Instagram Makes Progress On Multiple Links & Media Kit Features To Better Appeal To Creators
Source: Instagram
Instagram is testing a pair of new features that could increase its appeal to creators.
Multiple Links In Bio
First, it expanded testing that allows creators to add more than one link to their bio. In recent weeks, some creators have seen the option to add two to three additional URLs. When creators have multiple links in their bio, profile viewers will see their primary link, followed by "and others." When clicked, a pop-up displays all the links. Meta has confirmed it is testing this experience but provided little information on what the final product might be.
Creator Portfolio
Second, it’s continuing to test a media kit feature, which surfaced last month. According to the latest code discovery by Alessandro Paluzzi, the feature is now called Creator Portfolio. In addition to creators being able to showcase their top content and performance insights, screenshots reveal they have the option to make their portfolio public so that it appears in Instagram’s Creator Marketplace and the ability to share a link to it outside of Instagram.
Potential Trouble For Link-In-Bio Tools
With these tests, Instagram is entering the crowded link-in-bio space. Many creators use link-in-bio tools such as Linktree and Linkin.bio to drive traffic to destinations outside of Instagram (e.g., personal websites, affiliate links, and brand product pages), showcase their work, accept payments, donations, and tips, and much more.
The eventual rollout out of multiple links will likely negatively impact some link-in-bio tools. Those who are leveraging more of the robust capabilities and integrations (e.g., Shopify storefronts) beyond links may stick with their link-in-bio tool of choice. However, creators who use them solely to showcase links, especially on a budget, may ditch their tool and move to Instagram’s native features.
The media kit space isn’t as competitive. There are a few notable names, such as MediaKits, which was recently acquired by influencer marketing and talent agency Viral Nation, but creators tend to leverage whatever is most convenient. Like YouTube's Media Kit, Creator Portfolios would aid creators in making themselves more discoverable in the platform's creator marketplace.
More Support For Creators
These tools aid Instagram in its quest to better support creators with their needs, whether it be building a community, driving revenue through their own products or services, or working with brands on sponsored content. Look for Instagram to bring new features and tools in-app that creators typically go elsewhere for.
