Big change coming, and I want you prepared. Meta is working toward limiting Facebook Pages to two link posts per month. Not your personal profile, your business Page. Unless you pay for Meta One, which is a tier above Meta Verified with the Meta AI features and other subscription perks. With Meta One, you get more than two organic links. Without it, two per month. That’s it.
A few caveats: this isn’t fully rolled out yet. It’s in a roll-out phase, but it’s all over marketing conversations right now, so you’ve probably seen people talking about it. And ads are unaffected. You can still run ads with all the links you want.
Here’s my take: this isn’t a bad thing. It’s a different thing. And if you’re an Instagram marketer, you’re already trained for this! We don’t have links on Instagram. We’re used to marketing without them. The rest of Facebook is panicking, and we’re over here like, we’ve been doing this for years.
So what do you actually do? Let’s talk solutions.
The one everyone’s recommending is the comment call-to-action. You post without a link and say “comment LINK below and I’ll send it to you.” Then you either manually DM everyone who comments, or you set up a chatbot like ManyChat with a trigger word that fires off an automated sequence with the link.
That works, and it’s the most talked-about fix. But it has problems. It takes some technical setup, the bots misfire when people don’t comment the exact trigger word, and here’s the big one: it’s a disaster for regulated industries.
Think about it. For a divorce attorney page. Are you going to publicly comment the word “divorce” on someone’s post to get a resource, when your spouse or your family doesn’t know you’re considering it? You’re looking for help with credit card debt. Are you commenting “help” publicly to get a debt resource? No. Nobody’s doing that when there’s stigma or privacy at stake. This works fine when the trigger word is “guide” and you’re getting a cookbook. It falls apart for financial, legal, family, anything sensitive.
This is where your Instagram training pays off. Link in bio.
If you’ve done what I’ve been teaching, you already have a dedicated landing page on your website with a menu: here’s the blog, here’s the YouTube channel, here’s the free guide, here’s how to work with me. Take that exact playbook to Facebook. Tell people to go to the link on your Page. They click your profile, hit the landing page, and everything’s right there.
Quick note: if you need a tutorial on setting up a dedicated landing page, watch this YouTube video. It’s an older one but the practice is still the same.
Change the wording so it fits Facebook. “Go to the link on my Page.” Point it at one destination that serves your Facebook audience, whether that’s your blog, your resource library, or your work-with-me page. Is it a behavior change? Absolutely. People aren’t used to navigating to a Facebook Page for a link. It’ll take time. But for industries that can’t use public comment triggers, this is the answer.
Now the honest downside: traffic will dip. Anytime you add friction, fewer people follow through. Someone who would’ve clicked a link in the post now has to decide if they care enough to visit your Page. Some won’t.
But here’s the reframe: Facebook has become a link farm. Post link, post link, post link. And those posts barely get distribution or engagement anyway. You’re probably already seeing it. So let’s stop clinging to a tactic that wasn’t working and start doing what does: more organic content, with calls to action that don’t require a link and don’t put people on the spot publicly.
And for the stuff where you really need the click? Run ads. That’s what they’re for. (For everything ads-related, go see Amanda, the Digital Gal, at thedigitalgal.com. She’s my go-to.)
That’s the game plan. This is a shift, not a catastrophe.
These new features often require strategic planning and organizational context.
If you’re looking to help your team and organization navigate Instagram strategy in a tactical way, I can help!
