August 12, 2022

The State of the Link-In-Bio Market 2022

Contents

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

Join our Creator Outreach Masterclass: How to get a 20%+ Reply Rate

6 years of doing creator outreach at scale distilled to 1h live webinar.
Founder & CEO of Influencers Club - Nikola Sokolov

TikTok Link-in-Bio Report

Our next report will be based on TikTok data. Sign-up to be the first one to get it

FREE STUFF!
Download List With All Link-In-Bio Tools
Related Posts