Have you ever felt like using certain Instagram tools might penalize your content? Don’t worry, you’re not losing it… you might actually be on the right track!
Because yes, it looks like Mosseri and everyone at Instagram just love messing with us by offering features that end up being double-edged swords instead of helpful tools!
Sounds absurd? A bit. But let’s face it: whether you’re a creator, brand, or social media manager, we all end up bending to these generous offerings. So better figure out a way to make the best of them!
Today, we’ll talk about three specific tools that seem essential but come with a few hidden hazards. Sneak peek… you’ve probably used them at least once:
• Links in stories
• Link in bio
• Sharing posts in stories
In this article – co-written with our friends at Kontenty – we’ll see why to use them, when to avoid them, and how to get around the algorithm so you can protect both your reach and your goals.
Links in stories: it was true love
Let’s tackle a delicate topic dating back to the dawn of Instagram: links in stories. For years, this feature was just a mirage for smaller accounts – you had to rack up 10k followers to unlock the legendary swipe-up.
It caused a lot of trauma and anxiety among Instagram users. Then boom, Instagram finally made it available to everyone. Did that end all the complications? No, because as everyone knows by now, including your neighbor’s cat, inserting a link in an IG Story drastically lowers its views.
Why? A simple explanation: Instagram doesn’t like content that takes users off the platform.
And can we blame them? Meta’s business model isn’t just about selling blue marks to businesses, but providing an ad platform with a massive audience.
Hang on, what was that line again…?
🔦 By the way, did you know that promoting content directly from the app on iOS can cost you 30% more? You can avoid it without drama.
But let’s get back to our beloved, oh-so-useful links. Does this mean we should never use them?
Of course not – driving users from a story to an e-commerce site, a blog, or a landing page is key to a omnichannel marketing strategy. You just need to strike the right balance, keeping your specific goals in mind.
- If your main priority is maximizing reach and pushing that content to as many followers as possible, limit your use of the link sticker.
- If, on the other hand, you’re focused on conversions and want to guide people to your website, then don’t be afraid – bring that traffic over!
Lastly, when adding links anywhere, use common sense!
- Don’t overdo it: an overload of links confuses people, lowers their attention, and, yep, it’s spam.
- Place them at the right moment: a link is the peak of your CTA. Don’t waste people’s attention by adding it too early in a Story sequence. If your call to action really works, nobody will need to read what comes afterward!
- Optimize your copy. And yes, we assume you’re customizing it, right? 😡 Remember the fundamentals of UX Writing: use clear, concise, and targeted microcopy to guide your audience toward the action you want them to take.
Link in Bio: a classic or an risky gamble?
The ever-present link in bio wins the Oscar for most overused phrase on Instagram. But did you know that including it in your caption might reduce your post’s reach?
Heads up: Instagram hasn’t officially confirmed this penalty, but lots of profiles have told us they’ve seen a clear drop whenever they use those specific words, and we at NJL have had to get creative more than once too.
You’ll find it… the article is in… as usual in… so how to get around it?
One first trick is to play with your wording and rephrase the message in a more creative, less explicit way (yet still clear). “You know where to find everything,” but shhhh, you didn’t hear it from us. 🤫
Another option: put your CTA in the comments and pin that comment to make it more visible. Does it work? Yes, but it’s not as effective as our final tip.
ManyChat, you guessed it! The official tool for setting up automations and sending links directly in DMs after a comment. It’s widely used for freebies, giveaways, or sharing exclusive content.
No need to worry, Mosseri & co. – you can go back to sleeping soundly while we move off-platform! 😈
Sharing posts in stories: what’s the story?
Alright, you say, then I’ll share my latest freshly posted content in stories because people are still staying on Instagram!
Ehm, nope… this is where Instagram gets you.
Actually, opinions are split. Some insist that sharing a post to Stories lowers story reach. Others don’t notice a dip in views but claim that this strategy eventually bores followers, causing them to stop watching both stories and posts.
Mosseri himself leans toward that second theory… but we’d be shocked to hear him admit that an internal link kills your content!
We don’t know the absolute truth, but we do know a thing or two about what works in Instagram Stories. If you don’t want to take chances, try some alternatives:
- share a screenshot of your post or a frame from the video, and hint at the content without actually linking it
- tease the post in your stories to spark curiosity… your followers will head to your profile!
- use stories to reply to comments left on your post, which can simultaneously engage those who interacted and pique the interest of anyone who missed the post
Get clever. And for that, NJL has your back! 😬
How can NJL help?
With your favorite tool at your side, you have access to tons of valuable metrics – sorry if there are so many! 😎 – that can help you analyze and optimize everything we’ve covered so far.
Let’s start with your bio link, measured in the ‘General’ section when you scroll down to ‘Call to Action,’ where you’ll also find clicks on other buttons visible in your profile.
How do you use this section? If you see an unusual trend or sudden spike, connect the dots with whatever was happening at that time. Did a post go viral? Was there a major collaboration? Did someone with a big following mention or tag you? Spotting a winning pattern will help you replicate an effective strategy later on.
To figure out how links in stories affect your account performance, jump over to the stories section – available on every NJL plan! That’s where you can really have fun digging into the data to gauge how your audience reacts to your content.
Which metrics deserve your attention?
- Definitely views, to see if and how links might be hurting your story’s reach.You can analyze the overall performance curve of your stories, looking for sudden drops or unusual fluctuations, and compare them to your profile’s usual averages.
- Keep an eye on the Open Rate – the percentage of followers who watch your first story each day compared to your total follower count.Beyond just views, repeatedly pushing links might wear out your audience – especially if all you’re doing is promoting. You risk losing their interest. If your Open Rate starts dropping, don’t sweep it under the rug – act fast and offer your audience more varied content!
- Finally, keep an eye on metrics like the Skip Rate and Exits, which show you if your content is losing its appeal.Skip Rate indicates the percentage of people who dislike that type of content and skip that particular Story to see the next one. Exits, on the other hand, are the black plague… be careful, because followers dropping off are telling you something needs to change!
- And if you’re about to partner with a brand, don’t forget to check how many link taps you can generate: it’s one of the most important indicators of a successful campaign.
A conclusion approved by Mosseri
Yes, Instagram does make our lives difficult, but in a way, it’s also pushing our perseverance by giving us features that are both incredibly handy and surprisingly risky. It’s a challenge!
To pass the test, you’ve got plenty of data to analyze – where we at NJL can give you a hand – and one thing you should never abandon: your creativity.
That way, at the end of the day, you can whisper these sweet words to those who matter most: “Honey, guess what – I outsmarted Instagram today.” We’re already proud of you! 🫶