For several years now, social media specialists have had serious doubts about placing a link in a publication, as we have read in certain studies.
Indeed, according to certain rumors, adding a link directly in a publication would reduce the reach of the message. To have a better "reach", that is to say a greater reach on social networks like Facebook, some experts already recommend adding the link of a publication in the first comment.
But if, until now, this information was only theoretical, it could soon be officially confirmed by Meta...
An alert received by several users
This weekend, it seems that several Facebook page administrators received alerts from Meta concerning optimizations to be made to their publications.
And if some advice may seem completely natural, such as integrating a video or a photo to increase user engagement, it is another message that has caught the attention of users.
Indeed, in the screenshots that have been shared on Threads, the competitor of X (formerly Twitter), and Facebook, we can also see a recommendation regarding links related to posts.
A message received by Facebook users – Source: Meta
A drop in reach due to a link in a post?
While some considered it an "urban legend" of social networks, it would seem that adding a link in a publication could reduce its reach.
In the messages shared by users this weekend, we can very clearly see a message that says that "links can reduce the reach of a publication", and that it is preferable to "add a link in the first comment instead of place«.
And while some might still be resistant to these messages, other information shows that this would actually be completely logical…
97.3% of posts without links in the United States
As usual, Meta recently published traffic figures on its social networks, with particularly interesting information for the first quarter of 2025.
Indeed, we learn that 97.3% of the most viewed posts in the United States do not have a link in their original message, compared to only 2.7% for posts with an external link.
Although Meta has not yet reacted officially to this subject, this is an additional sign, If there was any doubt, Meta wants above all to keep users within its ecosystem.
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