This move challenges the popular ‘link in bio’ providers such as Linktree and Beacons, which came into existence due to platform limitations that prevented users from adding multiple links to external sites, likely implemented in a bid to keep users in app. Instagram's decision to finally address this creator demand may be due to the stricter limitations on TikTok, which limits clickable links in bios only to business accounts.

The new feature, which has been one of the most requested features from creators, is available to all accounts, whether you’re a business or a casual user. Users can tap ‘Edit profile,’ then ‘Links,’ then ‘Add external link’ to use the feature. Links are scanned to ensure they are within the platform's guidelines and are not harmful, however, the links do not open the website in a separate browser window but inside the Instagram app.

On the launch of this new feature, Emilio Arciniega, CEO and Co-Founder of Outreach Agency says, “This is a big move from Instagram. Creators have always favoured the platform for branded work because of the ability to easily utilise clickable (trackable) links, and this introduction should only increase their abilities here.

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