Instagram has expanded access to a new option which enables some creators to add multiple links to their IG bio. The new multi-link option is currently being tested with selected creators in the app. It's not clear, at this stage, how many links users will officially be able to add, but the idea is seemingly to negate the value of third-party tools like Linktree, which many IG users now utilize to add extra links. The option has actually been in testing since October last year, with variations of the format being tested in the back-end code. There’s also no official info on who currently has access to the option, though it does feel a little unfinished, with the main display of URLs likely set to be revised some more before a broader expansion This is bad news for creators as it signals a move away from tools that help them increase their online presence and instead towards Instagram's own built-in features. This could mean decreased engagement and visibility for creators on the platform, which would be a major setback in terms of growth.

October 9, 2022 9:00 AM