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.
Want more help?
How to Keep Promoting the Same Library Services Without Sounding Like a Broken Record
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