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6 Best Practices for Linking in Social Media Stories

This is a sequel to “Marketing in 10 Seconds: A Digital Marketer’s Intro to Social Media Stories”, which guided our audience through a few best practices when posting stories on Snapchat or Instagram. This post will dive deeper into driving traffic to your website through social media stories via linking. Here are a few of our simple, straightforward recommendations for linking in your social media stories.

  1. Use a unique link for each social medium.
    • You want to use a different link for each social medium so that you can easily tell which is driving the most traffic.
  2. Use pronounceable links.
    • We recommend using a pronounceable link in your social media story instead of generating a random short hash. For example, a link like go.budurl.co/help is much easier to remember than go.budurl.co/s89h4. Because stories are ephemeral, you want to create a link that’s memorable and quick to type in on a mobile device browser.
  3. Include the same link multiple times.
    • If you have a narrative set up, your users will be tapping through several individual posts, and sometimes they may accidentally tap too quickly. Put your link in multiple story posts so that your audience has plenty of opportunity to capture it.
  4. Rotate the link destination in your profile.
    • This best practice is unique to Instagram stories. It’s long been popular for brands to include links to their websites on their profiles, and we recommend taking this a step farther and using a short link that you can re-route on demand. For example, if you use go.budurl.co/insta then you could route your traffic from the back-end in BudURL based on whatever you are promoting at the moment. Promoting a news story one day, and your newest product the next? No problem, just change your link’s destination in BudURL and we’ll keep track of all your traffic without forcing you to create a new link each time you want to make an update.
  5. Use unique links for influencer advertising.
    • Influencer advertising, or the practice of paying influencers on social media to advertise on your company’s behalf, is growing more and more in popularity. According to Nielson, 84% of survey respondents across 58 countries said they were more likely to trust a word-of-mouth recommendation over a direct advertisement. When using influencer marketing, make sure you provide unique links for each influencer (remembering to follow the guidelines above). After they post using the links, you’ll be able to track which influencers generated the most traffic and tailor future investment in influencer advertising based on that data.
  6. Have a verified account? Use a short link in the “See More” section.
    • If you have a verified Instagram account, then advertising in Instagram is a breeze. You can link directly to a landing page from the story. When creating your story, after capturing the video or photo, just select the link option. Instead of being displayed as text across your image, you’ll see a “See More” link at the bottom of the story. If a user swipes up on “See More”, then the link destination will open up in-app. If you don't have a verified Instagram account, you’re out of luck for now and will need to add your short link to your story through text - just like you'd do with Snapchat.

Have questions or ideas about the best way to drive traffic to your website through social media? We’d love to hear from you!

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