Twitter, or X as it’s now called, has long been a favorite for businesses and creators. With over 528 million monthly active users, it’s an online space where real-time conversations happen, trends take off, and connections feel immediate. For small businesses, it’s been a valuable tool to reach audiences, share updates, and funnel traffic back to their websites.
But things are shifting. There’s growing evidence that the X algorithm isn’t as link-friendly as it used to be. Posts with external links—those directing users off the platform and to other websites—seem to get less visibility, buried under content designed to keep people scrolling on Twitter itself.
For businesses relying on Twitter to drive clicks and engagement toward their own websites, this raises an important question: is Twitter still the best tool for the job? And if not, where should you turn?
Let’s take a closer look at what’s happening—and what it means for your social media strategy.
What the Twitter/X Algorithm Says About External Links
Elon Musk, former CEO of X and current executive chairman and chief technology officer, recently confirmed that the platform’s algorithm deprioritizes posts containing external links. This means that posts with links to other websites are less likely to be shown to users, which has drawn criticism from users and businesses who rely on these posts to share information.
According to Business Today, Musk explained that this policy aims to discourage what he calls “lazy linking.” These are posts that simply include a link without providing meaningful context or encouraging interaction with the content.
Instead, the X algorithm (the set of rules that decides which posts users see in their feeds) favors tweets that keep users on X. For example, posts without external links, or those with engaging visuals and text, are more likely to reach a wider audience. The reason is straightforward: X wants to keep users on the platform as long as possible. When users stay, they interact more with content and view more advertisements, which generates revenue for the company.
For small businesses, this poses a significant challenge. Many rely on X to share links to their blogs, product pages, or websites to attract potential customers. If these link-heavy posts are being shown to fewer people, they won’t drive as much traffic as before. Musk has suggested a potential solution: businesses can place their links in the replies to a tweet, rather than in the main tweet itself, to avoid the algorithm’s penalty. However, this workaround may not be practical or effective for every post.
The criticism of X’s approach isn’t new. In 2023, several news sites claimed that X delayed links to rival platforms like Facebook, Instagram, and Substack for up to 4.5 seconds. These delays discouraged users from leaving X to visit other sites, reinforcing the platform’s strategy of keeping users within its ecosystem.
For small businesses, this shift highlights the importance of adapting their social media strategies. By understanding how the X algorithm works, businesses can make smarter decisions about whether X is still the right place to invest their time and resources.
How the X Algorithm Could Be Hurting Small Businesses
For many small businesses, X has been a key platform for building connections and driving website traffic. Whether it’s sharing links to blog posts, promoting new products, or advertising services, the ability to guide users from a tweet to a business website is an essential part of their strategy. But with the algorithm deprioritizing posts that include external links, that strategy is starting to fall apart.
The issue lies in visibility. If fewer people see posts with links, those links aren’t generating the clicks businesses depend on. For small businesses, this means fewer visitors to their websites and fewer opportunities to convert those visitors into leads or sales. What was once a reliable way to boost engagement now feels like a wasted effort when tweets don’t reach their audience.
This is especially frustrating for businesses that have limited time and resources to dedicate to social media. If a platform like X no longer supports their goals, it forces them to adapt quickly—either by finding new ways to work with the algorithm or exploring other platforms that allow their content to be seen and clicked on without penalty.
The challenge is clear: small businesses can’t rely on link-heavy content alone to drive results on X anymore. To succeed, they’ll need to focus on strategies that create engagement while finding alternative ways to guide users to their websites.
What Are the Alternatives to X?
As the X algorithm makes it harder for small businesses to use external links effectively, exploring other platforms can open new opportunities. There are several alternatives that allow businesses to share links without worrying about algorithmic penalties, each offering unique benefits.
Here’s a closer look at some options:
1. Threads (Meta’s Platform)
Threads, launched by Meta, is quickly gaining traction as a competitor to X, boasting 300 million monthly active users. Unlike X, its algorithm doesn’t penalize posts with external links, making it a more link-friendly platform for businesses.
Why It Works:
- Integration with Instagram: Small businesses already using Instagram can seamlessly link their accounts, making Threads an easy addition to their social media strategy.
- Algorithmic Focus on Engagement: Threads’s algorithm prioritizes meaningful content while still allowing links to perform well, creating a balance between engagement and utility.
Limitations:
- While Threads is developing its analytics capabilities, it currently offers limited metrics for tracking post performance.
Best For:
Businesses already active on Instagram or those seeking a simple, engagement-focused platform to connect with audiences in a way similar to X.
