Users like convenience but social networks need users to stay on their platforms, so what is a compromise?
Links seem to be the logical answer but maybe not. In “The Science To Social Media” podcast Phill Agnew, a Senior Product Marketer at Buffer, explains that the tools these social media networks enable are not prioritized in the algorithms. Social media networks, such as Instagram, Tik Tok and Pinterest, have successfully created an algorithm that keeps users on their platform while also finding products an influencer is selling or promoting.
Additionally there are many resources that can help businesses and influencers to store important links for their audience to use. The most common platform is Linktree but Phill Agnew mentioned Buffer’s version called Start Page. These types of resources are beneficial because posts with links do not earn as much engagement.
Below are ways brands and influencers can lead users to the products and information promoted.
| Tik Tok | ||||
|---|---|---|---|---|
| Branded Website In Bio | Branded Website In Bio | Only in bio if the account is a Business Account, has more than 1,000 followers or proof of business registration | Branded Website In Bio | Post is a Hyperlink |
| Stories/Highlight Sticker | In the post caption | Tik Tok Shop products | In the posts caption | In the posts caption |
| Product Tags | Stories/Highlight Sticker | Shop the Look Tags |
I think it will be interesting to watch the ways social media marketing will shift as algorithms continue to develop.
Listen to Phill Agnew’s research on adding links to social media posts.
https://podcasts.apple.com/us/podcast/the-science-of-social-media/id1153119945?i=1000604148628
Learn more about Start Page: https://buffer.com/start
Learn more about LinkTree: https://linktr.ee/
Maeve Catherine 
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