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Do Short Facebook Posts Stimulate Increased Traffic?

By Josh Wolford

November 2, 2015

Like you, NPR sure would like more of its Facebook followers to click through to its site. And like you, NPR is looking for a way to optimize its Facebook traffic.

Let's face it - getting Facebook users to click on your links isn't easy. Things were easier a couple of years ago - before Facebook nerfed organic reach and every single one of your followers saw your posts in their feeds. Now, only a small percentage of your followers even see your posts, and if they do, that's only half the battle. You have to get them to click your links.

NPR recently looked at all of its Facebook posts over the past six months to see if there was any correlation between lead-in text length (what you write in your post above the generated link) and click through rate.

What NPR found was that it might be best to keep it short and sweet.

"Since driving traffic to NPR.org is one of our main goals on Facebook we looked at click-through rate (link clicks divided by post impressions) to get a sense of how efficient each group was at [...]

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