Facebook Finally Introduces Embedded Posts: What Marketers Need to Know

In August 2013, Facebook rolled out a much-anticipated feature – the ability to embed public posts from the platform on third-party websites. This move opened up a new realm of possibilities for marketers and content creators looking to integrate social media content into their websites and blogs.

Why Embedded Posts Matter

Before diving into the specifics of how to use Facebook‘s embedded posts, it‘s important to understand the context and why this feature matters:

  • Reach: Facebook has over 2.9 billion monthly active users as of 2022. Embedding popular Facebook posts on high-traffic websites exponentially increases the potential audience for that content.

  • Engagement: Embedded posts are interactive, meaning users can like, comment, and share the post directly from the third-party website. This can help drive more engagement and reach for the original post.

  • Credibility: For brands and publishers, embedding real social media posts (rather than just quoting or screenshotting them) lends more credibility and authenticity to the content.

  • Ease of Use: Facebook‘s embedding process is simple and doesn‘t require any special coding knowledge, making it accessible for a wide range of users.

Embedded posts fit into a larger trend of content becoming more fluid and shareable across different platforms and contexts. As users increasingly expect to be able to interact with content wherever they find it, features like embedded posts become more crucial for delivering a seamless experience.

How to Embed a Facebook Post

So how exactly do you go about embedding a public Facebook post on your website or blog? The process is quite simple:

  1. Find the post you want to embed on Facebook. This can be a post from your own Page, a post you were tagged in, or a public post from another Page or user.

  2. Click on the three dots icon (…) in the top-right corner of the post.

  3. From the drop-down menu that appears, select "Embed."

  4. In the pop-up box, copy the provided iframe code.

  5. Paste that code into your website‘s HTML where you want the post to appear.

And that‘s it! The post should now appear on your website, complete with any media content (photos, videos, etc.), like and share counts, and the ability for users to interact with it directly.

Here‘s an example of what an embedded post‘s iframe code might look like:

<iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fzuck%2Fposts%2F10102577175875681&width=500" width="500" height="510" style="border:none;overflow:hidden" scrolling="no" frameborder="0" allowfullscreen="true" allow="autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share"></iframe>

Keep in mind that the post needs to be public in order for the embed option to be available. If a post is set to private or is posted in a closed group, it won‘t have the embed feature. Also, if the privacy settings on a post are changed after it‘s been embedded, the embed will no longer work.

Creative Ways to Use Embedded Posts

Now that you know how to embed Facebook posts, what are some effective and creative ways to actually use this feature? Here are a few ideas:

  1. Highlight User-Generated Content: If you‘re running a campaign or contest that encourages users to post on your Facebook Page, you can embed the best submissions on your website to showcase them and encourage more participation.

  2. Showcase Positive Reviews/Testimonials: If customers are leaving glowing reviews or stories on your Facebook Page, embed them on your website as social proof. This is more engaging than just copy-pasting the text of the review.

  3. Enhance Event Coverage: If your brand hosts events or participates in industry events, embed relevant Facebook posts (both your own posts and attendee posts) in your event recap blog posts to make them more dynamic.

  4. Integrate Social Proof: Embed posts from satisfied customers, industry thought leaders, or brand partners that mention your brand to build credibility and trust.

  5. Supplement Content With Relevant Posts: If you‘re writing a blog post on a topic that you‘ve also posted about on Facebook, consider embedding those relevant Facebook posts to provide additional context and engagement opportunities.

  6. Create Social Media Hubs: Use embedded posts to create a "social media wall" on your website that pulls in content from across your different social channels to give visitors a comprehensive view of your social activity.

Here‘s an example of what an embedded post might look like on a website:

Embedded Facebook post example

Best Practices for Using Embedded Posts

To ensure you‘re getting the most value out of Facebook‘s embedded posts feature, follow these best practices:

  1. Choose Relevant, High-Quality Posts: Be selective about which posts you choose to embed. Make sure they‘re relevant to your audience and align with your brand voice and values. Avoid embedding posts just for the sake of having them.

  2. Provide Context: Don‘t just drop an embedded post onto your site without any context. Always provide some text to introduce the post and explain why you‘re embedding it and how it relates to your content.

  3. Engage With Embedded Posts: Keep an eye on the comments and engagement on your embedded posts. Respond to comments and questions just like you would on Facebook itself.

  4. Mix It Up: Avoid overusing embedded posts to the point that they lose their impact. Mix them in with other content types and use them strategically.

  5. Test and Optimize: Keep an eye on how your embedded posts are performing using Facebook Insights and your website analytics. Take note of which types of posts generate the most engagement and adjust your strategy accordingly.

The Future of Facebook Embeds

Facebook‘s introduction of embedded posts in 2013 was a significant step in making social media content more integrated and shareable across the web. But the platform didn‘t stop there.

In the years since, Facebook has continued to expand its embedding capabilities, introducing features like embedded comments, save buttons, and more. As of 2022, you can embed a wide range of content from Facebook, including:

  • Posts
  • Videos
  • Photos
  • Comments
  • Groups
  • Events
  • Hashtag feeds
  • Page and profile plugins
  • Save buttons
  • Like and share buttons

This expansion of embedding options points to Facebook‘s larger strategy of making its platform more integrated with the rest of the digital ecosystem. By allowing more of its content to be seamlessly shared and interacted with across third-party sites, Facebook is aiming to maintain its central role even as social media becomes more decentralized.

Looking forward, we can expect Facebook to continue on this path, introducing even more ways for its content to be integrated across the web. This might include:

  • Embeddable stories
  • Two-way sync between embedded content and on-platform content
  • More customization options for the appearance of embedded content
  • Integration with other Meta-owned platforms like Instagram and WhatsApp
  • Enhanced analytics for embedded content

For marketers and content creators, staying on top of these developments will be key to getting the most out of Facebook as a platform. By strategically leveraging features like embedded posts, brands can create more dynamic, engaging web experiences that drive real results.

Key Takeaways

  • Facebook‘s embedded posts feature, introduced in 2013, allows public Facebook posts to be embedded on third-party websites.
  • Embedding Facebook posts can increase their reach, drive engagement, and lend credibility to website content.
  • To embed a post, find the post on Facebook, click the three dots icon, select "Embed," copy the provided iframe code, and paste it into your website‘s HTML.
  • Embedded posts can be used in a variety of ways, including showcasing user-generated content, highlighting reviews, enhancing event coverage, and more.
  • To get the most out of embedded posts, choose relevant content, provide context, engage with comments, mix up content types, and continuously test and optimize.
  • Facebook has continued to expand its embedding capabilities over the years and is likely to introduce even more embeddable content types in the future.
  • By staying on top of Facebook‘s embedding features, marketers can create more integrated, engaging web experiences.

Facebook‘s introduction of embedded posts was a game-changer for the integration of social media and web content. By understanding how this feature works and using it strategically, content creators and marketers can leverage the power of social proof, user-generated content, and engagement to create more impactful web experiences. As Facebook continues to evolve its embedding capabilities, staying ahead of the curve will be key to successful social media marketing.