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5 Finest Practices for Cell Linking on Social Media


Let’s get all the way down to brass tacks. A strong social media presence is essential to a profitable advertising and marketing technique. Social media campaigns assist promote your model and drive site visitors to your web site. And using deep hyperlinks in your social media posts may help enhance engagement, drive site visitors, and enhance conversions. Deep hyperlinks are a part of creating seamless connections between pages and bringing folks to the content material they’re searching for — one thing that one of the best advertising and marketing groups aspire to.

However, not all campaigns are created equal. Consider the platform you’re utilizing and what sort of content material is hottest on every one. For instance, TikTok is ideal for short-form movies and artistic results, whereas Twitter is healthier fitted to text-based campaigns. 

The way you leverage linking inside social posts could make or break your marketing campaign’s effectiveness. When accomplished proper, social media linking generally is a highly effective device as a result of it affords one thing invaluable to your target market. By following one of the best practices we define for you under, you may guarantee your social media posts are compelling and get the specified outcomes. 

1. Pair your hyperlinks with engaging visuals

Imagery and movies are a robust solution to seize consideration and have interaction folks on social media. Persons are instinctually visible creatures, so it’s paramount to make sure your social posts embrace engaging visuals alongside your deep hyperlinks. This could possibly be something from high-quality pictures to participating infographics. 

No matter you select, be certain that it’s eye-catching and more likely to get folks’s consideration. For instance, under are two compelling functions of this technique from rxbar and Pepsi. Each embrace distinguished calls to motion. 

Dynamic textual content, tantalizing shows, and a witty presentation – plus customized hyperlinks – improve the consumer expertise for each campaigns.

With engaging visuals, you might enhance the effectiveness of your hyperlinks. Dynamic imagery and movies are an ideal method to seize folks’s consideration and hold them engaged. As a result of individuals are drawn to stimulating media, it’s essential to incorporate interesting photographs alongside your hyperlinks to ensure that them to be seen.

2. Ensure your hyperlinks work

This may occasionally look like a no brainer, however you’d be stunned what number of people don’t verify to see if their hyperlinks are working earlier than posting them. A damaged hyperlink shouldn’t be solely irritating in your followers, but it surely additionally makes your model look unprofessional. 

Listed here are just a few helpful sources to make sure your hyperlinks are correctly arrange for the optimum consumer journey: 

  • Social Share Preview: a normal useful resource for checking your social media previews.
  • Twitter Card Validator: excellent for inspecting the Twitter Card generated in your web page.
  • Journeys: create an viewers, customise with a visible editor, and measure the outcomes multi function interface!

Your model’s social media accounts are extensions of your personal digital properties. Customers who comply with your accounts and repeatedly have interaction along with your posts are more likely to have a robust affinity for your small business. This in flip implies that a lot of them may even have your app put in on their respective units. Because of this, cross-device and cross-platform testing is particularly essential to make sure there are not any snags alongside the way in which.

For many who don’t personal an Apple or Android gadget — however want to take a look at the other platform expertise — listed below are just a few instruments that can assist you test-drive your hyperlinks: 

  • Samsung iTest: nice for testing your Android app expertise whereas utilizing an Apple gadget.
  • TestFlight: best for testing beta variations of iOS apps and App Clips. 
  • LambdaTest: conduct cross-browser testing of your web site, net software, and cell app utilizing fashionable cell iOS simulators and Android browser emulators.

No matter which device(s) you leverage, be sure to take the time to check your hyperlinks earlier than posting them to keep away from any embarrassing mishaps. 

One other finest follow is to wireframe your consumer journey forward of time. This may guarantee no visible snags seem whereas customers are participating along with your hyperlinks. Nonetheless, it will probably generally be powerful to get folks to get to your app.

Proven above is a superb instance of a thoughtfully mapped-out consumer journey — beginning with a linked social put up (Twitter) and ending with in-app content material (Pandora). Utilizing Department Journeys, this marketing campaign allows a seamless collection of transitions. Customers are taken from one app (Twitter), to a cell net browser (Safari), to the Apple App Retailer (to allow them to obtain one other app), and lastly to Pandora. Journeys allows you to broaden your consumer base and have interaction with them by changing your cell web site into the best supply of app downloads.

