingly uneventful.
“After all the work that went into the decision, it didn’t have any effect other than how freeing it is to have one less thing on my plate,” says McDonald.
“I realized I had felt a constant responsibility to protect patrons and staff from harsh words and misinformation about the library and its services. People don’t behave face-to-face as they sometimes might on Facebook.”
A Long Time Coming
Lucius Beebe Memorial Library serves Wakefield, Massachusetts, a community of just under 30,000 residents located north of Boston. The library operates from a single historic building on Main Street.
The library wasn’t an early skeptic of Facebook. In fact, McDonald created the library’s first Facebook page around 2010.
At first, the platform helped the library connect with patrons and promote programs and events. Over time, the library expanded its social media presence and experimented with different content strategies.
Some of the library’s most successful posts featured unexpected moments, including a bunny rescue, removal of a hornet’s nest, and staff retirements.
But as the years passed, McDonald began questioning whether the effort was still worthwhile.
” First, we noticed that the number of followers who were Wakefield residents was about only a third of the list,” recalls McDonald.
“Social media was becoming less social and requiring more work to understand how to game the system.” It became complicated to understand who we were reaching with what information.”
McDonald also saw reports on declining reading-for-pleasure rates, online bullying, misinformation, and increasingly hostile online interactions. The platform also made it difficult for the library to control its own narrative.
“On Facebook, often people type, but don’t read,” McDonald says.
Those concerns prompted a deeper internal discussion about whether Facebook still aligned with the library’s mission.
Testing the Assumptions
One of the most common arguments for maintaining a Facebook presence is that libraries need to “meet people where they are.” McDonald wasn’t convinced that statement should go unquestioned.
Rather than relying on assumptions, the library began comparing Facebook’s effectiveness against other communication channels, including its website, newsletters, blog, and local media outlets. The library also experimented with a social media pause during Summer Reading. The response?
“I received a couple of emails thanking me,” McDonald says.
The experience reinforced what library leadership was beginning to suspect: Facebook might not be as essential as many people believed.
Making the Decision
After an influx of bots appeared on the library’s Facebook page, McDonald decided it was time. With support from the assistant director, the library stopped actively using Facebook.
Not everyone was immediately convinced. Two members of the library’s board questioned the decision, and some staff initially worried the library might be giving up an important communication tool.
“Initially, some staff thought we were missing something important,” McDonald says. “But they accepted the decision and moved on to other things.”
Interestingly, she says stakeholders have been more likely to praise the decision privately than criticize it publicly.
What Happened After Leaving Facebook?
The short answer: not much.
Program attendance remained steady.
Website usage remained strong.
The library’s newsletters and blog continued to perform well.
Community engagement did not decline.
The library still maintains an Instagram presence, which McDonald says allows staff to share photos and connect with the community without many of Facebook’s drawbacks.
In fact, one unexpected benefit involved customer service. When the library was active on Facebook, patrons expected staff to monitor comments and answer questions in real time. During weather closures, for example, patrons would ask questions such as, “Are you open tomorrow?” and expect a response.
Without dedicated staff monitoring the platform, those inquiries often went unanswered. Now there is no confusion about where patrons should go for timely information.
“The expectation is that the place to learn immediate information about the library is the website or the Town website,” McDonald says.
The library also works closely with Wakefield’s communications manager to ensure important messages reach the community.
The Real Benefit
While the library didn’t experience dramatic gains after leaving Facebook, McDonald says the biggest benefit was psychological. For years, she felt responsible for moderating misinformation, managing negative comments, and protecting both patrons and staff from hostile online interactions.
That burden disappeared.
“I realized I had felt a constant responsibility to protect patrons and staff from harsh words and misinformation about the library and its services,” she says.
The experience also eliminated ongoing questions about moderation policies, comment removal, and blocking users, areas where McDonald says she often received conflicting legal advice.
Advice for Other Libraries
McDonald acknowledges that many libraries continue to find value in the platform and use it successfully.
But she does encourage library leaders to examine their assumptions.
“I’m sure lots of communities find Facebook effective and fun,” he says. “But don’t be afraid to question your assumptions or prevailing theories.”
For Lucius Beebe Memorial Library, questioning those assumptions led to a surprising discovery: Leaving Facebook changed far less than they expected.
And sometimes, that’s the most revealing result of all.
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:
One of the biggest advantages of creating Instagram Reels is that you can share them on Facebook, too. But what happens when that connection suddenly stops working?
A viewer of The Library Marketing Show recently ran into this issue, and after some troubleshooting, we found an easy solution.
In this episode, I share the fix and a few tips to help your library get the most out of its short-form video content.
Plus, kudos go to a library with an expansive new plan to reach young children.
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
Every once in a while, a social media update comes along that feels like it was built for libraries.
Instagram is currently testing a new feature that could make it easier for users to find content they’re genuinely interested in. And many libraries are already creating the kind of posts that could thrive in this environment.
In this episode of The Library Marketing Show, I explain what’s changing and what it could mean for your social media strategy.
Plus, we’ll give kudos to a library that received press coverage for its new bookmobile!
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
