If you’ve been avoiding “link in bio” in your captions fearing Instagram’s algorithm would punish you, relax—the platform says it doesn’t matter.
Adam Mosseri Debunks the Rumor
Adam Mosseri, Instagram’s head, cleared the confusion:
“If you say ‘link in bio,’ it will not affect your reach one way or another. You’re more than welcome to say it as much as you like.”
This statement shuts down the long-running myth that Instagram suppresses posts directing users away from the app.
What Studies Show
Social media experiments by marketing pros and tools like Hootsuite found no correlation between using “link in bio” and reduced engagement. Instagram’s algorithm focuses on user interaction and retention, not specific phrases.
So Why Does Reach Still Vary?
If your engagement drops after adding “link in bio,” it’s probably because:
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Your post timing or visuals weren’t strong
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Your audience is tired of repetitive CTAs
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The content itself wasn’t as engaging
In other words, the problem isn’t the phrase—it’s the content strategy.
Better Ways to Drive Traffic
While you can safely use “link in bio,” marketers recommend:
✔ Using link stickers in Stories
✔ Pinning a comment with the link
✔ Tracking outbound traffic to see what works best
Bottom line: Instagram isn’t penalizing your posts for promoting your bio link—so go ahead and use it strategically.