Why Aren’t We Clicking on the Links You Post?

You spend time creating blog posts, Facebook updates, tweets, and other content on social media. It’s completely understandable to be frustrated when you look at your stats and see that no one is clicking on the links you post.

Why is that happening? You’ve got valuable content just sitting there waiting to be of use to someone.

There may be a very good reason why people aren’t clicking on your links. Here are five possibilities, and how you can address them.

1 – We don’t see them.

Facebook and Twitter both let you see when your followers are online. If you’re posting while everyone is asleep, you may need to rethink your posting schedule.


In the above graphic, you can see how I am able to view when my Facebook page fans are most online. I can tell that 10:00 a.m. is probably the absolute worst time to post something on my Facebook page.

2 – You post a URL, but no (or vague) information about what will be seen if someone clicks on it.

Social media accounts that are hacked or infected with a virus or malware typically end up posting plain links that – when clicked – result in further spreading of the malware or virus, and posting of more suspicious, unidentified links. As a result, many internet-savvy customers will not click on your links if there is no information about the content on the other side.

3 – Generic or boring “non-teasers.”

I was totally guilty of this when I started out. I would post links with a note saying something like “My latest blog post” or “My new newsletter.” Yawn. No wonder I didn’t get a lot of clicks on those posts.

However, my click rate shot up when I started using more compelling teasers when I posted links. Instead of “My latest blog post,” I write something like “Insights and lessons learned from a few of my translation clients…” Instead of “Here’s my latest issue of the newsletter,” I say “Where do you find a sparring partner to give you encouragement? I offer ideas in the May issue of my newsletter.”

4 – You sound like everyone else.


Study how others in your industry are saying things. How do they phrase their posts? Think about your customer. Consider the voice they would respond to. Tailor the tone and voice you use in your posts to talk directly to the kind of customer you want to attract.

That will help you stand out from the crowd!

5 – You don’t have pictures.

Like it or not, images on a newsfeed or timeline take up more space, and have a much better chance of catching the eye of your followers than a post that doesn’t have an image. This is especially true for Facebook and Twitter (LinkedIn engagement doesn’t rely as much on photos).

You can use a photo from your blog post if you’re linking to a blog post. Or you can choose a stock photo that relates to the topic. After all, a picture is worth a thousand words – as the saying goes. You can read my tips for taking your own stock photos in this blog post.

Start using these tips, and I’m sure you’ll see an increase in the number of click-throughs you get on your social media posts.