What Meta’s saying

According to this recent update, post captions that include a link can reduce reach, and so users should consider placing it the comments instead.

The rationale? Facebook’s algorithm is more likely to push content that keeps users on the platform, so external links can be a bit of a red flag. By moving the link to the comments section instead, you’re (in theory) giving your post a better chance to be seen by more people because people can’t as easily click the link and leave the platform.

On the surface, it makes sense. More reach = more eyes on your brand. That’s a win, right?

Well… maybe. But what are you actually trying to achieve?

Here’s where it gets murky and I get to use my favourite words that clients don’t like to hear, “Well, it depends…”.

Well, yeah, reach is great, but it depends on what your goal is? If your goal is to drive traffic to your website, burying your link in the comments might not be the smartest move. You’re asking people to do more work: read the post, find the link in the comments, then click. And that extra step could easily cost you conversions.

If your main objective is to generate clicks, leads, or sales from your website, you might actually see fewer results by hiding your call-to-action down in the comments. That’s not necessarily because it’s bad advice, but because it just means it doesn’t align with your goal.

Always test, don’t just follow

There’s a temptation to jump on trends, especially when they come from the platforms themselves. But social media isn’t one size fits all. What works for one brand or one post won’t necessarily work for you.

So if you’re thinking about trying this “links in the comments” approach, great - but test it. Compare the performance of posts with the link in the caption vs. in the comments. Measure not just reach, but the metrics that matter to your brand, click-throughs, time on site, conversions. Otherwise, you’re optimising for a metric that might not mean much to your business and ultimately damage your performance.

The short version: know your goals first

If visibility is the priority, like growing awareness or boosting engagement, maybe the comments tactic is worth a shot. If it’s about driving action, like clicks, leads, or purchases, don’t hide the CTA. Make it clear, make it easy, and track the results. At the end of the day, the only advice that matters is the one that works for your audience, your goals, and your strategy.