Instagram has put an end to a persistent myth: adding “link in bio” to captions does not reduce post reach. Head of Instagram, Adam Mosseri, addressed the issue head-on after creators began noticing unexplained drops in engagement.
Why Creators Believed the ‘Link in Bio’ Myth
The speculation gained traction for three main reasons:
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The belief that off-platform links harmed visibility.
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Concerns that “link in bio” triggered spam filters.
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Anecdotal evidence of engagement slumps on posts using the phrase.
Mosseri clarified that Instagram’s algorithm does not penalize users for using this call to action. He stated, “If you say ‘link in bio’ it’s going to decrease your reach — that is not true.”
The Real Reason for Engagement Drops
According to Mosseri, lower post performance is more likely due to:
He emphasized that users are free to use the phrase link in bio as often as needed, and it will have zero impact on their reach or visibility.
Link in Bio Still Works — Strategically
Instagram restricts clickable links to bios and, for eligible users, Stories via link stickers. Captions and comments do not support active hyperlinks. However, this is a design limitation, not a content penalty.
Creators can confidently continue to guide traffic off-platform through bio links and Stories, with no fear of algorithm throttling.
Why It Matters
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Myth busted: Instagram’s top exec shuts down the rumor.
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Content is king: Focus on quality and relevance, not platform myths.
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Strategy confirmed: “Link in bio” remains a valid and effective CTA.
Smart Tips for Driving Traffic
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Use links in bio to point followers to your latest product, blog, or campaign.
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Supplement with Story link stickers if available.
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Prioritize strong visuals and clear CTAs over fear of imaginary penalties.
Instagram’s clarification puts to rest a longstanding worry in the creator community. If your post delivers value, your reach won’t be punished for telling followers where the link is.