Instagram has added a new feature where creators can add up to 5 links in their bio in an effort to replace the use of third-party link aggregators like Linktree.

Previously, content creators were only able to use one link in their bio, which proved problematic for those looking for cross-platform visibility. This prompted many creators to use aggregators such as Linktree, which created a customisable page to hold all of their links.

Users/brands can now use this to drive more traffic to their pages and maximise their brand presence. However, the long delay to implement this feature has meant that tools such as Linktree have become a mainstay on socials and existing brands may be reluctant to switch to the in app version, especially when considering the customisable branding options provided by these services.