Instagram Introduces Multiple Links Feature, Poses Challenge to Link-in-Bio Tools

Source: Instagram

Instagram has introduced a new feature that allows creators to add up to five different links in their profile's Links section, with each link having a title and arranged in any order. When a viewer visits a creator's profile, they will see the URL of the first link, followed by the number of other links that have been added. Tapping on the first link will present a pop-up that features all the links that the user has added.

This feature gives creators the ability to link out to various destinations outside of Instagram, such as their personal websites, portfolios,their own products, and services, causes they support, brand websites, and more. Mark Zuckerberg, the CEO of Meta, announced this update through his Broadcast Channel, stating that it is one of the most requested features they have ever had.

The feature aligns with the trend among social media platforms of allowing creators to drive traffic off their platform, despite the apps' goal of increasing time spent on them. Most platforms prioritize supporting creators, and giving them the ability to push their audiences to places where they can monetize is another way that platforms can support their power users.

However, this feature may impact some link-in-bio tools like Linktree and Link.inbio, as creators now have a native and free alternative. Creators who want more customization, the ability to add more than five links, and access to other capabilities and integrations like digital storefronts may choose to stick with their link-in-bio tool of choice.

If Meta decides to expand the feature to include more of what other link-in-bio tools offer, it could pose a greater threat to links-in-bio companies, which have become the de facto websites for many creators. Meta could also enhance its Meta Verified subscription offering by including additional features related to multiple links.