Instagram Link in Bio Best Practices

If your business isn’t already investing in Instagram marketing, now is the time to start. With users from all demographics and a much higher engagement rate than other social media platforms, Instagram is a must for brands who want to succeed in today’s day and age.

The most effective way to use Instagram to drive more web traffic and more sales is to put a link in your bio and then promote that link. By doing this, you can get your followers off of Instagram and where you want them to be — like your online store or product page.

Getting your followers from point A to point B might seem tricky. But with a little know-how, you can effectively use your bio link on Instagram. Here’s what you need to know about Instagram link in bio best practices.

Use An Instagram Link in Bio Tool

Your Instagram “link in bio” is an URL that you share in the bio section of your profile. Your followers can find this link just under your bio copy and above your story highlights (or your feed, if you don’t have highlights). In the image below, Burger King’s link in bio is the “www.bk.com” link just above the company’s geographical location.

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You have the ability add or edit the link in your bio by editing your profile and pasting an URL in the “website” field. This link is an important marketing tool. It takes your followers to wherever you want them to go — a YouTube video you want to promote, your website homepage to learn more about your brand, or your online store so you can make more sales.

But Instagram only lets you have one link in your bio at a time. If you have more than one thing to promote, how does that work?

A link in bio tool is the answer. Using a link in bio tool is by far the best way to utilize the one link that Instagram lets you have. Having all of your links organized into one URL will help turn your followers into customers.

Link in bio tools either let you create a landing page that lists several links, or they help you create a clickable Instagram grid where each of your photos links to a specific webpage. Most link in bio tools offer you unlimited links. These tools also typically let you customize the visual appearance of your landing page, and they track your analytics so you can see how well your link is performing.

There are a lot of link in bio tools out there. How can you decide which one is best for your business? One popular one is url.bio. This linking tool offers all of the premium features that comparable tools include. Unlike other tools, however, Url.bio is completely free. You won’t find any premium plans or hidden costs. This makes it a great choice for any company or individual, but especially small businesses that are trying to keep costs down. Some other link in bio tools include Linktree and Linkin.bio by Later.

Below we’ve outlined a few ways you can use a link in bio tool.

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Add Your Links

With link in bio tools, you don’t have to choose which link to promote. They let you add unlimited links to your Instagram bio so your followers can browse a list of options and easily find what they’re looking for. And there’s no cap: many link in bio tools allow you to add as many links to your landing page as you’d like. You can also choose which links will be displayed and which ones will be hidden at any given time.

Prioritize and Animate Links

Most tools also let you prioritize and animate your links. When you prioritize a link, that link will be pinned to the top of the list. When you animate your link, this will make that link’s CTA button move. For example, some tools have choices for animation:

  • Pulse
  • Wobble
  • Jello
  • Heartbeat
  • Flash

Each of these choices makes your link move in a different way. “Flash” makes the button flash on and off while “Wobble” creates a back-and-forth wobbling effect. By choosing one link to set as a “Priority link” with animation, your followers will be more likely to click on that link because it will immediately catch their eye.

Track Analytics

It’s important to track the link in your bio so you can see how much website traffic you’re getting. Paying attention to your analytics can help you figure out whether you need to tweak your marketing strategy in order to point people to your link in bio.

Each link in bio tool is different but look for one that tracks and displays your analytics in a graph that’s located on your dashboard. These metrics should include:

  • Clicks
  • Views
  • Click-through rate

You can view your clicks and views and how these metrics have changed over time. Users can also add UTM parameters. These parameters are tags that you add to an URL so the link becomes trackable with Google Analytics. These UTM parameters will make Google Analytics show any URL in bio traffic as “Social Traffic.” The campaign parameter is set dynamically from the title of each link.

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Now that you’re ready to go with your linking tool, let’s take a look at some link in bio best practices.

Link in Bio For Businesses

Putting a link to your website in your bio is a great way to drive web traffic from Instagram. You can use a link in bio tool to direct your customers to your homepage, your FAQ page, your blog, or any other website page you’d like to promote. You can also add links to any freebies you might offer or link to other opportunities that will allow your followers to easily sign up for your email list.

For example, in the caption of this product photo, Target urged its followers to visit the link in the company’s bio for a good deal: “Shop BOGO 50% off swim via link in bio!”

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Another smart method of utilizing your link is to link to Shopify or another ecommerce platform. This is a good way to make more sales. Create posts and Stories that heavily promote your products and then send your followers over to the link in your bio to browse, where they’ll ideally become customers.

Bloggers/Publications

If you’re a blogger, use your bio link to send your followers to your blog. Cross-promotion is everything when it comes to social media. The best way to increase your number of blog readers is to give them a direct route to your blog from your social media pages, where they’re already engaged and paying attention.

