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Khoros Staff

Link in Bio

We would like to gather feedback on the ‘Link in Bio’ feature which we believe will help you better demonstrate your social ROI. 

Link in Bio is a hyperlink added to your Instagram Bio which will contain a grid of published posts on Instagram. Brands can associate external links to any of these published media directly from Khoros. 

Some questions for which we would like your feedback so that we can build a product to match your expectations

  • How does your brand use Instagram’s 'Link in Bio' feature today 
  • How does your brand want to use the ‘Link in Bio’ feature
  • What kind of goals does your brand have when you request users to visit your ‘Link in Bio’. Is it to drive customers to your blog content or to drive customers to your e-commerce site or its something else
  • How would you change your publishing workflow via Khoros if we offered the ‘Link in Bio’ feature today
  • What kind of analytics will help you optimize your social media strategy
8 Replies 8
Occasional Commentator

  • How does your brand use Instagram’s 'Link in Bio' feature today 
    • We currently use LinkInBio on Instagram to direct people to our blog, take action pages, and website
  • How does your brand want to use the ‘Link in Bio’ feature
    • We currently use LinkInBio on Instagram to direct people to our blog, take action pages, and website
  • What kind of goals does your brand have when you request users to visit your ‘Link in Bio’. Is it to drive customers to your blog content or to drive customers to your e-commerce site or its something else
    • Drive customers to blog, website, and other campaign-specific landing pages
  • How would you change your publishing workflow via Khoros if we offered the ‘Link in Bio’ feature today
    • I would just like to see analytics on LinkInBio clicks and activity within Khoros analytics
  • What kind of analytics will help you optimize your social media strategy
    • Clicks to LinkInBio
    • Clicks to specific posts
New Commentator

  • How does your brand use Instagram’s 'Link in Bio' feature today 
    • We use Later.com - Linkinbio
    • Link out to landing pages for each specific post 
    • Analytics
  • How does your brand want to use the ‘Link in Bio’ feature
    • Same with what we're using the Later version for but it would make more sense if we were able to have everything on one platform
  • What kind of goals does your brand have when you request users to visit your ‘Link in Bio’. Is it to drive customers to your blog content or to drive customers to your e-commerce site or its something else
    • We want to drive customers to landing pages to learn more about whatever we posted about 
  • How would you change your publishing workflow via Khoros if we offered the ‘Link in Bio’ feature today
    • It would be great if I could schedule the linkinbio along with scheduling out the IG post
    • At the moment, I have to wait for the IG post to be published then i go into Later.com to add in the link for the link in bio
  • What kind of analytics will help you optimize your social media strategy
    • ALL the In-feed metrics like  Linkinbio clicks and shares
    • ALL the Story metrics like shares, profile visits, link clicks, website clicks, sticker taps
Occasional Contributor

How does your brand use Instagram’s 'Link in Bio' feature today?
We do not use it often because it is too manual to change out on a regular basis.

How does your brand want to use the ‘Link in Bio’ feature?
If it were automated with ability to connect to Google Analytics then we would use it to drive to products or our blog.

What goals are you trying to accomplish using ‘Link in Bio’?
Lead users to product details that are relevant to their region (color options, images, specifications) or lead users to longer-form content.

How would you change your publishing workflow via Khoros if we offered the ‘Link in Bio’ feature today?
It would be part of scheduling an Instagram post

What kind of analytics will help you optimize your social media strategy?
Link clicks, time on site

New Commentator

How does your brand use Instagram’s 'Link in Bio' feature today? 

We currently use a few different methods:
- We built one option in-house using our CMS. It requires double publishing and it is difficult to share external links
- Some ABC accounts currently use Linktree

How does your brand want to use the ‘Link in Bio’ feature?

- We would like a ‘tap photo to visit the link’ media wall option
- We would like separate ‘link in bio’ photo walls for each ABC Instagram account
- We want to be able to deep link to our external apps
- Mobile friendly UX for the landing page is a must
- We would like a ‘single publish’ functionality that simply reused the original feed post photo in the ‘link in bio’ media wall. We would also like to be able to schedule links ahead of time so ideally this workflow would allow for scheduling.

What kind of goals does your brand have when you request users to visit your ‘Link in Bio’?

- Improve audience retention on ABC platforms by directing users to more ABC products
- Improve our audience experience by making it easier to share links through Instagram
- Drive social traffic to articles, apps, video/audio on-demand, and other ABC content

What kind of analytics will help you optimize your social media strategy

- Page views
- Total link clicks
- Click-through rate
- Any possible breakdown of clicks by location/gender/age/device, etc. 

Occasional Contributor

We have a couple dozen active brands and about 50 total Instagram accounts across the organization.

