Translating Social Traffic into Owned Engagement

From 2023 to present, we more than doubled our video play click-through rate (CTR) on owned digital properties — a direct result of refining how we leveraged Facebook links to drive users deeper into our ecosystem.

Key Wins:

• Strategic Link Placement: Implemented smarter placement of video links across Facebook posts, tailored to audience behavior.

• Platform-Aware Previews: Used Facebook’s preview optimization to boost video visibility and entice clicks.

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• Strong Calls to Action: Created CTAs with a clear “watch more” intent, increasing follow-through to our sites.

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• Consistent Growth: CTR grew from under 1% in early 2023 to over 2% by early 2025 — peaking at nearly 2.4% in Q1 2025.

This trend reflects a matured content strategy that prioritizes owned engagement over rented reach, laying the groundwork for long-term audience retention and revenue opportunities.