Link in Bio Statistics 2026: Users, Market Share and Trends

An estimated 31 million Instagram profiles run a link in bio tool, according to influencers.club’s State of the Link-In-Bio Market 2025 report, with Linktree holding roughly 80 percent of that group.

That figure is the most-cited number available for this category, and it is exactly that: an estimate from one company’s third-party analysis, not an official platform count. No social platform publishes how many of its profiles run a bio link tool, and no independent auditor verifies third-party estimates of it.

This report labels every statistic below as Verified, Estimated, or Unverified, so you know exactly how much weight to put on each number.

In this article, you will learn:

• How many Instagram profiles are estimated to use a link in bio tool, and where that estimate comes from
• Which bio link tool leads the market by estimated share, and how the rest of the field breaks down
• What Instagram’s own bio link rules actually allow in 2026, including a correction to a widely repeated claim
• What TikTok’s bio link rules require by account type
• Why published market-size figures for this category conflict with each other and cannot be verified

Key Takeaways

• One third-party analysis of 100 million Instagram profiles estimated that 31 million profiles used a link in bio tool, with Linktree accounting for an estimated 79.95 percent of them. This is a third-party estimate, not an official platform count.
• Instagram has allowed up to five clickable links in a profile since April 2023, available to all account types, not the single link many articles still describe.
• TikTok’s website field is available immediately to Business and Creator accounts, while personal accounts need 1,000 followers to unlock it, according to TikTok’s own support documentation.
• Active social media user identities reached 5.79 billion worldwide in April 2026, according to DataReportal’s Digital 2026 Global Overview Report.
• Published “link in bio market size” figures conflict sharply between sources and cannot be traced to a verifiable, disclosed methodology.

Quick Answer

The most widely cited figure for this category comes from a single third-party study of 100 million Instagram profiles, putting link in bio usage at roughly 31 million profiles and Linktree’s share at about 80 percent. Treat that as a directional estimate, not an audited count. Verified official data is stronger for platform link rules and overall social media adoption than for link in bio usage specifically: Instagram has allowed up to five profile links since 2023, and TikTok’s website field depends on account type.

Link in Bio Statistics at a Glance

Every row below is labeled by confidence level. Verified means confirmed at an official, primary source. Estimated means the best available figure from a named third-party analysis, not an official count. Unverified means the figure could not be confirmed and conflicts with other published numbers.

How Many People Use Link in Bio Tools?

Nobody publishes an audited answer to this. Instagram does not disclose how many profiles run a bio link tool, and no independent body verifies third-party estimates of it.

The most-cited figure comes from influencers.club, a creator data company. Its State of the Link-In-Bio Market 2025 report analyzed 100 million Instagram profiles and found that roughly 31 million of them listed a link in bio tool in their biography.

That analysis is a snapshot of one company’s own data pull, not an audited platform-wide count. The underlying profile scan was run in late 2024 and does not appear to have been publicly refreshed since, so treat the figure as dated rather than current.

Even with that caveat, it is the most specific, transparent number available for this category. The company disclosed its sample size and collection window, which most competing figures do not.

Linktree Market Share and Other Tools

Within that estimated user base, the same report found Linktree accounted for 24.7 million profiles, or roughly 80 percent share, making it the dominant tool by a wide margin.

The next largest tools by estimated share were Milkshake at 3.7 percent, Beacons at 2.4 percent, Linkin.bio at 1.6 percent, and Bio.site at 1.3 percent. A long tail of tools including Lnk.bio, Instabio, and Carrd each held under 1 percent.

These are estimated shares from a single analysis, not confirmed usage figures from the tools themselves. Market position can shift meaningfully in two years, so treat this ranking as a 2024 snapshot rather than a current leaderboard, and see Linktree alternatives for how the smaller tools on this list compare directly.

Link in Bio Users by Follower Count, Gender and Country

The same analysis broke down who actually uses these tools, and the pattern skews heavily toward smaller accounts, not major creators.

