What top creators are putting in their bio links this year

A bio link used to be a single link, maybe to a YouTube video or your merch store. In 2025 it takes a bit more planning. For a lot of creators, the link-in-bio page is the main place their content, shop and community all meet, and it has become a pretty central part of how they work.

Here's what top creators are putting in their bio links right now, and how they're using those pages to grow, earn and get noticed.

Creator goals shape creator links

Before looking at what goes on the page, it helps to understand why. Each creator's link-in-bio setup follows from what they want:

• If the goal is making money, you'll see storefronts, affiliate links and donation buttons.
• If it's growing a community, expect Discord invites, newsletter signups and sometimes Notion pages.
• If it's brand deals or press, there'll be media kits, testimonials and a few standout metrics.
• If it's getting content discovered, they link straight to series, playlists or their latest uploads.

So if you're wondering, "Should I link to my Etsy or my Substack?", start with what you want people to do first.

The must-haves of 2025 (and why they're different from 2023)

Static pages aren't working as well this year. The links that perform best are timely, relevant and updated often.

These keep showing up on high-performing bio pages:

• Latest content first. Whether it's a YouTube short, a TikTok series or a carousel of IG posts, creators put their newest work at the top. Some label it "NEW 🔥" or "Just Dropped."
• Booking links. Coaches, freelancers and makeup artists all have "Book Me" or "Work With Me" CTAs. Calendly, Koalendar and Linky's embedded booking blocks make this easy to set up.
• Direct checkout. Ko-fi, Buy Me a Coffee, Gumroad or Shopify buttons. Fans shouldn't need six clicks to support you, and the expectation now is that they can pay in one tap.
• Newsletter signups. Substack, Beehiiv and good old Mailchimp links are popular again, but they're now framed less like email capture forms and more like invitations: "Want insider content?" or "Get my unfiltered takes."
• Social proof. A single tweet embed or fan comment adds credibility. Creators often pin these next to CTAs or merch links so visitors trust them a bit more.

Creative experiments we're loving

Some creators are going well beyond the basics, and it's paying off.

• Embedded TikTok playlists. One dance creator we spotted had her top 3 tutorials playing right on her Linky page, in a carousel you could swipe through instead of a static thumbnail.
• Writers with micro-hubs. Instead of one "My Writing" link, some writers split their work by theme: "Essays on Rest," "Notes on Online Fame," "Short Fiction." It gives readers a reason to explore.
• Mood of the month. One photographer posts a new theme every month, with playlists, a new photo series, a quote and a short blog post. Followers come back just to see what's changed.
• Before/after galleries. These work well for stylists, interior designers and fitness coaches. Rather than a cluttered Instagram grid, they're curated sets of images that tell a story, often built with custom layouts or tools like Canva or Linky themes.

What's out

Some bio link habits have stopped working:

• 20-button pages. If your page feels like a phone menu from 2009, people leave. Aim for 4 to 6 strong links, each with a clear purpose.
• Outdated press kits. Static resumes are giving way to short intro videos or swipeable testimonials.
• Generic "link trees". If your bio page doesn't look like you, it isn't doing its job. People want to see some personality, not a list of grey buttons.

Micro-branding: your page, your story

More creators are treating their bio links as part of their visual identity.

That means custom fonts, deliberate color choices and emojis that fit the brand. Even the way you name links matters: "Watch" lands differently from "Click here."

Linky's Themes feature helps here. You can go moody, minimal or maximal, whatever fits your style. We've seen a tarot reader with cards that animate as you scroll, and a coffee creator with a latte-brown palette and a handwritten-style font. The design ends up saying as much about the brand as the links do.

Fast vs. slow links: stacking with purpose

Links do different jobs. Some are urgent ("Buy before midnight!"), while others are for people who want to take their time, like your About Me, testimonials or longer reads.

The best creators arrange them in layers:

• Top: action. Latest post, merch drop, booking link.
• Middle: connection. Newsletter, community, playlists.
• Bottom: discovery. Old blog archives, past projects, the "get to know me" stuff.

We go into this in more detail in our CTA placement guide.

The toolkit (yes, including Linky)

Creators use all sorts of tools to build these setups. Linky is a popular one, with TikTok-friendly layouts, dynamic embeds and built-in analytics.

Other common tools:

• Calendly or Koalendar (for bookings)
• Substack/Beehiiv (for newsletters)
• Shopify/Gumroad/Stan Store (for selling)
• Canva (for visuals and banners)
• Stripe or Ko-fi (for direct payments)

The tools matter less than knowing what to link and when, and keeping the page up to date.

Final thought: your link, your strategy

Your bio link shouldn't be something you set up once and forget. Whether you're showing off your work, selling, taking bookings or building a community, the page should feel like you, because that's what gets people to click.

Cut the links that aren't pulling their weight, pick a theme, and keep the page current.

P.S. Looking for ideas? Browse Linky Explore for real examples from other creators.