Truth behind Instagram’s ‘link in bio’ view drop myth revealed

Instagram has officially put to rest a persistent myth circulating among creators, i.e., using the phrase “link in bio” in captions does not reduce a post’s visibility.

In a recent post, the Meta-owned platform chief, Adam Mosseri, addressed the speculation directly, stating, “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.”

His clarification comes in response to growing concerns that the platform might penalise content that encourages users to leave Instagram through external links.

Marketing professionals and social media platforms like Hootsuite have also conducted independent studies and experiments on the matter.

These analyses found no consistent drop in engagement or visibility linked to the use of the phrase.

Instead, performance metrics such as likes, comments, shares, and watch time remain the primary factors influencing content reach.

That said, some creators still report fluctuating engagement when using “link in bio.”

However, experts have suggested that these inconsistencies are more likely due to non-algorithmic reasons, including poor content timing, repetitive calls to action, or less engaging visuals.

Moreover, digital marketers have advised creators to mix up their CTAs, focus on producing engaging and high-quality content, and monitor outbound traffic using analytics tools.