Social media platforms are limiting the reach of posts that send readers to other websites, and local publishers are feeling it. SpiderCat Marketing says the answer is to stop broadcasting like a megaphone and start hosting like a town square.
For more than a decade, many publishers followed a simple formula. They wrote a story, shared the link on social media and pulled readers back to their own site. Algorithms now favor posts that keep people on the platform, and posts that send users away can lose reach. Relying only on link clicks is no longer a dependable way to grow.
Treat social media as a distributed newsroom
A feed made up of headlines and shortened links can see its reach throttled. Social platforms should be publishing destinations, not just traffic signs. Publishers can do that in three ways:
Publish native summary cards. Put the key facts, quotes and takeaways directly in the carousel or caption.
Make news easy to consume. Readers remember who informed them, even if they never visit the website.
Save links for deep dives. Use outbound links for investigations, long form features and primary source documents.
The link in the comments has one flaw
Many publishers move the link out of the post and into the comments. That keeps the post native, but it has one flaw. Publishers want readers to share their posts. When a reader shares the post, the comment does not go with it, and the link is lost.
A share can carry your story to new readers without giving them a way back to your website. That is one more reason to build the key facts into the post itself. Even without the link, a shared post still delivers the news and keeps your name in front of the audience.
Test summary posts and link posts
Some publishers post a summary of the news first. A separate post about the article, with the link, can follow later. No one knows where the social media algorithm will send readers, so it helps to try both and compare the results. Every page is different, and results will vary.
Become the digital town square
Julie D’Aloiso, founder of SpiderCat Marketing, started her first news Facebook page 11 years ago this month, and the town square approach has worked well across her network. A broadcast newsroom treats readers as passive consumers. A community hub treats them as neighbors and participants.
Publishers can reshare events, alerts and announcements from libraries, school districts and community centers. Adding a line of context or a question can spark discussion. Doing this a couple of times a day is a good way to start. Readers return to a page that shows them everything going on in town. Sometimes the news is as simple as the bloodmobile coming to the library, and that is enough. That makes a publisher the local curator while original reporting stays the main course.
Publishers can also host digital town halls. Instead of a static update, ask residents how a new zoning law affects their neighborhood. Highlighting reader photos, tips and local voices in the main feed helps too. When community members see themselves in the coverage, retention rises.
Use strategic tagging to expand reach
Great content is only half the battle. Distribution through local networks is how publishers build a resilient audience.
Publishers should tag local organizations directly in their content. Schools, libraries, chambers of commerce and city government pages are good examples. Tagging gives credit and also builds relationships. It notifies community leaders and encourages them to share the post with their own audiences, which puts it in front of highly invested local readers.
Put one story out several ways
A chamber of commerce may announce that a new restaurant is coming to town. A publisher can reshare that post, write an article and publish a summary post with no link. Each version reaches readers in a different way. New restaurant announcements do very well on SpiderCat Marketing’s network.
Lean into high interest local topics
Some categories naturally drive shares, tags and comments. Breaking crime and safety updates, road closures, local school achievements, high school sports and municipal developments all fit. Football is a standout. These topics prompt residents to tag neighbors and discuss how events affect daily life.
Turn meetings into short video
Articles are only one way to share what happens at city hall. SpiderCat Marketing turns council meetings into short video clips for TikTok, Reels and YouTube. A couple of recent TikTok posts reached more than 50,000 views. Readers want to know what is happening in their council meetings, and video gives them another way to find out.
Three action steps for this week
The SpiderCat framework closes with tasks any publisher can start now:
Audit your link ratio. Review your last 20 social posts. If more than 80% contain external links, convert your next five posts into native summaries or text breakdowns.
Tag three community pillars. Tag at least three local organizations in this week’s posts. A school, a library or a chamber of commerce are good choices.
Curate and contextualize. Find one major local event or announcement from a city page today. Reshare it natively with your own analysis or a question for your audience.
Frequently asked questions
Why are social media platforms limiting links?
Algorithms now prioritize native dwell time, so platforms penalize posts that send users off the platform.
What is a distributed newsroom?
It is a newsroom that treats social media as a place to publish stories directly, not just a way to drive traffic to a website.
Should publishers stop posting links entirely?
No. Links should be reserved for comprehensive investigations, long form features and primary source documents. Many publishers also try a native summary first, then a separate post with the link later, and compare the results.
How does tagging local organizations help?
Tagging notifies community leaders and encourages them to share your post with their own audiences, which expands your reach.
What topics drive the most community conversation?
Breaking crime and safety updates, road closures, local school achievements, high school sports and municipal developments tend to spark the most sharing and discussion.
This article is part of the Hyperlocal News Playbook from SpiderCat Marketing. For more information, email Julie at Julie@spidercatmarketing.com.
Here is the related podcast:
https://megaphone.link/ERIOD8713411500