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Should You Stop Putting Links in Your Social Media Posts?

Blog Social Media Should You Stop Putting Links in Your Social Media Posts?

by Britt Buxcel

Let’s start with a simple question.

Have you ever shared a post on Facebook or LinkedIn, added a link, and then wondered why it didn’t get much traction? The good news is, you’re not alone. And more importantly, it’s not necessarily your content.

Something Has Shifted

Over the past few years, platforms like Facebook and LinkedIn have been getting smarter about what they show to users and what they don’t. Their goal is simple. Keep people on the platform longer. So when a post includes a link that sends someone somewhere else, like your website, a blog, or a landing page, it can sometimes get less visibility. Not because your content isn’t valuable, but because the platform sees it as an exit.

What We’re Seeing

More and more, we’re seeing this trend continuing:

  • Posts without links tend to get more reach
  • Posts that keep people engaged on the platform perform better
  • Posts that drive conversation first are being prioritized (especially on LinkedIn)

Because of that, a small shift is starting to gain traction. Users are putting their link in the first comment instead of the post itself

Why This Works Now

When your post doesn’t include a link:

  • It feels more like a conversation and less like a redirect
  • The platform is more likely to show it to more people
  • Your content has a chance to perform before asking someone to click away

Then, once people are engaged, your link is still there. It is just one click away in the comments. It is a small adjustment, but it aligns with how these platforms are currently rewarding content.

A Facebook post features photos of various pets, including dogs and a cat dressed in a hoodie, with a caption describing them as beloved, unproductive coworkers. The collage hints at more pet photos in the post.
A Facebook post by Vivid Image shares a link titled The Pets of Vivid Image with a preview image of a brown and white dog with pointed ears.

A Simple Way to Try It

If you are posting a blog, event, or resource, here is a practical way to test this:

A close-up of a persons hand using a smartphone, with fingers interacting with the touchscreen. The phone display is slightly blurred, showing app icons and notifications.
  1. Write your post like a conversation
    Focus on value, insight, or a quick takeaway
  2. End with something engaging
    Ask a question or give people a reason to respond
  3. Add a comment immediately after posting
    “Here’s the link if you’d like to learn more: [link]”

That’s it. No complicated strategy. Just a small shift in how you share. But the key here is testing and watching your analytics. Share a blog this week with the link in the post. Then, share a blog next week with a link in the first comment. Look at your insights and compare reach.

We aren’t trying to outsmart the algorithm here. It is more about understanding how these platforms are evolving and adjusting our approach to meet people where they are.

At the end of the day, good content still wins. Every. Single. Time. This just helps make sure more people actually see it.

The Bigger Picture

If you think about how people use social media, it makes sense. People scroll to learn, connect, or be entertained. Not to immediately leave the platform. When your post delivers value first and asks for the click second, it fits that behavior. And that is where we are seeing the best results.