Definition: “Link in bio” is a phrase used in a post to send people to the clickable link on the account’s profile, used on apps such as Instagram and TikTok where the profile is the main place a link can go.
Also called: bio link, link-in-bio page, link page
Updated October 11, 2026
Instagram and similar apps are built to keep people scrolling inside the app, so a caption is a poor place for a link people can tap. Creators and brands write “link in bio” and put the destination on their profile instead, and the phrase has spread to TikTok and other apps with a profile link field.
Instagram has allowed up to five links in a profile bio since April 2023, per Meta’s announcement reported by TechCrunch. Before that, accounts used a link-in-bio page: one link to a simple mobile page listing several destinations, such as the latest post, a shop and a booking form. Many still use one to track clicks and change links without editing the profile.
People who tap through expect to find what the post promised, so keep the first link current and label every link clearly.
A skincare brand posts a carousel about its new serum ending with “Shop it: link in bio”. The first bio link goes to the product page with ?utm_source=instagram&utm_medium=social&utm_campaign=serum-launch, so the shop can count the sales that came from the post.
UTM parameters are short tags added to the end of a URL (utm_source, utm_medium, utm_campaign and more) that tell analytics tools like Google Analytics where a visit came from.
Click-through rate is the percentage of people who clicked a link in a post out of everyone who saw it.
A call to action (CTA) is the part of a post or ad that tells people the one specific thing to do next, such as comment, save, visit a link, sign up or buy.
The first comment is a comment the author posts on their own post straight after publishing, usually to hold a link, extra hashtags or a call to action.
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