Linktree, a ‘link-in-bio’ social media tool with 1.5bn monthly unique visits with users including Harry Styles and TikTok, has announced the launch of its first Link-Back for 2022. Link-Back takes a deep dive into what people were linking to the most in 2022.
We spoke to the co-founder of Linktree, Anthony Zaccaria, about his take on the trends Link-Back for 2022 identified, and which are staying put for 2023. Find Anthony’s exclusive comments about Link-Back below the findings.
Linktree’s Link-Back for 2022
Celebrities, artists and creators all harnessed the power of Linktree
Whether it’s a red carpet event, a sold out tour or a viral social media post, they welcomed some incredible names onto Linktree this year including: artists Demi Lovato, Halsey, and Marshmello; celebrities Robert Downey Jr, Paris Hilton, and Priyanka Chopra Jonas; and some notable creators who are taking the internet by storm such as cook and filmmaker Babish’s Culinary Universe and social media star Frankie La Penna.
The creator economy is bigger than ever before
Linktree reached more than 30 million users in 2022 and they couldn’t be more excited to see people harnessing the power of Linktree. These are the top growing categories they saw in 2022 based on monthly account creations:
- Business professional
‘What this tells us is that the creator economy is not only growing, but diversifying as well. While the future of the creator economy remains unclear, we can anticipate further growth as more people join in either a full-time, part-time or on a side hustle basis. We can also anticipate more diversification of links as users look for new ways to expand their streams of revenue.’
BeReal blew up, but TikTok stayed on top
BeReal took over our lives with its chaotic and fun feature in 2022 — on Linktree, the two-year-old photo-sharing service saw a whopping 1232% increase in monthly link creations. Posting a photo of what you’re doing to your friends whenever the app chooses has been the highlight of many people’s days.
While BeReal has seen a meteoric rise, TikTok shows no sign of slowing down with a 177% increase in monthly link creations on Linktree. These are the top five social platforms that they saw grow the most on Linktree:
- BeReal: +1232%
- TikTok: +117%
- Instagram: +66%
- LinkedIn: +38%
- Pinterest: +26%
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Cost of living and monetization is top of mind
Linktree has seen a huge increase in users taking advantage of monetization features.
After crunching the numbers, in 2022 Linktree averaged 19.7M clicks to monetization links monthly and garnered 21.2M clicks in October alone. What’s interesting is these links aren’t exclusive to a particular category of user, rather we’re seeing a variety of Linkers from fitness trainers to farmers to life coaches making the most of the monetization features Linktree has on offer.
Exclusive Commentary on Link-Back 2022
We spoke to Anthony Zacarria, Co-Founder of Linktree, about Link-Back 2022.
Which of the 2022 trends do you think will stay strong in 2023?
The data in our Link-Back Report has shown that many social media users are opting to monetize their content + audience – a trend we expect to see become more commonplace in the coming year as creators opt to not only diversify their offering but are more likely to add a pay-wall to access this content.
We’re seeing this at all levels, whether it’s globally recognised artists linking out to concert tickets and limited edition merchandise, or a local PT linking exclusive meal plans, their booking platform to schedule sessions as well as their own podcast – people are monetizing their work and increasingly looking for new ways to diversify their income streams.
Did any of the report findings surprise you? If so, why?
We’ve all witnessed the surge in popularity for BeReal but to see just how much it had grown on the platform was quite amazing (1232% increase in monthly link creations). There are always little gems that are uncovered when looking back on the previous year, when reviewing some of the most notable names to join the platform – where else could you find Paris Hilton, the Chicago Bulls and Frankie LaPenna all on the same list!
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