One of our favorite platforms to use to increase our client’s visibility to potential and current target audiences is Instagram. Not too long ago, it was just another new social media outlet. Since partnering with Facebook, Instagram has become the 7th most visited website in the world and boasts a whopping 2.9 billion total visits per month. That is the type of exposure we just can’t let our clients pass up.
It’s a jungle out there
Surviving Instagram, just like trekking through a dense forest, comes with various tricks of the trade and almost always a bit of troubleshooting. You may have noticed, for instance, that many accounts use the term “link in bio” at the end of their post’s text. Instagram doesn’t allow links to be published directly into the text of a post, but, instead, has the user paste one (and only one) link directly into their profile. This may not matter for the personal user who is posting pictures of Friday’s get together with friends or their one-year old’s birthday party, but it matters a lot of you are a business trying to direct consumers to your website.
Most businesses will put their website address in their profile, which is helpful for customers who see something they like and want to get to a shop or site quickly. That way, they can use the hashtag #linkinbio or simply let wondering eyes know to click on the link in their profile. Our client, Meals on Wheels of Hamilton County, for instance, had their website linked in their profile so volunteers, donors and those in need could easily find their way with just one click.
Gimme more, gimme more
The problem comes, however, when you are trying to make your social content feel more robust by including industry articles, blogs, event links and more. Let’s take the same client, Meals on Wheels, who has multiple fundraising events and ticket sales throughout the year as well as newsletters, press releases and information they need to disseminate to streamline their marketing strategy and increase community engagement. How do they put all these links into their bio?
There are a many different companies out there who are vying to solve the dilemma of Instagram’s measly one-link-in-bio problem. One of the first companies was Linktree. With this handy service, you get one link to add to your Instagram account, but it leads to a page full of curated links chosen by you to round out your social media content. Our client, Meals on Wheels, can post links for tickets to multiple events, specific pages from their website for donations or volunteer applications, web addresses to press releases and even article or recipe shares. Other companies have tried, and succeeded in, creating something similar to Linktree, with the top sites being Shorby, Pallyy, Tap.bio and Shortstack, among others.
Use it or lose it
So, all of this to say, you should use that link in your bio to its fullest advantage. If you are wondering why this is so important, just think of it as ensuring that the many eyeballs that land on your Instagram post will have an easier way to get to your website and beyond. Consumers are all about time efficiency and ease of use these days, and if you don’t have your link right there, chances are they may not explore what you have to offer. If you don’t use your link in bio the right way, you might end up losing business.
You see, the thing is, your competition is on Instagram too. Regardless of how unique your brand is, chances are there is someone out there doing the same thing. We live in a highly virtual world where everyone is seeking exposure, so potential customers are faced with multiple options at every click or swipe. Many times, Instagram users will opt out on choosing a business that doesn’t offer an easy road to its website.
Use that link in bio to direct your customers exactly where you want them to go. Then, go one step further by creating an account with one of the many companies launching platforms to host pages containing multiple links. This way, Instagram becomes just a jumping off point for your consumers to explore all the ins and outs of your brand and business.
