The platform routing matrix: where does each link actually go?
Different platforms allow different link placements. Map it once so creators stop asking 'where do I put the link?'
The matrix (placement → link type):
— Instagram feed: no clickable link → drive to bio link tool, route from there
— Instagram stories: link sticker → unique tracked link directly
— TikTok: bio link only (or in-video for eligible accounts) → bio link tool
— YouTube long-form: description + pinned comment → tracked link in both
— YouTube Shorts: description link → tracked, but expect low CTR, lean on coupon code
— Blog/newsletter: inline contextual links → tracked, highest intent
The rule per placement:
Low-clickability placement (feed, Shorts) → push the coupon code hard, since the link friction is high. High-clickability (stories, description, inline) → push the link.
Checklist: every deliverable has a placement, every placement has a chosen link type AND a code-vs-link emphasis. No creator improvises link placement; the matrix decides.
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The platform routing matrix: where does each link actually go?
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