How does your brand use Instagram’s 'Link in Bio' feature today 

  • Many of our brands are still stuck with the single link. That sucks. But it's been to complicated and a hassle to get more than 10 or so moved to a "pilot" using a third party solution.
  • For our more active brands with blogs, multiple products, email subscriptions, e-commerce, etc. replacing the single link IG provides with something more robust has been critical to increasing web traffic from the app.
  • It's also helped us avoid sacrificing one key CTA with another (e.g. losing book a reservation for a tasting at a winery in order to help consumers find a new product in stores near them).
  • Alcohol brands can't use the shoppable features on most platforms, so our only options for making our products easy to shop are Link in Bio and story swipe ups (for those accounts we've gotten verified or grown to 10K followers).
  • Currently piloting (and paying $60/year) using Linktr.ee for a simple, easy to manage solution. But it's not officially sanctioned. We don't have a way to make a small SaaS vendor with no enterprise contracts work officially.

How does your brand want to use the ‘Link in Bio’ feature

  • Would like to roll it out to all active Instagram accounts, but right now it's just too many stray one-offs to manage. 
  • Would love the option to either have the mini mobile landing page OR the feed-style on a single platform (e.g. Linktree vs Later's LinkinBio)
  • We'd like to have a multi-link solution across all brands. It would be AMAZING if we could do that within Khoros to not have to manage multiple separate accounts and to be able to just work in the one portal to make changes with one sign on

What kind of goals does your brand have when you request users to visit your ‘Link in Bio’. Is it to drive customers to your blog content or to drive customers to your e-commerce site or its something else

  • Drive consideration of a new product by encouraging consumers to learn more about it on our website
  • Offer access to value added content like pairings, recipes, entertaining planning, and other blog articles on the website.
  • Make it easier for consumers to find out where to buy near them or online with a direct link to the store locator or e-commerce solution.
  • Ask loyal and repeat consumers to sign up for emails for exclusive offers, first to know, etc.

How would you change your publishing workflow via Khoros if we offered the ‘Link in Bio’ feature today

  • I would ideally expect to see a checkbox that would add a contextual menu item on the left where we could build out the URL with tracking using the established UTM parameters. This would reduce our time switching . We could also retire about 10 Linktree accounts and not have to add a dozen more
  • We would IMMEDIATELY use the capability for more brands and drive far more traffic to our websites

What kind of analytics will help you optimize your social media strategy

  • We currently use the UTM tagging to measure in Google Analytics, but it would be amazing if website clicks by Link in Bio link were available directly in Khoros instead. We haven't gone down the route of connecting Google Analytics because we've heard it's tricky.
New Commentator

  • How does your brand use Instagram’s 'Link in Bio' feature today 
    We use Curalate to manage our linkinbio.

  • How does your brand want to use the ‘Link in Bio’ feature
    Same as currently.

  • What kind of goals does your brand have when you request users to visit your ‘Link in Bio’. Is it to drive customers to your blog content or to drive customers to your e-commerce site or its something else
    • Linking to the products featured in our IG content to make it easier for guests to shop.
    • Sometimes we use it to direct guests to learn more about a specific topic – we normally direct them to an article on our corporate blog. In some occasions, we might link to an external website.

  • How would you change your publishing workflow via Khoros if we offered the ‘Link in Bio’ feature today
    We might use the Opal to Khoros integration for publishing to IG. Though after publishing we’d still need to go in the IG app to tag our products in the actual content.

  • What kind of analytics will help you optimize your social media strategy
    • Click-throughs and conversions from the linkinbio, especially compared to the conversions we get from clicks straight from the products within our content.
    • Ideally if we could have some type of label (easy to add-since Khoros has a connection with Opal) to understand what categories/type of content are driving the most traffic. 
New Commentator

  • How does your brand use Instagram’s 'Link in Bio' feature today:
    • We use it to drive traffic back to the website from IG posts. 
  • How does your brand want to use the ‘Link in Bio’ feature:
    • Plan to continue the same usage
  • What kind of goals does your brand have when you request users to visit your ‘Link in Bio’. Is it to drive customers to your blog content or to drive customers to your e-commerce site or its something else
    • Blog content and ecommerce
  • How would you change your publishing workflow via Khoros if we offered the ‘Link in Bio’ feature today
    • Removes a step from publishing and having to go to another tool to update
  • What kind of analytics will help you optimize your social media strategy
    • Clicks, CTR of people who saw post 
Honored Contributor

Our marketing team currently use Linktree to provide direct links to all the content they feature on Instagram posts, including links to user-generated content from our owned community. See https://www.instagram.com/bunnings/?hl=en

But the team still regularly has to field questions from users about where can I find a link to... so any improvements to help drive customers to the content we feature would be most welcome.

Jason

 

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