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Where and How Are Young Consumers Using a Link in Bio?

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What exactly does “click the link in my bio” mean to Gen Z and Millennials—and how are they using them?

TL;DR

  • Young consumers are most likely to click on a link in bio / affiliate link on TikTok and Instagram
  • They’re also most likely to be using these social shopping links through creators’ profile pages
  • The main reason Gen Z & Millennials use these links is because they’re curious about a brand
These days, social shopping is often done through two popular kinds of links. While scrolling through their feeds, Gen Z and Millennials are used to hearing the phrase “click the link in my bio” or seeing a thread of comments with product names for other users to buy what they see in a post. Both...

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