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. This is particularly relevant on Instagram, where you can’t publish links in descriptions for individual posts. For some brands, the best use of the link in bio is 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.

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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:

  • Promote a sale or upcoming discount.
  • Draw attention to a product launch.
  • Send people to a landing page or lead magnet.
  • Give additional information about yourself through an “about” page.
  • Link to your most popular product.
  • Invite people to get involved with a competition or giveaway.
  • Send people to a popular blog post.
  • Direct people to a video or podcast
  • Offer a free sample of your product