The art of link sharing
#ICYMI Both Snapchat and Instagram stories now have the ability to add links.
This is A. BIG. DEAL.
Background: prior to this feature, if you wanted to share a link on Instagram, the only place you could do so was through the website in your profile.
On Snapchat, there was no such feature. You had to include the link in your snap and encourage people to screenshot the snap. The number of screenshots a story received was an indicator of how people reacted to the information shared.
What does this mean now?
This means from one snap or story, you can direct your call-to-action. Whether sending your audience to a website with more information, application page, or ticket sales — you have a more direct route to your desired goal.
In addition, link sharing via Instagram story has the potential to become your most powerful tool. Because Stories live at the top of the feed, they are more visible in real time than an Instagram post (at least with Instagram’s current algorithm).
How we’ve used it:
- Promote campus programs
- Turn our blogs into Instagram stories
With link sharing, comes added responsibility.
When making your posts, focus on your specific platform and audience. Use the link feature, but make sure to do it in a way that aligns with the storytelling element of the platform you’re working in.
Remember, it’s called Snapchat story and Instagram story for a reason — tell a story and have your links be a part of it.
Planning your content — mix it up
If you’re planning on posting a story with links, think about what you’ll be posting the other days. You don’t want to spam your audience with information and news.
Rather, use the link feature selectively and earn your audience’s trust. Once you have that, they’ll be more likely to click on the links you’re sharing.
Don’t forget to measure. While Snapchat and Instagram currently don’t provide swipe up stats — you can still use other tools to help assess your results. We use bit.ly to create customized links and help track ours.