Using Instagram Links - These Options Are Available

Links on Instagram give you the option to direct your Instagram followers to a destination page of your choice. For a long time, the use of links on Instagram was subject to strict rules, which have now been relaxed. The decisions behind this are driven by business reasons. We show you which ways of linking are currently available to you and how to implement them successfully.

How do links work on Instagram?

In principle, links work just as they do on any other website. It is more the framework set by Instagram that channels free use in a specific direction. As a profit-oriented company, Instagram itself has a strong interest in keeping visitors within its own ecosystem. Users are therefore not supposed to leave too early for external sites, because Instagram would miss important revenue sources such as advertising. Nevertheless, Instagram remains an extremely popular destination for entrepreneurs and digital content creators as a marketing platform. What initially seems contradictory is easy to explain. Due to Instagram's large user base with its main focus on visual content and the associated Stories, the social network is an extremely attractive destination for marketing. Regular content and product placements keep viewers up to date and generate attention for brands and the offers associated with them - regardless of whether they are services, physical products or digital content. Of course, many companies or public figures usually have their own website. Through Instagram, it is meant to gain recognition and attract a new stream of visitors as well as Instagram likes.

What does link in bio mean on Instagram?

The "link in bio" on Instagram was regarded as the lowest common denominator of all accounts. This applies to both private and business profiles. "Bio" is short for "biography". You can therefore place a link in your biography pointing to a destination of your choice. The content there may contain a maximum of 150 characters and serves as the figurehead and profile summary of your account. Here you present the most important information for your visitors - briefly and concisely. However, you may only set a single link. To save characters given the rather sparse maximum limit in your Instagram bio, you can have longer URLs shortened. There are various link services for this, some of them free, such as Bitly. Instead of the original character string, you receive a kind of code in a shortened format. When someone clicks the Instagram link in bio, they are redirected to the actual destination page.

Where do I find the link on a profile?

Profiles are not directly visible on Instagram's main page. In a few steps, however, you can open a channel's profile and thus view its biography. The Instagram link in bio is located there. 1. Tap the Instagram handle (account name) 2. On the profile page, look for a blue-underlined URL. 3. Tap it to open the Instagram link in bio.

How do links work on Instagram in detail?

Operationally, a simple tap is all a visitor needs to change address. However, the limit to a single link may present you with a problem. The destination page you prefer is not always the same. Depending on the Instagram post, the target may be a completely different page or a subpage. The more direct the link, the lower the bounce rate among potential visitors. Therefore, the following options are available to you.

1. Instagram link in bio

The Instagram link in bio is the simplest method and is available to every newcomer. However, you will quickly have to put in unnecessary effort to keep it updated. Every new post must be relevant in content to the destination link. Since you may not enter multiple links, the only option is to regularly renew the link to the corresponding destination page. If you neglect this important detail and the bio link and Instagram post do not match, your visitor numbers will suffer negative effects. They simply do not reach the destination you announced. Disappointment keeps many from visiting again - fulfilling the expectations you try to create in your posts is considered an indispensable element. Misplaced references in the Instagram link in bio are an absolute no-go for a results-oriented presence.

How do I add a link to my bio?

The following steps are required:

On your smartphone, open your profile via your profile picture at the bottom right
There, select "Edit profile".
Under the "Website" entry, enter your URL.
Confirm the entry by tapping the blue checkmark at the top right.

The entered URL now appears as a selectable link in your Instagram biography

2. Archiving

As a small channel owner, until autumn 2021 the Instagram link in bio was your only option. Anyone who refreshed their link regularly and accepted the increased workload could therefore always direct visitors to the desired destination page. However, there is a risk of misleading visitors through older posts. If visitors browse your channel, they may find older posts appealing - but a matching redirect may no longer exist. The archive feature helps you declutter your presence. It lets you archive old content so that it is no longer visible on the main page. This does not give you any additional link options, but it avoids disappointment on the part of your visitors.

