Summary: If your social media strategy still revolves around posting links back to your website, it’s time to pivot. Platforms are cutting visibility for outbound links, pushing brands to create content that keeps users on-platform.
There used to be a simple rhythm to social media. Write a blog post, share the link, watch the traffic roll in. It worked because platforms rewarded content that kept people clicking.
That time is over.
The fall of the link post
According to a study by Buffer, engagement for link posts on X has collapsed. For regular accounts, it’s effectively zero. Even Premium users are seeing far less traction compared to text or video posts. X now favors users who pay for Premium Plus, giving them up to ten times more reach. The rest are left shouting into the void.
Meta’s heading in the same direction. Starting in August 2025, Meta will count an “engaged view” after just five seconds of watch time. The focus is on video, not clicks. At the same time, engaged-view tracking for image ads is being retired.
Both platforms are sending the same message: stay here, not there.
“Link in the comments” isn’t clever anymore
Remember when posting your link in the first comment felt like a sneaky workaround? That trick has lost its magic. Algorithms now recognize and often penalize it. Engagement drops, visibility tanks, and you end up spending more time fighting the system than reaching your audience. Not to mention that half the time your audience can’t find the link anyway.
What this means for your social media strategy in 2026
Your website is still important, but it’s no longer the hub of your marketing universe. It’s a destination, not the destination.
The real opportunity now lies in creating content that lives natively on each platform. That means:
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Turning blog insights into short, standalone posts
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Using short-form video to share ideas directly in the feed
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Writing copy that tells the story without relying on a click-through
Think of your website as one of many spokes, not the center of the wheel.
Video remains the king of engagement
Video continues to dominate every major platform. Whether it’s a 15-second story, a quick thought-leadership clip, or a live update, video gets more visibility and interaction than static content. It’s also favored by algorithms designed to keep users scrolling.
For marketers, the takeaway is clear. Make your content easy to consume right where your audience already is.
How to pivot your approach
If your current process still looks like “publish blog → post link → hope for traffic,” start evolving it now.
Try this:
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Lead with the story, not the link.
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Use visuals and video to draw attention.
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Add a soft reference to your site later for anyone who wants to learn more.
The platforms will reward you with better reach, and your audience will reward you with attention.
Key takeaways for the future
A strong social media strategy in 2026 won’t chase clicks. It will earn attention.
Your audience isn’t waiting to be redirected to your site. They’re already where they want to be. Meet them there, tell the story there, and your brand will grow faster than any link could carry it.
FAQ
Why don’t links in social media posts work anymore?
Because platforms lose ad revenue when users leave. They now prioritize content that keeps people engaged on-platform. Link posts signal an exit, so algorithms suppress them in favor of text, images, and video.
Should you still post links on social media?
Yes, but sparingly. Post them when the destination truly adds value, and always pair them with strong native content that stands on its own. The goal is to earn engagement first, clicks second.
Is the hub-and-spoke model dead?
Pretty much. Your website used to be the hub that everything pointed to, but now every platform functions as its own mini ecosystem. Your job is to adapt your story to each one, not just repurpose and link back.
What are the best social media formats for engagement?
Short-form video leads across nearly every platform. Carousel posts, polls, and genuine behind-the-scenes updates also perform well because they feel natural and encourage participation.