HERE'S WHERE EACH OF THE BIG SOCIAL PLATFORM STANDS ON EXTERNAL LINKS

Summary from the TLDR Marketing newsletter

Social platforms aren't overly keen on driving traffic to your brand's site. Facebook's algorithm doesn't explicitly penalize links, but link posts have declined in visibility and engagement. Instagram restricts links to Stories, limiting broader reach. X explicitly limits link reach, while TikTok and Snapchat minimally support external links, with exceptions for competitors. LinkedIn reduces link preview visibility unless promoted. Bluesky remains an exception, valuing links as integral to its platform.