It may be mentioned that customers usually tend to purchase — and stick with you — after they have optimistic engagements along with your app, so it’s crucial that this expertise is correctly optimized to keep away from drop-offs. Actually, 93% of customers agree it is vital that each interplay they’ve with a model is superb, at any time when or wherever they occur within the choice to buy from a model. When consumer journeys are deliberate (and examined) upfront, you may guarantee the general expertise is a clean one.  

3. Deep hyperlink, deep hyperlink, deep hyperlink

Deep linking will increase social media engagement and — with none friction — will get customers to the content material they wish to see. Deep hyperlinks are URLs that take customers on to a particular piece of content material inside an app moderately than the app’s homepage. A Department hyperlink is a car that each ensures seamless consumer experiences and supplies you with full attribution and analytics throughout electronic mail, referrals, paid promoting, social, natural search, and desktop-to-mobile. 

What this implies is, with Department hyperlinks, you may measure how every social media linking marketing campaign carried out. Department helps hyperlinks for electronic mail, sharing, social, and extra — no have to implement totally different instruments for every channel.  

Beneath are two real-world examples of Department hyperlinks on Twitter: 

ALT TEXT: A Twitter post advertising Billie Eilish's partnership with Nike and her reimagined Air Force 1 sneakers.
Supply: Billie Eilish | Twitter     
ALT TEXT: A Twitter post advertising Beyoncé's new song "Break My Soul," available on Spotify.
Supply: Spotify | Twitter

In these promotions, the Spotify crew can simply generate distinctive, campaign-specific hyperlinks for every tweet to measure engagement (and app installs) that originate from them. Moreover, their crew can even see how each campaigns carried out in its Department Dashboard, enabling them to transform potential customers in numerous advertising and marketing channels into high-value app customers. 

Linking to a particular web page inside your app through social media shouldn’t be all the time straightforward. It’s essential to know how content material in your app is structured and accessed, in addition to guarantee social media show data is in place. Contemplate how customers with out your app might be handled. Do you have to ship them to the app retailer? What about desktop customers?

That is the place deep linking is available in. Deep linking allows you to ship social media customers on to the content material they wish to see, with none friction.

There are two sorts of deep hyperlinks: commonplace and deferred.

 A regular deep hyperlink will take the consumer on to the content material, if they’ve your app put in. In the event that they don’t have your app put in, the consumer might be taken to the app retailer to obtain it. 

A deferred deep hyperlink will take the consumer first to the app retailer, after which straight to that particular piece of content material as soon as they launch your app for the primary time. By understanding the distinction between commonplace and deferred deep hyperlinks, you may be certain that your social media campaigns are driving the precise outcomes.

Not sure the place precisely you need a consumer to be taken as soon as they have interaction with a deep hyperlink? Beneath are just a few further methods customers will be directed as soon as they click on:

Paid ads-to-app Electronic mail-to-app Social media-to-app QR code-to-app Net-to-app
Streamline paid advertising and marketing campaigns with deep hyperlinks that open your model’s app if put in. That is all whereas supplying you with management over the fallback URL when your app shouldn’t be put in. Excellent for seamless email-to-app experiences. It’s additionally helpful even when ESPs wrap the deep hyperlink with their very own monitoring hyperlink. Used closely by customers to find new apps and content material. Deep linking social media content material on cell helps purchase new customers, retain present customers, and encourage development. Direct customers to your app with QR codes. They are often positioned at key engagement factors, equivalent to in-store shows, CTV, packaging, and extra! Nurture natural consumer acquisition by constructing seamless pathways out of your web site to in-app content material.

To take this even additional, listed below are just a few finest practices for organising hyperlinks on the commonest social media platforms — Twitter, Fb, Instagram, and TikTok. 


A provocative platform for participating with excessive profile figures and celebrities alike, Twitter is a superb social medium for linking — particularly in case your objective is to extend app engagement. Campaigns focused towards a cell viewers almost certainly to obtain or click on in your app are exceptionally well-suited to Twitter. With tweets optimized for the cell market, folks will be capable of set up your app instantly from their timelines. 

