The Link Dilemma
You know... when you've heard buzz about posts not performing as well if there's a link. Should you add the link to the post? The first comment? Not at all?
A quick breakdown 👇
🔵 Facebook: Doesn't directly cut the reach of link posts, but decreases their frequency in favor of AI-recommended content, especially Reels, which leads to reduced organic reach for Page updates.
🟣 Instagram: Limited link options, primarily through Stories and the bio, pushing users towards internal content.
🟢 LinkedIn: External studies show that link posts do get significantly lower reach, however, it's not confirmed by the company that they down-rank due to links.
🟡 Snapchat: Doesn’t provide much room for links, at least within public posts, and there’s no reach penalty for links posted within promoted Snaps.
⚪ Threads: Does not down-rank links, but the algorithm doesn't place as much value on them since users don't like and comment on links as much.
🔴 TikTok: Doesn’t have to restrict the reach of links, because you can’t add them on TikTok anyway.
⚫ X (Twitter): Limits the reach of posts that include an external link.
Overall, there are no social platforms that are entirely open to links. Well, other than 🦋 Bluesky, which sees external links as a key element of its approach, saying, "We love links because we love the open web."
Understanding these nuances can help brands strategize their content effectively💡✨
What about you — do you put links in your posts? Do you find those posts don't perform as well?
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