In March 2020, every Android user gained the link in bio option on their TikTok profiles, but iOS users may still be missing features, depending on the person's account. Now in 2021, it appears that most users on both iOS and Android devices have access to links in bio for their TikTok account, though the rollout is nost yet complete for iOS users.
Here's what your link in bio will look like if you're able to add one:
Related: How to Download Any Song from TikTok
The website URL shows up between the Follow button and the grid of TikTok videos. It's also in bold typeface, so it stands out from the rest of your bio text.
In this article, I'll explain how TikTok users can add a personal or business website to their bio. I'll also talk about what this means for your TikTok account and how you can benefit from it.
How to Add a Link to a TikTok Bio
- Check if you're in the rollout. In our office, only some iOS people have access to the "website" field when they click edit bio, though all Android users have access. Some accounts (including our business account, @Kapwing) just gained access recently.
- Select the Edit Profile button. On your TikTok profile page, click the Edit profile button.
3. Add your link: In the "Website" line right under "Bio," you'll see a field to "Add a website to your profile." Copy and paste whatever URL that you want to show on your profile. You don't need the "https"; just "www" will do. I added our website, kapwing.com.
That's all! Now, the URL that you added will show up on your TikTok profile. From browsing TikTok, I can see that many people have discovered the link in bio and are taking advantage of it.
What does this mean for TikTok?
For most people, adding a website to a TikTok profile doesn't make a big difference. But it is a sign that the TikTok platform is maturing Here are a few predictions about how website links will change the TikTok experience.
First, more brands will create TikToks and start publishing viral content there. Previously, it was harder for a publisher to drive traffic to their own website, as TikTok only allowed Instagram and YouTube links. Now, companies have a better reason to invest in TikTok content, since a viral TikTok video can lead more people to click the URL to go straight to a website.
Although some people might think that this dilutes TikTok's quality because it will be more crowded with brands, I actually think this will dramatically improve the quality of content since professional videographers and creators will have a reason to stick around. We used to invest in great TikTok content, for example, but we stopped trying as seriously because we found that the time spent wasn't worth it given that no one who visited our profile could link to our website. Now, however, they will be able to.
(Kapwing is a free video editing website that helps creators make slightly better content than it's possible to make with TikTok's primitive editing tools. Check it out if you want to up your video game.)
Second, TikTok attribution will become easier, making the platform more friendly to influencers and celebrities. Without a website URL, it's hard for even the most popular TikTok creators to prove that their content has an impact on people's behavior. As a result, it's difficult to convince brands and other people with money to promote TikTok content. However, the URL gives a direct link between a TikTokers profile and the website, making it easier to demonstrate business value.
So, TikTok users can expect to see more sponsored content on TikTok from now on, similar to how Instagram and Stories have evolved over time. We'll see more affiliate links, referrals, and bit.ly.
Third, the URLs will take people out of the app to other sites like Venmo, Snap, or email.
Overall, however, TikTok is still relatively unknown territory for websites and professional creators. You can't add a link to an individual story, and it's impossible to grow a following incrementally over time. Instead, TikTokers must continue to strive for global virality, which is extremely difficult for niche brands and personalities. Until TikTok promotes the videos made by the people you follow, there's very little impact to having a larger fan base on the app, meaning creators don't stay around and put in the work to grow their fan count.