How to Make Links Work on Instagram

Trying to share a link on Instagram can feel like shouting into the void, but it doesn't have to. You've got more options than you think for directing your audience off the app and toward your website, blog, or products. This guide will walk you through every single way to make links work on Instagram, from your bio and Stories to DMs and beyond, with simple, actionable strategies you can start using today.

Understanding Why Instagram Makes Links Difficult

First, let's address the elephant in the room: Instagram isn't a big fan of external links. Like most social media platforms, its goal is to keep you scrolling within its digital walls for as long as possible. The longer you're on the app, the more ads you see, and the more valuable the platform becomes. Every clickable link that takes a user away from Instagram is a potential exit point.

But for creators, marketers, and business owners, those links are your lifeline. They are the bridges that connect your content to your business goals, whether that's making a sale, growing your email list, or getting reads on your latest blog post. Knowing this built-in tension helps explain why some features are limited, but it also highlights the importance of mastering the tools Instagram does give you.

The Classic Move: The "Link in Bio"

The single most valuable piece of real estate for links on your Instagram profile is your bio. This is the one place where anyone, regardless of follower count, can place a permanent, clickable link. It’s your digital storefront sign, your call-to-action headquarters, and your main traffic driver.

How to Add a Link to Your Instagram Bio

Adding a link to your bio is straightforward. Here’s a quick step-by-step:

1. Navigate to your Instagram profile.
2. Tap the "Edit Profile" button located below your bio.
3. Find the "Links" field. You can add up to five links here, but only the first one will be prominently displayed on your Profile.
4. Tap into "Add external link" and paste your desired URL into the URL field. Give it a title.
5. Tap the checkmark or "Done" to save your changes.

Your link will now appear right below your bio description. Now, every time you post a new piece of content - a Reel, a carousel, a static image - you can direct people there with a clear call-to-action (CTA) in your caption: "Check out the link in bio for more!" This phrase has become a universal signal for Instagram users to head to your profile to find what they're looking for.

Leveling Up: Using Link-in-Bio Tools

What if you want to share more than one link? Maybe you have a new blog post, a popular YouTube video, and your online shop to promote. For years, this was a massive headache, forcing creators to constantly swap out their single bio link. That's where "link-in-bio" tools come in.

These services (like Linktree, Koji, or Beacons) allow you to create a simple, mobile-friendly landing page that houses multiple links. Instead of linking directly to your website homepage, your one bio link goes to this custom landing page. From there, users can choose their destination.

The DIY Alternative: Create Your Own Landing Page

While third-party tools are convenient, you can achieve the same result with more brand control by creating a simple "links" page on your own website. It doesn't need to be fancy. Just create a new page with a clean layout and a list of buttons linking out to your most important content.

Benefits of a DIY links page:

• Full Brand Control: You can use your own domain name (e.g., yourwebsite.com/links), fonts, colors, and branding. It feels like a natural extension of your brand, not a generic third-party page.
• Drive Traffic to Your Site: Every click on your bio link is now a visit to your own website, which can help with your site's SEO and overall analytics.
• No Limits: Add as many links as you want, embed videos, include contact forms, or feature anything else you can build on a web page.

The Most Powerful Tool: The Instagram Story Link Sticker

For in-the-moment promotions, the link sticker in Instagram Stories is your best friend. In the past, this feature (known as the "Swipe Up") was reserved for accounts with over 10,000 followers. Thankfully, Instagram has since made the link sticker available to everyone.

A link in your Story is powerful because it's contextual and timely. You can tell a compelling story, show a product in action, or tease an article, and then immediately give viewers a direct path to follow through while their interest is piqued.

How to Use the Link Sticker in Instagram Stories

1. Create a new Instagram Story by taking a photo, recording a video, or uploading from your camera roll.
2. Tap the sticker icon (the smiley face in a square) at the top of the screen.
3. Select the "Link" sticker from the options.
4. Paste your desired URL and customize the sticker text (this is your CTA, so make it clear!).
5. You can move, resize, and rotate the sticker just like any other element in your Story. Place it somewhere that's easy to see and tap.
6. Publish your Story.

