Why links struggle to gain traction

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Where Social Media Links Stand in 2025
Insights from Stacked Marketer

Sharing links across social media seems intuitive, but platforms aren’t making it easy. If your 2025 content strategy involves external links, here’s a breakdown of where the major platforms stand and what it means for your reach.

Key Insights on Link Sharing

1️⃣ Facebook: The Linkless MajorityOver 95% of posts in Facebook feeds don’t include links. While there’s no official ban, linked posts experience significantly reduced reach—translating to lower engagement.

Tip: Focus on content that thrives without links, like videos or native posts with engaging visuals.

2️⃣ Instagram: Links in IsolationWith no clickable links in captions, Instagram relies on Stories or profile links for distribution. However, these typically engage only your existing followers, limiting broader reach.

Tip: Use link stickers strategically in Stories and pair them with compelling CTAs.

3️⃣ Threads: Behavior-Driven ReachThreads claim no penalty for linked posts, but reach often falls due to user behavior. Mosseri suggests the algorithm isn’t to blame—yet user patterns tell a different story.

Tip: Experiment with different content formats to identify what resonates with your audience.

4️⃣ X: Links Come at a CostElon Musk openly admits that linked posts on X see reduced reach. Honesty doesn’t soften the blow for marketers, though.

Tip: Prioritize text-based or visual content with links tucked into replies or profiles.

5️⃣ LinkedIn: Pay for PreviewsThough no official policy restricts links, studies suggest linked posts may see limited reach unless boosted. Bigger link previews are also behind a paywall.

Tip: Embed links within insightful posts to encourage shares and conversations.

The TakeawayIn 2025, effective link-sharing requires platform-specific strategies. Avoid reliance on traditional methods, focus on native content, and leverage links sparingly where they naturally fit. Platforms like Bluesky, which still value links, might provide fresh air for marketers seeking reach without restrictions.

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