Creators commonly used the phrase "Link in Bio" as links on videos, comments, or captions do not work. But TikTok is now blocking links in the bio that redirect users to App Stores. This will have a significant impact on CPI campaign deals between creators and brands.
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LONDON, ENGLAND - FEBRUARY 28: In this photo illustration, a TikTok logo is displayed on an iPhone on February 28, 2023 in London, England. This week, the US government and European Union's parliament have announced bans on installing the popular social media app on staff devices.
Blocking Links
TikTok has now begun blocking links that redirect users to App Stores. This block extends to third-party platforms like Linktree. Usually, these links are located on a creator's bio as posting links on videos, comments, or captions will not work on the app, hence, the phrase "Link in Bio" became popular.
This block will have a significant impact on Cost Per Install campaign deals between the creators and brands. TikTok did not release any official statement regarding this matter. However, the company did confirm that personal creator accounts will no longer have the ability to place links on their bios that redirect users to app store pages except for website links.
Only TikTok business accounts will have this functionality, with no fees included. This means that businesses do not have to pay for the add-to-link feature or agree to advertise on the platform by utilizing it.
Sendit Co-Founder David Tesler spotted this change first, as he posted a tweet on Twitter where he tested the functionality of these links across different accounts. Through his process, he found out that links no longer work and a message will be given to you instead that says, "Action cannot be completed."
Other Platforms
Tesler added that social media platforms that limit outbound traffic are very uncommon as policies like this hurt creators and could end the marketing in the platform. Twitter recently tried doing the same in December 2022, moving this feature to paid subscriptions tier.
In a now-deleted announcement from Twitter, the platform previously prohibited accounts whose primary purpose is to promote materials from other platforms, like Facebook, Instagram, Mastodo, Tribal, Post, Nostr, and Donald Trump's Truth Social.
This policy prevents users from boosting their presence on other social media platforms in their tweets or Twitter bios. Aside from the mentioned ones, Twitter also placed limitations on the usage of third-party applications, including Linktree and Link.bio.
Also Read: TikTok Begins Imposing Paywalls for 20-Minute Videos
Along with the removal of redirect links, TikTok rolls out a new Download app button for business accounts to use. Through this new update, the company believes that it would improve the clarity between businesses and creators as they make their feature sets more distinguishable.
While it may look like the main reason for the additional feature, TechCrunch reported that it is clearly a strategy to shift more of the advertising dollars that flow to creators through campaigns to redirect to TikTok's coffers instead.
Related Article: TikTok Limits Daily Screen Time of Users Under 18 to 60 Minutes
