Facebook link limits prompt a change in social media strategy
Media release and business update
30 September 2026
I have made the decision to scale back how frequently I post on Facebook following changes that limit the number of external links some businesses and professional accounts can publish without paying for a subscription.
Facebook has been testing a limit of two external-link posts per month for selected Pages and professional accounts that do not have a paid subscription. Links placed in comments and links to Meta-owned platforms have not been included in the test. Meta described the initiative as a limited test intended to determine whether publishing more links offered additional value to subscribers.
The subscription options presented to businesses can represent an additional cost of approximately AU$19 to AU$79 per month, depending on the account, plan and method of purchase.
For my business, paying another monthly subscription simply to continue directing people to content on my own website is not a sustainable or worthwhile investment.
A practical business decision
Small businesses are already managing higher operating costs across software, insurance, equipment, travel, utilities and other essential services. Each additional subscription must therefore be assessed on the value it provides.
In this case, I do not believe the cost can be justified.
Facebook is entitled to determine how its platform operates and which features it includes in its paid services. Equally, every business owner is entitled to decide whether those services continue to provide sufficient value.
From my perspective, restricting external links appears designed to make a paid subscription more attractive. Whether or not that is the intended outcome, the practical effect is that businesses may need to pay an ongoing fee if they want to continue sharing links at their previous frequency.
Rather than accept another recurring marketing expense, I will redirect my time and resources towards the channels that provide a clearer connection with my audience.
Facebook will remain part of the mix
I am not leaving Facebook, and my Page will remain active.
I will continue to publish selected updates, photographs and other relevant content. However, posts will be less frequent, and I will be much more selective about when I use Facebook to direct people to my website.
The limited number of link posts available will be reserved for the updates that are most useful or important to my audience.
This is not a decision I have made lightly. Facebook has played a useful role in helping businesses, organisations and community groups communicate with their audiences. However, marketing practices must evolve when platform rules and costs change.
Greater focus on my website, LinkedIn and Instagram
My website will remain the primary home for my work, news, photography, business information and longer-form updates.
Unlike a social media account, my website is a digital asset that I control. It allows me to publish detailed, useful information without depending entirely on a third party’s algorithm, subscription structure or changing rules.
I will also place greater emphasis on LinkedIn, which is closely aligned with my professional market and the people I most need to reach.
Instagram will continue to be part of my strategy as well. Interestingly, although Instagram is also owned by Meta, it currently provides practical options for sharing my work and directing followers towards further information.
People who want to keep up with my latest work are encouraged to:
visit my website directly;
follow or connect with me on LinkedIn;
follow my Instagram account; and
remain connected through Facebook for selected updates.
Building communication channels that are sustainable
This change highlights a broader issue for small businesses.
Social media platforms can be useful, but businesses do not own those platforms or control how their content is distributed. Features, prices and algorithms can change at any time.
That makes it increasingly important for businesses to maintain their own websites and develop direct, sustainable ways of communicating with clients, colleagues and communities.
My priority will continue to be publishing useful, original content and making it accessible through the channels that provide the greatest value. I would prefer to invest in the quality of that work and in the website that hosts it, rather than pay an additional monthly fee to maintain the same level of external linking on Facebook.
I appreciate the support of everyone who follows, shares or engages with my work. I look forward to continuing that connection across my website, LinkedIn, Instagram and, on a more limited basis, Facebook.
ENDS
Media contact
Andrew Tunney
Website: www.andrewtunney.com.au
Email: andrew@andrewtunney.com.au
LinkedIn: Andrew Tunney Photography
Instagram: Instagram