META SAYS LINK POSTS ON THREADS ARE SEEING BETTER PERFORMANCE

Summary from the TLDR Marketing newsletter

Threads is now giving more visibility to link posts and Meta has added link performance analytics to help users track traffic. Link ranking has improved over the past month and link posts are now shown more often in recommendations. Despite this, Meta's platforms still heavily favor content that keeps users within the app - 97.3% of U.S. Facebook post views don't include external links. Brands should be cautious about relying on Threads for consistent referral traffic, as Meta has a history of shifting its content priorities.