Posting directly to Facebook vs posting a link

These two posts are about the same topic, posted the same day using the same hashtags, however they did not get the same interest from the audience. It is the same with all UNICEF posts: when they post a story directly to their Facebook platform, audience engagement is a lot higher than when they post a link from their website. On the left there is a video created by UNICEF and posted directly to Facebook, it tells a personal story of a boy who was kidnaped and forced to fight, use a gun and go to war and in the post on the right UNICEF shared a link that takes to their website, it got a lot less attention from their followers with only 443 likes\reactions comparing to the other one that got 3.9 thousand likes. That is because social media users want to see information immediately, they do not want to go to other website for information, in that case audience engagement is decreasing and post gets a lot less attention.

My wish #ForEveryChild is______

Most posts by UNICEF usually are telling a story and encouraging people to support their projects, this post is different because UNICEF are asking people to discuss, express their opinions and wishes for children. This post is interactive as audience has to continue statement, this is why it has such a high engagement from the audience with 8 thousand likes, 560 shares where people also say their wishes for children and 720 comments which is high number comparing to other posts. It shows that UNICEF wants people to comment and engage with the post and knows how to do it. This post also encourages people to use the hashtag #ForEveryChild as they comment has to start using this hashtag, also people who shares this post uses this hashtag in their post which let their friends know about UNICEF and their projects, therefore, post reaches wider audience.