For brands that want to increase web traffic and monetize their Instagram accounts in one step, Dash Hudson's LikeShop is the must-have solution. With a single click, followers can go from your Instagram feed to any page on your site. It’s simple, seamless, and helps users easily navigate to exactly what they’re looking for.
A link-in-bio solution is a URL found in a brand’s Instagram profile that users can tap on to go straight to that brand’s landing pages. Solutions like LikeShop create a customizable feed that turns social media content into a digital storefront or magazine.
Like any marketing tool, measuring KPIs for your link-in-bio tool is essential for streamlining your strategy and getting the results you need. We collected data into the LikeShop performance of brands in all four quarters of 2021 to help you understand the best practices of this social media marketing staple, as well as seasonal shifts in click-through rates.
Brands engaging followers through meaningful connections are more likely to entice them into shopping on Instagram. With LikeShop, marketers get the best features of every link-in-bio option, and all of their stats at a glance, in the same place they schedule, measure, and publish their content.
Many brands are selling on Instagram with this feature. However, not only is LikeShop a monetizing solution for brands, but it’s also an opportunity to create major added value for your audience. You don’t have to use it exclusively to sell products on Instagram—you can also send followers to news articles, promotions, collaborations, or anything else you want to share with them.
LikeShop is a great way to assess how your content strategy is functioning. Is your audience clicking on your LikeShop posts? What types of images are more effective at promoting follower action? What caption formulations garner the most movement? And finally, what are the call-to-actions that compel people to head to the link in bio?
When measuring your performance, the click-through rate (CTR) is definitely the best place to start. You want to look at the percentage of followers who are opening your LikeShop page and clicking on content. Your historic CTR is important, but understanding where you stack up against the major players in your industry is also absolutely essential for a true picture of your results.
We calculated the click-through rates of all LikeShop users for the entirety of 2021, and segmented them by industry and quarter to give you a better idea of where your brand sits in your competitive landscape. A CTR of around 50% seems to be the general percentage marketers should strive to hit, with some fluctuation of 10-20% higher or lower depending on your specific industry and seasonality—in general, Q3 and Q4 perform higher than the first two quarters.
Now that you have the percentage, you need to know how to achieve it. On the visual side, Instagram users across industries are persuaded to click on celebrities and creators. The majority of top-clicked posts have a photo tag, or mention another account. Caption length does not seem to be a factor in performance. There are top performers with lengthy captions as much as there are with short ones. Captions get the most amount of traction when:
Some of the highest click-throughs come from CTAs that directly name the action you want followers to take. For example, using words like "shop" instead of just saying "link in bio." This tactic is even more successful when the CTA is followed by a description of the benefit they get when they take the action, like: "Click the link in bio for/to [fill in the blank]" or "find [fill in the blank] at the link in bio."
On the flip side, a subtle approach is much more successful for brands in the fashion industry. In fact, a lot of the highest-performing posts for fashion brands don't have a call to action at all. This means that the audience has already been educated on the behavior and does not need to be reminded every time items are available to shop (but it’s still effective to add CTAs once in a while to refresh your followers’ memories).
For links, the number of clickable items do not affect post performance. There's an even mix of single-link posts and posts with multiples. The common thread across all topics and industries is to pique people's interest. Think about what your audience is interested in, would be intrigued by, and can't get enough of. Those posts will garner the most traffic.
Integrating LikeShop in your Instagram strategy is a great way to use all the tools at your disposal and consequently optimize all touchpoints on the marketing channel. It can help you sell on Instagram, unlocking a whole new revenue stream, while also enabling brands to turn Instagram into a major growth driver. Now that you know the secret to hit that high bar you've set for yourself, you can meet and surpass it every single time.
LikeShop is a link-in-bio solution that sends your audience from your Instagram posts to your website in one tap. With LikeShop, your brand is able to leverage Instagram to send customers directly to your storefront or digital media, and it is fully trackable with the use of UTMs.
LikeShop.me is the URL destination that brands use in their bio to link to their LikeShop.
LikeShop is a part of the Dash Hudson platform, and comes as a part of your package with a number of other powerful features to help you navigate the competitive social media landscape.
LikeShop is included as a part of your Dash Hudson package. To learn more about Dash Hudson packages, get a demo.
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