Instagram Algorithm and “Link in Bio”

There have been rumors regarding the Instagram algorithm and how it impacts “link in bio” post captions. Since Instagram doesn’t allow users to include links in captions, they have resorted to redirecting followers to their bio where links are accepted. But is it true that having a link in your bio and telling your followers to check it out will decrease your posts performance? These questions from businesses and social media users caused Hootsuite HQ to do an experiment to test the claims.

A prior test showed inconclusive results when comparing two posts, one with “link in bio” in the text and the other without. The test concluded that the post with “link in bio” got less post engagement. The problem with this test was the many differing variables. The two posts were of different images, with different text content and posted at different days and times. In order to get the real results, Hootsuite realized the posts must be completely identical other than “link in bio” being included at the end of one caption.

Hootsuite’s experiment was done through an Instagram account with around 10,000 followers. They posted two identical posts at the same time on the same day with the addition of “link in bio” in one caption. They did this test three different times to see what the overall result would be. Hootsuite found that every post with “link in bio” had better reach and engagement than the identical post without. It was clear that “link in bio” posts had better overall post performance. The test found likes and comments were affected as well, the post with “link in bio” got 117 likes and 2 comments while the post without got 86 likes and 1 comment. That is more than a 30% increase in likes. These results can ease businesses and users concerns and count on “link and bio” posts to boost their overall engagement!