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 influencers and brands (and even young consumers themselves) are frequent users of social shopping links, whether through the infamous “link in bio” or a more specific affiliate link. But for anyone looking to promote these links, it’s important to know where Gen Z and Millennials are most likely to click them, and what they’re most likely to use them for—spoiler: these are even better for brands than for influencers connecting to young people. When understanding social shopping links, the first key point to remember is the difference between the two kinds: a link in bio is any link that can be added to a social media profile that takes users to a website, product...
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