Link in bio

What it is

Instagram and TikTok give a profile one link. A link in bio page turns that one link into a page of buttons, one for each place you want people to reach.

For example, a bakery could publish a page with a title of Northbeam Bakery and three buttons: Order for this weekend, pointing at its shop; Opening hours, pointing at its website; and Join the newsletter. The page address goes in the Instagram profile, and every button tap is counted on Links.

Setting it up

1. Open Links and find Link in bio. Create the page: pick its address and a title, and optionally a description and a picture from your library.
2. Add a button for every place you want people to reach, with a label and an https:// address. Reorder, hide or remove buttons at any time.
3. Publish the page. Until you do, its address answers "not found".
4. Copy the address and paste it into your profile. On Instagram that is Edit profile, then Links, then Add external link. On TikTok it is Edit profile, then the Website field, which TikTok offers on business accounts.

Good to know

Each button is a tracked link, so its clicks show in Your links, and removing a button keeps its link and clicks there. To change the page address, unpublish first, because anything already linking to it would break. Creating the page is an owner or admin job.