The rules for “Release Announcement” state:

Trying to cheat the vote system is strictly prohibited. This includes, but is not limited to: creating fake accounts, asking others to create accounts to vote for you, publicly spamming vote requests.

I guess there’s a blurry line between sharing a link with friends and asking friends to vote for your project. To be on the safe side, it would be better to share the game page itself. It’s already difficult enough convincing random strangers to take their time to look at your page, I imagine it’s even harder to convince them to look on the Release post, and then click the game’s page for even more reading.