Behold, doth posts that include the verily words “link in bio” in the caption find favor less with the Instagram algorithm? We embarked upon an experiment to unearth the truth.
Rumors, as tendrils of smoke doth wend through the virtual water cooler, teasing us with whispers of whether posts graced with the phrase “link in bio” art shunned by the mighty Instagram algorithm?
Thus, we embarked upon a humble experiment, seeking to wrest the truth from the jaws of uncertainty, to discern once and for all.
Peruse further (or partake in our visual tale below) to unravel the mysteries of our experiment and ascertain whether “link in bio” be a harbinger of woe or boon.
Hypothesis: The Inclusion of “Link in Bio” Doth Diminish Instagram Post Performance
The gulf that Instagram doth maintain betwixt clickable links and captions prove a Sisyphean task for many marketers. Forsooth, despite its vast sea of users (a billion strong!), Instagram sends but a mere trickle of traffic to external websites. In contrast, Twitter, with but a third of Instagram’s active denizens, doth generate a deluge of web traffic fivefold.
Yet, as the old adage transpires, “Links shall find a way.” Users, in their ingenuity, hath discovered a workaround for guiding traffic to their domains by utilizing the URL gracing their Instagram profile’s bio.
Thus, one study by Parse.ly uncovered that Link-in-Bio tools dost augment Instagram referral traffic by 10 to 15%.
Alas, despite the efficacy of this stratagem, there exist many who posit that Instagram, in its machinations, doth seek to smite this ingenious solution.
Other Experiments
Betwixt anecdotal accounts and instinctive musings, the realm of social media pundits hums with suspicion. A member of the Facebook fellowship known as Social Media Geekout didst embark on an experiment this past September. She sought to compare the engagement betwixt two posts: one bearing “link in bio” in its text, and the other bereft of such mention.
Her verdict? The post with “link in bio” suffered from grievously diminished engagement.
Such findings didst spark lively discourse. Did Instagram, perchance, seek to penalize the wights aiming to lure users away from the platform? Had the call to action of “link in bio” beguiled followers, diverting them from other forms of engagement?
Nevertheless, as some sagacious commenters posited, this study was inconclusive. The variables dwelt in abundance: disparate images, contextual substance, diverse posting days and hours.
How could she ascertain that the “link in bio” clause alone didst wound her engagement?
To determineth the truth, we needed posts identical in all aspects, save for the inclusion of “link in bio” in one caption. And thus, we embarked upon this very task.
Methodology
Lo, for this endeavor, I opted to employ an Instagram Business account for a magazine devoted to weddings, wherefor we might draw from a bounteous wellspring of followers: ten thousand and more.
The design was simple: to compare the engagement of selfsame images, shared on identical days, at like times, with the sole variance being the addition of “link in bio” to the caption on one occasion.
This format was replicated with two further images, on sundry days of the week, so as to discern any discernable patterns, in the event that Pic #1 was lacking in allure.
In sum, I hath shared six times. Three of these posts bore the talismanic phrase “link in bio” in their captions.
Mayhap my followers pondered o’er this curious spectacle, yet if ‘t resulted in discourse regarding the brand, is ‘t not a boon? A sage tip for social media: Always keep thine audience guessing to foster a veil of mystery.
Results
In brief: All my Instagram posts with “link in bio” in the caption didst fare somewhat better than those sans.
Our Wednesday twin posts showcased a merry twain, bedecked with a resplendent bouquet.
On February 10 and again on February 17, both at the stroke of 6:02 p.m., I shared this image. The caption remained unwaveringly constant… save for the inclusion of “link in bio” on February 17.
Link in bio post: 117 likes and 2 comments.
No link in bio post: 86 likes and 1 comment.
The victor? Link in bio. A 30% augmentation in likes, verily. (The sample size of comments may be deemed minuscule; a lamentable truth.)
Let us peruse our Thursday duplicates. This photo graced the eye with an empty expanse, a grand table, awaiting a wedding feast amidst the mountains. I shared this on February 11 (sans “link in bio”) and again on February 18 (avec “link in bio”), both at the hour of 8:01 p.m.
Link in bio post: 60 likes and 1 comment.