Registered dietitian Caitlyn Elf regularly shares recipes on her blog and her Instagram. She uses her Instagram photos of the delicious food to point her followers back to her website — where, in addition to reading the blog post with the recipe, they can sign up for her email newsletter or opt in to receive some of her other free content. “If you want the details on how I pulled it together, you can grab them on @caitsplate (link in my bio),” she writes in this caption.

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Bloggers can also link scientific studies or articles that back up their claims. For example, if you reference a source or an article in your post, add the words “link in bio” in your caption to send your followers to the source. This can help them learn more about the topic you’re discussing. It also makes you more credible as a blogger.

Influencers

Influencers are known for partnering with brands and helping them sell their products or services. That’s where the link in bio comes in. If you work with an influencer, give that influencer a link that they can put in their bio. Their followers can use that link to access your product. And if you’re giving that influencer commission on individual sales, you’ll be able to easily track how many sales that influencer helped make.

If you’re an influencer trying to make sales on a brand’s behalf, the best way to do so is by giving your followers easy access to the product you’re promoting. Again, that means including a link in your bio.

It can also be helpful for influencers to include links to their other social media platforms, like their YouTube. Many link in bio tools have a feature that allows you to easily link your other social media accounts. Depending on your niche and audience, you might want to consider linking your:

  • Facebook
  • Twitter
  • YouTube
  • Spotify
  • Soundcloud
  • Apple Music
  • Amazon
  • LinkedIn
  • WhatsApp
  • Patreon
  • Pinterest
  • TikTok

Linking your other social media platforms is helpful because it can increase your following and engagement on them all.

Affiliate Programs

Through affiliate marketing programs, influencers can earn a commission on the sale of products. Businesses who have an affiliate marketing program work side-by-side with influencers in the same industry. The influencers promote that business’s products to their audience. And when the influencers make a sale, they receive a percentage of the profit. For example, Cassy Joy Garcia from Fed and Fit works with the nail polish brand Dazzle Dry. When Cassy’s followers use the code FEDANDFIT, they can get 20% off of their purchase.

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When influencers participate in an affiliate program, they’re given a customized link. Influencers can add this link into their bio to increase their total payout.

Nonprofits

Nonprofits can get a lot of mileage out of a landing page with multiple links. This kind of setup allows you to promote multiple causes at the same time. If you have several places you want people to donate, a link in bio tool allows you to include them all. Link in bio tools are helpful for any type of fundraising or trying to get more eyes on a cause.

Nonprofit Feeding America includes several links in its bio, including places for followers to donate and helpful resources (like a blog post titled “The do’s and don’ts of donating to a food bank during COVID”).

Event Planning

Companies with an event to promote can utilize their bio link to promote the event. Put the link to your event registration page in your bio and then share Instagram posts and Stories pointing people to the link. Getting people to register for an event can sometimes be a struggle, but by using your Instagram bio link, you can encourage more people to commit.

Bio Structure

If you’re going to be drawing attention to your bio by asking people to follow the link, make sure the other elements of your bio are well put together, too. Here are a few components to consider.

Story Highlights

Story Highlights are a place where you can keep your Instagram Stories even after the 24 hours when they’ve expired. Lego’s Highlights are well-organized, making it easy for the company’s followers to find what they want.

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Similarly, clearly label your own highlights, and consider creating story covers for each highlight so all of the colors match.

CTA Buttons

Your Instagram bio has a few different CTA buttons. First, there’s the blue “Follow” button located just under your bio copy. You’ll also see the “Message” and “Email” buttons. Some companies have additional buttons as well — for example, Cinnaholic has a button that reads “Order Food” and links to the UberEats website.

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Figure out which CTA buttons are best for you and then consider drawing attention to them in your bio copy.

Profile Picture

Your profile picture on Instagram should be clear and high-quality. Many brands use their logo as their profile photo; for influencers or bloggers, a nice headshot is key. HelloFresh uses a white logo on a green background as their profile photo. This image coordinates with the company’s Highlights, too.

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Branded Hashtags

Branded hashtags are hashtags that only your business uses. These tags can be used for a few different purposes — try hashtagging your tagline to get more visibility on your posts (such as Nike’s #JustDoIt), or create a hashtag that your followers can use on their own photos (a good method for you to get some user-generated content). For example, Halo Top uses the branded hashtag #StopShouldingYourself to encourage people to eat more ice cream.

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Bio Copy

Include some concise copy in your bio that explains the purpose of your account, briefly describing who you are and what you do. So Delicious, a food brand that makes dairy-free options, has a great example in their bio: “We commit to nourishing your soul and body with thoughtfully crafted dairy-free products.”

