When it comes to social media strategy, one common question is: Why do some of my posts get more views than others? While this depends on many factors, one element often hurts performance more than it helps: links. Instead of driving traffic, they can reduce your post’s visibility and engagement.
Ditch the Link
After listening to the “Why You Shouldn’t Add Links to Your Social Posts” episode from The Science of Social Media podcast by Buffer, I’m convinced that including links in posts is not a best practice—at least not for organic reach.
Social media platforms are designed to keep users on their feeds, not clicking away. Therefore, it makes sense that posts with links are deprioritized by the algorithm, affecting their visibility. Buffer’s research shows that social media posts with links consistently underperform compared to content without them. In many cases, it’s not that users aren’t clicking, it’s that the algorithm quietly hides the post altogether.
In other words, if your post is sending people off-platform, it’s more likely to be shadowbanned or suppressed in the feed.
Are There Exceptions?
Yes. Platforms like X and Facebook are more link-friendly, especially when sharing articles or timely news. If your main goal is click-throughs or moving users to another site, then including a link makes sense, but you have to be strategic.
The Better Approach
If you want to keep your reach and engagement high, try these alternatives:
- Using “link in bio” in captions (especially on Instagram and TikTok)
- Adding the link in the first comment (pin comment if possible)
- Using swipe-up links or stickers in Stories
These methods help you work with the algorithm rather than against it.
The Conclusion
For brands and users looking to grow organically, avoid using links directly in your posts. They’re likely to lower your engagement and reach. Unless necessary, guide your audience to links using your bio, stories, or comments. The goal is to keep users on the platforms, ideally, engaging with your content, not clicking away from it.
