Open Graph

Open Graph (OG) is a metadata protocol originally created by Facebook that controls how web pages are represented when shared on social media platforms. When someone shares a URL on Facebook, LinkedIn, Twitter, Slack, or messaging apps, the platform reads the page's Open Graph tags to determine what title, description, and image to display in the preview card. Without Open Graph tags, platforms extract content automatically, often producing unattractive or inaccurate previews.

For testimonial and social proof content, Open Graph optimization ensures that shared pages make a strong first impression. When a customer shares their testimonial page, a case study, or a Wall of Love, the preview card should be visually compelling and clearly communicate the content's value. Key Open Graph properties include og:title (the share title), og:description (a brief summary), og:image (the preview image — ideally 1200x630 pixels), og:url (the canonical URL), and og:type (content type like article or website).

Twitter uses its own variation called Twitter Cards (specified through twitter:card, twitter:title, etc.) that works alongside Open Graph tags. LinkedIn, Slack, Discord, and most messaging apps primarily use Open Graph.

Best practices for testimonial content include creating dedicated OG images that feature a compelling quote snippet or star rating overlay, writing OG descriptions that tease the testimonial's key insight, and ensuring every testimonial and case study page has unique OG tags rather than falling back to site-wide defaults. For video testimonial pages, including a thumbnail image with a play button overlay encourages clicks.

Test your Open Graph tags using Facebook's Sharing Debugger, LinkedIn's Post Inspector, or Twitter's Card Validator before promoting content. Cached previews may need manual clearing after updates.