One of the biggest struggles in my day-to-day as a social media professional is getting residents to click on links for more information. A lot of City projects or programs need more details than can fit in a social media post so we leave a link in the post. The number of comments we get asking things that are in the linked article is a lot. Even the number of questions we get asking things that are included in the posts. It’s really hard to get people to read nowadays.
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Agreed. I struggle with this for my healthcare and financial clients. I have found by saying, “to learn more about x, please visit link.com to help answer any questions you might have”, has helped decrease those type of questions. It feels a little wordy at times and have been told “It should be obvious” and while I completely agree, we sometimes have to flat out say the simplest instructions.
We’re seeing this as well, unfortunately. We have robust products and services as an FI, but people rarely click the link to learn more so our organic campaigns look low-performing. And the comments always ask for more info, but they never follow the CTA!
As a bonus, you get better engagement with people asking questions!
This is so funny 
Do you ever let the link auto-populate and then customize the graphic through Sprout? That’s typically what I do if I have a post where we want to drive more link click than engagements specifically.
I also find that some platforms are better for clicks than others. We have a lot of success with LinkedIn
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