Creators don’t just want massive followings on Instagram, TikTok, or YouTube — they want to turn those audiences into loyal communities.
That’s exactly why platforms like Patreon are adding more features to make it easier for creators to directly interact with their fans, such as group chats.
But how does a creator move followers from one platform and engage them in a separate, more intimate space? Linktree, one of the many link-in-bio platforms used by creators, analyzed data from 40 million users in a recent creator report, studying how content creators of all sizes use links to grow their businesses.
Platforms like TikTok, YouTube, and Instagram are “no-brainers” for discovery, Monica Austin, Linktree’s CMO, told Insider. Creators who have audiences on these social media platforms are utilizing the link-in-bio so people can discover their off-platform communities, such as redirecting followers through a button to a Discord group or newsletter.
“We’re seeing a massive rise in Substack, Typeform, Reddit, Patreon,” Austin said. “The bottom line is that fans are really looking for more ways to connect directly.”
Here’s a closer look at which platforms are generating clicks from Linktree:
Not only do these platforms help creators establish stronger communities, but they also often offer monetization tools that go beyond brand deals and ad-revenue models. Substack and Patreon, for instance, are used by plenty of creators to make money by charging monthly or annual subscription fees for exclusive content.
There are ways to optimize a link-in-bio stack too, Linktree found. Animated links drive an 85% higher click-through rate compared to static links, according to the study. Creators use visually animated links to highlight and draw attention to important content, like a new drop or video upload.
The first three links a creator includes in a Linktree also have a higher chance of engagement and click-through, according to the report.
Some creators are taking audiences beyond the screen
It’s not just online communities that creators are building, though. Creators and businesses alike are using Linktree to get people to come to events and in-person experiences.
Linktree found that links to Eventbrite, a ticketing and event management platform, increased year-over-year by 200%.
“Events are back,” Austin said. “We can see it obviously in real-time with the conversation around Taylor Swift and Beyoncé.”
For instance, Tessa Barton — a fashion influencer with 1.2 million Instagram followers and cofounder of the content editing app Tezza — hosts events that bring her followers and her app’s users together.
“People are looking to take the online communities that they’ve built and create IRL experiences,” Austin said. “We’re seeing it from very big events to really nuanced events that creators are throwing that really connect to their communities directly, like summer pool parties, tasting experiences, and things like that.”
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