Instagram has officially announced a new feature that allows users to add up to five links to their bio, a significant change from the previous limitation of one link. The update has been widely welcomed by users, particularly by creators, who have been requesting this feature for a long time. The move is expected to deal a severe blow to third-party link-in-bio platforms such as Linktree, which have been serving Instagram’s user community. However, some influencers and creators still prefer the one-link option for now, citing personalization and user convenience as reasons.

What Meta says about the update

According to a statement by a Meta spokesperson, the new feature will enable creators and other users to highlight their passions, raise awareness about causes they care about, promote brands they love, showcase their personal business, and more. The update is expected to make it easier for businesses and creators to drive growth by showcasing multiple links to their content. All accounts, including business and creator accounts, will have access to the feature.

What creators think about the update

Bethany Everett-Ratcliffe, a content creator with 65,000 followers, has already started using the multiple links feature, linking to her blog, an affiliate marketing landing page powered by Shop My Shelf, and press features. However, some creators, such as Austen Tosone and micro-influencers Kristen Bousquet and Brianna Seaberg, prefer to stick to one link for now. Bousquet cites branding cohesiveness and the need to share more than five links, while Seaberg is concerned that multiple links might overwhelm users and discourage them from clicking on any link.

The impact on link-in-bio platforms

According to social-media consultant Matt Navarra, Instagram’s new update is a “body blow” to link-in-bio platforms, but it does not mean the end of these platforms. Linktree and other link-in-bio tools still provide several power tools and platform benefits for creators, such as payment platform integrations, comprehensive analytics dashboards, and more. Most link-in-bio tools now offer enough value-adding extras to make creators’ decision to kill their subscription a little less clear-cut.

Instagram’s multiple links feature is expected to enhance users’ experience on the platform, enabling them to showcase a range of content and drive growth. While some creators prefer to stick to one link, the majority of users have welcomed the update, which is expected to reduce the reliance on third-party link-in-bio platforms. Despite the impact on these platforms, link-in-bio tools still provide several benefits that creators may find valuable, making the decision to unsubscribe less straightforward