Understanding how different Instagram formats impact the click-through rate (CTR) of external links is crucial for marketers. Unlike other social media platforms, Instagram has historically restricted clickable links in posts, limiting the amount of traffic that can be directed to external sites. In this article, we analyze data and research on the CTR of short links on Instagram, exploring how different post formats (feed posts, stories, bio links, and ads) influence clicks. We also discuss key factors that improve CTR, compare Instagram’s performance with Facebook, Twitter, and TikTok, and provide best practices to maximize link clickability.
How Instagram Post Formats Affect CTR
Feed Posts
Instagram does not support clickable links in post captions. Users must manually copy URLs or visit the profile to find the link, creating an obstacle to traffic. As a result, the direct CTR in feed posts is nearly zero. Instead, many users direct their audience to the “link in bio.” Research shows that including “link in bio” in a caption slightly reduces engagement (likes/comments), but the trade-off is potential site visits. In an analysis of over 78 million posts, engagement dropped marginally from 0.596% to 0.576% when the phrase was included—a decrease of just ~0.02%.
Stories
Instagram Stories provide a more direct way to include clickable links. Previously, the “Swipe Up” feature allowed link access, but now, the Link Sticker is available to all users. Stories with an active link enable audiences to visit an external site in a single click, bypassing the profile visit. Well-executed branded Stories can achieve a CTR of 15–25%, meaning that up to one in four viewers may click through if the content is compelling and includes a strong CTA. In contrast, Instagram Story ads typically have a CTR ranging from 0.33% to 0.54%, varying by industry. Organic Stories generally perform better because followers are more engaged than broader paid audiences.
Bio Link
Instagram allows users to place one active link in their bio (recently increased to up to five links). Many users leverage third-party services such as Taplink or Linktree to provide multiple link options. However, the CTR of bio links depends on user motivation. Because accessing the link requires multiple steps (post → profile → link), many potential visitors drop off before reaching the intended website. Research suggests that this multi-step process significantly reduces CTR compared to direct Story or ad links.
Clickable Ads
Instagram ads in Stories and feed posts include CTA buttons like “Learn More” or “Shop Now,” allowing direct access to external URLs. While the link is immediately clickable, the CTR depends heavily on the ad’s creative quality and audience targeting. However, Instagram ads tend to have lower CTRs than other social media platforms. Data shows that Instagram feed ads average a CTR of ~0.22%, while Story ads perform slightly better at ~0.33%. This is significantly lower than Facebook (~0.9%) and Twitter (~0.86%). Instagram’s highly visual nature and efforts to keep users engaged within the platform contribute to this lower CTR. Nonetheless, Instagram ads remain a valuable tool for traffic generation due to their wide reach.
Key Factors Influencing Clickability of Short Links
Link Appearance & Branding
The way a URL looks can influence whether a user clicks on it. Long, complex links with random characters (such as UTM-tagged URLs) appear cluttered and untrustworthy. Short links provide a cleaner, more professional look. However, generic short links (e.g., bit.ly) have gained a reputation for being associated with spam, making some users hesitant to click.
Branded short links tend to perform better. According to Bitly, using a custom domain (e.g., yourbrand.link/sale instead of bit.ly/abcd) can increase CTR by about 34%. Rebrandly reports a ~39% increase in CTR when using branded short URLs. Recognizable domains build trust and transparency, making users more likely to engage.
Effective Calls to Action (CTA)
A clear CTA is essential to encourage users to click a link. Simply placing a link in a caption or Story isn’t enough—audiences need explicit direction. Strong CTAs significantly improve CTR by guiding users toward the desired action. Some effective CTAs include:
- “Click the link in bio for details! 👉”
- “Tap here to get 20% off!”
- “Swipe up to learn more!”
Visual elements such as arrows, stickers, and bold fonts also help draw attention to the CTA.
Engaging & Relevant Content
CTR is highly dependent on how engaging and relevant the content is to the audience. Users are more likely to click when they perceive value, such as an exclusive offer, an interesting article, or a product demonstration. Well-designed Stories with interactive elements (polls, quizzes, stickers) increase engagement and CTR. Conversely, poorly designed, cluttered content reduces clicks. Proper audience targeting also plays a role—ads and posts perform best when reaching the right audience.
UTM Tracking for Analytics
While UTM tags do not directly impact CTR, they are crucial for tracking where traffic is coming from. Marketers can analyze CTRs for different Instagram placements (bio, Stories, ads, etc.) using UTM tracking. However, long UTM-tagged URLs can look messy, so shortening them before sharing is recommended. This maintains tracking functionality without deterring clicks.
Instagram vs. Facebook, Twitter, and TikTok: Where Do Links Get More Clicks?
Unlike Instagram, Facebook allows clickable links in posts, making it easier to drive external traffic. The average CTR for Facebook ads across industries is ~0.90%, significantly higher than Instagram. Additionally, Facebook remains one of the top sources of referral traffic for many websites.
Twitter is highly link-friendly, as tweets often feature shared URLs. The average CTR for Twitter ads is ~0.86%, making it comparable to Facebook and much higher than Instagram. Twitter users are accustomed to clicking links, making the platform ideal for driving traffic.
TikTok
Like Instagram, TikTok limits organic clickable links to the bio section. However, TikTok ads perform well, with an average CTR of ~0.8–1%. Some premium ad formats achieve even higher CTRs (7–10%), but these are typically used by larger brands.
Why Instagram Falls Behind
Instagram’s lower CTR is primarily due to platform design. The restrictions on link placement, combined with a focus on keeping users engaged within the app, make external traffic generation more challenging. While Instagram ads achieve 0.2–0.8% CTR, competitors consistently exceed 1%. Despite this, Instagram remains a powerful tool for brand awareness and engagement. Marketers can strategically use Instagram to nurture audiences before directing them to platforms with higher CTR potential.
Best Practices for Maximizing Clicks on Instagram Links
✔ Use Short, Branded Links – Clean and recognizable URLs increase trust and CTR.
✔ Always Include a Strong CTA – Tell users exactly what to do and why they should click.
✔ Optimize Story Engagement – Interactive elements like polls and stickers keep audiences engaged and more likely to click.
✔ Refine the ‘Link in Bio’ Strategy – Keep your profile link updated and easy to access.
✔ Track and Optimize Performance – Use UTM tags and analytics tools to measure and improve CTR.
✔ Make Links Stand Out Visually – Design posts and Stories with clear, eye-catching CTAs.
Conclusion
Short links are a valuable tool in Instagram marketing, but their effectiveness depends on strategic use. Direct links in Stories and ads perform best, while bio links require extra effort. By implementing best practices—shortening links, using CTAs, optimizing Stories, and tracking performance—you can significantly boost CTR and drive more traffic from Instagram to your website.
Leave a Reply