Facebook Posting Test Could Change How Businesses Share Links
A new Facebook posting test is raising concerns for businesses and publishers.
Some pages now face limits on monthly link posts. As a result, paid access could soon become essential. Meta has started notifying select pages about the change. These accounts can only share two link posts each month. However, this rule applies only to users without a verified subscription. The company says the update is part of a small experiment. Therefore, only a limited number of accounts see the restriction. Still, the test has sparked strong reactions.
What this means for brands
Publishers rely heavily on links for traffic. For example, news outlets often share stories directly on the platform. This test could disrupt that strategy. Meta says the goal is to measure subscription value. In addition, it wants to understand whether paid users post more links.
The verified plans range from low cost to premium business tiers. Recent earnings reports suggest subscriptions are growing. That growth makes this test less risky for Meta.
Link posts already receive limited reach.
Because of that, Meta sees little downside. If pages stop posting links, engagement may stay stable. However, brands could lose referral traffic. Some social managers reported improved link reach earlier this year.
This update appears to reverse that trend. Therefore, experts warn against relying too heavily on platform traffic. Businesses now face several options. They can share fewer links or shift links to comments.
Others may focus on short videos or brand awareness instead. Some may choose to pay for verification. Others could reduce posting or leave entirely. Either way, the Facebook posting test may shape 2026 strategies.
