How to Drive More Traffic on Instagram by Adding a Link in Bio

“Link in bio” is a well-used phrase now, that people use to tell their audience they can get more info about a post by clicking the URL in their bio.

Even if you’ve only seen a few posts on Instagram, you will have likely come across the phrase “link in bio” it pops up everywhere!

But what does ‘link in bio’ really mean? Why are people always using it? And should you get in on the action too?

What Does “Link in Bio” Mean?

Creators on Instagram and other platforms use the phrase “link in bio” to tell their audience they can get more information related to a post by clicking the URL in their bio.

Anyone can add a link to their bio on Instagram. Once there, creators draw attention to the link by mentioning it in the content they post.

Nando's - Link in bio example
Nando’s – Link in bio example

There are rumours that saying “link in bio” in Instagram captions reduces post reach and engagement, so we did an experiment to test the theory.

Spoiler: Saying “link in bio” increased engagement and reach.

Having a link within your bio used to be the only way Instagram accounts with fewer than 10,000 followers could send people off-platform. Now Instagram has added in the link sticker, all accounts are able to add links to their stories.

You are still not able to post a clickable link within a post caption though.

Most creators use their Instagram bio link to send viewers to one of the following locations:

  • Their website
  • Other social media profiles
  • A blog
  • Product pages
  • An online shop

Link in Bio on Instagram, Where Is It?

On Instagram, you’ll find the link field at the bottom of the description box at the very top of a user’s profile. It sits underneath the number of posts and follower count.

Discover Stortford are an organisation that promotes the local town and what it has to offer. They use their link to direct their audience to Linktree which is a tool that allows you to display multiple links at once, optimising their one opportunity.

Discover Stortford - Instagram profile
Discover Stortford – Instagram profile

Most accounts have clocked on to this method of displaying links, which means turning one link into multiple links using a landing page. Simply create a landing page containing all the links you want to showcase and add a link to that landing page to your Instagram bio.

Discover Stortford - Linktree
Discover Stortford – Linktree

How to Add a Link to Your Instagram

Adding a link to your Instagram account is a very simple process, that can be completed in just three short steps.

1. Click ‘Edit profile’ at the top of your profile page.
2. Enter your target URL (the link you want to promote) in the ‘Website’ box.
3. Click ‘Submit’ at the bottom of the page.

Simpsons Creative - Instagram profile
Simpsons Creative – Instagram profile
Simpsons Creative - Instagram bio
Simpsons Creative – Instagram bio

Create a Landing Page With Linktree

Linktree is a free tool that has been widely used across Instagram for a while. It allows you to create a simple multi-link landing page from basic templates on offer. With the free version, you’ll get templates with some customisation options and access to a simple statistics interface so you can see how your page is performing.

Simpsons Creative - Linktree URL
Simpsons Creative – Linktree URL
Simpsons Creative - Linktree landing page
Simpsons Creative – Linktree landing page

If you wanted to customise your landing page, there are other options available for a small cost.

Keep Your Links Short

Instagram will display your full URL in your bio, so you want it to be something short and powerful that will engage your audience and want them to click it.

Don’t waste time adding URLs that are so long and complicated it makes the user not want to click your link. Make sure from the first glance they know where they are being taken. Keep your links short and to the point.

Use this as a reason to mention your brand name and include a call to action. For example:

Customised links are impactful, memorable and more likely to inspire clicks.

Don’t worry if you don’t know how to create a short URL. You can use a URL shortening tool like, accessible from the Hootsuite dashboard, to create precise links.

We hope this has given you a good insight into how to use link in bio and how it will help you drive traffic from your social platforms to your website and other links.

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