- There is ongoing discussion about link penalties on social platforms.
- Most social media platforms have implemented penalties for including links in posts.
- The reach of link posts on various social platforms is limited, except for Bluesky.
Are Social Platforms Killing Links?
There’s been a lot of talk about link penalties on social media platforms, with many platforms reducing the reach of link posts to keep users engaged on their own apps. Here’s where some of the major platforms stand on links:
Facebook has not officially stated link posts are penalized, but they have become less common over time, affecting referral traffic. More than 95% of posts on Facebook do not include external links, reducing their reach and engagement.
Instagram does not allow links in captions, making it challenging to drive traffic. Threads, according to boss Adam Mosseri, does not penalize posts with external links.
X limits the reach of posts with external links, preferring more user-generated content. TikTok and Snapchat also have limitations on adding URLs in posts, affecting link reach.
LinkedIn does not officially restrict external links, but they have made changes that may limit the reach of link posts unless promoted. Bluesky, on the other hand, values external links and the open web.
Overall, social platforms are not very supportive of driving traffic to external sites, except for Bluesky.
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