Over recent months, many people have noticed a strange pattern on Facebook: community pages, creators, and even reputable organisations are placing their article links in the comments instead of the main post. Some readers have called it “click-bait”, others have assumed it is a marketing trick, and a few have wondered whether it has something to do with Australia’s news bargaining laws. In reality, none of these explanations are correct. The shift is the result of major global changes to Facebook’s algorithm, and it affects every country, not just Australia.

The Algorithm Change That Started It

In 2025, Facebook (now Meta) rolled out one of its most significant algorithm updates in years. Among the changes was a deepened penalty for posts containing external links. According to industry analysis, link posts now receive 70-80% less reach than posts without links. This was highlighted in a 2025 update summarised by Hashmeta, which noted that Facebook’s algorithm had strengthened its “link post penalty”, making external links far less visible in the News Feed. 

Around the same time, Meta began advising business users & creators to avoid placing links directly in the post. Avocado Social reported in July 2025 that Meta’s own Professional Dashboard was warning creators that including a link in the main post could “harm distribution”, and that the recommended workaround was to place the link in the first comment instead. 

This was not a rumour or a trick. It was a direct response to the platform’s own guidance.

Why Facebook Penalises Links

The reason behind the penalty is simple: Facebook wants users to stay on Facebook. Every time someone clicks a link and leaves the platform, Facebook loses potential ad impressions and engagement. The 2025 algorithm update shifted the platform even further towards AI-recommended content, Reels, and posts that keep people scrolling rather than exiting. 

In practice, this means:

• Posts with external links are automatically shown to fewer people.
• Posts without links are rewarded with higher reach and more visibility.
• Creators who rely on Facebook to reach their community must adapt or risk being buried by the algorithm.

The result is a global shift in posting behaviour. Creators, community pages, and even major news outlets now place their links in the comments to avoid triggering the penalty.

Why This Has Nothing to Do With Australia’s News Laws

Some locals have wondered whether this behaviour is connected to Australia’s News Media Bargaining Code—the law that led to Facebook briefly blocking Australian news in 2021. It is understandable that people might connect the two, but the timing & the mechanics simply do not match.

The Bargaining Code deals with payments to news organisations, not how posts are ranked or displayed. It does not regulate:

• where links can be placed,
• how Facebook distributes posts,
• or whether creators can include URLs in captions.

The “link in the comments” trend began years after the news blackout and is happening worldwide, including in countries with no equivalent legislation. The cause is algorithmic, not political.

Why Some Readers Think It’s Click-Bait

Even though the behaviour is driven by Facebook’s design, many readers interpret it as click-bait. This reaction is understandable. When a link is not where people expect it to be, it can feel like a trick. It also resembles tactics used by low-quality pages that deliberately hide links to boost engagement.

But in the case of community pages & local creators, the intention is the opposite. They are not trying to mislead anyone, they are trying to ensure the post is actually seen. If the link is placed in the caption, Facebook suppresses the post so heavily that many followers never see it at all.

In other words, the workaround exists to protect the community’s access to information, not to manipulate it.

How Creators Can Stay Transparent

To avoid misunderstandings, many creators now include a short note such as “Link in the comments. Facebook hides posts with links”. This simple line helps readers understand that the choice is not a gimmick but a necessity.

Other best practices include:

• Pinning the comment containing the link so it is easy to find.
• Providing enough context in the post so it does not feel like a teaser.
• Summarising the key points so readers get value even if they do not click through.

These approaches maintain trust while still working within the constraints of the algorithm.

What This Means for Local Communities

For communities like Dawesville, where local information spreads quickly through Facebook groups and pages, understanding this shift is important. When creators place links in the comments, they are not trying to inflate engagement or trick readers, they are simply navigating a platform that increasingly prioritises content that keeps users inside the app.

As Facebook continues to evolve, communities will need to adapt alongside it. But one thing remains constant: local creators & community leaders are committed to sharing accurate, accessible information. The “link in the comments” trend is just the latest example of how they work around the system to keep people informed.