By: Seth Resler,
Jacobs Media Strategies
While Instagram continues to be a very popular social network among radio listeners, it’s challenging for radio stations to derive measurable value from it, largely because it is difficult to drive traffic from Instagram back to your radio station’s website. If your account is popular and lucky enough to be verified, or if you’re willing to pay, you can include clickable links in Instagram posts; otherwise, you’re primarily limited to the link in your station’s Instagram bio.
The most restricting thing about this is that you can only link to one webpage. Most stations, of course, link to their homepages. There is, however, a way to use that link in the bio of your radio station’s Instagram account, to give fans multiple options. One way to do this is to use a tool like Linktree. Linktree allows you to easily create a multi-button menu that you link to through your Instagram bio link:
Once you design the buttons using the interface, you simply insert your customized Linktree link in your station’s Instagram bio.
When designing a multi-link landing page for an Instagram bio, radio stations should steer fans to a few specific links in particular: one to listen to the station, one to download the station’s mobile app, and one to sign up for the station’s email database. At certain times, there may be additional calls to action that you want to add to the choices, such as purchasing tickets to the big station concert or entering an important contest.
Linktree comes with free and paid premium options. There are also a number of alternatives to Linktree worth exploring, including Campsite Bio, Contact in Bio, Link in Profile, Have to Have It and more. While all of these apps have convenient features, at their core, they are simply offering a landing page with buttons that link to multiple webpages. If you have access to a competent web designer, you can easily create your own landing page to use in your station’s Instagram profile.
The advantage of designing your own landing page for Instagram — in addition to saving on monthly fees — is that you keep all of your traffic on your own site, rather than sending people to a third party. By keeping them on your site, you can see what they do by looking at your website analytics.
Monitor your Google Analytics data to see how much traffic to your website comes from Instagram, as opposed to other sources like Facebook, Twitter or Google. While Instagram will probably account for less traffic, adding a multi-button menu to your Instagram profile can make this social network more valuable in your overall digital strategy.
For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.