Creating Link Posts

From blogs to third-party articles, you can’t overestimate the importance of social media for distributing and promoting that content. With Falcon, posting links to your social media channels is easy, customizable and trackable.

You can create posts for Facebook, Twitter, and LinkedIn that contain a clickable preview card of your shared link. Creating a link post is as easy as adding your link in the Publish Editor. But the options don't end there, as you can further customize your content with a custom thumbnail, UTM parameters, or a Call-To-Action button. This article covers all tools available when creating the perfect link post.

Creating a Link Post

Link posts feature a link preview card that is added based on the link being shared. In contrast, Instagram allows you to add links to your posts too but does not generate a link preview based on them. Thus, the link post type is not available for Instagram.

Facebook, Twitter, and LinkedIn do support link previews in various ways. Creating a link post in Falcon follows the same general steps for those networks:

  1. In the Publish module, click Create Post in the top left.
  2. Choose the network and Channels you want to publish your link post to.
  3. Add your link to the text box in the Publish Editor.

    With Facebook and LinkedIn, the link metadata is loaded automatically beneath the text box. The Post Preview in the center shows how the link preview will look once your post is published.


    If possible, always use a full URL instead of shortened or deep links. Your URLs can be shortened automatically by Falcon and UTM parameters can be added based on templates (see the article section here).


    Twitter does support link preview cards but does not provide tools for third party platforms to display a preview. Therefore, Falcon does not show a link preview for Twitter link posts. You can view the generated link preview card on Twitter natively when your post has been published.

  4. Consider any advanced options such as a Call-to-Action button, UTM tracking, or customized metadata. All available options are described below in this article.
  5. You can remove the link from the post text box and add your preferred post copy to it.
  6. Once you're happy with your post, click the Publish, Schedule, or Send for Approval button.

Creating a Link Carousel Post

Publishing Facebook link carousel posts is a great way to grab people's attention while fitting more content into a smaller space. They are built up of individual link preview cards chained together. Think of sharing a story through a few different links, or simply use the same link with a few distinguishing images and CTA buttons.


Facebook image carousel posts are not currently supported in Falcon.

Creating a Carousel Post is practically the same as creating a normal link post:

  1. In the Publish module, click Create Post in the top left.
  2. Choose the network and Channels you want to publish your link post to.
  3. Add a first link to the textbox in the Publish Editor.
    The first link preview card gets compiled underneath the textbox.
  4. Click Make Carousel Post to add another link preview card.
  5. Add up to ten links through the Add Link option and adjust their metadata to your wishes.
  6. Consider any advanced options such as a Call-to-Action button or UTM tracking. All available options are described below in this article.
  7. You can remove the initial link from the post text box and add your preferred post copy to it.
  8. Once you're happy with your post, click the Publish, Schedule, or Send for Approval button.

How Are Link Previews Created?

When sharing a link, a link preview card gets compiled from Open Graph properties on your website. These snippets of code provide the crawlers of all social networks with information about your website. For example, they can provide data on the title of your page, the type of content on there, and an image that best represent the content.

When you create a link post, the link preview card is automatically generated by the social networks from the metadata your webpage provides. Each network might represent the data differently, depending on the design of their link preview cards.


While creating a post in Falcon, we will always show an accurate preview of what your posts will look like once published. Should the link preview card include any undesirable metadata, there's a high likelihood that the shared website would need optimization. You can always check the exact metadata that each network can find for your link through the following tools:

Simply paste the link you'd like to share in one of the debuggers above and you'll get an overview of the data that the network can gather, including warnings for any missing items.


Some of these tools require you to log into an account before you can use it.

If you're looking to optimize your website for social sharing to any network, we recommend this Facebook article as a good place to start.

Link Preview Editing Through Domain Verification

When creating a link post, you can customize the link preview for LinkedIn and under certain conditions also for Facebook. The customization options include for example adding a custom thumbnail, changing the page title, or the description.

Enabling link preview editing for Facebook

Facebook restricts how links can be edited to prevent the spread of fake news. They only allow link preview editing for websites that your business owns. To prove your ownership of a domain, you can go through the domain verification steps that Facebook has provided.


To claim ownership of a domain, you'll need to have access to your website's hosting environment as well as Admin access to your Facebook Business Manager.

Once you've claimed ownership of a domain, you can edit the link previews of all the links you share to Facebook from that domain.


When posting to multiple Facebook channels, you need to have claimed domain ownership for each channel.


The link previews of Facebook carousel posts can always be edited, even if the domain hasn't been claimed by you.

Editing a link preview while creating a post

Follow these steps to edit a link preview for a claimed Facebook domain or a LinkedIn post:

  1. Create a standard link post as described earlier in this article.
  2. After adding a link to your post, the link metadata is loaded automatically underneath the text box. You can edit the title and description.
  3. Hover over the preview thumbnail image and click Upload to add your own link preview image. The recommended file type and properties can be found here.
  4. Review the new link card in the Preview. Once you're happy with your post, click the Publish, Schedule, or Send for Approval button.

URL Shortening and Tracking Templates

The links you share can be shortened automatically by Falcon to create a more attractive URL. You can also have Falcon apply a UTM parameters template to your link before it is shortened. These parameters can help you track the effectiveness of your campaigns in a tool such as Google Analytics.

Please refer to our dedicated articles on Vanity URLs and Tracking Templates for more information on how to set these features up in Falcon.

While creating a link post, there's an option right underneath the text box to shorten the URL that's in your post text. We recommend shortening a link when posting to networks that don't support link preview cards, since your links will remain visible in the post text.

Clicking the 'Advanced' button gives you options for customizing the shortened URL key and applying a tracking template.

Call-To-Action Buttons for Facebook Posts

Adding a Call-to-Action (CTA) button to a Facebook post is a must to drive traffic to your website. These take the form of a clickable button in the bottom right of a link preview card. When clicked, they direct to the respective link address.

You can add the following Call-to-Action buttons to your Facebook posts in Falcon:

  • Book Now
  • Download
  • Learn More
  • Shop Now
  • Sign Up
  • Watch More
  • Send Message

To add a Call-to-Action button, create a link post as described above in this article. After adding a link, choose your preferred CTA button text from the dropdown menu in the link preview editor.

Was this article helpful?
8 out of 10 found this helpful