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.
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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.
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.
More libraries are receiving Instagram collaboration requests. But figuring out which partnerships make sense isn’t always easy.
Some collaborations can expand your reach and strengthen community connections. Others may feel off-brand, unclear, or difficult to evaluate.
In this episode of The Library Marketing Show, I share four questions to help you decide when your library should accept an Instagram collaboration request, how to protect your brand, and how to recognize opportunities that are genuinely worth pursuing.
Plus, a library marketer receives kudos for their work transforming their library’s connection to the community.
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
Running social media for a library is challenging. Running it alone is something else entirely.
A viewer recently asked how one person is supposed to handle it all — and it’s a question many library marketers are quietly asking.
In this episode of The Library Marketing Show, I share strategies to help you stay consistent, reduce overwhelm, and focus your efforts where they’ll have the biggest impact.
Plus, we’ll share kudos for a library that received a huge shout-out from a major author in a major magazine.
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
