You may think you know what a “link in bio” is, but no two links are created equal.
If you’ve ever watched an artist on social media, the phrase “link in bio” means something. Several social media platforms prevent artists from adding links to posts, so musicians hoping to empower their audience often have to rely on a single link found on their profile screen.
Knowing where to send your fans is tricky business. You can direct them to Spotify, but what if they prefer Apple Music? You can insist that they use Instagram, but they might not even have an account. Maybe Facebook would be… Okay, we won’t pretend that Facebook is a good solution either.
The competition for the “link in bio” title has gotten tougher in recent years. Several companies now offer multilink tools, such as LinkTree or Koji, while some still prefer to choose a single destination.
Whichever option you choose, there are several key elements to implementing the “link in bio” that can mean the difference between selling tickets and gaining followers. Both are good, but one is more desirable than the other.
Your “link in bio” must:
- Transmit your musical brand
- Drive people to your website
- Help fans find songs and videos quickly
- Capturing audience interest, thereby serving as the start of the sales funnel
- Impress people in the industry
In many ways, your “link in bio” destination will serve as a quasi-EPK for those unfamiliar with your work. With a personalized background and menu system, you’ll need to succinctly express your brand, news, goals, and upcoming tour dates. You need to give people everything they need without feeling overwhelmed. It’s easier than it looks! Just make sure your landing page includes these key elements:
1. Link to your website or newsletter
We write a lot about build on borrowed land. If people follow the “link in bio” prompt, they probably want to know more about your music. Direct them to a place where they can directly access you and your latest news.
2. Links to your music
No one said this list would be free of obvious information. Potential fans want quick and easy access to your music, so be sure to include links to all major streaming services. Mentioning Spotify and Apple Music should be considered the bare minimum! There are millions of potential fans on Amazon Music, Tidal, and Deezer, not to mention other services.
3. Recent press articles
Positive media coverage can go a long way in earning you gigs and future coverage. Be sure to include links to any recent features or reviews of your work. Swap this link with other stories as new features go live.
4. Social media
Here is one area where you can be selective. You probably have a lot of social media accounts, but if we’re being honest, do your fans all need them? Do you need all? Select the apps you use the most and include them here. Don’t bother with anything you update less than three times a week.
5. Tour Dates
Tours are expensive and it can be difficult to find good tour listings. Simplify the process for fans new and old by adding a direct link to your most recent tour itinerary.
6. Merchandise store
Merchandise sales make up a good portion of most artists’ annual income. Make it easier for your fans to find your latest product by including a link on your landing page.
7. Contact details
Not everyone who visits your “link in bio” landing page will be a potential fan. Some may be potential business partners, so you need to make sure your contact details are easy to find.
James Shotwell is Director of Customer Engagement at Haulix and host of the company’s podcast, Inside Music. He is also a known speaker for promoting careers in the entertainment industry, as well as an entertainment journalist with over a decade of experience. His signatures include Rolling Stone, Alternative Press, Substream Magazine, Nu Sound and Under The Gun Review, among other popular outlets.