This story was originally published on Passionfruit.
We’re sitting down with leaders on the business side of the creator economy to get their best advice for creators looking to launch and develop their careers. This week, we spoke with Anthony Zaccaria, the co-founder of Linktree.
Linktree is arguably the most famous link-in-bio tool on the market, allowing users to customize a personal page to house multiple links to attach to Instagram, TikTok, and other social pages. Linktree has over 24 million users, including some of the world’s biggest brands and celebrities, including TikTok, Red Bull, Comedy Central, Selena Gomez, Shawn Mendes, and Bella Poarch.
Zaccaria told Passionfruit about his career, Linktree’s vision, its appeal to creators, and his advice for those using Linktree.
Anthony Zaccaria got his start in the music industry, working with his brother Alex Zaccaria in artist management for DJs and bands. Back in the early 2000s and 2010s, he said he noticed artists struggling to direct social media followers to all the things they were producing—music, concerts, meet and greets, and merchandise.
“The idea came through that pain point of, there has to be a better way to direct fans to the content we’re producing,” Zaccaria told Passionfruit.
After the Zaccaria brothers, alongside business partner Nick Humphreys, expanded their business from only music marketing to a full-blown digital marketing agency for a variety of brands, they soon decided to hone in on the simple idea of creating one link to direct social media users to multiple links on their client’s social media pages. In 2016, they created the Linktree product and looped their clients in.
Shortly after Linktree’s launch, without much advertising or promotion, more and more users started to join. Entertainers, creators, brands, and anyone producing content found potential in the tool to create a unified social presence in an increasingly online world, scattered across multiple platforms.
