If you are an Instagram user, you may have seen someone on the platform refer to their “link in bio”
“Link in bio?”
The link in the bio is the single link in the top part of an Instagram account’s user profile, which is located just below their username and profile description.
To find an Instagram user’s link in the bio, visit their profile page. The link in bio will be immediately visible as it is located above the “Follow” or “Follow” button. Clicking on the link in the bio will redirect you to your device browser or open the in-app browser on Instagram.
Why Link in Bio?
The emergence of the “link in bio” as a prominent part of social media use came about thanks to Instagram’s user interface. Many brands, celebrities, and content creators use Instagram to promote their latest products, creations, or ads. However, Instagram doesn’t allow clickable links to be placed in message captions, and it only allows a single link in someone’s profile.
That’s why that single link on a user’s account profile has become the centerpiece of Instagram’s business aspect. It is the most prominent way that a user can redirect their followers from Instagram to another website.
That’s why you constantly hear the phrase “link in bio” spoken out loud in Instagram videos and posted in the captions of image posts. For example, a game studio might write, “Our new expansion is out now! Click on the link in the bio to download ”, which contains the link that takes the user to the download page of the game.
Another app where “link in bio” is commonplace is TikTok. Like Instagram, it only allows one primary link in a profile and users cannot post links in the captions for videos. Therefore, users should encourage their viewers to check the “link in bio” instead. There are also links in Twitter profiles. Link in bio is less prominent there, however, as the platform allows for links in tweets.
What types of links?
There are a few types of links that appear in an influencer’s or personality’s Instagram bio. Here are some of the most common:
- Merchandise / Self Promotion: These are links created by people who have created merchandise they would like to promote, such as books or branded t-shirts.
- Company website: This is when a brand or company links directly to their website or online store.
- Other links to social media: This is a type of link intended to cross-promote someone’s other social media platforms, such as their Twitter account or YouTube channel.
- Affiliate links: These are links that allow users to earn a commission on purchases from online stores, such as Amazon.
- Sponsorships and Partnerships: These are advertising links from sponsors who pay an amount for a spot in the bio of an account.
- Bio Links: Having a link that leads to a page with several other links is becoming more common. This is a workaround for the lack of a way to post multiple links on someone’s social media profile.
Since you can use the link in the bio to promote anything that fits within Instagram’s community guidelines, many other types of links are added to bios. Other examples include an artist page on a music streaming service, an online portfolio, a demo reel, or a personal website. Some people even post their Venmo or PayPal account in their bio.
The “Link in Bio” industry
The rise of ‘link in bio’ placements has created more and more tools that allow users to use a ‘universal link’ to post different links. Popular link-in bio tools include Linktree, Shorby, and Feedlink.
Essentially what these links do is direct you to a landing page that has several important links. This allows people to post different social media profile links, sponsor placements and affiliate links on one page. This is very common for corporate accounts and big celebrities as they have to direct their viewers to different links in each post.
Cool story, Bro
One last thing: on Instagram, the limitation on links does not apply to Instagram Stories. That’s why sponsorships and brand promotions are becoming more common on stories, allowing users to swipe up to go to a link.
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