Do posts with links affect content performance on X?

For years, creators have shared the same warning: “Don’t post links; they hurt your reach.” But figures to support this are difficult to come by. That’s what we wanted to test, this time on X, formerly known as Twitter.

With the help of our data scientist Julian Winternheimer, we started to delve deeper 18.8 million messages from 71,000 X accountsand the results are clear: links are really detrimental to performance.

For creators and brands that rely on link sharing as part of their content strategy, the data points to something bigger than a small tweak to the algorithm. Let’s get into the numbers.

Do posts with links affect content performance on X?

The short answer: yes – and the impact is dramatic.

Our analysis shows that posts with links perform significantly worse than other content types.

From August 2025

• Link messages had
  • 0% engagement rate on regular accounts
  • ~0.28% engagement rate on Premium accounts
• Image posts had
  • ~0.20% engagement rate on regular accounts
  • ~0.42% engagement rate on Premium accounts
• Video posts had
  • ~0.25% engagement rate on regular accounts
  • ~0.85% engagement rate on Premium accounts
• Text messages had
  • ~0.40% engagement rate on regular accounts
  • ~0.90% engagement rate on Premium accounts

The graph shows that every format, even if the reach for regular accounts is smaller, gets some engagement except linksfalling to absolute zero after March 2025.

This seems to confirm the idea that the X algorithm is pulling down linked content.

Premium accounts, however, still see reach and engagement on link posts, although even there the links underperform compared to text, images, and video.

When we started digging into the best content to post on X in March (before the drop), links were the worst performing format on

Premium users, on the other hand, can still drive engagement with links, although even there the native formats consistently perform better.

What is most striking is the size of the gap: Premium accounts now have about 10x the reach of regular accounts. That creates a compound cycle: more reach → more followers → even greater reach.

And not all Premium is created equal. Premium Plus subscribers get the widest reach of all account types, with mid-tier and Basic Premium still far ahead of regular users. This advantage suggests that the difference is not just about a larger audience; it’s built into the way X distributes content.

⚡Learn more about the impact of X Premium on content performance in Does X Premium really increase your reach? An analysis of more than 18 million messages. Spoiler: it is!

Why is there such a sharp divide?

The most likely explanation is platform incentives. X has a good reason to keep users on the platform instead of sending them elsewhere, and it also has a clear motivation to encourage more users to pay for Premium. Together, these incentives push link posts – especially from non-paying accounts – down the distribution ladder.

The result is a two-tiered system:

• Regular accounts: link messages are effectively invisible.
• Premium accounts: links are still viable, but have lower engagement than other formats.

This signals a fundamental change in the way X rewards content – ​​and a clear message to creators and brands that rely on link sharing.

Implications and solutions for link posts on X

For makers and brands, X’s message is clear: Posts with links are no longer a reliable way to reach your audience unless you are in the Premium tier.

If you have a normal account, external links will not only underperform, they may not perform at all.

Since March 2025, link posts from non-Premium accounts have been effectively invisible, with average engagement rates remaining at zero. This means that newsletters, product pages, and blog posts shared directly in the timeline will no longer yield the results they once did.

So what can you do?

• Invest in Premium if links are important to you. Premium accounts still generate reach and engagement on link posts, although less than other formats. If driving traffic is a core part of your strategy, upgrading can now be part of the cost of reaching your target audience.
• Use the native formats first, then the links. For both Premium and Regular users, content that remains on the platform (threads, images, video) consistently performs better. Use this to convey your main message and consider the link complementary.
• Post links in comments instead of in the post. While not foolproof, this approach can sometimes avoid the distribution penalty. The key is to make the main post attractive enough to grab attention before introducing the link.
• Diversify beyond the left. When sharing articles, consider turning key insights into a short thread. Promote a product? Combine it with an image or video demo. Think of the link as a bonus, not the centerpiece.

The bottom line is: on X, links are now the weakest format you can publish, especially without Premium. Building a sustainable strategy means leaning into platform-preferred formats and using links more sparingly and strategically.