3. Link directly in the post

Perhaps the most convenient alternative is always a suitable link directly under the post. However, Instagram only allows plain URL text there, not clickable hyperlinks. For Stories, the swipe-up link was built in for this purpose. However, only established accounts with a high number of followers were allowed to use it. Stickers have now taken the place of this feature and are in principle freely available to all users. If you want to place a shopping tag or other promotional link directly in the post, you must place the content as an ad for a fee. It is also possible to open an in-app shop. Here, after tapping the link, the user can order the product in question directly within the app - without having to switch to an external site.

How to link multiple pages in your bio

Single links are often not enough. The following options are available to you for reaching several destinations through a single link.

1. Landing page, funnel or sales page?

You alone determine the content of the destination page of the Instagram link in bio. Since it is an external page, you are not subject to any Instagram regulations here - unless it involves the distribution of offensive or illegal content. The direct route would be, for example, redirecting to a sales page - where the featured product or content can be purchased directly by the visitor. However, this approach means having to constantly renew or check the link for each content post. Another method would be a funnel or landing page. An alternative that informs and educates visitors and leads them to the goal in one or more additional steps. However, on this indirect route, prospective customers may be lost. People generally prefer clear and direct paths without additional detours.

2. Linktree as a compact option

The design of the website to be opened is of great importance. Overloaded presentation or poor prioritization costs attention. If this page is meant to act as a hub for several links, a simple and direct layout is quite advantageous - at least the chance of design mistakes is minimal. A well-known tool for this is, for example, Linktree. With Linktree, immediately after the link you show your followers a small list of further options. The division and structure are clear and thus offer a simple and effective way to at least soften the link limit in your Instagram profile. The following steps are required to use Linktree:

Sign up for Linktree with your Instagram account.
After signing up, add your links via "Add New Button / Link".
Choose a background colour matching your presence via "Settings".
Once finished, you receive a link, which you insert under "Link in Bio" in your Instagram profile .
Then check on Instagram whether your links actually work as intended.

How do I add the link in bio?

Adding your own Instagram link in bio is explained in a few steps:

Open your Instagram profile on your smartphone. The profile access is usually located at the bottom right of the screen. The thumbnail of your profile picture is the corresponding icon.
In the profile overview that opens, select "Edit profile".
Under "Website" you can enter any URL. It will later become visible to others as your "link in bio" in your profile area.
Save your entry via the blue checkmark at the top right.
Your profile is now updated. Your entered link is now usable by every one of your visitors.

Everything summarised in one image

How do I best use linking on my profile?

As mentioned earlier, various strategies can be pursued with links. There is no single best concept, as each variant comes with its own advantages and disadvantages. However, there are a few tricks you can generally apply when using them.

1. Shorten links with a URL shortener

The conciseness of the link is important. Long and complicated links usually create an impression of being untrustworthy or at least messy. They also reduce the already limited number of permitted characters in the profile. Since websites, depending on brand, offer and complexity, often contain many subordinate pages, this initially poses a problem for users. After all, the link should be short, clear and, ideally, memorable. If necessary, users should even be able to type it manually into a web browser. Most destination addresses can hardly meet these requirements, however. A URL shortener is a suitable option for this particular need. It encodes the destination address into a compact character sequence. The user does not see the actual destination address, only a shortened alternative. Only after opening it do they see where they actually end up. Of course, this must not lead to unpleasant surprises. Content and expectations should always be in harmony at this point. Such tools are often free in their basic version. Through paid upgrades, you can often give the link more individuality. In addition, they offer extra features such as, optionally, your own domain, distinctive keywords in the link, and useful analytics tools on consumer behaviour. By the way: if you use the link in several places, such as posts or external sources, this often creates enormous effort. If you want to replace it, the only option is to manually edit each individual source. With a software solution such as a URL shortener, the destination pages linked to it can be swapped quickly. The link no longer has to be updated by hand in texts, profiles or short descriptions. Instead, you change the target once for all links already in place. Although you may only use one Instagram link in bio anyway, this approach is in the long run considered the simpler solution - across platforms. In addition, visitors can more easily copy or type shortened links as plain text in a browser - even if Instagram does not allow direct linking, this remains an option. - increased traffic through lean references - saving characters in the profile - changing many links without extra work via software - copying by hand is made easier

