Observed Signal · Jun 23, 2025 · Policy Update · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Meta Warns: Facebook Links Hurt Reach
The article discusses Meta’s Widely Viewed Content Report, which finds that in the United States, over 97% of Facebook views come from posts without outbound links. Native formats such as Reels and photos are gaining visibility, signaling the direction of the platform’s algorithm. Practical guidance suggests removing links from the post text and placing them in the first comment, while ensuring the post remains visually engaging. Other publisher practices include inserting a link in the post draft, generating a preview image, removing the link text, adding images/videos/carousel, and posting the link in the initial comment after publication. Posts containing external links are said to be deprioritized by the algorithm relative to visual posts or Reels. The piece also notes cross-platform differences, highlighting that LinkedIn may reward posts with links, contrasting Facebook’s current tendency. The discussion underscores platform-specific dynamics and encourages testing across channels.
Policy Update / algorithmic guidance on major platform (Meta) affecting reach
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Key Takeaways & Evidence Grounding
- Meta's Widely Viewed Content Report states 97% of Facebook US traffic comes from posts without outbound links.
- Native formats like Reels or photos are increasing in visibility on Facebook.
- Recommended tactic: place links in the first comment rather than the post text.
- Post optimization tips include deleting link text, generating a preview image, and adding visual content (image, video, carousel).
- Posts containing links are described as 'Link Posts' and allegedly receive less reach than visual posts.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Put links in the post, not comments
Tom Orbach published a Marketing Ideas post on August 4, 2026 arguing that placing URLs directly in social posts (rather than comments) improves visibility. He cites an example where Mark Zuckerberg put a link in X comments and notes LinkedIn’s default “Most relevant” comment view can filter out comments containing links. Orbach points to his own viral LinkedIn posts that included URLs in the post (one receiving 333,343 impressions) and recommends marketers stop hiding links in comments.
Threads tests Gems to honor valuable posts daily
Threads is testing a new feature called Gems, which awards up to 25 outstanding conversations daily with a visible diamond badge. The selection is algorithm-based, focusing on originality, timeliness, and authentic discussion, regardless of follower count. Posts or direct replies qualify, but reposts and content cross-posted from Instagram are excluded. The feature is currently limited to public US-based accounts of users aged 18 and older, though the badges are visible globally, including in Germany. Recipients get a notification and can share the badge. Users can hide the label if desired. Initial hints appeared in August via app researcher Alessandro Paluzzi. Threads aims to encourage original and engaging content, with no negative impact on reach for non-recipients.
Meta Bans TikTok Ads on Its Platforms in Multiple Regions
Meta has banned advertising for TikTok on its platforms (Instagram, Facebook, WhatsApp) in several countries, including the USA, Japan, Vietnam, Canada, Egypt, Indonesia, and Thailand. This action, confirmed by Meta spokesperson Chris Sgro, prevents both ByteDance and third-party advertisers from promoting TikTok within Meta's ecosystem. The ban is seen as a competitive move amidst escalating rivalry between Meta, ByteDance, and YouTube. It may also be linked to Meta's recent $16.7 billion settlement with US states over youth safety, which includes conditions that require competitors like TikTok and YouTube to implement similar protective measures, suggesting a strategic pressure tactic to ensure they share the cost and responsibility of child safety initiatives.
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