Time for a quick Facebook strategy check.

Facebook is testing a new rule: some business Pages without a paid subscription can only share two organic posts or comments with external links per month. Not every Page is in the test yet, but it’s reaching more accounts. If yours is one of them, those two links just became prime real estate.

Sound familiar? Here’s what it means for your business, and how to make it work for you.

Be strategic, not silent

First, real talk: this isn’t a reason to go quiet. Photos, videos, company news, quick tips and updates are all still fair game without a link. This is actually a nudge toward the content that makes people stop scrolling, engage and keep you top of mind.

The trick is saving your links for posts with a clear job to do.

Make every link earn its spot

Before you hit post, ask yourself: Is this worth one of my two?

Your strongest contenders:

• Your best blog articles. Useful advice that shows your expertise and answers the questions your customers are already asking.
• Big announcements. An event, a new service, a product launch, or news that deserves the spotlight.
• Content with a next step. A landing page, registration form or contact page, anywhere you want people to take action.

What doesn’t make the cut? Sharing a link just because a new webpage exists. Give people a reason to click.

Let your content carry more weight

For everything else, tell the story right on Facebook. Strong photography, short videos, customer insights and helpful tips can deliver real value without sending anyone off the platform. When it makes sense, you can still invite people to visit your website or reach out to your team.

One heads-up: dropping the link in the comments probably won’t get you around the limit, since comments with links can count toward the same two.

A little planning goes a long way

Facebook is one piece of your marketing mix, not the whole thing. Plan your link posts alongside your website, email newsletter and other social channels so everything moves together. That’s single sourcing: fewer pieces, better aligned, each one doing more work for you. A steady rhythm across channels will always beat a scramble for clicks.

The bottom line? Two links a month sounds tight, but it’s no reason to go quiet. Be picky, give people something worth their time, and make every click count.

If you need help managing your social media content, call the Hayman team today.