Here’s why you shouldn’t rely on social media

Ever wonder why your links aren’t getting the attention they used to? Let’s dive into what each platform is really doing with your links (and what you can do about it!)

Facebook

Remember when Facebook was the go-to for driving website traffic? Those days are fading fast. A whopping 95% of posts in your feed now don’t include external links at all. Facebook’s basically saying “stay here and watch Reels instead!” They’re pushing video content hard and showing fewer news articles and external links. Want to get seen? You might need to rethink your strategy or consider boosting those important posts.

Instagram

Instagram’s never been link-friendly – you still can’t drop links in your captions (eye roll). While Stories offer a swipe-up feature, it only reaches your existing followers. Your best bet? Make that bio link count! Consider a link-in-bio tool that lets you share multiple destinations. And remember, Instagram’s about visual inspiration first, so make those images work hard for your brand.

Threads

While Threads claims they don’t punish posts with links, many users suspect otherwise. The platform’s still finding its feet, but early signs suggest it’s following Instagram’s lead in prioritising conversations over link-sharing. Keep an eye on this one, but don’t build your traffic strategy around it just yet.

X

At least X is upfront about it – they’re actively limiting link reach. Their logic? They want people staying and engaging on the platform, not bouncing away to other sites. Pro tip: Try sharing your main message in the post and dropping your link in the comments. It’s not ideal, but it’s better than nothing!

TikTok

TikTok’s not playing hard to get with links – they’re just not interested. No links in captions or comments, period. While you can add one to your bio, TikTok’s really about entertaining, educating, and engaging right there in the app. Use it to build brand awareness and save the link drops for other platforms.

LinkedIn

LinkedIn’s playing it subtle – they’ve shrunk link previews unless you pay to promote them. While they’re still one of the better platforms for professional content sharing, organic reach for links is definitely declining. The silver lining? Your business audience is here and more likely to click through when the content’s valuable.

What’s a business owner to do?

1. Diversify your traffic sources
2. Create native content for each platform
3. Build your email list (you own this!)
4. Consider paid promotion for crucial links
5. Make your website content worth the journey
6. Focus on creating value, not just dropping links

Remember: While social media is a powerful tool, it shouldn’t be your only path to potential clients.

Focus on building a strong website that converts visitors when they do arrive, and consider investing in channels you can control, like email marketing and SEO.

IN OTHER NEWS:

• Meta is cracking down on organised crime behind ‘pig butchering’ scams
• LinkedIn explores the rise of influencer marketing in B2B and how to effectively leverage it
• Matt Navarra of Instagram announced the launch of ‘collages’ on stories (no, it’s not in layouts)
• It’s not enough to tag your location, you can now share it in the DM’s on Instagram