Packaging real estate is limited, but a single QR code on it can point to far more than a static Instagram link, and small European brands are increasingly using it well.
What to actually link to
Care and usage instructions, useful for anything beyond the most basic product. A loyalty or repeat-order page, turning a single sale into a returning customer. A reviews or feedback page, genuinely useful data most brands never collect otherwise. A full product catalog, for anyone who liked what they bought and wants to see more.
Why dynamic matters
Packaging often gets reprinted rarely, sometimes not for a year or more, so a static code baked with today's page address is a real liability if anything changes in the meantime. A dynamic code keeps the same printed packaging working regardless of what changes behind it.
One small code, genuinely useful destinations behind it, that's the difference between a QR code as decoration and one that actually does work for your brand.