The capability to incorporate a web address into Facebook’s short-form video and image format enhances user experience. This feature allows story viewers to navigate directly to external content related to the story’s subject. For example, a business might use this functionality to direct viewers to a product page featured in their story.
Integrating URLs into ephemeral content offers several advantages, including driving traffic to websites, promoting specific products or services, and providing viewers with more in-depth information than can be conveyed within the story format itself. Historically, this option was restricted to verified accounts or those with a significant follower base, but Facebook has gradually expanded its availability.