Has Linktree been rendered obsolete by Instagram?

Thirteen moons ago, Linktree announced its newest round of funding, bringing in $110 million from investors such as Index Ventures and Coatue Management. This funding put Linktree in an enviable position, securing a valuation of $1.3 billion.

Now, a year later, things have changed. Meta CEO Mark Zuckerberg has announced a new feature for Instagram users, allowing them to display up to five links on their bio. Creators are excited about this development, as they previously had to use a Linktree page or competitor-provided platform to showcase all their links. Social media marketing consultant and UCLA instructor, Lia Haberman, hails it as a much-needed update for anyone struggling to prioritize the link they include in their Instagram bio.

However, Meta's move spells trouble for Linktree and the wider link-in-bio market. Some tech watchers took to Twitter to joke about the news while others stated that it was an inevitable progress. Social media analysts argue that Meta was always looking to experiment with payment options, such as subscription features and verification, and it would eventually introduce multiple links, perhaps with a charge. So many people pay for link-in-bio companies that they deemed it worthy of implementing, according to Greg Baroth, a Los Angeles-based digital marketing consultant. Meta did not comment on the announcement.

Instagram has tested this update with several users, including doctor and author Sandra Colton-Medici. However, Colton-Medici intends to stick with Linktree. In her opinion, finding new ways to engage with audiences off-platform is one of the top priorities for businesses using social media. Instagram's added friction benefits the platform but not Colton-Medici's audience, as it forces users to choose a link on the app and then return to view another link.