Facebook Advises Users to Add Links in Comments as Links in Captions May Impact Reach

Facebook / @cmcalgary

Facebook says links in post captions can hurt reach. Some users are now seeing alerts in their Professional Dashboard warning that links may reduce distribution, and encouraging them to place links in the comments instead.

Why It Matters: Adding links in comments has become common practice across platforms, but it often makes them less visible. Creators should strike a balance by using links in captions when clicks matter most, and links in comments when reach is the priority.

This comes at an interesting time as Meta launched new linking tools for Threads, including the ability for creators to add multiple links to their profile bio (similar to Instagram) and link analytics so they can see which posts are driving traffic. Instagram head Adam Mosseri also shared that it has been working on improving how links are ranked.

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