The report is based on the analysis of 100M Instagram profiles.
Key Stats
• 31 million Instagram users have a link-in-bio tool.
• There are 62 different link-in-bio tools.
• 24.7M users have Linktree, making it the absolute market leader (79.95% market share).
Other interesting findings
• More link-in-bio users are women (64%), compared to men (36%).
• 49% of all link-in-bio users are from the United States.
• California has the highest percentage (15%) among US link-in-bio users.
• The most common hashtags for link-in-bio users are #podcast, #vegan, #fashion, and #travel.
• 55% of all creators with more than 50k fans and a link-in-bio did any kind of brand collaboration.
How Many Link-in-Bio Users Are There?
There are 31 million Instagram users with a link-in-bio tool.
Passion Economy Users: People who engage in any activity to monetize individuality and non-commoditized skills supported by digital platforms.
Creators: Individuals who use their influence, creativity, or skills to aggregate and monetize their audience.
Link-in-Bio Users: Total number of Instagram users with any link-in-bio tool listed in their IG biography.
How Many Link-in-Bio Tools Are There?
There are 62 different companies that offer a link-in-bio tool.
Download List With All Link-In-Bio Tools
The Top 10 Link-in-Bio Tools
Out of 31M link-in-bio users, 79.95% (or 24.7M people) use Linktree, making it the absolute market leader.
Next in line are Milkshake (3.7%), Beacons (2.4%), Linkin.bio (1.6%), and Bio.site (1.3%).
With less then 1% market share are Lnk.bio (.9%), Instabio (.9%), DistroKid (.9%), LinkFire (.7%), and Carrd (.7%).
Link-in-Bio Users by Gender
More link-in-bio users are women (64%), compared to men (36%).
Top Hashtags Among Link-in-Bio Users
Link-in-Bio Users by Number of Fans
Profiles with less than 1k followers account for 40.4% of all link-in-bio users. 1k-5k profiles account for 36.6% of all link-in-bio users.
If we merge these two groups we see that profiles with less than 5 000 followers on Instagram account for 77% of all link-in-bio users.
Creators (+50k fans) & Brand Collabs
We wanted to know how many creators with a link-in-bio and more than 50 thousand followers have also done a brand deal.
55% of these creators have partnered with a brand for promotional purposes.
Which Country Has the Most Link-in-Bio Users?
49% of all link-in-bio users are from the United States.
Related: Click here to view the number of users by state.
How Many Link-in-Bio Users Are Businesses?
Based on our data, 46.4% of all link-in-bio users are businesses vs 53% that are creators.
Click here to view the top niches for these businesses.
Most Common Domains in Link-in-Bio Pages
We took a sample of 3M link-in-bio pages and wanted to see what are the most popular domains that link-in-bio users usually link out to.
Popular Platforms Among Link-in-Bio Users
Top Instagram Profiles With Link-in-Bio
Top TikTok Profiles With Link-in-Bio
