Can You Say Link in Bio on Instagram and TikTok in 2025

You are about to post a new reel on Instagram. The caption is ready, the hashtags are perfect, and you want to drive traffic to your latest product. You type "link in bio" and then pause. Wait — is that going to get you shadowbanned? Will the algorithm bury your post? Can you even say "link in bio" on Instagram anymore?

This is one of the most common concerns among creators and business owners in 2025. Rumors about shadowbanning, reduced reach, and algorithm penalties for mentioning "link in bio" have been circulating for years. But what is actually true, and what is myth?

In this article, we break down the official stances from Instagram, TikTok, and YouTube, dig into what the algorithm actually cares about, and give you actionable strategies to drive traffic from your social media profiles without worrying about penalties. Plus, we will share alternative phrases and best practices that maximize your clicks.

Can You Say "Link in Bio" on Instagram?

The short answer: yes, absolutely.

Instagram does not penalize you for using the phrase "link in bio" in your captions, comments, or stories. There is no official policy against it, and Adam Mosseri (the head of Instagram) has addressed this directly on multiple occasions. Instagram's algorithm does not scan your captions for the phrase "link in bio" and then reduce your reach as punishment.

So where did the rumor come from? It likely originated from a misunderstanding of how Instagram's algorithm works. Let us explain.

Why People Think "Link in Bio" Hurts Reach

Instagram's algorithm prioritizes content that keeps people on the platform. Posts that generate high engagement — likes, comments, shares, saves, and extended viewing time — get shown to more people. Posts that cause people to leave Instagram quickly do not perform as well.

When you tell people to go to your bio and click a link, some of them will leave the app. This can reduce the time-on-platform metric for your content. However, this is not a penalty for using the phrase — it is simply how the algorithm works. Content that drives people away from the app naturally gets less distribution than content that keeps people engaged within the app.

The key distinction:

• Instagram does NOT penalize the phrase "link in bio" itself
• Instagram's algorithm DOES favor content that keeps users engaged on the platform
• These are two very different things

You can and should say "link in bio" when you have something valuable to share. Just make sure your content is strong enough to generate engagement on its own, not just serve as a traffic funnel.

What About Instagram's Native Bio Links?

In 2023, Instagram introduced the ability to add up to five links directly in your bio. This was a significant change, but it actually reinforces the fact that Instagram is fine with you directing people to your bio. If they did not want you sending traffic to your bio, they would not have expanded the link feature.

That said, five links is still limiting. Most creators and businesses have far more than five things to share. That is why using a link-in-bio tool like UniLink remains the best approach — one URL in your bio that leads to a fully customizable page with unlimited links.

Can You Say "Link in Bio" on TikTok?

Yes, you can. TikTok does not penalize creators for using the phrase "link in bio" in their videos, captions, or comments.

However, TikTok's algorithm works differently from Instagram's, and there are a few things to keep in mind:

• TikTok requires 1,000 followers before you can add a link to your bio. If you are under this threshold, saying "link in bio" is pointless because there is no link for people to click.
• TikTok's algorithm heavily prioritizes watch time and completion rate. If your video feels like a pure advertisement that only exists to drive link clicks, it may underperform. But this is about content quality, not the phrase itself.
• TikTok does restrict certain external links related to competing platforms or prohibited content, but standard link-in-bio URLs are completely fine.

The best approach on TikTok is to create genuinely engaging content first, then include a natural call to action. A video that provides real value and then says "link in bio for the full guide" will always outperform a video that feels like an ad with "link in bio" tacked on.

Can You Say "Link in Bio" on YouTube?

Yes, and it is less of a concern on YouTube because YouTube already allows clickable links in video descriptions. Most YouTubers say "check the link in the description below" rather than "link in bio," but both are perfectly fine.

YouTube does not penalize you for including links in your descriptions or for verbally directing viewers to click them. In fact, YouTube's algorithm primarily cares about watch time and click-through rate on the video itself, not whether you mention external links.

For YouTube Shorts, which function more like TikTok and Instagram Reels, the bio link becomes more relevant since Shorts have limited description space. Using a link-in-bio page in your channel description ensures that Shorts viewers who visit your profile can find all your links in one place.

Platform-by-Platform Do's and Don'ts

Here is a comprehensive breakdown of what works and what to avoid on each major platform:

Alternative Phrases That Work Just as Well

Even though "link in bio" is perfectly safe to use, varying your language keeps your content fresh and can actually improve engagement. Here are proven alternatives you can rotate through:

Direct Alternatives

• "Tap the link in my profile"
• "Check my bio for the link"
• "Everything is linked in my bio"
• "Grab it from my bio"
• "The link is in my profile"

Curiosity-Driven Alternatives

• "I linked everything you need in my bio"
• "You know where to find it" (with a pointing-down gesture in videos)
• "All the details are one click away in my bio"
• "I made it easy for you — it's all in my bio"

Value-First Alternatives

• "Get the free guide from my bio"
• "Download the template — link in bio"
• "Shop the look from my bio"
• "Book your spot — link in my profile"

The most effective calls to action combine the direction (where to find the link) with a reason (why they should click it). "Link in bio" tells people where, but "grab the free checklist from my bio" tells them where AND why.

