Advertising · Facebook post-link placement experiment
Social Media Marketing for Businesses: Organic Promotions of Web-Links on Facebook
Journal of Business Research · 2021
Summary
The experiment reports that placing the web link in the comments rather than the caption was more lucrative in the studied campaign.
For your marketing
Possible founder application
A concrete example of testing small post-format decisions against business outcomes. Re-run the comparison on your current platform and audience before adopting it.
Reported result
What the study found
The experiment reports that placing the web link in the comments rather than the caption was more lucrative in the studied campaign.
Research question
What the authors investigated
How does the placement of a web link in an organic Facebook post affect marketing outcomes?
Design
The authors designed and conducted a Facebook experiment comparing web-link placement in the post caption with placement in the comments and analyzed post and sales outcomes.
Sample and setting
Facebook organic posts and linked content in the study's business setting; the accessible abstract does not provide a full sample count.
Scope and transfer
Limitations to keep in view
A platform-specific experiment from 2021; Facebook distribution and link behavior change over time. The result should not be assumed to hold across social networks, post types or technical-founder audiences.
Research sources
Journal of Business Research abstract and publisher record; the profile uses only the experiment and link-placement result visible in the abstract.