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Text, photo, 360 photo, photo album, slideshow, the video, live video, poll, hyperlink, carousel, canvas… If you are not an administrator or editor of any Facebook business pages, you may or may not have any idea what the preceding enumeration refers to. Don’t worry, you will find out in the following text.

Professional optimization of social networks (in this case, the big brother of all social networks, Facebook , as we like to say) requires a good understanding of the platform itself, its algorithm , the psychology of social networks , users, as well as all the possibilities of publishing content, in order to adequately approach the realization of the planned strategy, through the creation and marketing of quality content.

As time goes by, there are more and more different options for publishing content on Facebook, and the list at the beginning of this text refers to those options.

Hyperlink or Carousel

In this blog, we will not go through all the options, but make a comparison of those publishing methods that are most used for website traffic , that is, for bringing users to the site.

These are Hyperlink and Carousel .

Before we continue with the meaning of these terms and the answer to the question of whether it is better to use a hyperlink or a carousel , the following should be noted:

  • By using Facebook Business Manager , the possibilities for website traffic are much greater, and we can devote ourselves to that topic in one of the following blogs.
  • Facebook is just one of a large number of different sites, which aims to keep users on the site as long as possible. By using posts like hyperlinks and carousels, users leave the site. For this reason, the organic reach of such posts is lower.

Once we know that, we need to know how to use the hyperlink or carousel in the best possible way. The most important thing is to create an interesting visual design, copy (post description) and CTA ( call to action ) and thus attract users who will initiate interaction, so that the post is recognized by the Facebook algorithm as “interesting” for users.

What is a hyperlink and what is a carousel?

Via hyperlinks, Facebook allows users to connect to other content on the Internet, or rather to take them to another website site by clicking on a photo that was pulled from that site. Others web the site will open in a new window, if you are on a computer or within the application, if you are on a mobile phone. For tablet devices, this also differs depending on whether it is accessed to Facebook through the application or through a browser.

By opening hyperlinks within the application, Facebook ensured user retention on the platform, while on the other hand it enabled the user to access another website .

Carousel provides the same possibility as hyperlink , with the advantage of using a larger number of different photos and different hyperlinks.this one. What exactly does that mean?

If you have e.g. 6 different products or types of services, you can in one carousel posts use 6 different URLs.

Or if, for example, make kitchen recipes. You’ve created a great blog with a recipe and great photos, and you want to attract traffic to your site by showcasing all or part of the process of making that cake or cake. This can be done with help carousel posts.

And so on. The possibilities are numerous.

Which of these options gives a better result?

In order for the algorithm to recognize the post as valuable for the user and assign it greater reach , it is necessary to create an excellent design of visuals, copy and CTA and thereby entice the user to click. Given that ordinary a hyperlink post provides the possibility of placing only one photo and that the attention of users on social networks is very scattered, the hyperlink post must somehow stand out from the others.

 

How do I make it happen?

By choosing to create a carousel whenever possible in the hyperlink or carousel selection .

Analytics show that the number of clicks with carousel posts can be even twice as high as with ordinary hyperlinks announcements. The reason for this lies in winning the attention of users with this type of post because it is used carousel posts much less compared to hyperlinks announcements. So, in the sea of ​​posts that the user consumes on In the news feed , carousel posts attract attention, are noticed more and get more clicks, which is the main goal.

If you want to know more information about different types of posts on Facebook and how you can increase traffic on your site , feel free to contact us .

Made by Mladen Radosavljević – Senior Account Manager @Digitizer