Dwell time beats reactions

Myth:A comment is worth 15x a like — every creator says so.

Evidence:The 15x multiplier has no traceable primary source. AuthoredUp's analysis of 621,833 posts puts a comment at roughly 2x a like, a save at roughly 2x a meaningful comment, and threaded replies at up to 2.4x more reach. Comments still beat likes — just not by an order of magnitude.

Myth:"Link in comments" is a busted hack — LinkedIn stopped penalising outbound links.

Evidence:Outbound links in the post body still suppress reach. Algorithm InSights (1.8M posts) puts the body-link penalty near 50% of organic reach, and controlled A/B tests show first-comment placement recovering most of it: GrowthRocks measured 2.9x reach for link-in-comment in round one and 1.8x in round two — with more clicks, not fewer.

Myth:Your reach dropped because you stopped posting enough.

Evidence:Algorithm InSights (1.8M posts) documents organic reach falling by nearly 50% as LinkedIn shifted from a social graph to an interest graph. Baseline reach is structurally lower; the model now rewards demonstrated expertise signals over reach-chasing volume.

Myth:The link penalty is a LinkedIn-only quirk.

Evidence:It replicates across networks. Sprout Social's LinkedIn test recorded 8,136 impressions for link-in-comment posts vs 3,309 with the link in the body (261 vs 141 engagements). Socialinsider's analysis of 51,054,216 Facebook posts found body links roughly halve engagement potential, and Hootsuite's linkless-tweet experiment found 56% of its top-engaging tweets contained no link.

Myth:Word of mouth is a soft bonus next to paid media.

Evidence:Vector-autoregression modelling of a social network's growth shows WOM referrals have substantially longer carryover effects and substantially higher response elasticities than traditional marketing actions - and a referral's value can be monetized from the downstream ad revenue a new member generates.