2. Guiding from the Instagram post to the destination page

Links primarily serve as redirects - similar to signposts for orientation in road traffic. The presentation of a landing page or a Linktree should absolutely match your logo and the rest of your Instagram presence. If there are striking differences in design, style of presentation and other factors, this discrepancy erodes trust in your brand and channel. What matters here is a well-organised experience for the visitor, effectively interconnected through skilful linking. If you thoughtlessly connect unsuitable content - even if it thematically belongs together - your popularity suffers and the future development of the account is at risk. A suitable call to action is also considered a helpful motivator for visitors. Embed a call to action in your content to draw users' attention to the Instagram link in bio. Of course, this applies to all other types of links too.

Adding Instagram links to a Story

In addition to simply posting a URL as text, Instagram in the past offered a more elegant way to integrate links into your Story posts. Swipe-up long served as the favourite link method: you simply swiped a highlighted symbol upwards. A web page linked to the function then opened immediately. This haptic, active implementation was also a visual alternative - without the use of technical-looking text sections such as URLs. However, the swipe-up was tied to certain conditions and was not accessible to users with fewer than 10.000 followers - unless your account belonged to the creator category and was verified accordingly by Instagram. From the end of August 2021, swipe-up received an essential update through the link sticker. These simple symbols can draw on suitable graphics depending on the topic. The stickers, already known before, now also take over the link function of swipe-up and additionally increase interaction among Instagram users. Swipe-up as a link is therefore officially dead. With the feature, many of the restrictions once associated with it for small accounts fell away.

Class divide over: stickers instead of swipe-up for everyone - with a few exceptions

Instagram generously lifts the restrictions. Now almost any account user can use stickers as a design element for external links in their Stories. However, Instagram is taking a gamble with this. The stakes for ignoring the conditions are not especially high for relatively small accounts. Naturally, the threshold for deliberate misuse is therefore fairly low. Whether the hurdles will remain at a low level in the long term remains to be seen. People who have violated the community guidelines in the past are considered blocked. In addition, your account must be at least 30 days old. Instagram thereby aims to at least somewhat prevent the spread of unwanted content. Link stickers are available to you under the following conditions: - all accounts that are 30 days old - Instagram's guidelines must be observed - no links to unwanted platforms

Business account

In a business account you can store more information in your profile. This includes locations, services, industries or even directions. In addition, these accounts allow access to certain analytics tools. They are intended for companies that want to tap into Instagram's large user base for marketing purposes or direct sales. So-called in-app shopping as a link variant takes you straight to the target product - including the ordering and payment process. However, all of this happens within the Instagram app, completely saving the trip to external sources. - in-app shopping simplifies the ordering and payment process - Insights as an analytics tool for user behaviour - targeted alignment with user behaviour and target group - more targeted advertising measures - better contact options

Creator account

Creator accounts target public figures and are considered a specialised form of professional account. These include, for example, journalists, influencers, athletes, artists - anyone who has a certain level of recognition or completes the verification process according to Instagram's criteria. If you want to market yourself directly as a person, the creator account is the better choice. Although the range of functions does not exactly match that of a business account, here too you can use more direct links for shopping or the new stickers for your Instagram Stories. A minimum number of followers was never required. - more versatile profile settings - simplified messaging service - practical sorting function in the inbox - analysis of follower gains or losses - use of in-app shopping as a link possible

Step by step: adding Instagram links to a Story

Stickers are currently on a triumphant march across the social media platform. In the following guide, we explain step by step how to add the link sticker to your Stories on your smartphone. First, check your app for updates. Once the app is up to date, you can continue.

Open your profile on Instagram
Tap the plus symbol at the top right.
In the menu that appears, select Story.
In Story mode, you can select stickers in the bar at the top.
You will now get a selection of several interaction types for stickers. Choose the link sticker.
Next, enter the URL for the sticker.
Then place the sticker - done.

Everything in one image

Conclusion

Instagram now allows most of its users to use links in Instagram Stories. This considerably expands your options for influence compared with the original Instagram link in bio. Of course, the link in bio remains available to you as well. As a result, the differences in linking between standard accounts and professional presences are now much smaller than in the past.