The boss of $US1.3 billion Melbourne-based social media start-up Linktree has declared his business is not redundant after Instagram copied its best-known feature.
Linktree initially took off among Instagram influencers who wanted to direct followers to their sponsors and other websites but were held back by Instagram permitting only one link in each user’s biography section.
Linktree co-founders (L-R): Anthony Zaccaria, Alex Zaccaria and Nick Humphreys.Credit: Eamon Gallagher
The company, valued at $US1.3 billion ($1.8 billion) in a capital raising announced in March last year, allows users to create simple websites that collate links to their other online pages.
On Wednesday, Meta boss Mark Zuckerberg announced Instagram users would be allowed five links on their profile.
Linktree chief executive Alex Zaccaria said his platform was more than just a list of links because it allowed unlimited links, worked with different social networks and enabled users to analyse and make money from their followings directly.
“Creators and brands need a space that is both independent of platforms and unifies them; a place where their relationship with their audience is theirs to own,” Zaccaria said on Twitter.
He took a swipe at the social media giants, saying creators needed a place where they weren’t vulnerable to “platforms that can shift priorities and algorithms at will”.
On Wednesday, Linktree tweeted a screenshot of Meta’s Instagram account, which highlighted the tech company’s use of Linktree in its bio. The link was later changed.