Instagram is now testing a feature it has resisted for a long time – clickable links in post captions. Historically, Instagram’s CEO Adam Mosseri has expressed concern this feature may change Instagram’s dynamic, moving it away from a visual platform to something more like a news outlet. It now seems the platform is seeking to increase revenue by testing it out.
As of now, it’s an exclusive-only feature for Meta Verified subscribers. Early reports indicate a monthly cap of ten links per post, accessible via mobile app. Crucially, it seems to be limited to Creator accounts, excluding standard Business profiles – likely a strategic move to block traditional publishers while incentivising artists and influencers to pay for verification.
Perks for artist teams?
Direct-to-fan friction. Captions can now drive traffic directly to DSP links, merch drops, or tour tickets, bypassing the “link in bio” bottleneck. This could be a game-changer for conversion rates.
Verify value. If your artist has been on the fence about the $14.99/month Meta Verified fee, this is a utility feature that might justify the spend.
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