Lessons Learned: What's Overlinking?

Here's something I had to "unlearn" as a social media manager.

In my marketing classes (back in the day), the mantra was if that you wanted someone to do something, make it as easy as possible for them to do it.

This meant including the most need-to-know information in a concise, easy-to-read format. This might have been a map or set of instructions, or in more recent years, a QR code or website link.

Which brings me to my topic: overlinking.

What do I mean? Including external links in every. single. post.

It may be tempting to include the path of least resistance to direct users to the content you want them to see, especially if you're trying to sell a particular item or service. But think about this from a user perspective. Social media is exactly that. Social. Likes, comments, and shares will always win, and a strong hook with a story or behind-the-scenes will be much more effective than trying to oversell a product or service (think subtle).

Also, external links are generally pretty terrible for engagement. Instagram links aren't even clickable unless they're included in a reel, story, or DM.

So, instead of the old mantra of making it as easy as possible for your users, I try to remember that if your audience cares enough, they will find the information they need. And that's the audience you want anyway, right?

What's one thing you had to "unlearn" in your field?

With gratitude,

Allie @ Twilight Social Media

Sources: https://www.socialmediatoday.com/news/heres-each-big-social-platform-stand-external-links/733946/​https://stephbakermarketing.co.uk/blog/include-links-in-social-media-posts/​