“Link in bio” is a call to action used in social media captions and comments to direct followers to the clickable URL in a creator’s or brand’s profile bio. On platforms like Instagram and TikTok, captions and comments don’t support clickable links - so the bio is the only place to send people somewhere specific.
It has become one of the most common phrases in social media marketing. Many creators use a link-in-bio tool behind that single URL to host a small landing page with multiple destinations - their latest post, a product, a newsletter, and so on. See also: Bio Link.
