The Missing Link: Leaving It Out
It’s easy to paste a link right into our posts, especially on platforms like Facebook, LinkedIn & Twitter. However, the burning question is if it’s helping or hurting our content?
According to research from Buffer’s Science of Social Media podcast, the answer isn’t as simple as it seems. Let’s break down the pros and cons, and why it’s time to rethink this social strategy.
The Pros of Including Links
Easy access: Links in the post let your audience click directly with no extra searching required
Clear CTA: Adding a link makes it obvious what action you want your audience to take (read more, shop now, etc.).
Good for traffic: You might get a few direct clicks to your site, especially if your audience is highly engaged.
The Cons (& Why They are More Important)
Lower reach: Posts with links in the main caption often get deprioritized by social media algorithms. Agorapulse’s experiment found that link-free posts had higher reach and engagement across the board.
Disrupted engagement: Links can distract or even cut the conversation short since people leave your post before engaging.
Platform penalties: Platforms like LinkedIn and Facebook don’t love it when you send users away. The more time people spend off-platform, the less likely your post is to be favored by the algorithm.
The Verdict:
Avoid links, especially in the main caption. The short-term click you might gain aren’t worth the engagement and reach you’re likely losing.
Let’s Talk Alternatives:
Use stories, buttons, or swipe-ups where appropriate
Put the link in the comments (especially on LinkedIn)
Say “link in bio” on Instagram or TikTok
Hey, I’m Ashley!
I am a graphic & interactive designer passionate about creating purposeful, fun, and engaging design. Whether it’s a brand identity, a responsive website, or a social media campaign, I love connecting ideas with strategy to make work that’s not only beautiful, but effective.
