Simple, link-centric user profiles might seem may not look like a particularly ambitious concept, but it’s been big enough for Linktree.
The Melbourne start-up states that 8 million users– whether they’re stars like Selena Gomez and Dua Lipa or brand names like HBO and Red Bull– have produced profiles on the platform, with those profiles getting more than 1 billion visitors in September.
Plus, there are more than 28,000 brand-new users signing up monthly.
“This classification didn’t exist when we began,” CEO Alex Zaccaria told me. “We created this classification.”
Zaccaria said that he and his co-founders Anthony Zaccaria and Nick Humphreys produced Linktree to fix an issue they were dealing with at their digital marketing agency Strengthen. Instagram doesn’t allow users to consist of links in posts– all you get is a single link in your profile, triggering the continuous “link in bio” tip when someone wishes to promote something.
Many of Bolster’s clients come from music and entertainment, where a single link can’t support what Zaccaria said is a “quite fragmented” business model. After all, an artist may wish to point fans to their latest streaming album, upcoming concert dates, an online shop for product and more. A site might do the job in theory, however they can be clunky or slow on mobile, with users most likely quiting prior to they finally reach the preferred page.
Linktree founders Anthony Zaccaria, Alex Zaccaria and Nick Humphreys So instead of continuously switching out links in Instagram and other social media profiles, a Linktree user includes one evergreen link to their Linktree profile, which they can upgrade as essential. Selena Gomez, for example, links to her latest songs and
videos, however also her Unusual Charm cosmetics brand name, her official store and posts about her nonprofit work. Zaccaria said that after launching the product in 2016, the team quickly found that “a lot more individuals had the very same issue,” leading them to fully different Linktree and Boost 2 years earlier. Ever since, the company hasn’t raised any outdoors funding– previously, with a $10.7 million Series A led by Insight Partners and AirTree Ventures. (Update: Strategic investors in the round include Twenty Minute VC’s Harry Stebbings, Patreon CTO Sam Yam and Culture Amp CTO Doug English.)
“We had the option to simply continue to grow sustainably, but we wanted to pour some fuel on the fire,” Zaccaria said.
In reality, Linktree has actually already grown from 10 to 50 workers this year. And while the company started by resolving an issue for Instagram users, Zaccaria explained it as evolving into a much broader platform that can “merge your entire digital environment” and “democratize digital presence.” He stated that while some consumers continue to preserve “a giant, brand-immersive site,” for others, Linktree is entirely replacing the idea of a standalone site.
Zaccaria included that Instagram only represents a percentage of Linktree’s existing traffic, while almost 25% of that traffic now comes from direct visitors.