The links that do it all, and the scrappy startups that power them

If you want to learn more about an influencer, there’s one place you always know to look: that link in bio.

These singular, powerful links blanket the internet through companies like Carrd, Linktree, and Bio.fm. “We see Linktree used on pretty much every social platform... on email signatures and business cards, and then across Medium, and Spotify, and Pinterest, and TikTok, and Twitter,” says Alex Zaccaria, Linktree’s CEO. The service has “just completely replace[d] the mobile website.”

The idea of a “link in bio,” or a link that does it all, has been growing since 2013, but Google Trends show their search history surging this past year. The link in bio was born out of the limitations set by major social networks, like Instagram and...

Continue reading…