Definition: Embedding refers to the integration of links, images, videos, gifs and other content into social media posts or other web media. Embedded content appears as part of a post and supplies a visual element that encourages increased click through and engagement.
Embedding external content is an effective way to increase engagement with social media posts. A study by Social Media Examiner showed that images increase interaction rates to 87% on Facebook posts and 35% on Twitter.
Embedded content includes but is not limited to blog posts, articles, images, video, .GIFs and more. Utilizing embedded content to integrate other media into posts is effective for two primary reasons:
Facebook automatically converts most external links included in posts to an embedded format. Videos can be played from the embedded link without the users having to leave the newsfeed.
Twitter has a similar system in place specifically for brands called Twitter cards. Brands that partner with Twitter can have content show up automatically on posts that link to their websites. Cards can display four types of content: