Instagram Expands Its Multiple Link Feature Testing to Include More Users

Instagram appears to have quietly expanded the ongoing experiment aimed at enabling select content creators to add multiple links to their IG bios. The new option is to enhance the scope of business-building opportunities for the platform users. Until now, this Meta-owned platform set limits on the number of links in the person’s bio, allowing just one per account. Those who wished to give their followers more ways to find and learn about them had to use the services of third-party link-in-bio-building tools to create a single link that, when active, showed all others grouped in one place.

As showcased by those luckiest ones who already have access to the new functionality, additional URLs will appear hidden under the ‘and others’ indicator on the right of the primary link. Tapping on the indicator will produce a pop-up listing multiple links the person has chosen to include in their bio.
Meta, which has been testing the new Instagram bio option since September 2021, confirmed that it was rolling out the multiple link feature to a broader audience. However, it refused to specify who was involved in the experiment or when the functionality would be officially released to all.

When officially out, the feature will likely reduce the value and influence of link-in-bio platforms like Linktree or Koji that Instagram creators now utilize to steer fans to their other social media accounts. While having a native free-to-use multiple link option by Instagram sounds great, it is unlikely to cut it for everybody as the above third-party services go beyond basic link-building and offer a bunch of additional monetization tools like NFT integrations.

What do you think of Instagram’s new multiple link feature? Would you like to participate in the test? Speak up in the comments below!