Well it depends what you want – do you want to be seen for sharing helpful content and good insights, or do you want people to click through to your content?
It’s an important distinction and one I feel is often missed. I find that too many people are fixated on how many views a post achieves, the number of comments, likes and shares, and are missing the point entirely.
When people scan through their feed they are looking for content that interests them. In order to be interested, they are going to read the first few lines to determine whether the content is for them or not. In making this decision, they are going to read something, and this something, if informative and insightful, will plant a seed about you and stay with them, whether they ‘like’, comment or share.
Therefore we should be writing our posts to be informative and insightful, and not necessarily to achieve maximum engagement with the classic like, comment, share matrix or click through rate.
Our priority should be achieving higher reach.
But what if you do want someone to click through?
Does having the link in the comments box make it harder for prospects to click through and therefore work against us?
If we’ve penned a long form blog post we want people to read it, or if our content is part of our marketing campaign, we’ll want people to click through.
GrowthRock also tested this (you can view their full methodology here).
The research showed that a link posted in the comments box was clicked 2.7x more.
With the link in the post, the experiment achieved an average of 20 clicks on average, where as when the link was posted in the comment, it achieved 53.5 clicks on average.