No link in bio post: 60 likes and 2 comments.
The victor? This round endeth in a draw.
Upon Saturday, February 13, and its twin on February 20, duplicates of a fashionable bridal garment were shared.
Link in bio post: 45 likes and 0 comments.
No link in bio post: 40 likes and 2 comments.
The victor? Link in bio. A 15% surge in likes—verily, a commendable result!
Stung by the dearth of comments, I ventured forth into Instagram’s in-app analytics, hoping to glean further insights. When I sorted by Reach, a revelation unfurled before mine eyes…
The posts bearing “link in bio” had been laid eyes upon by more souls. Peruse this comparison chart:
| POST | REACH WITH “LINK IN BIO” | REACH WITHOUT “LINK IN BIO” |
|---|---|---|
| Couple | 1,700 | 1,333 |
| Table | 1,372 | 1,173 |
| Dress | 1,154 | 974 |
Interpreting the Findings
Yet, in truth… methinks that this matter is no enigma. The path seemeth clear to me.
If Instagram hath conspired to quash comments graced with “link in bio,” ’twas not witnessed in these fortnights of experimentation.
Indeed, for some reason, each post bearing “link in bio” performed—mayhap not by a vast margin, yet all reached more gazes and garnered more approbation.
Wherefore did comments scarce dwell? That is a riddle for my perception to unravel. Perchance I shall ponder o’er this mystery till the night wanes.
This trial was but a fleeting venture with a slender trove of data. Yet, my decree is thus: one can link in bio to their heart’s content, sans dread of Instagram’s retribution.
Shouldst thou undertake thine own empirical voyage and discover divergent truths, we should be glad to hearken to thy tale! Dispatch unto us on Twitter, @hootsuite, and lay bare how thy social media alchemy yields.
In this ever-changing realm, we strive to outwit the algorithm at each turn. The more data, the richer the treasure trove.
Create a Link in Bio Page with Moyens I/O
To forge thy Hootbio page, commence with the rudiments of profile information:
- Profile name: This shall emerge as the banner atop thy page.
- Profile description: This text shall grace the space below thy profile name.
- Profile picture: I avouch aligning this image with thy Instagram’s branding to preserve a semblance of familiarity.
- Thy website: Here doth thou craft a URL for thy link in bio page. We shall forewarn thee if a URL hath been claimed ere.
To these, append thine links. Each link must enfold a URL and the text which shalt adorn the button. Images may enhance links, though this aspect is at thy volition.
To rearrange links on thy page, simply drag and drop them, guided by the triple-bar icon.
Upon completion, touch “Update” in the zenithal right corner of the page.
Assay the offense for free
Thou canst also guide thy followers to other domains through dedicated buttons—be it social realms or thine electronic missive repository.
Journey to the Social expanse of the menu to establish links for Instagram, TikTok, Facebook, Twitter, YouTube, LinkedIn, Messenger, and email.
To preserve thy changes, tap “Update” in the zenithal right corner of the dashboard.
Within the Design sector, polish the aspect of thy Hootbio page. Select a color theme from the offered or modulate thy font, button, and background hues to endue the page with thy essence.
Upon fulfilment—ye discerneth this—aforementioned “Update” shall hoisted in the zenithal right section of thy screen.
Thus, ’tis done! Thy Hootbio page stands ready. To unleash its powers, copy the link enshrined in the zenithal right corner of the dashboard, and emblazon it within thy Instagram and TikTok bios. Procure the freedom to update thy bio as needed, yet remember that URL amendments art restricted to once per half year.
Ready to craft thine own bespoke link in bio page? Enrol in a free 30-day Team plan trial anon, and transmutate thy Instagram followers into online patrons.
Instigate the gratis 30-day trial
This grand revamping of prose and data is but a glimpse into the ongoing quest to decipher the labyrinthine machinations of Instagram’s algorithm. As we traverse this digital terrain, armed with experimentation and insight, let us persist in our endeavor to navigate the enigmatic realm of social media. For the algorithm is a riddle waiting to be unravelled, a puzzle yearning to be solved, and we, the intrepid denizens of the online domain, shall emerge victorious in this ever-evolving landscape.