2. Bluesky
Bluesky is a newer platform with 25 million total users and a steadily growing community. Its standout feature is customizable feeds, allowing businesses to tailor their audience reach based on specific interests or demographics.
Why It Works:
- Customizable Algorithms: Bluesky allows users to select or create custom algorithms, enabling businesses to tailor content delivery to specific interests or demographics.
- Potential for Community Growth: The smaller user base creates opportunities for businesses to establish themselves as early adopters and build loyal followings.
Considerations:
- Growth Phase: While expanding, Bluesky’s user base is smaller compared to established platforms, which may limit audience reach.
- Developing Marketing Tools: Bluesky is continually enhancing its features, including marketing and analytics tools, which are currently less comprehensive than those of platforms like LinkedIn or Instagram.
Best For:
Businesses targeting niche markets or seeking greater transparency and control over how their content is distributed.
3. Instagram
Instagram is a visually-driven platform that offers creative ways to share external links, even though clickable links are not allowed in standard posts. Businesses can use Stories, bio links, and advertisements to drive traffic effectively. Features like Link Stickers in Stories make it easy to direct followers to specific pages.
Monthly Active Users: Approximately 2 billion.
Why It Works:
- Ideal for Visual Content: Instagram is perfect for businesses with visually appealing products or services, such as fashion, food, or home décor.
- Massive Audience: With a large and diverse user base, Instagram offers wide exposure for small businesses.
- Tool Integration: Instagram integrates seamlessly with third-party tools, allowing for advanced analytics, scheduling, and content management.
Limitations:
- No Links in Standard Posts: Links are restricted to bio sections, Stories, and ads, which can make sharing links less seamless.
- Highly Competitive: The platform’s popularity means it can be challenging to stand out without strong visuals and consistent content.
- Algorithmic Challenges: Posts from smaller accounts may receive less visibility due to Instagram’s focus on engagement metrics.
Best For:
Businesses with strong visual branding or products that photograph well.
4. Pinterest
Pinterest is a visual discovery platform that is inherently link-friendly. Every pin can include a clickable link, making it a powerful tool for driving traffic to blogs, product pages, or other websites. It’s particularly effective for industries like e-commerce, design, food, and fashion.
Monthly Active Users: Approximately 537 million.
Why It Works:
- Search-Based Audience: Users visit Pinterest to find inspiration and products, making them more likely to click through to your site.
- Long Content Lifecycle: Unlike platforms where posts fade quickly, pins remain relevant for months or even years, providing lasting visibility.
- Link-Friendly: Pinterest’s design encourages linking, making it one of the easiest platforms to use for traffic generation.
Considerations:
- Industry Specificity: Best suited for visually-driven industries like e-commerce, travel, and home design, limiting its appeal for other business types.
- Requires Consistent Effort: Maintaining fresh and visually appealing pins is necessary to stay competitive.
- Analytics Limitations: Pinterest’s analytics tools are less robust compared to platforms like LinkedIn or Facebook.
Best For:
E-commerce, design, or other visually-driven industries seeking long-lasting traffic sources.
5. YouTube
YouTube remains one of the most powerful platforms for sharing external links, thanks to its integration of clickable links in video descriptions, end screens, and pinned comments. Video content is a highly engaging way to connect with audiences and drive traffic to your website.
Monthly Active Users: Approximately 2.5 billion.
Why It Works:
- Searchable Content: Videos rank in both YouTube’s search engine and Google, providing dual visibility for your content.
- High Engagement: Video storytelling captures viewers’ attention for longer periods, creating deeper connections with your brand.
- Multiple Link Opportunities: Links in video descriptions, end screens, and annotations ensure your audience can easily find and click through to your site.
Best For:
Businesses capable of creating high-quality video content and looking to boost engagement and SEO.
6. Facebook
Facebook is still one of the most popular platforms for businesses, offering extensive tools for link-sharing. Whether through posts, Stories, or ads, businesses can use Facebook to drive meaningful traffic. While organic reach may be limited, boosting posts and running ads effectively amplify visibility.
Monthly Active Users: Approximately 3.07 billion.
Why It Works:
- Customizable Ads: Facebook’s advertising tools allow businesses to precisely target specific demographics, interests, and locations.
- Link-Friendly Post Formats: Certain formats, such as carousel ads or link previews, are optimized for link performance, making it easier to generate clicks.
- Broad Reach: With its massive global user base, Facebook ensures your content has the potential to reach a wide audience.
Limitations:
- Declining Organic Reach: Organic reach on Facebook has declined over the years, often requiring ad spend to reach a significant audience.
