According to a recent report from TechCrunch, Meta is testing a change that could disrupt a long-standing social media habit: limiting how many links brands can share on Facebook each month unless they pay for a subscription.
While this is currently a limited test, the signal behind it is big, and familiar.
For years, brands have been encouraged to post links consistently to drive traffic. At the same time, Facebook has been steadily reducing the reach of link posts in favor of native content like reels and visuals. This test doesn’t create that shift. It simply makes it harder to ignore.
Read the full reporting from TechCrunch for details on Meta’s test and what’s included: https://techcrunch.com/2025/12/17/facebook-is-testing-a-link-posting-limit-for-professional-accounts-and-pages/
This isn’t about Meta “killing” links. It’s about reinforcing where Facebook fits in the marketing ecosystem today. Facebook is no longer designed to be a primary traffic driver. It’s a discovery, awareness, and reinforcement channel. Brands that still rely on it as a referral engine are feeling friction because the platform has already moved on.
And platforms will continue to move on, often quickly, and always in their own best interest.
At Pinnacle, we’ve never believed in building strategies that depend on one platform behaving the same way forever. Social platforms change. Algorithms shift. Formats rise and fall.
That’s not a flaw in the system… it’s the system. The brands that succeed aren’t the ones chasing every update or workaround. They’re the ones with flexible strategies that can absorb change without losing momentum.
Instead of linking in every post, resilient brands will:
- Prioritize high-impact link moments instead of oversaturating feeds
- Design content to perform natively where people actually engage
- Use social to build intent, not force clicks
- Rely on owned channels (websites, CRM, email, SMS) to convert demand
This approach isn’t a reaction to Meta’s test. It’s a future-ready strategy that works regardless of how platforms evolve next.
This moment doesn’t call for panic. It calls for perspective.
When platforms change the rules, strong strategies don’t break, they bend. The goal isn’t to outsmart the algorithm. It’s to build marketing ecosystems that aren’t dependent on any single channel to perform one specific role forever.
At Pinnacle, that’s how we approach every shift: with clarity, adaptability, and a focus on what actually drives growth, no matter how the landscape changes next.