Take the instance supplied under. A Department hyperlink directs customers in the direction of a Spotify podcast. Customers will then be both prompted to obtain the collaborative Spotify app to pay attention, or taken on to the app itself if Spotify is already downloaded on the customers’ gadget. 

ALT TEXT: Tweet from Barack Obama that promotes his podcast with Bruce Springsteen.
Supply: Barack Obama | Twitter

As a platform optimized for linking, Twitter supplies you with the choice to both promote tweets like this to get app clicks or app installs. This depends upon the specified final result of the supposed marketing campaign. 


With Fb, you may ship folks on to a particular vacation spot inside your app as soon as they click on in your cell app advert. Fb additionally means that you can create detailed “customized audiences” of people that have already proven an curiosity in what you do, after which goal your advertisements particularly at them. 

Department hyperlinks can, in flip, be used along with Fb advertisements. This lets you observe ad-driven installs on the Department Dashboard and deep hyperlink these new customers on to content material the primary time they open your app. 

ALT TEXT: Two images comparing the login required message on a Facebook mobile website vs. immediate engagement on a Facebook mobile app

Professional tip: If you have already got an internet site with the identical content material as your app, a wise app banner is a straightforward solution to convert your present content material into deep linked previews. Department Journeys helps with online-to-app conversion in quite a lot of situations, together with Fb, whereas additionally permitting you to customise the look and conduct of your banner or interstitial.

ALT TEXT: Image comparing how smart banners look on a mobile device vs. interstitials.

For extra data on leveraging this platform, take a look at our greatest practices and tips about deep linking from Fb!


Instagram is now one of the crucial fashionable social media platforms on the planet with multiple billion month-to-month lively customers using the app. Unsurprisingly, Instagram has vital potential to lift app awarenes, and drive downloads and conversions. It’s additionally an ideal channel to leverage linking for cell app entrepreneurs! Leveraging deep linking is the important thing to a profitable Instagram marketing campaign.

Instagram Tales are a fast and approachable marketing campaign mechanism — particularly for deep linking. The power to generate interactive movies means that you can create dynamic content material in a streamlined approach. That is important for getting customers to click on customizable hyperlinks that result in your chosen vacation spot.  

Right here’s a fast tutorial on add a deep hyperlink throughout the Instagram Tales function to seamlessly route customers to a particular vacation spot: 

Shake Shack is one other nice instance of leveraging linking properly inside a social media marketing campaign. The crew just lately generated a savvy promotion through Instagram Tales encouraging customers to obtain the app and order their merchandise on-line. With just some brief and impactful Tales, Shake Shack was in a position to convey its worth each textually and visually, growing the possibilities that viewers would have interaction (and lowering the friction required to take action). 


It’s no secret TikTok is among the world’s fastest-growing social platforms. By leveraging TikTok campaigns alongside Department’s TikTok integration, you may also uncover the true drivers of consumer exercise throughout each advert community and channel. Moreover, you’ll be capable of evaluate your marketing campaign efficiency instantly on the Department Dashboard.  

Beneath is an instance from DoorDash of profitable TikTok deep linking at play: 

The objective of this marketing campaign is to encourage customers to enroll as a Dasher (i.e. a driver) with the ‘Begin Incomes’ name to motion. This immediate then takes customers on to the drivers’ app and thru an onboarding workflow. The deep hyperlink into the drivers’ app is especially important to the marketing campaign’s success. 

Whichever marketing campaign you determine to run on TikTok, keep in mind to incorporate a hyperlink in your profile bio that leads on to your app or web site. It is a nice solution to enhance site visitors and conversions from this fashionable social media platform. 

4. Precisely attribute your campaigns

For those who’re operating paid promoting campaigns, you’ll wish to create a Department Advert Hyperlink. This may precisely attribute campaigns to the suitable promoting associate and get probably the most correct knowledge in your advert marketing campaign. You can too use common Department hyperlinks inside your influencer campaigns. Many manufacturers give their influencers Department hyperlinks to advertise the model or their merchandise on different platforms.

Right here’s an ideal instance of a social media influencer marketing campaign for Revolut utilizing Department Fast Hyperlinks:

ALT TEXT: Screenshot demonstrating how Branch links used by Revolut and Anthony Joshua in their ad campaign defer deep linked users into the AJ Card creator within the Revolut App.

