How Linktree Scaled Organically to 20 Million Users

Linktree’s Organic Growth Journey

Linktree began as a tiny side project at Bolster, a Melbourne marketing agency, to fix one annoying gap: Instagram only lets you have a single link. Musicians needed multiple URLs, streaming, merch, tour dates, so they built a lightweight landing page with multiple links. Within months, it outgrew the agency.

Solving a Clear Pain Point

Instagram users kept swapping that profile URL or saying “link in bio.” Linktree gave them one stable link, where they could swap destinations dynamically. It was free, fast, and mobile-friendly, exactly what influencers and creators needed on the fly.

Targeting Early Adopters

The founders focused first on musicians and entertainment brands. They reached out to contacts at their agency, offered them free accounts, and featured them proudly on social. That authentic endorsement from artists like Dua Lipa and Selena Gomez created a ripple effect.

Relying Solely on Organic Channels

Linktree never ran paid ads or an affiliate program. Instead they counted on three tactics:

• Celebrity & influencer social posts
• Word-of-mouth from creators to their fans
• Integration announcements on blogs and social feeds

Strategic Integrations

Once e-commerce sellers asked for better workflows, Linktree added direct Shopify and Amazon links, turning a free page into a product showcase. That simple plug-in boosted merchant adoption almost instantly.

Embracing Social Causes

Fundraising campaigns for movements like Black Lives Matter adopted Linktree to point supporters at multiple donation pages and educational resources. In summer 2020, a site-wide banner spread awareness even further.

Freemium Model & Monetization

Linktree stayed free but launched a $6/month tier offering custom branding removal, email signup, video links, and deeper analytics, turning millions of creators into paying customers.

Key Milestones

• 2016: Private beta with music clients
• 2018: Open to all creators
• 2020: 1B visits/month and social campaigns
• March 2022: $110M Series A at $1.3B valuation

What You Can Learn

Linktree proves that solving one small but urgent problem can spark massive growth, if you let real users spread the word and build a clear upgrade path for revenue.