Instagram is where this program lives, with TikTok alongside it. Those are the two places your posts get picked up onto your storefront, and they're the two worth putting real effort into. Here's each placement, roughly in order of how well it converts.
Stories — your highest-converting placement
Stories are the only place on Instagram where a tappable link sits natively inside the content. Someone sees the place and taps in the same motion. Nothing else comes close.
There's no follower minimum — the old 10,000-follower requirement for Story links went away years ago, and plenty of creators still think it applies.
Best used for:
One stay you're excited about — a collection link straight to it
A trip as it happens, with the collection link running alongside
Anything time-sensitive — a place that books out, a season opening up
Answering a question someone asked in your DMs
Your bio — the always-on option
Your bio link is the one placement working around the clock: anyone landing on your profile from any post finds it. Instagram supports up to five links, so you don't have to pick just one — but put your storefront first, because it's the one that earns.
Use your storefront link here, not a collection link. It opens your full page, so it works no matter which post brought someone to your profile.
Feed posts — captions aren't clickable
A URL in a caption renders as plain text. Nobody taps it and almost nobody copies it out by hand.
That doesn't make feed posts useless — it means they drive traffic to your profile, where your bio link is waiting. Write captions that push people there, and let your bio do the converting.
Reels — what actually works
You'll see Instagram's native product tagging recommended for Reels. It only works for products in a verified Meta commerce catalog, and your storefront isn't one — it's hosted separately, which is what lets you curate across collections and earn on bookings.
So for Reels, two paths that do work:
Point people to your bio. Say it out loud and put it on screen — it works better when you say it twice
Use comment-to-DM. Ask viewers to comment a keyword and have the link delivered to their inbox
Don't spend time trying to make Reels product tagging work with your storefront. It isn't a settings problem or an eligibility problem — the feature is built for a different kind of catalog.
TikTok
TikTok lets you add a link to your profile once you reach 1,000 followers. Until then, and alongside it afterwards, comment-to-DM and "link in bio" callouts do the work.
Note: For a TikTok to appear on your storefront, tag Airbnb in the caption. If you don't, the post won't be picked up. Your TikTok also has to be linked to your Hub — if there's no TikTok account on your profile yet, message the Airbnb team from your Messages tab and they'll add it.
Posting somewhere else
Your links work anywhere — a YouTube description, a Pinterest pin, your own blog. The link carries your credit wherever you put it, so a booking that follows it still comes back to you.
Two things to know before you lean on it:
Those posts won't appear on your storefront. Only Instagram and TikTok posts get picked up and matched to you, so anything you post elsewhere earns through the link alone
The disclosure rules still apply. Every platform has its own way of doing it — see Program Guidelines for where the disclosure goes on each one
Getting more taps
Same link, same audience, very different results depending on how you present it.
Rename the sticker. The default says "Link." Change it — "Book this stay", "See the whole trip", or the place name all beat it, because they tell people what happens when they tap
Put it in the thumb zone. Lower-center of the screen, where thumbs already rest
Say it out loud. People move through Stories fast and don't always notice a sticker
Save it to a Highlight. A Story disappears in 24 hours; saved to a Highlight it sits under your bio and keeps earning. Build Highlights around the trips you get asked about most
Let comments do the work where a link can't live — the people who comment are the ones with real intent, and now you're in a conversation with them
Common mistakes
A raw URL in a caption. It isn't clickable. It does nothing
Waiting to hit 10,000 followers to use Story links. That requirement is long gone
Leaving the sticker text as "Link." You're throwing away taps
Sending everyone to your whole storefront. If the post was about one trip, link to that collection
Sharing the URL from your address bar. It opens your page but doesn't credit you — always copy from your Hub or your storefront