Instagram posts aren't a great place to add links because you can't click on them, which is why the phrase "link in bio" has become so common.

You'll often see it used by brands. For example, a brand is promoting a new product or fresh discount, but can't add direct links because of how posts work.

Brands sometimes add shop links to Stories, but adding a link in bio has become the go-to option for many users.

This guide will explain bio links and why they're so important for your profile page.

Link in bio refers to a phrase Instagram users place in posts to nudge followers into clicking on an external link. You can’t insert links into posts, so anyone looking at your content needs to head to your Instagram profile and read the bio section instead.

From there, they can click on the bio link and be directed to whether you want them to go.

Having your own link in the bio allows you to direct followers to your personal blog, social media accounts, or any other platform you wish to promote.

Here’s Peloton's profile link, which is actually a Linktree link. This means the Peloton team can add multiple links in one bio link and take the user on a journey through its media options.

The "link in bio" approach is not ideal for users, as many are reluctant to leave Instagram's grid or main page, especially when prompted to click away from the platform. After all, most users just want to stay on Instagram and consume what’s on there.

However, brands have the opportunity to include these external links in their bio section, so at least there’s a possibility of users clicking on them. The link in bio serves as a digital hub for businesses, influencers, and content creators who want to drive traffic to their websites or latest offerings. 

Many platforms, including Instagram, limit clickable links in posts to encourage users to stay engaged within the app rather than leaving the platform. It's a way to keep their audience active and provide a seamless experience.

Other reasons include:

  • Maintaining a clean, visual-focused experience
  • Prevent spam
  • Keeps the app focused on photo and video sharing

Bio links are a workaround of this limitation. By allowing five clickable links in the bio, Instagram encourages users to carefully choose what they promote.

It also motivates businesses and creators to regularly update their bio link to match their current priorities.

This restriction has led to creative workarounds. Many users change their bio link frequently or use link-in-bio tools to create a custom landing page with multiple links.

These solutions help you make the most of that single valuable URL in your Instagram profile.

In this guide, you'll read about:

Instagram doesn’t let you paste external links into posts, which means the “link in bio” feature is the main way to drive traffic and sales from the site.

Linking to a blog post in your bio can drive traffic to your latest content and keep your followers informed about new updates.

It’s a useful tool for expanding your online presence beyond the platform.

Expanding engagement beyond Instagram

Your “link in bio” acts as a gateway to your wider digital world for Instagram users. It lets you share up to five links, and send followers to your website, online store, or latest content.

It’s particularly good for engaging people around good causes and initiatives that need more than an Instagram post to explain how it works.

Using the same link across different social media platforms can create a cohesive promotion strategy and help track engagement more effectively.

It’s also useful for businesses looking to turn followers into customers. If you have an attractive profile page, then your followers are more likely to look at it and see the link.

Just look at Major League Soccer’s bio links. They have four clickable links: two connect fans to services to watch soccer games, one links to the MLS website, and the last is a corporate link to hospitality tickets. Of these links, two aim to attract potential customers, while the other two focus on engagement.

By tracking clicks on your bio link, you can see what content resonates with your audience. This data helps you refine your strategy and create more of what your followers want.

Building a cohesive online presence

Your "link in bio" may not make or break your brand, but it helps create a seamless experience across platforms. It can lead to a landing page that matches your Instagram aesthetic, reinforcing your brand identity.

You can use it to connect your Instagram to other social profiles, your website, or relevant news articles. This gives followers a complete picture of your brand or creative work.

Influencers will often include their TikTok and X profiles in the bio links to encourage cross-platform engagement. Businesses are more likely to direct users to their websites or products. Charities, meanwhile, will use bio links to connect people with advice or encourage donations.

A well-crafted bio link strategy can boost your credibility as it shows you're active beyond Instagram and have a professional online presence.

Instagram bio links are really easy to add and manage. Here's how you do it.

To add a link to your Instagram bio, all you need to do is:

  1. Open the Instagram app and go to your profile
  2. Tap “Edit profile”Scroll to the “Links” section
  3. Tap “Add external link”
  4. Enter the URL and a title for your link
  5. Tap “Done” to save

You can add up to five links in your bio. Make sure to use a short, memorable title that tells followers what to expect when they click.

