- Social media embedding is the integration of your social media posts and profiles with your website.
- It can be used to let your customers know you have a social media presence, which can increase engagement. You can also use it to organize your social media.
- There are several ways to embed your social media feeds and profiles on your website, including adding code or using a widget.
Engagement is the No. 1 buzzword for having a successful business in 2020, and that means making sure all of your customers are aware of your business's social media presence.
Social media allows you to connect with your customer base in a personal and meaningful way, but having a presence on those platforms means nothing if customers don't know that presence exists.
An easy and effective way to build a stronger online following is to embed Facebook, Twitter, Instagram and Pinterest feeds and profiles directly into your website.
"In my experience, this has only been advantageous," said Kadeem Fyffe, a New York City-based fashion designer and head of design at WOLACO. "Small business owners should take full advantage of social media. In this climate, not having social media embedded into your website makes your brand look unprofessional and out of touch."
What is embedding?
Embedding is the integration of images, links, videos or other digital media into social media posts or websites. One of the most common applications of embedding is including a visual element on social media posts to encourage clicks, but embedding also works well the other way around, by embedding links to your social media on your website.
Why is embedding effective?
Embedding your social media feeds into your website serves many purposes, with increased engagement among the top aims. Second, it organizes your social media in one place, making the channels easier to manage and monitor. Third, embedding adds credibility to your business by providing an opportunity for customers to engage directly with your brand and contribute user-generated content.
Embedded social media widgets can increase the time visitors spend on your website, or dwell time, by offering them more content to engage with, which, in turn, reduces the bounce rate, or how frequently visitors leave your site. A high bounce rate indicates unengaging content.
How to embed social media feeds
The process for embedding a feed or profile on your site involves building a widget and inputting its HTML code into your website's code. Building each widget or plug-in will vary depending on which platform you're looking to include.
The process, however, is relatively simple, if you have a general understanding of website coding. If you're working with a site through WordPress or Wix, you can use separate widgets provided by these companies.
If, however, you're doing it on your own, we've outlined the steps for Facebook, Instagram, Twitter and Pinterest. LinkedIn does not allow embedding in your personal or business profile but does offer plug-ins that allow you to embed widgets for sharing a post or following a company. [Interested in social media marketing tools? Visit our sister site Business.com for a list of the best social media marketing tools.]
Unlike other social media sites, Facebook provides a plug-in generator for embedding your profile or feed on your website. Creating a page plug-in is as simple as inputting your Facebook Page URL, setting the width and height, and toggling the display options.
Instagram doesn't provide users with a plug-in generator like Facebook. In fact, Instagram only offers instructions for users on embedding an individual post. If you're looking to embed an entire Instagram profile or feed, you may have to work with a third-party solution.
Depending on which web host you use, you may have an embedding tool for Instagram already built in, such as ProPhoto or SquareSpace. If you use WordPress, you can use the Instagram Feed Plugin by Smash Balloon, which connects your website and Instagram directly.
Luckily, there are a few tools to help you insert your Instagram feed on your website. InstaWidget, for example, is one of many resources small business owners can use. It works like Facebook's plug-in generator: Input your Instagram username, toggle the features and sizing, and copy and embed the code. Additional solutions are LightWidget and SnapWidget. Regardless of which tool you use, including your Instagram feed on your website can help drive sales.
Many of these tools are free to use but may come with drawbacks or limitations. Research your options carefully to find the best solution for you. Generally, you can upgrade many free plans for under $15.
Instagram is an extremely popular platform, but it is important to keep its original purpose in mind. Instagram was created to share visually pleasing images, so make sure your Instagram profile plays to that as best as it can. "We link Facebook and Instagram, and have found Instagram to be the most useful for traffic and sales," Fyffe said.
Embedding a Twitter feed involves creating a widget on your business's profile. There's no generator – you simply go into settings and create a widget to copy and paste the code. The overall process is as follows:
- Click your profile picture in the top right > Settings and Privacy > Widgets > Create New.
Twitter will then ask if you want to create a widget that embeds a profile, list, collection, search or likes. Depending on what you click, enter the Twitter URL and follow the instructions on the screen. Click "Copy Code" to add the widget to your website.
Pinterest provides users with a widget builder, so you can follow the site's instructions to get code for your business's website. You have the option to create a save or follow button, pin, board or profile. Once you input your Pinterest board URL and adjust the size, the proper code will be ready for your website.
What are the best tools to embed social media feed to your website?
In addition to embedding social feeds on your own, you can work with another company to display your social media feeds in various places on your website. This is also ideal if you have limited coding experience.
These companies will add social feeds to your website, keep them up to date and ensure that your feeds remain sleek and natural as your website changes.
Some of the most popular embedding tools include:
Juicer, which offers multiple pricing plans. Its free plan supports two source accounts. For $99 per month, you can aggregate 15 source accounts.
Taggbox, a social media aggregator, which means it gathers your social media into one feed to make them easier to manage. Taggbox provides embedding. Its website plans start at $19 per month(based on annual billing).
Curator, another social media aggregator that you can use to embed your feed. It offers several price points, starting with a free plan that supports three feeds. For $200 per month, you can support 15 feeds. Custom plans are available.
- Embed Social, which offers several engagement-driving features like a feed aggregator, review collection and photo syncing. Multiple plans are available for each feature. Feed embedding starts at $29 per month for three sources and goes up to $99 per month for 15 sources.
Embedding social media feeds and profiles on your website can help verify your web presence and increase interactions with customers. As a small business, connecting with web visitors is what can separate your business from larger enterprises. By including social media feeds – even if they are only in the form of follow buttons – you can ensure that valuable customers are aware of your online presence.
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