Profiles with fewer than 1,000 followers accounted for an estimated 40.4 percent of link in bio users, and profiles under 5,000 followers accounted for 77 percent combined, according to influencers.club’s analysis. Bio link tools are mostly a small-account behavior, not a celebrity-creator one.

Women made up an estimated 64 percent of link in bio users compared with 36 percent of men, per the same analysis. Geographically, 49 percent of users were based in the United States, with California accounting for 15 percent of that U.S. total.

Among creators with more than 50,000 followers who used a link in bio tool, an estimated 55 percent had done at least one brand collaboration, suggesting the tool correlates with monetization activity at that follower tier.

Instagram Link Statistics in 2026

A widely repeated claim in link in bio content is that Instagram allows only one clickable link. That claim has been outdated since April 2023.

Instagram rolled out support for up to five links in a profile bio in April 2023, confirmed in Meta’s own announcement and reported directly by TechCrunch. The feature is available to all account types, not limited to Business or Creator accounts.

To use it, a profile taps Edit Profile, then Links, then Add External Link, and can add up to five URLs with an optional title on each one, reordered by drag and drop.

Instagram also confirms a related but separate feature in its own Help Center: the platform’s Add a Website to Your Profile documentation, which is mobile-only and does not work from a desktop browser.

Business and Creator accounts get one additional advantage: access to Instagram Insights data showing link-tap performance, which personal accounts do not have. For a full walkthrough of setup, see link in bio for Instagram.

Why Use a Link in Bio Tool When Instagram Allows 5 Links?

If Instagram already supports five native links, the reason to use a separate bio link tool has shifted from solving a link limit to solving everything a raw list of five URLs cannot do.

A native Instagram links list shows one link prominently with a count of others, has no analytics beyond basic tap counts on Business and Creator accounts, and offers no visual branding, no product catalog, no lead capture form, and no way to reorder content around a specific campaign without manually editing the list.

Bio link tools differentiate on customization, click-level analytics by destination, monetization features like embedded checkout or tip jars, and the ability to swap an entire page of content around a launch without touching the underlying five-link structure.

For a reader deciding whether they need one, the honest 2026 answer is: Instagram’s five-link update removed the hard technical requirement for a bio link tool, but it did not remove the practical reasons creators and businesses still use one, as covered in how to find link in bio on Instagram.

TikTok Link Statistics in 2026

TikTok’s rules are more restrictive than Instagram’s and depend on account type rather than a link count.

TikTok’s own support documentation on growing your audience confirms that Business and Creator accounts get a clickable website field with no follower minimum, while personal accounts need 1,000 followers before that field appears.

That threshold pushes smaller personal accounts toward workarounds, including listing a bio link tool as plain text in the bio itself, since the clickable website field is not available to them yet.

This account-type split matters directly for anyone comparing platforms: a new TikTok account under 1,000 followers has a real reason to use a bio link tool, while an Instagram account of any size does not face the same hard technical barrier since the 2023 update. See link in bio for TikTok for the full setup process, including the best link in bio tools for TikTok Shop sellers under that follower threshold.

Social Media Audience Behind the Category

Platform-level adoption sets the scale of who could plausibly encounter a link in bio page, even though it does not measure bio link usage directly.

Active social media user identities reached 5.79 billion worldwide in April 2026, equal to 69.9 percent of the global population, according to DataReportal’s Digital 2026 Global Overview Report. That figure grew 5.4 percent over the prior 12 months, adding roughly 294 million new identities.

Instagram reaches 50 percent of U.S. adults overall in 2025, up from 40 percent in 2021, and 80 percent of adults ages 18 to 29, compared with 19 percent of adults 65 and older, according to the Pew Research Center.

TikTok reaches 37 percent of U.S. adults overall, up from 21 percent in 2021, per the same Pew report. TikTok also shows a steep age gap in daily use specifically: roughly half of adults 18 to 29 open the app daily, compared with just 5 percent of adults 65 and older.

