Why Instagram doesn’t allow links
Out of all the social media platforms, Instagram is the most challenging for driving traffic to your website. Unlike Facebook, Twitter, and LinkedIn, which allow hyperlinking in posts, Instagram restricts clickable links to just one place: your bio.
This limitation can be frustrating for businesses aiming to convert social media engagement into website visits.
So, why does Instagram enforce this restriction?
Links don’t work on Instagram
The answer is simple—Instagram wants you to stay on the platform as long as possible.
NOTE: Other platforms are following suit and penalising external links on posts.
By limiting outbound links, Instagram encourages users to engage within the app, interact with content, and most importantly, view more ads. Since ad revenue is Instagram’s primary income source, keeping users on the platform maximises their earnings.
The longer you scroll, the more ads you see, and the more money Instagram makes. It’s a business model that prioritises retention over external traffic.
How to link on Instagram
Since your bio is the only place Instagram allows a clickable link, it’s crucial to use it strategically.
Here’s how businesses typically leverage their bio link:
- Homepage: Direct users to your main website.
- Landing Page: Link to a dedicated page with key offers, services, or blog content.
- Link-in-Bio Tools: Use tools like Linktree or Linkin.bio to share multiple links from one URL.
How to add a link to an Instagram bio
Adding a link is simple:
- Go to your Instagram profile.
- Tap Edit Profile.
- Locate the Website field.
- Enter your desired URL and save.
If you’re using Instagram on desktop, the process is the same.
Make the most of your Instagram link
Since Instagram restricts linking options, every click counts. Regularly update your bio link to match your latest content, campaigns, or promotions.
Remind users to ‘check out the link in the bio’ as your CTA on posts to help drive organic traffic to your page, and to your website.
Instagram’s link policy may be frustrating, but with a smart approach, you can still drive valuable traffic to your website.
