Instagram has officially clarified that using the phrase “link in bio” in posts or captions does not negatively affect content visibility, despite persistent rumors among creators.
Clarification from Head of Instagram
Adam Mosseri, head of Instagram, directly addressed the speculation in a recent post. “If you say ‘link in bio,’ it will not affect your reach one way or another,” he stated. “You’re more than welcome to say it as much as you like.”
This statement comes in response to ongoing claims suggesting Instagram’s algorithm penalizes posts that encourage users to leave the platform, particularly those directing followers to external websites via profile links.
No Evidence of Suppression
Independent reviews and experiments by marketing professionals and social platforms, including Hootsuite, have found no measurable drop in engagement or reach tied using “link in bio.” These findings align with Instagram’s claims that content performance is based on metrics such as likes, comments, shares, and time spent viewing, not specific wording.
Why Reach Might Still Vary
Some creators continue to report inconsistent reach when using “link in bio,” but experts suggest these variations are likely due to content fatigue, less compelling visuals, or timing issues rather than algorithmic suppression. The repetition of similar CTAs (Calls to Action) may also reduce audience responsiveness over time.
Best Practices Still Matter
While Instagram’s confirmation clears up the myth, digital marketing experts still recommend varying CTAs, focusing on quality content, and tracking outbound traffic using analytics tools. In addition, features like Instagram Stories with link stickers or pinned comments can offer alternative ways to drive clicks without relying on the caption.