- Pay-to-Play: Success on Facebook increasingly depends on paid ads, which may not be ideal for small businesses with limited budgets.
- Algorithmic Favoritism: Facebook prioritizes engaging content, which can limit the visibility of posts aimed purely at driving external traffic.
Best For:
Businesses looking for broad reach, advanced ad tools, and audience targeting capabilities.
Why We Didn’t Mention LinkedIn
You’re probably wondering why LinkedIn didn’t make our list of top platforms for driving link performance. While LinkedIn is a powerful platform for professional networking and B2B marketing, its approach to external links has shifted in recent years.
LinkedIn’s algorithm, much like X’s, tends to deprioritize posts with external links. The platform favors native content—posts, articles, or videos created and consumed directly on LinkedIn—to keep users engaged within its ecosystem. This means posts with outbound links may see reduced visibility compared to other types of content.
While LinkedIn is still highly effective for brand building, lead generation, and professional engagement, its limitations for link-based strategies make it less ideal if your primary goal is driving clicks to your website.
That said, LinkedIn’s robust targeting, advertising, and analytics tools make it an essential platform for certain industries, particularly those focused on B2B connections or thought leadership. If your business relies on professional audiences, LinkedIn remains a key part of your marketing strategy—but it’s important to adjust your approach to include a balance of native content and strategic link placement, such as in comments or through LinkedIn Ads.
By understanding these limitations, you can determine whether LinkedIn aligns with your goals or if other platforms might be better suited for maximizing link visibility.
What’s Next for Small Businesses?
The key takeaway for small businesses is clear: diversifying your social media presence can mitigate the risks of relying too heavily on a single platform like X. By exploring platforms like Threads or other alternatives, businesses can find spaces that better support their goals of engagement and traffic generation.
While X may still have value for some aspects of marketing, these alternatives can help ensure your content—and your links—reach the right audience without unnecessary roadblocks.
How to Use X for Marketing the Right Way
Despite its challenges, X can still play an effective role in your marketing strategy—if you adapt. While the algorithm may deprioritize external links, small businesses can still leverage the platform to build brand awareness and connect with their audience.
Here’s how to use X effectively while navigating its limitations:
1. Focus on Engagement-First Content
X prioritizes posts that keep users on the platform, so creating engaging, native content is key. Instead of starting with a link, focus on visuals, polls, and threads that capture attention and encourage interaction. For example:
- Use striking images or videos to showcase your products or services.
- Create polls to spark conversations and gather audience insights.
- Write engaging threads that share expertise or tell a compelling story.
These types of posts can boost your visibility and build trust with your audience, even without including links.
2. Place Links Strategically
If driving traffic to your website is a priority, placing links in the replies instead of the main post is a commonly used workaround. This method aligns with Elon Musk’s suggestion to avoid the algorithm’s downranking of link-heavy posts. For example:
- Write a thread introducing a new blog or product.
- In the first reply, include a link to your site for readers who want to learn more.
While not as direct as placing links in the original post, this strategy allows you to maintain visibility while still providing access to your external content.
3. Balance Link Posts with Native Content
To avoid over-reliance on posts that may perform poorly, balance your content strategy by mixing link-heavy posts with purely native content.
- Use native content to build engagement and reach.
- Occasionally share links when they align with high-value posts, but focus on making the content itself engaging enough to draw clicks.
For example, instead of sharing a link to a product page, you might share a customer testimonial or a how-to guide using visuals and storytelling.
4. Compare the Alternatives
While X can still offer value, platforms like Threads, Bluesky, and LinkedIn are becoming more attractive for small businesses, particularly for those focused on sharing external links. If your primary goal is to drive clicks, experimenting with these platforms alongside X can help you determine which best supports your marketing objectives.
So, What Small Businesses Should Do for Social Media Marketing?
For small businesses, adaptability in the digital marketing world is key. While X still has value for certain marketing efforts, its algorithm’s treatment of external links makes it clear that relying solely on this platform can limit your reach and impact.
The solution is to diversify your social media strategy. Explore alternative platforms where your content can thrive. Experiment with different types of posts, balance link-sharing with engaging native content, and tailor your approach to fit the strengths of each platform. By spreading your efforts across multiple channels, you can reduce the risks of algorithmic challenges and ensure your marketing strategy remains effective.
Ready to take your social media marketing to the next level? Let D-Kode Technology help you audit your current strategy and explore new ways to maximize reach and engagement. From platform selection to content creation, we offer the expertise you need to grow your business. Contact us today to learn more about our social media and digital marketing services!