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Final Thoughts on Instagram Link in Bio Best Practices

Your link in bio is important — this link is the gateway for your Instagram followers to become customers of your brand. Take full advantage of this link by using a link in bio tool to promote your link and make more sales.

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What is IGTV & The Best Practices You Need To Live By

Instagram is arguably one of the most popular marketing tools available to businesses in 2020. Part of the app’s popularity comes from its consistent innovation and additions. What once began as simply feed posts has grown to include Stories, Instagram Live, various types of post options, and IGTV.

What is IGTV you may ask?

IGTV, or Instagram TV, is Instagram’s long-form video option that serves as an alternative for YouTube. It was initially released in 2018, and over the past two years has gone through a number of changes to make it the popular content option it is today. Right now, verified Instagram users can post videos up to an hour long, and unverified users can post videos up to 10 minutes. For all users, IGTV videos must be longer than 60 seconds.

Once you create and publish your IGTV, you can use your feed and your Stories to promote it, driving traffic to the long-form video that is so popular across social media platforms currently. If you’re looking to add IGTV content to your Instagram marketing strategy, there are a number of things you should consider so you can maximize your time and energy.

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How to Use IGTV

Using IGTV is actually fairly simple and only takes a handful of steps.

Once you have created the video you want to upload, go into your Instagram app and click the plus sign at the bottom, just like you would for uploading a typical feed post.

Then select your video and tap Next.

Then, select Share As…Long Video, which will upload the video to IGTV.

Choose the cover image you want to use, then add the title and video description.

Then it’s ready for you to promote within Instagram, or you can automatically have it publish to Facebook for cross-promotion.

You do have another option, too, though. Back when IGTV first came out, it had its own separate app, and users had to have a platform there in order to upload content. That requirement no longer exists, but the IGTV app is still around, and you can also upload your content through there. Here’s how:

Hit the plus sign in the top right.

Choose your long video and select Next.

Choose the cover image you want to use, then add the title and video description.

Then it’s ready for you to promote within Instagram, or you can automatically have it publish to Facebook for cross-promotion.

Whichever way you choose to upload your content to IGTV is a good choice! Oh – and one other important note. If you’re uploading on mobile, your maximum video length is 15 minutes. If you have a verified account and want to upload a video between 15 and 60 minutes, you must do this from your computer.

IGTV Content Best Practices

So now that you know how to upload your content to IGTV, let’s talk a little bit about why you might want to do this and what type of content you should upload. IGTV is still becoming more popular, even though it’s been around for a couple of years. Brands were originally slow to adopt the new content type, but now it’s becoming a staple of a complete Instagram marketing strategy.

Investing in creating a quality IGTV video is not a small task. Whether you’re using your own time to create the video or paying to outsource it to someone else, creating long videos is an involved process. Before you do so, you want to make sure your content is going to resonate with your audience. Test the content ahead of time in other ways on Instagram and make sure your audience responds.

Then, once you know it’s something they like to see or learn about, that’s when it’s time to turn it into a full IGTV video. Who knows, maybe they’ll like it so much that you’ll want to create an entire series of videos! There are some types of videos that perform well on IGTV across the board, and you can easily adapt them to fit your brand’s needs.

Tutorials and How-To Videos

Long-form video content provides the best opportunity for you to show your followers exactly how to use your product. You can do this by creating a vlog-style video where someone on your team talks your audience through using the product in a face-to-camera video. Or, consider shooting a more overhead-style video (think the ever-popular Tasty cooking videos). Or, you can showcase your audience in a video based on or made with user-generated content. Show how real people, real customers, are using your product or service.

Posting a tutorial IGTV video is a great marketing tactic because it shows your audience (who are hopefully potential customers) how they can use the product in their own lives. This can help them feel more confident in purchasing, as they can now imagine how they would use it, decreasing the threat of buyer’s remorse. Besides, by creating a long video like this, you’re also building trust and establishing yourself as an authority.

Behind-the-Scenes

People love to snag a behind-the-scenes look into just about anything. Think of popular tours at various attractions, from zoos to breweries, many times they offer a behind-the-scenes option. Many people are truly curious, so getting to see a peek behind the curtain helps them feel more connected to a particular brand or business.

Behind-the-scenes videos are also a great way to get your whole team involved so your audience can get to know them. People typically want to buy from other people, so the more connected you can make them feel to your team and your business, the more likely they’ll be to convert into customers. Or, for those who are already customers, showing the behind-the-scenes look allows you to increase their trust with you and can make them even stronger proponents of your brand.

