FYI: You can drive traffic from Instagram even if you don't sell a physical product.
Whether it's blog posts, news articles, or newsletter subscription pages, there are tons of publishers driving traffic through Instagram in creative ways.
We're looking at different Instagram features you can use if you're a publishing or media site, along with three tactics you can try right now.
How Publishers Can Drive Traffic Through Instagram
As a publisher, building a community of readers is integral to your publication’s success.
And while Instagram is great for growing a following and reaching new audiences, there are limited opportunities to send users to other platforms or sites.
Here are two ways to drive traffic to your content:
#1: Link in Bio
The link in your Instagram bio is the most effective way to drive traffic from Instagram — and for good reason!
It’s available to everyone, regardless of follower count, and can be a one-stop shop for sending followers to a blog post, web page, or Youtube video.
To capitalize on this feature, we recommend using a link in bio tool that lets you share multiple links from one easy-to-navigate landing page.
With Linkin.bio by Later, you can build a clickable version of your Instagram feed, along with the option to add customizable button links:
When followers click the link in your bio, they’ll be able to tap on any image or button and be directed straight to the links you’ve added.
This could be a breaking news article, an ongoing video series, or your latest interview.
The takeaway? With Linkin.bio you can drive even more traffic through Instagram — in an easy, streamlined way.
Make the most of your bio and start using Linkin.bio by Later. Join today and turn your feed into a clickable landing page!
#2: Instagram Stories
Instagram Stories make for a great traffic-driving tool. Why?
They allow publishers to interact with their followers on a more intimate level — whether it’s leveraging question stickers or showing a day-in-the-life like Refinery 29's Unbothered:
Publishers can drive traffic through Instagram Stories by:
Using the Instagram Stories link sticker — the most seamless tool for driving clicks.
Including clear call-to-actions (CTAs), GIFs, graphics, and text to encourage your community to click the link in your bio.
FYI: With Later, you can plan, optimize, and schedule your Instagram Stories in advance — saving you tons of time. Available on all Later paid plans:
3 Traffic-driving Strategies for Publishers on Instagram
Now that you know the tools for driving traffic through Instagram, it’s time to see how you can strategically maximize your linking opportunities.
We’re spotlighting three publishers who know a thing or two about generating clicks — each with their own style:
1. Maximize Your Link in Bio like SUITCASE Magazine
Using a mix of lifestyle photos and long-form captions, SUITCASE encourages their community to find travel guides, hotel round-ups, and so much more via the link in their bio.
They also maximize the customizable button to drive traffic to their subscriptions page — full of bundle options, carry-on kits, or single issues delivered right to your door.
SUITCASE’s combination of persuasive storytelling, clear CTAs, and stunning photography helps their audience discover various pieces of content — with just the click of a button!
Turn Instagram into a traffic-driver for your content with Later’s Linkin.bio feature — available for free!
2. Drive Traffic Through Instagram Stories Highlights like Out Magazine
Instagram Stories Highlights are an easy way for publishers to promote and drive clicks to their articles.
By curating feature articles into different Highlights, publishers like Out Magazine ensure their stories live on forever (not just for 24 hours).
Using easy-to-understand categories, new and current followers can find the articles they’re interested in — and revisit them whenever they want!
For even more Instagram Stories tips, bookmark this post: 9 Ways to Drive Traffic with Instagram Stories
3. Use Reels for Viral Reach like i-D
Instagram Reels are a huge growth hack for their ability to get thousands (and in some cases, millions) of views — completely organically.
By leveraging this feature, publishers can reach new audiences by pairing scroll-stopping video content with a strong CTA in their caption — driving viewers to their owned platforms.
i-D Magazine successfully tapped into this tactic and frequently posts engaging Reels that include CTAs to learn more on their YouTube channel, Instagram Stories, or website.
5 Best Practices for Driving Traffic Through Instagram
Here’s a summary of our tried-and-true tips:
Write persuasive CTAs in your captions that drive to the link in your bio.
Use a link in bio tool to maximize your linking opportunities.
Use Instagram Stories Highlights to package stories that drive the most clicks.
Create engaging Reels (hello, viral videos!) that’ll convert to clicks.
Use a mix of Instagram’s features to repurpose content and drive traffic: Stories, feed posts, Reels, Guides.
Give these tips a go, and watch your community (and clicks) soar!
ICYMI: With Linkin.bio, you can build a clickable Instagram feed and send followers to multiple web or product pages. Sign up today!