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New Data Reveals the Top Link-in-Bio Tool Creators on Instagram

  • Influencer marketing platform HypeAuditor analyzed the Instagram profiles of 1.7 million creators.
  • The research aimed to find out which in-bio linking tools are the most popular on Instagram.
  • The study follows a boom in the space, with more than 10 new link-in-bio services since 2020.

Over the past two years, the “link-in-bio” economy has exploded.

Since 2020, more than ten companies have launched link-in-bio tools. Creators use these unique URLs in their social media profiles to direct followers to landing pages with several other links and apps.

Link-in-bio services appeared in 2016 to circumvent the fact that social platforms – specifically Instagram – only allowed users to include a single URL in their profiles.

For many creators, these landing pages are essential for business.

“It’s priceless,” said Kristen Bousquet, micro-influencer and creator coach. “It would be really hard for me to have to pick just one link. I like the option of having multiple because I’m able to lead people to so many different things that will help me be more profitable.”

Bousquet, who uses the link tool in the Milkshake bio, includes links to her paid coaching program, Amazon affiliate storefront, and eBook in her landing page.

With so many link-in-bio services available, it can be difficult to navigate the space.

Influencer marketing platform HypeAuditor analyzed 1.7 million creator Instagram accounts in the US, Australia, UK and Germany to determine which bio linking tools are most popular on the platform. .

Here’s a breakdown of what they found.

Linktree is the most popular in-bio link tool used by Instagram influencers

HypeAuditor calculated that 15.73% of the Instagram accounts analyzed, or around 270,000, use Linktree, one of the first in-bio linking solutions from the Australian startup of the same name.

Linktree is widely recognized as a leader in organic linking, with over 24 million active users, according to the company’s recent report. Survey “Defining the economy of creators”. And in March, the company became the first unicorn in the link-in-bio space after raising a late Series B round at a $1.3 billion valuation.

Other popular options include Linkin.bio from social media company Later (which was acquired by Mavrck last month), Beacons, Milkshake and Carrd.

Here are the 10 most popular in-bio link tools on Instagram, according to data from HypeAuditor:

  • Link tree: 15.73%
  • Linkin.bio (by later): 0.96%
  • Tags: 0.74%
  • Milkshake: 0.61%
  • Map: 0.44%
  • Lnk.bio: 0.27%
  • Bonding fire: 0.26%
  • Direct.me: 0.09%
  • Linkpop.com (by Shopify): 0.09%
  • Koji: 0.04%

55% of Instagram profiles have URLs in their bios

Just over half of the 1.7 million accounts analyzed had linked websites in their profiles.

The top 10 links included URLs from in-bio linking tools like Linktree, as well as links to other social media platforms like YouTube and Facebook.

According to HypeAuditor, only three of the above link-in-bio platforms were among the top 10 sites included in Instagram bios.

Here are the 10 most popular links in Instagram bios, according to data from HypeAuditor:

  • Link tree: 15.73%
  • YouTube: 9.22%
  • Facebook: 2.09%
  • Bit.ly: 1.91%
  • Linkin.bio (by later): 0.96%
  • Etsy: 0.92%
  • Tags: 0.74%
  • Tiktok: 0.72%
  • Twitter: 0.64%
  • Spotify: 0.62%