Social media is changing faster than ever. What used to be simple - post, tag, and share - has evolved into an algorithm-driven game where every link, hashtag, and AI-generated caption can make or break your results.

At Digity, we’ve seen how small decisions (like how you use links or where you place hashtags) can have a big impact on reach, engagement, and conversions. Here’s what’s really going on behind the scenes - and how to make it work for you.

Links: Helpful or Harmful?

The role of links on social media keeps changing – what once boosted reach can now hold it back.

On LinkedIn and X (Twitter), external links often limit visibility because platforms want to keep users on-site. Still, they’re not off-limits – try placing them in comments, using carousels, or mixing them with engagement-driven posts to keep balance.

Meanwhile, Instagram continues to evolve. Clickable links in captions remain unavailable, but Stories, bio links, and link stickers have become key traffic tools.

The takeaway? There’s no one-size-fits-all rule anymore. Stay flexible, test often, and use links where they genuinely add value – not just out of habit.

Hashtags: Still Worth It (When Used Right)

Hashtags aren’t dead - they’ve just grown up.

On Instagram, they now work more like keywords, helping your content appear in relevant searches rather than simply adding reach. LinkedIn, meanwhile, uses them to categorise content - meaning a few well-chosen hashtags can still boost discoverability.

But here’s the trick: quality over quantity. Three to five targeted hashtags that match your audience or niche will outperform 20 generic ones every time.

AI: Finding the Balance Between Efficiency and Authenticity

AI tools can transform how brands create content — speeding up planning, research, and even writing. But what once felt like a shortcut to smarter marketing is now a bit of a grey area. Platforms are evolving to spot overly automated content, and audiences are getting better at recognising it too.

The problem isn’t AI itself — it’s how it’s used. When every caption starts to sound the same, your brand voice gets lost in the noise.

Used thoughtfully, AI should enhance your creativity, not erase it. Think of it as a creative assistant: great for brainstorming, testing ideas, or reworking phrasing — but it still needs a human edit.

💡 Spot the AI giveaways:

• Phrases like “discover,” “unlock,” or “in today’s world”

• Repetitive sentence patterns or unnatural pauses

• Emoji overload (especially at the start of captions)

• Content that sounds polished, but says very little

The best social content blends AI efficiency with genuine human insight. When personality meets precision, that’s where engagement really happens.