It’s become a common belief in social media circles that link posts don’t perform anymore. You’ve probably heard it. Maybe you’ve even stopped posting links altogether, trading them in for reels or carousels.
And it makes sense. Link posts have a reputation for being suppressed by algorithms, for breaking the scroll, and for leading audiences away from the platform. But here’s the twist, that doesn’t mean they’re useless.
The truth? Link posts aren’t dead. They’re just misunderstood.
Sure, you can’t drop a random blog URL and expect it to go viral. But with the right strategy, link posts can still drive serious traffic, spark engagement, and even outperform flashier formats, if you know how to use them platform by platform.
1. The Truth About Link Posts in 2025
Link posts have become the underdogs of social media. While short-form video dominates and carousels pull in saves, many marketers have quietly labeled link posts as outdated. Low reach. Low engagement. Low priority. But here’s the thing, that’s only half true.
Yes, algorithms are selective. Many platforms prioritize content that keeps users on the app. And yes, link drops without context or creativity? They’re likely to disappear into the feed.
But that doesn’t mean link posts can’t work. In fact, they still play a vital role in your content mix, when used intentionally.
While video content often generates higher engagement, link posts, especially on LinkedIn, still drive over 50% of social referral traffic to B2B websites, according to Econsultancy. That’s not a format you want to ignore.
Most platforms aren’t anti-link. They’re just pro-value. What the algorithm favors is content that feels native and keeps users engaged. So if your link post lacks context, design, or a compelling angle, it’s not about the format, it’s about the execution.
Carousels and videos often perform better in terms of in-app engagement, but they serve different goals:
- Carousels drive saves and shares. Great for storytelling or breaking down big ideas.
- Short-form videos generate fast engagement and visibility, especially on platforms like Instagram and TikTok.
- Link posts, on the other hand, are your best bet when your goal is off-platform action, like getting clicks to a blog post, newsletter signup, or product page.
The trick isn’t to stop using link posts. It’s to use them better, link posts can still drive serious results. Platforms like LinkedIn and Facebook still support them well, if you meet the quality threshold.
2. Where Link Posts Still Thrive
Not all platforms treat link posts the same. While some downplay them in favor of native content, others still give them solid visibility, especially when you know how to play by their rules.
Despite declining organic reach overall, Facebook still drives the highest referral traffic of any social platform, according to a 2024 report. That’s largely due to link posts, especially with compelling headlines and strong visuals. If you need help with the visuals, check out these Canva templates.
Link posts on LinkedIn are still a powerhouse for B2B marketers and thought leaders. While native content like text posts and carousels tend to outperform for engagement, link posts do well when they’re informative, clean, and skimmable.
This is where link posts don’t just survive, they thrive. Pinterest is essentially a visual search engine, and every pin links out. If you're driving traffic to blogs, product pages, or lead magnets, it’s still one of the best platforms out there.
X (formerly Twitter)
Link posts aren’t what they used to be on X, but they’re not irrelevant. The key is to build context. Instead of just dropping a link, wrap it in a short thread, a hot take, or a quote tweet. Elon Musk hinted in 2024 that standalone links without commentary could be deprioritized, so give them something extra.
Threads
Meta just confirmed that Threads does not penalize link posts in the feed. That makes it a rare opportunity to post direct links without worrying about suppression. Threads performs best with short, punchy text, think under 150 characters, with a clear CTA.
3. The Blueprint of a Click-Worthy Link Post
Link posts might seem simple, just a URL and a caption, right? But the most effective ones are anything but basic. They’re carefully crafted to catch attention, build curiosity, and drive clicks without feeling pushy. Here’s what a high-performing link post looks like:
1. A Headline That Creates Urgency or Teases a Solution
Your headline is your hook, it needs to stop the scroll. Whether it’s a question that hits a pain point or a bold promise, headlines that spark curiosity or urgency get more clicks.
2. A Thumbnail or Featured Image That Works Across Devices
Your preview image or thumbnail isn’t just decoration, it’s a conversion driver. It needs to be clear and eye-catching on both mobile and desktop.
3. A Concise Caption With a Single Clear CTA
Less is more. Your caption should quickly explain why someone should click, no fluff. One call to action is enoug, too many dilute focus.
4. Native Tools + Tracking
Using UTM parameters lets you track exactly where your clicks come from and which platforms perform best. You can use a tool like Nuelink that’s not only a social media management and automation tool but also offers a built-in link shortener tool.
You can easily create clean, trackable links that simplify campaign monitoring. Tracking data helps you refine future posts and double down on what works.
4. Tips to Maximize Clicks Without Being Clickbaity
Clicks matter, but nobody wants to feel tricked. In 2025, audiences are savvier than ever, and they can spot clickbait from a mile away. So, you must deliver real value upfront and be genuine about what you’re sharing. Here’s how:
1. Use a “Value-First” Approach
Lead with one useful takeaway before asking for the click. Give your audience a taste of the benefit they’ll get. This builds trust and sets the right expectations.
2. Test Different CTA Styles
Not every audience responds the same way. Some prefer curiosity-driven CTAs like “You won’t believe this…” while others respond better to benefit-focused CTAs like “Learn how to...” Test both styles and track which performs better on each platform.
3. Repurpose the Same Link With Different Angles
Don’t put all your eggs in one basket. Share the same content multiple times, but change the headline, image, or caption angle. For example, one post can focus on the problem, another on the solution, and another on a surprising fact. This expands your reach and keeps your content fresh.
Link posts might have gotten a bad rap, but the truth is they’re far from outdated. In 2025, success with link posts comes down to understanding platform nuances, crafting clear and compelling content, and putting value front and center.