All Department hyperlinks help deferred deep linking, Android App Hyperlinks, iOS common hyperlinks, and net and app conversions. Different hyperlinks might solely assist observe clicks and net conversions, however Department hyperlinks present entrepreneurs with profound advantages. These embrace: 

  • Optimized app conversions

A seamless deep linking expertise will deliver customers to the precise content material they need. This may enhance income, loyalty, and lifelong worth (LTV) in contrast with people who haven’t been deep linked and are as a substitute delivered to a generic touchdown web page. 

  • Customized consumer experiences

Deep hyperlinks are excellent for bettering the consumer app onboarding expertise. This consists of opening the door for customized app invitations or incentivizing customers with customized promotional affords. 

  • Increased retention and engagement

With deep hyperlinks, you may determine frequent and returning customers who have already got the app. This creates greater engagement, higher retention, and improved ROI by delivering customers to the related app content material. Additionally, this reduces the danger that they are going to fall out of the advertising and marketing funnel.

  • Insightful and highly effective attribution knowledge

Deep hyperlinks help you precisely measure and acquire marketing campaign insights so you may make better-informed advertising and marketing choices. 

5. Use sturdy calls to motion

Your social media posts ought to all the time embrace a robust name to motion (CTA) based mostly on the objective of the marketing campaign. These CTAs could possibly be something from “Order now” to “Be taught extra.” App installs enhance considerably when CTAs match intent. 

For instance: Instagram makes use of the CTA “View Photographs in App” versus “Use the App,” and DoorDash makes use of “Order Supply in App” as a substitute of “Proceed.” This method considerably will increase conversion.

It doesn’t matter what you select, be certain that your CTA will encourage folks to take motion. Listed here are some examples of what this might appear to be in follow on Instagram and TikTok:

Additionally, we strongly recommend you utilize key phrases in your hyperlinks. A very good rule of thumb is to first take into consideration what key phrases can be most related to your viewers. Then use these key phrases within the hyperlinks you share. 

ALT TEXT: A Twitter post from Burger King advertising its in-app deals.
Supply: Burger King | Twitter

Within the instance above, Burger King created an easy-to-digest hyperlink with key phrases like: “burgerking,” “app,” and “hyperlink.” Each informs the consumer that this hyperlink will seemingly take them to the Burger King app (which it does!). Burger King filters customers who haven’t used their app in 90 days or extra, then affords a further in-app-only low cost – only for them.

Customizing your social media linking expertise may even enable you to get extra publicity in your postings and assure that they’re seen by the folks almost certainly to be occupied with them. 

Take a look at this instance under of Weatherzone utilizing each emojis and a custom-made hyperlink to its app inside its Instagram bio.

ALT TEXT: Screenshot of customized Branch links being used by Weatherzone in its Instagram page bio, which leads users to download the app, then to a directed deep view, then to the app store where they can download the app.

Your social media bio is prime actual property for selling your content material with sturdy CTAs. However nobody desires to learn a wall of textual content, so be sure to embrace solely probably the most essential data and incorporate hyperlinks as CTAs. 

Social media linking can enhance engagement, broaden your attain, and improve your model’s advertising and marketing efforts. By creating a transparent linking technique and holding these finest practices in thoughts, you’ll be capable of create a profitable social media marketing campaign

And there you’ve gotten it! 5 highly effective practices for efficient social media linking. Now, go on the market and begin linking like a professional.

Product Advertising and marketing Supervisor

Sam joins Department as a Product Advertising and marketing Supervisor after 3+ years at Amplitude Analytics. She brings in depth area and trade data from her time beforehand as a Buyer Success Supervisor, Options Engineer, and Know-how Accomplice Supervisor. She focuses on serving to companies attain their income targets, scale for development, and constructing one of the best product for his or her customers.

Jul 20, 2022

Department supplies the trade’s main cell linking and measurement platforms, providing options that unify consumer expertise and attribution throughout units and channels. Department has been chosen by over 100,000 apps since 2014 together with Adobe, BuzzFeed, Yelp, and lots of extra, bettering experiences for greater than 3 billion month-to-month customers throughout the globe. Be taught extra about Department or contact gross sales at present.


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