If you’ve ever posted a link on Elon Musk’s X (previously Twitter), you might have realized that it struggles to gain visibility—few views, likes, or shares. This is intentional. Musk has candidly stated that X’s algorithm lowers the priority of posts containing external links, with the goal of keeping users engaged on the platform for extended periods.
Although this strategy has annoyed numerous users, it has created openings for rivals to enter the scene—and Meta’s Threads is taking full advantage.
Meta’s Threads Welcomes Links
In a recent announcement, Meta introduced a variety of new features for Threads aimed at simplifying the sharing and promotion of external content—this distinctively differentiates it from X.
More Links in Your Profile
Threads now permits users to add up to five links in their profile bios. In contrast, X only allows one link in the “website” section of a user’s profile. This enhancement provides Threads users greater flexibility to highlight personal sites, portfolios, or projects directly on their profiles, potentially minimizing the reliance on third-party tools like Linktree.
Link Analytics for Deeper Understanding
Threads is also introducing link analytics, which enables users to track how many times their links are clicked. This capability pertains to links shared in both posts and user bios, assisting creators and businesses in comprehending the effectiveness of their content and its ability to drive traffic.
Promoting Posts with Links
Historically, Threads didn’t prioritize posts featuring links. Instagram head Adam Mosseri previously mentioned that while Threads didn’t penalize link posts, they were not given preferential treatment either. This is shifting now.
As reported by Engadget, Threads will start to feature posts that incorporate links more prominently within users’ feeds, owing to updates in its recommendation algorithm. This transformation aligns with Meta’s broader initiative to bolster content creators across its platforms.
A Move Favorable to Creators
Meta has actively sought to engage creators, and emphasizing link-sharing is a tactical step in that direction. By facilitating the sharing and tracking of external content, Threads positions itself as a more creator-friendly option compared to X and other platforms like Bluesky.
Only time will reveal whether these modifications will help Threads draw in more creators and users—but it is evident that Meta is placing a significant bet on links.