Question and Answer Session

Everyone loves a good Q&A! This is a great way to make your audience feel involved with your content. If you’re going to do a Q&A, you need to source some questions from your audience. You can do this via a private group if you have one, or if you want to start building some excitement for your upcoming IGTV video, ask your Instagram followers for their questions. Ask in your posts. Ask in your Stories. Do an Instagram Live and ask there. Be sure to tell them a full Q&A video will be coming and that they should be on the lookout for it.

Investing the time into creating a Q&A video like this also means you’re creating an ongoing resource you can direct your followers to if they come to you with questions in the future. This is especially true if you include a lot of common questions you typically receive. Consider linking to this IGTV from your website, or keep the link handy so you can easily pass it along.

Reviews

People love watching reviews on video. Whether you’re reviewing your latest product and touting all the great features it has or going through an unboxing of some new clothes, people like to hear other people’s opinions. You’ll get better traction if you’re showing a review of your own product if you have someone who isn’t employed by your company do the review. People will find that more heartfelt and honest, and will likely trust it more.

If you’re not an influencer, reviewing other products can sometimes feel odd. It’s a very popular type of content, though, and your audience might love it if you review the right thing. If you’re still feeling unsure about it, ask your audience. Create a poll in an Instagram Story and let them vote for whether or not they’d want to watch your review of a certain product (or a product in general). See what they have to say. They might not be interested, and you can find that out now and save your time and money. Or, they might be eager to hear what you have to say about the newest book, shirt or skincare product!

Interviews

Interviews are pure gold for IGTV. They provide an easy way to create movement and grab attention within the video itself, as you can switch between which person you’re showing. Beyond the stylistic choices, though, recording and posting an interview is a great way to introduce your audience to experts. Strategically choose who you’d like to interview to ensure they align well with your brand, and then carefully craft your interview questions to highlight their story as well as what they’re most knowledgeable about.

For many people and brands, interviews are an easy thing to repay. If you interview someone on your page, they might offer to interview you on theirs. This can be an excellent way to get your brand name in front of a new audience, and you can always encourage new viewers to check out the IGTV you posted with the same person, since they’re already a fan.

Customer Testimonials

What a great way to get your customers involved with your content creation and share how great your product or service is! Chances are you already have customers who would love to give you a testimonial. If your product or service is impressing your people, they’ll be ready to rave about you. You can create these videos in a few different ways.

First, you can ask them for a short clip to be used in an IGTV video, and then combine many different customers’ pieces.

Or, if you know someone has a longer story, you can ask them to submit a longer video that you can then edit to make it visually interesting.

Finally, you can help them through the video process, by doing an interview or otherwise structuring the video to ensure it looks nice.

People trust other people more than they trust brands, often. That’s why user-generated content and videos that include your customers praising your brand are important to add to your marketing strategy. Showing content from other consumers helps your audience of potential customers to begin to trust you a bit more.

Updates

Your audience wants to feel like they’re in the loop with you. How can you share what’s going on with your company? Share product or service updates as they arise. Or, if you’re about to enter into a particularly busy season, explain that to your audience, as well as what you do to skillfully make your way through it.

You can also create update videos that showcase news updates from your industry. Did something major change recently? Is there a new regulation your product has to comply with now? Were you already complying before it was required? Any information like this will help your audience feel like they’re part of your inside club. People are curious, and they want to know what you know.

Be Personable

Okay, this isn’t actually a type of video you can create, but it’s a very important thing to note, which is why we’re including it here. Video works because your audience can see and connect with you in a very personal way. Be as personable as you can so they want to come back to see your next video.

If you’re an influencer, consider sharing a story that’s relatable to your followers (even if it might be a little embarrassing to you). This will help them feel more connected to you and help them trust you. If you’re a brand, on the other hand, create a “meet the staff” style video so your audience knows who could be behind the camera, and who’s certainly behind the brand.

Where IGTV is Heading

Instagram is always evolving forward, and the next step is IGTV monetization. They’ve already begun rolling it out to certain accounts, and it’s likely going to expand soon. WIth IGTV monetization, content creators are incentivized to make and publish content on this platform. YouTube and Facebook already have video ads that run to support content creators, as do nearly all apps and social platforms it seems. By allowing creators to monetize their IGTV videos, Instagram is encouraging influencers and others to come to the app (from YouTube) or stay there (rather than going to TikTok).

Whether you’re already using IGTV or are still deciding your best course of action, it’s clear to see that creating long-form video content and publishing it on Instagram is the next big thing for social media marketing. With these best practices and insights and a few strategic questions to your followers, you can rest assured that when you create your videos, they’ll be just what your audience wants to see.

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