If you’ve spent time in social media circles lately, you’ve probably heard the whispers (or loud rants) about Instagram quietly punishing posts that say “link in bio.” The theory goes something like this: Instagram doesn’t want users leaving the app, so if you try to funnel people elsewhere, the algorithm gives you the cold shoulder.
Sounds plausible, right? Well, it’s not.
According to Instagram chief Adam Mosseri, it’s not true.
“I wanna take a second just to debunk a myth I hear often […] This one is that if you say ‘link in bio’ it’s going to decrease your reach. That is not true. You’re more than welcome to say ‘link in bio,’ it will not affect your reach one way or another. Adding ‘link in bio’ can be super helpful, I do it all the time, so please feel comfortable doing it as much as you like.”
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Despite claims that posts using “link in bio” get buried because of external link anxiety, scammer associations, or general overuse, Mosseri insists there’s no algorithmic sabotage happening behind the scenes.
So why do some creators swear their reach drops when they use the phrase? There could be other factors at play. Maybe the post leans too heavily on the link for context, making the actual content less compelling. Maybe audiences are simply tired of seeing the phrase. Maybe it’s just the algorithm being, well, the algorithm.
Either way, Mosseri says it’s not a shadowban. It’s not a penalty. And it’s not personal. So yes, you can go ahead and say “link in bio” without fear. Just make sure your post gives people a reason to care first.