Short answer: Your link in bio is the clickable website link on your social profile, and it is often the only place where people can leave the app to reach you. Instagram lets every account add up to five links, while TikTok shows a website field only to personal accounts with at least 1,000 followers and to verified business accounts. Put your single most important destination first, and add UTM tags so you can see which platform sends the clicks.
“Link in bio” became a catchphrase because captions on Instagram and TikTok generally don’t support clickable links, so creators send people to their profile instead. Used well, that link turns attention into sales, sign-ups or listeners. Used badly, it is a cluttered menu that nobody taps. This guide covers the rules on each platform, what to link to and how to measure it.
How many links can you add to your bio?
Since April 2023 every Instagram account, personal, creator or business, can add up to five external links. Go to Edit profile, tap Links, then Add external link. You can drag links to change their order, and the order matters because visitors see the top link first.
In September 2026 Meta began rolling out paid Meta One creator plans, which add a shareable link page holding up to 20 links with images and text, and on higher tiers a limited number of native links inside posts and reels. Availability varies by region and account, so check what your app offers before planning around it.
TikTok
TikTok doesn’t give every account a website field. According to its help centre, General (personal) TikTok accounts can add a website link to their profile once they have at least 1,000 followers, and Verified Business Accounts can add one to promote a website. Open Edit profile: if there is a website option, you can add your link; if not, your account doesn’t meet these requirements yet. TikTok advises against switching back and forth between a business and a personal account, because the business verification has to be redone each time.
Overview
| Platform or option | Bio links | Things to know |
|---|---|---|
| Instagram (any account) | Up to 5 | Reorder by dragging; put the priority link first |
| Instagram with a Meta One creator plan | A link page with up to 20 links | Paid plan; rolling out gradually; also adds limited links in posts and reels |
| TikTok | One website field | Personal accounts from 1,000 followers, or verified business accounts |
| Third-party link page | As many as you like | One URL in your bio that opens a menu; adds an extra tap |
What should you put in your link in bio?
Start with your goal, not with everything you could link to. Each extra link splits attention, so the first position should go to the one action that matters most this month.
- Selling something: link straight to the product or collection page you are promoting, not your home page.
- Growing a list: a newsletter or waiting-list sign-up page with one short form.
- Musicians: the new release on a streaming service, or a pre-save page before release day.
- Creators: your most valuable other channel, such as YouTube or a podcast, or your media kit for brands.
- Local businesses: booking, opening hours or directions.
Write your bio text so it points to the link with a reason to tap, such as “new episode every Thursday” or “free guide below”. For wording ideas, our list of Instagram bio ideas covers the bio itself, so we won’t repeat it here.
Do you need a link-in-bio page?
A link page is a simple mobile page that lists several links under your name. It makes sense when you genuinely have several audiences, such as fans, brands and customers, or on a platform that only gives you one link.
The trade-off is an extra tap between your profile and the destination, and every extra step loses some people. If one link does most of the work, linking to it directly is usually better. If you use a page, keep it short, put the priority link at the top, and make sure it loads quickly on mobile data.
How do you track clicks from your link in bio?
Instagram Insights shows link taps from your profile on professional accounts, which is a good start. To know what those visitors did on your website, add UTM parameters to each link. Google recommends always setting three of them:
- utm_source: the platform, for example instagram or tiktok;
- utm_medium: the type of traffic, for example social;
- utm_campaign: what you are promoting, for example spring_launch.
A tagged link looks like this: yoursite.com/shop?utm_source=instagram&utm_medium=social&utm_campaign=bio. Google’s Campaign URL Builder creates these for you. Use a different source for each platform so your analytics show which profile actually drives sales, not just clicks. If you leave a parameter out, reports show “(not set)”, which makes the data harder to read.
Common link-in-bio mistakes
- Stale links: a sold-out product or last month’s event tells visitors the account isn’t maintained.
- Too many choices: five equal links with vague labels get fewer taps than one clear one.
- Broken or slow pages: test the link on your phone after every change.
- Suspicious-looking short links: heavily shortened or redirected URLs can look like spam; use a clean, recognisable address.
- No reason to tap: mention the link in captions and stories when it is relevant, not in every post.
Your bio link only works if people reach your profile in the first place, which is why it is worth watching Instagram profile visits alongside link taps. And if you are sharing links to your own profiles or posts elsewhere, our guide on which profile, post or video link to copy shows how to find the right one on each platform.
Frequently asked questions
Why can’t I add a link to my TikTok bio?
TikTok only shows the website field to personal accounts with at least 1,000 followers and to verified business accounts. If the option isn’t in Edit profile, your account doesn’t meet those requirements yet. Reaching 1,000 followers, or verifying a genuine business as a business account, changes that.
Does adding a link in bio hurt your reach?
There is no official indication that a bio link reduces how often your posts are shown. What matters for reach is how people respond to your content, not whether your profile contains a link.
How often should you change your link in bio?
Whenever your priority changes, for example when a launch, sale or release goes live. Many creators review it weekly so it always matches what they are currently talking about.
Can you put a link in an Instagram caption?
Standard captions don’t turn web addresses into clickable links. Meta One creator plans are adding a limited number of native links in posts and reels, but for most accounts the bio remains the main place for a permanent link.
Sources: TechCrunch: Instagram adds up to five bio links, Instagram for Creators: Meta One creator plans, Google Analytics Help: URL builders, TikTok Help: Account types on TikTok