Pro tip: Use a link shortener to create a custom URL that’s easier to type and remember.

Your Instagram link won't always stay the same. Here's how you can change it.

  1. Go to "Edit profile" on your Instagram page
  2. Tap the existing link in the "Links" section
  3. Edit the URL and title to match your new campaign
  4. Save your changes

If you need help here, consider using a link-in-bio tool to create a custom landing page. This lets you share multiple links without changing your bio URL.

Getting followers to click your Instagram bio link takes some work. Realistically, your Instagram strategy shouldn't be solely about pushing people to the bio links, as higher engagement and brand recognition are also important.

You should consider the bio link as a bonus opportunity. Try these creative approaches to boost engagement and drive traffic to your desired destination.

Add CTAs to post captions

Instagram post captions are one of the best ways to get someone's attention. People are more likely to see your posts than your profile page, so you need the captions section to do the heavy lifting here.

Phrases like "Check out our latest collection – link in bio" or "Learn more about this offer in our bio" can nudge followers to visit your profile.

Be specific about what they'll find when they click. For example, "Get 20% off your first purchase – tap the link in our bio to shop now!"

Use Stories, Highlights, and Reels

Take advantage of Instagram's interactive features to promote your bio link.

Create Stories with the "Swipe Up" feature (if you have 10,000+ followers or have your account verified) or use the "Link" sticker to direct viewers straight to your content.

Pin important Stories to your Highlights for lasting visibility. Use eye-catching cover images to make them stand out.

In this example, Etsy uses custom Highlights cover images.

In Reels, you can mention your bio link in captions, like West Elm did, or overlay text prompts in the video.

Etsy encourages their Instagram followers to head to the link in bio to shop.

Your link page could be hugely successful if you get the wording right, or users may totally ignore it. Either way, if you want to be serious about maximizing the potential of your links in bio, then you need analytics to guide you.

Using a link-in-bio tool – something available with social media monitoring platforms like Brandwatch – will help you uncover the following data.

1. Click-through rate (CTR)

CTR shows how many people click your link in bio compared to how many see it.

A high CTR means your link is eye-catching and relevant. To calculate CTR, divide link clicks by profile visits and multiply by 100. For example, if 1,000 people visit your profile and 100 click your link, your CTR is 10%.

Most brands view a successful CTR at between 1% and 3%.

2. Conversions and traffic from Instagram

Conversions measure how many link clicks turn into desired actions, like purchases or sign-ups. If 3% of your audience clicks on your link in bio, you need to know what happens after that.

Use a social media monitoring tool to assess their next steps. If 50% of all clickers continue their journey and make a purchase, then that's a sign that your link in bio is working really well.

3. Engagement rate and other social media KPIs

While the performance of your link in bio is important, don't forget about overall Instagram engagement.

A high engagement rate often leads to more profile visits and link clicks. How many people are seeing your content, noticing your prompt to head to the main page and click the bio links?

If no one is following your prompts, then you need to think more strategically about how you encourage people back to those links. You might need to push your Instagram Stories and Reels more to cover for the lack of interest via Instagram posts.

Frequently asked questions

Let's now look at the questions many users have about the various bio features available on Instagram.

Adding an Instagram link to your bio is easy. Go to your profile and tap "Edit Profile." Find the "Links" field and hit "Add external link." Paste your URL there and give it a title. Tap "Done" to save. Your clickable link will now show up under your bio text for followers to click.

Yes. Instagram allows up to five clickable links in your bio. You can use link-in-bio tools such as Linktree to create a custom landing page with multiple links. This lets you share several destinations through one bio link.

Look below the person's bio text and above their highlights. If they have a link, you'll see the URLs there. Tap a URL to visit the linked website. Not all profiles have an Instagram link, though.

Yes, you can use a social media tracker like Brandwatch to monitor the number of clicks for each link. This way you can see if a new link is successful, pinpoint the important links that keep driving traffic to your side, and add links when you need to boost your profile.