Engagement Benchmarks by Industry

Adoption numbers do not tell you where a bio link click actually converts. Engagement data by industry fills that gap.

According to Emplifi’s Social Media Benchmarks, Instagram posts a stronger median engagement rate in categories like beverages and FMCG food, while TikTok performs better in beauty and accommodation, where short-form discovery content converts faster.

Airlines and alcohol brands perform strongly on both platforms, per the same Emplifi data, so a bio link strategy in those categories should not assume one platform dominates.

A trackable short link placed inside a bio link page can confirm which platform is actually driving clicks for your specific audience, rather than relying on industry averages alone.

Link in Bio Tools Market Size: Why Estimates Conflict

Two paid market research reports currently circulate specific dollar figures for this category, and they do not agree with each other.

Both figures are behind a paywall, both cite a generic research methodology template rather than a link in bio-specific data source, and neither figure matches the other closely enough to suggest a shared underlying dataset.

Neither report is a direct competitor to TLinky, so this table is not a case of avoiding an inconvenient source. It is a case of two paid reports on the same market producing numbers 50 percent apart with no public way to check either one’s raw data.

Until one of these figures can be verified against a disclosed, checkable methodology, treat any specific market-size dollar figure for this category as unconfirmed, regardless of which report it comes from.

What These Statistics Mean for Creators and Businesses

1. Do not assume you need a bio link tool by default. Instagram’s five-link update covers basic multi-link needs for many accounts; a separate tool earns its place through analytics, branding, or monetization features you would actually use.
2. If you are on TikTok with a personal account under 1,000 followers, a bio link tool listed as plain text is currently your only workaround for TikTok’s clickable-link restriction.
3. Check engagement by industry, not just platform size, before deciding where to point your primary bio link. A smaller, more relevant audience can outperform a larger, less relevant one.
4. Treat any “market leader” or “market share” statistic for this category as a labeled estimate from a single analysis, not an audited figure, and update your assumptions if a more current dataset becomes available.
5. Use click-level tracking on your own bio link destinations so your decisions are based on your actual audience, not industry-wide estimates. If you manage bio links for multiple influencer or creator profiles, build these checks into a recurring routine rather than a one-time setup step. For general page-building guidance, see tips for building a link in bio page.

Frequently Asked Questions

These are the questions people ask most often when they search for link in bio data.

Methodology and Source Confidence

This report labels every statistic as Verified, Estimated, or Unverified, based on how directly it can be traced to a checkable source.

Verified means the figure comes from an official platform document, help center article, or a named research organization with a disclosed survey methodology, such as Pew Research Center or DataReportal.

Estimated means the figure comes from a named third-party analysis with a disclosed sample size and collection window, such as influencers.club’s State of the Link-In-Bio Market 2025 report, but has not been independently audited or refreshed since.

Unverified means the figure could not be confirmed against a checkable methodology, or conflicts significantly with another published figure for the same metric, such as the two market-size reports compared above.

Wrapping Up

The honest answer to “how many people use link in bio tools” is an estimate, not an audited count: roughly 31 million Instagram profiles by the best available third-party figure, with Linktree holding the large majority of that group.

Instagram’s own platform data is stronger than any third-party estimate: the platform has allowed up to five profile links since 2023, which changes the practical case for using a separate bio link tool at all.

Use the confidence labels in this report as a filter for anything else you read on this topic. A specific-sounding number is not the same as a verified one, and the gap between those two things is where most published link-in-bio statistics fall apart.

Sources

• influencers.club, The State of the Link-In-Bio Market
• TechCrunch, Instagram takes on Linktree and others with support for up to 5 links in bio
• DataReportal, Digital 2026 Global Overview Report
• Pew Research Center, Americans’ Social Media Use
• Emplifi, Social Media Benchmarks
• Instagram Help Center, Add a Website to Your Profile
• TikTok Support, Growing Your Audience
• Dataintelo, Link in Bio Platform Market Report
• Account types on TikTok