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Algorithms are wringing creators dry. In this inspiring S2 episode, Linktree co-founder & CCO Nick Humphreys ($167M raised; 70M+ users) lays out the new playbook: AI that amplifies your voice, owning your audience over chasing vanity metrics, and revenue that holds when the feed goes quiet. 

If you’re rebuilding your 2025 content stack, start here.

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Nick Humphreys is the Co-Founder and Chief Creative Officer of Linktree, one of the world’s fastest-growing tech platforms enabling creators, brands, and businesses to connect their audiences to everything they offer, on one simple, customizable page. With a background in digital strategy and design, Nick has been instrumental in shaping Linktree’s distinctive brand and product experience, used by over 50 million users globally.

Launched in 2016, Linktree pioneered the “link in bio” category, transforming how people share content and monetize their presence online. From musicians and creators to global enterprises, Linktree empowers users to unify their digital ecosystem with clarity, creativity, and control. Linktree has raised approximately $167 million USD in total across its funding rounds.

Chapters

00:00 Introduction to Linktree and Its Impact

01:52 The Early Days of Linktree

06:19 Navigating the Startup Landscape

11:03 Product Evolution and User Insights

17:12 Understanding User Needs and Prioritization

21:05 Monetization Strategies and Future Directions

25:24 Navigating Audience Ownership and Monetization

26:50 Adapting to Rapid Changes in Content Creation

29:12 Integrating New Tools for Growth

31:12 Balancing Functionality and User Experience

34:18 The Future of Content Management Systems

38:21 Insights for Founders on Using Linktree

Music Credit:

"Neptuno" - Phondupe (Album: Onykia)

Takeaways

Linktree started as a solution to a problem for musicians.

The evolution of Linktree's product has been driven by user feedback.

Understanding the user base is crucial for product development.

Linktree serves a diverse range of users, from celebrities to local businesses.

Prioritizing features for a broad audience is a constant challenge.

Monetization and audience ownership are key focuses for Linktree.

The future of content creation is rapidly changing with new platforms.

Linktree's growth has led to significant user engagement.

Marketing principles for founders include understanding audience behavior.

Linktree aims to be a gateway for creators to grow their audience.

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