Instagram has officially addressed concerns about using the phrase “link in bio,” confirming that it does not reduce a post’s visibility, contrary to ongoing speculation among content creators.
Adam Mosseri Clears the Air
Instagram’s head, Adam Mosseri, clarified in a recent update that saying “link in bio” has no impact on how widely a post is seen. “It doesn’t affect your reach at all. Feel free to use it,” he stated, directly debunking myths that the platform suppresses such content.
Rumors vs. Reality
These rumors stem from assumptions that Instagram’s algorithm penalizes posts directing users away from the app. However, independent tests by platforms like Hootsuite show no evidence that using the phrase harms engagement or reach. Instagram’s algorithm prioritizes user interaction—likes, comments, shares, and watch time—over specific phrases.
Why Reach May Still Fluctuate
Although some users still report reduced reach when using “link in bio,” experts attribute this to factors like repetitive calls to action, less engaging visuals, or poor timing—not algorithmic bias.
Tips for Creators
While the myth has been debunked, marketing experts suggest rotating your CTAs, maintaining high-quality content, and using analytics to track performance. Tools like link stickers in Stories or pinned comments can also help direct traffic without overusing the caption space.
