Here’s what Linktree’s 30 million users linked to in 2022

The link-in-bio space has grown by leaps and bounds in 2022. Industry pioneer Linktree raised $110 million in March and ended the year by rolling out a new product that will drastically improve its monetization options. The six-year-old company summed up its year with a report that analyzes Linktree traffic to pull out a few prevailing trends.

Linktree’s 30 million users generated nearly 20 million clicks per month on monetized links. By tracking the destinations of those links, two big winners come to the fore: BeReal and TikTok. The former app, which spawned copycats during its breakout year, got more than 12 times as many link creations compared to its traffic from 2021. Even with such a dramatic increase, BeReal still has some catching up to do if it wants to rival social video leaders. TikTok more-than-doubled its link creation year-over-year even though it was already a popular destination for Linktree users.

Even if Linktree creators are still directing users to and from TikTok, the topics covered by those clicks are shifting. Linktree’s report claims that links to travel sites, such as AirBnb, increased by 55% 

in 2022. In a year that saw the lifting of many COVID restrictions, that trend makes sense. Linktree’s traffic to live entertainment hubs also went up by 75% year-over-year, and services like OpenTable, Resy, and Seven Rooms contributed to a 41% year-over-year pop for dining links.

“The creator economy is not only growing, but diversifying as well,” reads Linktree’s report. “While the future of the creator economy remains unclear, we can anticipate further growth as more people join in either a full-time, part-time, or on a side hustle basis. We can also anticipate more diversification of links as users look for new ways to expand their streams of revenue.”

Though Linktree’s flagship service is still at the center of its operations, it has spent year reminding users that it’s not just a link-in-bio company. Its recent rebrand highlighted its status as a multifunctional organ located near the heart of the creator economy.