The fact that Instagram does not allow clickable links within posts is a hurdle for us marketers, so we all use ‘link in bio’, but does it affect organic performance?
Instagram wants to keep users on its platform, so it would make sense that the algorithm penalises posts with ‘link in bio’ included in the copy, right?
Hootsuite put this theory to the test, comparing the engagement of the exact same image and caption, posted the same day of the week, at the same time, with the only difference being that one contained ‘link in bio’ at the end of the caption.
The results demonstrated very little difference – in fact, ‘link in bio’ actually increased reach, helping the post find more users organically. What do you think? Have you noticed a difference?