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- Tuesday, November 26
Not gonna lie, today’s insight is a hotly debated topic amongst marketers… so, feel free to reply with your take – I’m curious!
🌟 Today’s Highlights:
Threads is testing default feeds to compete with Bluesky
Is Google inserting search links into your webpage?
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📊 Stat of the Day: 73% of TikTok users report feeling more connected to brands they interact with on TikTok than on other platforms. (Source: TikTok)
💡 Today’s Insight: How each social platform treats external links
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💡 Today’s Insight 💡
🗞 TL;DR - It’s become really, really frustrating to share links on social media to any content that takes users off that social platform. Of course, platforms want to keep users on the app, but that’s conflicting for marketers looking to keep audiences engaged. Social Media Today dove into how each social platform treats external links.
💡 Insight - Facebook hasn’t directly stated that its algorithm penalizes link posts, but link posts in the app have become less prevalent over time. According to Facebook, more than 95% of the posts displayed in user feeds don’t include an external link.
Instagram doesn’t let users post links in captions, so it’s never been a great place to drive referral traffic. In theory, links in IG Stories don’t restrict reach, though they are only distributed to your followers and people viewing your story.
There’s been a lot of debate on whether Threads downgrades posts in the algorithm that include an external link, but IG Head Adam Mosseri said it’s not happening.
X does limit the reach of posts that include an external link. X Owner Elon Musk has repeatedly confirmed this, saying it’s due to algorithmic updates and user behavior. X would prefer people share their thoughts directly on the app.
TikTok also has limited capacity to support links as you can’t include URLs in the description or comments. The only way you can add a link is either through your profile bio and the only restriction is that you can’t link to an eCommerce platform that TikTok sees as a competitor (like Amazon).
LinkedIn doesn’t officially restrict external links but it did reduce the link preview size in posts earlier this year, unless brands pay to promote them. Various studies have also shown that link posts on LinkedIn get significantly less reach in the app.
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⚡️ Today’s Headlines ⚡️
💌 Instagram added a bunch of new DM features ahead of the holidays. The new features, which are intended to promote DM engagement, include a new range of stickers, nicknames in group DMs, and location sharing.
👀 Threads’ latest test makes the ‘Following’ feed the default. The effort seems to be an attempt to combat the rising threat of Bluesky, which allows much more customizable feed options.
🔗 Google is inserting search links into webpages in the Google App. Website owners have to opt out of the ‘Page Annotation’ feature that was recently added to Google’s iOS app.
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