Since the launch of Instagram back in 2010 several new products or formats have been added to the original “static” image. Some of these new features are the organic evolution of the app, whilst others have been added as a direct attempt to fight back against competition – that is the case with Reels trying to catch up with the growth of TikTok.
The days where vanity metrics like reach, impressions and engagement are the only way of measuring success are gone. Influencers need to prove their worth by sending traffic to webshops that result in sales. Tracking of clicks and sales is typically done through links as these are able to connect the effect with the activity of the influencer. However not all content formats allow direct links, so at Cocolab we have developed a short and easy-to-remember link that can be placed on top of the content together with a strong Call-to-Action. This is what we call the “Secondary link”.
Examples of content formats and linking options:
How the short Secondary link works
The Secondary link is an alternative to the primary link, and we have developed it specifically for content formats that do no allow direct linking. They both work at the same time and do the same thing (track clicks and sales). The primary link however, is not very sexy and hard to remember – this is how they usually look https://www.link-to.shop/2N1XNL/SWSRPM/
The Secondary link on the other hand is short and customizable, making it perfect for media that does not allow direct links, as it can be remembered and entered manually into a browser by the follower. An example of this could be: mylink.club/Anna
As an influencer you can customize your link when you login to Cocolab and go to the campaign. Remember that only one of the same Secondary links can exist at the same time. If the desired link extension is being used in another campaign, you can try making your extension more unique. Once the campaign finishes, the Secondary link will no longer be active and can now be used in another campaign.