Influencers Use Social Media to Grow Audience, Then They Switch

Tools such as Linktree, Reddit, and Patreon help them to better engage with followers.

Instagram, TikTok, and YouTube is the ultimate trio that defines mainstream social entertainment. Social media professionals use them, but there is a new tendency on the horizon to cultivate loyal communities using more sophisticated tools such as Linktree, Substack, Typeform, Reddit, and Patreon.

In a Business Insider article, Amanda Perelli and Sydney Bradley explain how, as influencers grow their audience, they think of better ways to engage with their followers. “Creators don’t just want massive followings on Instagram, TikTok, or YouTube — they want to turn those audiences into loyal communities,” wrote the article. They use tools like the link-in-bio platform Linktree to redirect followers to more intimate and exclusive spaces. “Platforms like TikTok, YouTube, and Instagram are “no-brainers” for discovery,” Monica Austin, Linktree’s CMO, told Insider. Creators who have audiences on these social media platforms are utilizing the link-in-bio feature. This powerful tool directs followers to their off-platform communities, like Discord groups or newsletters. “We’re seeing a massive rise in Substack, Typeform, Reddit, Patreon,” Austin said. “The bottom line is that fans are looking for more ways to connect directly.”

Linktree conducted a study analyzing data from 40 million users to understand how content creators of different scales utilize links to expand their businesses. The study revealed a substantial rise in the usage of platforms like Substack, Typeform, Reddit, and Patreon for building dedicated communities. These platforms facilitate more robust connections between creators and fans and offer diverse monetization opportunities beyond traditional brand partnerships and ad-revenue models. Creators often utilize subscription-based models on platforms like Substack and Patreon to provide exclusive content in exchange for subscription fees.

The study also provided insights on optimizing link-in-bio stacks. Animated links drive an 85% higher click-through rate than static links. This effective tool can be used to highlight important content and capture an audience’s attention. Plus, the position of links in a Linktree can make a difference – the first three links receive higher engagement and click-through rates.

Furthermore, creators and businesses are using Linktree to connect their online followers with real-life experiences. By utilizing event management and ticketing platforms like Eventbrite, creators can effortlessly promote and boost attendance to events and in-person activities, generating a new era of offline gatherings and activities. Linktree found that links to Eventbrite increased year-over-year by 200%. Notable creators, such as fashion influencer Tessa Barton unite their online communities through exciting events that go beyond the virtual world.

Source: Business Insider