Best Practices for Story Links:

• Use Strong CTAs: Don't just slap a link on your Story. Tell people why they should tap it. Use text, verbal cues in your video, and engaging visuals. Phrases like "Tap Here to Shop," "Read the Full Article," or "Sign Up Now" are effective.
• Make it Visible: Use visual cues like arrows, GIFs, or circles to draw attention to the link sticker. Make it impossible to miss.
• Tell a Story: The best link clicks come from the most engaging Stories. Build anticipation across multiple Story slides before dropping the link. For example, talk about a problem your audience faces for two slides, then introduce your solution with a link to your product on the third slide.

For E-Commerce Brands: Get Clickable with Instagram Shopping

If you sell physical products, setting up Instagram Shopping is a game-changer. It transforms your entire Instagram profile into a virtual storefront, allowing you to create a catalog of your products and tag them directly in your posts and Stories.

When you tag a product, a small shopping bag icon appears on your content. Users can tap this tag to see the product name and price, and then tap again to visit the product page on your website to make a purchase. This is one of the most frictionless ways to convert followers into customers directly within the app.

How to Use Product Tags:

• Feed Posts: You can tag up to five products per image or up to 20 in a carousel. This allows you to create shoppable lifestyle photos or flat lays.
• Reels & Stories: Tag products in your videos to show them in action, making it easy for viewers who are inspired by your content to shop instantly.
• Your Profile Shop Tab: Once enabled, a "View Shop" button will appear on your profile, taking users to your full product catalog right inside Instagram.

Driving Action: Add Action Buttons to Your Profile

Instagram's Action Buttons are designed to help users perform specific tasks without leaving your profile. These are especially useful for local businesses, restaurants, and service providers. Instead of just a generic website link in your bio, you can add buttons like:

• Order Food
• Book Now
• Reserve
• Get Quote

These buttons integrate with third-party partners (like DoorDash, Grubhub, StyleSeat, or OpenTable). When a user taps one, it takes them to a pre-defined landing page on that service's platform to complete the action. This streamlines the customer journey for high-intent actions.

The Direct Approach: Sending Links in DMs

Don't underestimate the power of a Direct Message. While you can't blast links out to all your followers, you can use DMs strategically to deliver personalized links.

Manual & Automated DM Strategies:

• Personalized Outreach: If someone asks a question about a specific product in your comments, you can reply publicly with something like, "Great question! I'll send you a DM with the link right now." This personal touch is effective and shows you're paying attention.
• Story Reply Triggers: Use Story features like polls or question boxes to gauge interest. For instance, post a poll asking "Who wants the link to our new guide?" Then, you can manually send the link via DM to everyone who voted "Yes."
• Automation with Keywords: This is a more advanced strategy. You can set it up so when someone replies to your Story with a specific keyword (e.g., you post a story that says "DM me the word LINK"), an automation tool sends them a pre-written message containing the link you're promoting.

DMs are an excellent way to nurture leads and build stronger relationships with your most engaged followers, and sharing a direct link is a natural part of that conversation.

Putting It All Together: Your Link Strategy Checklist

Having links is one thing, getting people to click them is another. Here’s how to tie all these methods into a cohesive strategy:

1. Set Up Your Hub: Decide if you'll use a link-in-bio tool or create your own custom landing page. Keep it updated with your most important, relevant links.
2. Craft Compelling CTAs: In every caption, Reel, and Story, create a clear path for your audience. Guide them with phrases like "Tap the first link in our bio," "Link in bio to shop the look," or "DM me 'INFO' for the details." A great CTA bridges the gap between your content and your link.
3. Use Stories Liberally: For any time-sensitive announcements, new content, or a flash sale, use the link sticker. It grabs attention in the moment.
4. Make Shopping Easy: If you sell products, set up an Instagram Shop. Tagging products is non-negotiable for e-commerce brands in today's market.
5. Have Conversations: Use DMs to share links when the context is right. Don't be spammy, be helpful.

Final Thoughts

While Instagram limits where you can place clickable links, it gives you a powerful set of tools to drive traffic if you know how to use them. By combining a smart link-in-bio strategy, engaging Story stickers, and clear calls-to-action in all of your content, you can effectively turn your Instagram followers into website visitors, leads, and customers.

Ultimately, a successful link strategy comes down to organized planning. As marketers ourselves, we know how messy it can get to coordinate post schedules with updating bio links and planning CTA language. That's why we built Postbase with a visual content calendar that lets you see your entire content plan at a glance, helping you match your posts with the right links and CTAs every time. It streamlines the whole process.