Best Practices for Maximizing Link Clicks

Getting people to actually click your bio link requires more than just mentioning it. Here are the strategies that top creators use to drive real traffic:

1. Lead with Value in Your Content

The content itself needs to create a desire to learn more, buy, or engage. A reel that teaches three out of five tips and says "get the remaining two from my bio" creates a natural reason to click. Content that provides zero value and just says "buy my stuff, link in bio" will fall flat.

2. Use Multiple Touchpoints

Do not rely on captions alone. Mention the link verbally in your video, add text overlay pointing to your bio, include it in a pinned comment, and reference it in your stories. The more touchpoints, the more clicks.

3. Make Your Bio Link Page Match the Expectation

If your reel is about a specific product, the first thing visitors should see on your UniLink page is that exact product. Nothing kills conversions faster than making someone hunt for what they came to find. Reorder your links frequently to match your latest content.

4. Use Instagram Stories Strategically

Instagram Stories with the link sticker are one of the most powerful traffic drivers available. The link sticker is available to all accounts regardless of follower count and allows direct linking without the bio detour. Use stories to complement your feed posts with direct links.

5. Optimize Your Bio Link Page for Speed

If your bio link page takes more than two seconds to load, you will lose visitors. Tools like UniLink are optimized for fast load times, which is critical when someone taps through from a social media app expecting instant results.

6. Track and Iterate

Use analytics to understand which links get the most clicks, which social platforms drive the most traffic, and which types of CTAs perform best. Then do more of what works. Data-driven optimization is the difference between getting a few clicks and building a real traffic engine.

What Actually Causes Shadowbanning?

Since we are on the topic of algorithm penalties, let us clear up what can actually get your reach reduced on social platforms. It is not saying "link in bio." Here is what actually matters:

• Violating community guidelines. Posting content that breaks the platform's rules (hate speech, nudity, violence, misinformation) will get your reach reduced or your account suspended.
• Using engagement bots or buying followers. Artificial engagement is detectable and punished by every major platform.
• Excessive posting frequency. Posting dozens of times per day can trigger spam detection and reduce your reach.
• Repeatedly getting reported. If multiple users report your content, the platform may reduce its distribution while reviewing it.
• Sharing prohibited content types. Each platform has specific rules about what can and cannot be promoted. Certain industries (gambling, tobacco, etc.) face stricter limitations.
• Using banned hashtags. Some hashtags are blocked or restricted due to misuse. Using them can limit your post's visibility.

Notice that "saying link in bio" is not on this list. Focus on creating quality content, following community guidelines, and engaging authentically with your audience. That is the real recipe for strong reach.

Making the Most of Your Bio Link in 2025

Now that you know saying "link in bio" is completely safe, here is how to make that link work as hard as possible for you:

1. Use a dedicated link-in-bio tool. Do not just paste a single URL. Use UniLink to create a branded landing page with all your important links.
2. Keep your page updated. Your most current content or offer should always be at the top. A stale page with outdated links loses credibility and clicks.
3. Match your page to your brand. Use your brand colors, fonts, and imagery. Your bio page should feel like a natural extension of your social profiles.
4. Include a mix of link types. Combine evergreen links (your website, your shop) with timely ones (your latest post, a current sale). This serves both new visitors and returning ones.
5. Add analytics tracking. Know where your traffic comes from and which links perform best. Use this data to continuously improve your page and your content strategy.

Keep Reading

• what link in bio means
• write an Instagram bio
• Instagram bio ideas
• create your bio link page
• Instagram automation tools

Frequently Asked Questions

Does Instagram reduce your reach if you say "link in bio"?

No. Instagram does not penalize posts for containing the phrase "link in bio." The head of Instagram, Adam Mosseri, has confirmed this. What affects your reach is the overall engagement your post receives. If your content is strong and engaging, mentioning "link in bio" will not hurt its performance. The algorithm cares about likes, comments, shares, saves, and watch time — not specific phrases in your caption.

Does TikTok shadowban you for saying "link in bio"?

No. TikTok does not shadowban accounts for using the phrase "link in bio." TikTok's algorithm prioritizes watch time, completion rate, shares, and engagement. If your video is compelling and people watch it fully, mentioning a link in your bio will not negatively impact its distribution. However, videos that feel like pure advertisements with no entertainment value may naturally perform worse regardless of whether you mention a link.

What is the best way to drive traffic from Instagram without getting penalized?

Create engaging content that provides genuine value, then include a natural call to action directing people to your bio link. Use Instagram Stories with the link sticker for direct linking. Vary your CTAs so they do not feel repetitive. Most importantly, make sure your link-in-bio page delivers on the promise of your content — if you say "free guide in my bio," the guide should be the first thing they see.

Should I use "link in bio" in every post?

No. Using it in every single post can make your content feel overly promotional. Reserve the CTA for posts where you genuinely have something valuable to link to. Mix in posts that are purely for engagement and community building with no sales pitch. A good rule of thumb is to include a link CTA in roughly one out of every three or four posts.

Are there any words or phrases that actually get shadowbanned on Instagram?

Instagram does not officially publish a list of banned words in captions. However, certain hashtags are restricted or blocked due to misuse. Using these hashtags can limit your post's visibility in hashtag search results. The phrase "link in bio" is not one of them. To stay safe, avoid using hashtags you have not researched, and focus on creating content that follows Instagram's community guidelines.