“A lot of these videos promoting apps they don't mention link in bio — that was a really popular thing from Instagram era, but if you're watching a random video in the for you page it needs to feel as authentic as possible because you haven't built that audience trust over time.”

"Link in bio" kills TikTok FYP ads — cold audiences need authentic, not promotional

The 'link in bio' call-to-action is a carry-over from Instagram where influencers have established trust with their audience. On TikTok's For You Page, viewers encounter your content cold, with zero prior relationship. Explicit promotional language — 'link in bio', 'use my code' — signals ad to a hyper-aware audience and tanks completion and tap-through rates.