Onion, Inc. marketing requested that the url, [site].com/instagram, redirect to their linkin.bio pages in hopes of promoting more clicks. Using the domain makes the links in their Instagram bios more branded and therefore are more trusted.
ex. clicking on https://theonion.com/instagram now leads to linkin.bio/theonion.
GMG could similarly use this strategy with their linktr.ee urls. For example, https://theinventory.com/instagram could redirect to https://linktr.ee/theinventory.