Link previews commonly use page metadata such as Open Graph tags. If the image, title or description is wrong, common causes include missing or incorrect tags, a page or image the platform cannot fetch, or an old copy it saved earlier.
Start by checking the page's sharing tags and whether the platform can fetch the page and image. Then refresh the preview where the platform provides a tool, and test a newly composed share.
What controls the preview
Most messaging and social platforms look for Open Graph tags in the page's code. The Open Graph protocol lists four basic properties:
- og:title: the headline shown in the card
- og:type: the kind of content, usually "website" or "article"
- og:image: the web address of the image to show
- og:url: the page's permanent address
Two more are worth adding: og:description for the line of text under the title, and og:image:alt to describe the image. The protocol says pages that set og:image should also set og:image:alt.
When these tags are missing, platforms guess. LinkedIn, for example, says it uses structured metadata such as Open Graph tags and falls back to other ways of interpreting the page when that's missing. These fallbacks can select a different image or title than you intended.
Many website builders and SEO plugins have a "social image" or "share image" field for each page and a site-wide default. Set a suitable default and a page-specific image where needed.
Common problems and what causes them
| What you see | Likely cause |
|---|---|
| No image at all | Missing tags, an unsuitable image, blocked page or image access, or WhatsApp's Disable link previews setting |
| A logo cropped awkwardly | A square logo used where the platform expects a wide image |
| The old image or title | The website is still serving old metadata, or the platform is showing its saved (cached) copy |
| The home page preview on every page | Page-specific metadata is missing, or pages incorrectly share the same title, image or og:url |
| Different results on different apps | Each platform crops, caches and applies its own rules |
How to make a share image that works
Meta (Facebook) publishes the clearest guidance. It recommends images of at least 1200 × 630 pixels, as close as possible to a 1.91:1 ratio. The minimum it accepts is 200 × 200 pixels, and files must not exceed 8 MB. Meta recommends at least 600 × 315 pixels for a larger link image; smaller images appear at a smaller size.
LinkedIn's website-sharing guidance lists at least 1200 × 627 pixels, a recommended 1.91:1 ratio and a 5 MB maximum. Keep a shared image within LinkedIn's smaller file-size limit if you use it on both platforms.
In practice:
- Start with one wide image, 1200 × 630 pixels. It is a practical common format; check the actual preview on each app.
- Keep important content in the middle. Some apps crop to a square or a narrower shape, so don't put text or your logo near the edges.
- Don't rely on small text. The card is often seen on a phone at thumbnail size. A clear photo or your logo on a plain background with a few large words works better than a full slide.
- Keep the file light. Use a compressed JPG or PNG, ideally a few hundred kilobytes if it still looks clear. Treat that as a practical performance target.
- Use a full web address (starting https://) in the og:image tag, and check that the image opens in a private browser window.
If you're preparing the image from your logo, our guide to which logo file to use explains when to use PNG, JPG or SVG. For broad compatibility, export the share image as PNG or JPG rather than SVG.
How to make platforms show the new preview
Platforms can save a copy of your preview instead of re-reading the page every time. After publishing the changes, use Facebook's or LinkedIn's inspection tool. WhatsApp needs a separate fresh-message test.
Before refreshing, check that both the page and the image open in a private browser window. That confirms they do not need your login, but it does not prove that a social platform can fetch them. LinkedIn notes that blocked or protected image access can prevent a preview.
If an inspector cannot retrieve the page or image, ask your website provider to check access restrictions. If it retrieves old tags, check the published page and any website or content delivery network (CDN) cache before refreshing the platform again.
Log in to Facebook to use Meta's Sharing Debugger. Paste your URL and choose to scrape it again. It shows the tags Facebook found and any errors or warnings.
One catch: Meta caches images by their URL. If you replace an image but keep the same file name and address, the old picture may keep showing. Meta's advice is to use a new URL for the new image, for example by renaming the file. Keep old image files available because existing shares may still reference them.
Updating the image does not automatically change previews on old Facebook shares. Meta provides separate instructions for refreshing an existing share.
Use LinkedIn's Post Inspector. Enter your URL to see what LinkedIn reads from the page and refresh its saved copy. Then start a new post; LinkedIn confirms that previews on existing posts don't change.
WhatsApp documents some preview behaviour and privacy controls, but we haven't found a public webmaster tool that forces a refresh.
First check Settings → Privacy → Advanced → Disable link previews. When that setting is on, links you send won't generate a preview. You can keep it on if you prefer the privacy protection. It does not disable previews you receive from other people.
After updating the page, compose a fresh message to yourself with just the link and check the result. WhatsApp's Help says messages containing one link can generate a preview. If it still looks wrong, check the page and image access and retest later. There is no verified cache-refresh time to promise.
A quick check before you share a new page
- Each important page has its own title, description and share image.
- The image is 1200 × 630 pixels with key content centred.
- The page and image URLs open in a private browser window.
- The inspectors retrieve the expected page, title and image; investigate errors or warnings that affect the preview.
- If WhatsApp previews are enabled, a fresh test message to yourself shows the right card.
Limitations
Each platform decides how to display your card and can change its layout at any time. Open Graph tags give them the right material; they don't guarantee a particular crop or size.