B.C. promoters warn Meta’s link limits could make event marketing harder, affecting reach and growth for local organizers.
B.C. Promoters Worry Over Meta’s Facebook Link Test
Vancouver Island event organizers are raising concerns about a new Meta experiment that could shake up the way events are marketed on Facebook. The platform is testing a restriction that limits certain users to just two external link posts per month unless they subscribe to Meta Verified, which costs $11.99 monthly.
Although Canada isn’t part of this trial yet, local promoters are already sounding the alarm.
“This cap could directly affect us as a new promotions company trying to connect with communities,” said Margo Smafts, co-owner of Lovefest Productions in Victoria. “It would absolutely impact our ability to grow.”
How the Meta Test Works
Meta’s limited experiment primarily affects Facebook pages and personal profiles in professional mode. Not all links are restricted—posts can still share links in comments, as well as links to Meta-owned platforms like Instagram.
The social media giant confirmed the test to Victoria News but did not issue a public press release. So far, only users in the U.K. and U.S. have been notified about the restrictions.
Meta bots now also scan images and comments for links, which can reduce a post’s reach—a further complication for event marketers.
Local Organizers Highlight the Struggles
For small promoters in Victoria, promoting an event isn’t easy. Smafts explained that securing venues is challenging, licensing is complicated, and community-focused Facebook pages often hesitate to share promotional posts.
“It’s already difficult to maintain a presence,” she said. “Limiting links would make it even harder to reach the right audiences.”
Jazz musician and longtime promoter Pablo Cardenas echoed the concern. Social media is already saturated with content, and limiting external links could cut off a key way to share event information.
“That could be a big disadvantage,” he said. “But if it improves the platform long-term, I understand the need.”
Promoters Lean on Mixed Marketing Strategies
Both Smafts and Cardenas rely on a mix of digital and traditional marketing. Social media campaigns, videos, email newsletters, and paid ads are crucial, but print, radio, and TV still make a noticeable impact in Victoria’s tight-knit communities.
Promoters also emphasize that keeping events relevant and high-quality is essential. “People have endless entertainment options online,” Cardenas noted. “Our challenge is getting them out to live events consistently.”
He hopes for more support from local venues and organizations to create healthier partnerships and better advertising opportunities for independent promoters.
Bottom Line
While Meta’s link restrictions are currently limited, the trial highlights the growing tension between small event promoters and platform changes. For Vancouver Island organizers, adapting to evolving digital rules could mean the difference between struggling to reach audiences or thriving in a competitive entertainment landscape.
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