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?
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
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.
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
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
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
I hope this is useful 🙂
This has come up recently in two separate evaluations as a needed feature for Apple and Heyday.