LinkedIn links cut reach 16%, not 100%: what 300K posts show
If you post on LinkedIn for distribution, you’ve probably heard the warnings: links kill reach, put them in comments, edit them out after posting. An analysis of 300,000 LinkedIn posts suggests most of that advice is wrong or outdated.
What the Data Actually Shows
Links reduce reach by roughly 16%, according to the analysis by Richard van der Blom. That’s a real penalty, but it’s nowhere near the death sentence the conventional wisdom implies. The post still reaches most of its potential audience.
Several widely repeated tactics don’t hold up:
- Stacking links to recover reach does not work.
- Comment links are often hidden by LinkedIn’s interface and convert worse than in-post links.
- Editing links out after posting is no longer an effective workaround.
What Does Work
The analysis found that additive links, those that add value for the reader, outperform straight sales links. LinkedIn’s own native tools also perform better without triggering the reach penalty: newsletters, profile links, events, and direct messages all drive results without the 16% hit.
If you’re building a content strategy on LinkedIn, the takeaway is simple. Don’t avoid links out of fear. Be selective about which links you include, favor additive over promotional, and lean on native LinkedIn features when you want reach without the tradeoff.
I’m founder of BizStack at Cagri Sarigoz LLC and a passionate advocate for entrepreneurs.
With over 14 years in tech, marketing, and AI, including my role as Head of SEO at CitizenShipper and co-founder of TaleBot at Intale AI, I’m dedicated to sharing genuine, useful product insights and tips.
At BizStack, I aim to cut through the digital noise to provide clear, actionable advice.
And more than all else, I’m a father to a (always) little girl and a husband.
Contact me at [email protected] for assistance.
