Link in bio

Many social media marketers launch their campaigns with the aim to drive engagement and send leads to a product page or website. When people find a brand on social media and decide they want to learn more, they use the link in that company’s bio to begin their search.

A “bio” on social media is a place where organizations, influencers and individuals share essential information about themselves. The bio may contain details about the nature of the business, what it sells and contact information. 

The “link in bio” is the clickable URL that visitors use to visit what you deem to be your most valuable online real-estate. For some it’s a product page, for others it’s a landing page or “about us” section.

The social media link in bio

Most social media channels make it simple to include links in your bio. LinkedIn allows you to link to your employer’s official page; Twitter offers the option to tag other handles in your bio. Facebook also provides a way of tagging interest pages, businesses and other people in your “About” section. 

Instagram is the most complex when it comes to the link in bio, and the most common place you’ll see this phrase used. Instagram posts don’t allow for links. Though you can post links with your captions, the URLs won’t be clickable, meaning your customers or followers need to copy and paste the content instead. Instead, individual Instagram posts often direct users to the link in bio.

Instagram only allows for a single link in your bio, as well as a handful of hashtags. Brands with a business profile may also include buttons for “Directions”, “Call” and “Email” – but they won’t have as much creative freedom as they would with their bio link. This means that choosing your link in bio carefully for Instagram is particularly essential. Outlets with a variety of content or products to promote may use a tool that leads users from the single bio link to a page with multiple links to choose from.

How to use your link in bio

The social media bio is an important place to generate interest for your brand. Used correctly, your link in bio helps to drive engagement and loyalty among your customers. The great news is that on all social channels, including Instagram, your link may change over time, promoting seasonal offers or new products. A few ways to use your link in bio include: 

With a tool like Sprout Social, it’s possible to track the engagement that your links receive and determine which generate the most benefits for your brand. The more you track your link in bio performance, the more you’ll be able to update and optimize your bio section to delight your audience and achieve your social media goals.