Link in Bio Is Not a Creator Tool. It's an Anyone Tool.

Every link in bio product is designed for influencers. The menus, the templates, the integrations — all of it assumes you're trying to grow a following. But most people who need a link in bio aren't creators at all.

Published 2026-03-04 · 6 min read by Kasbu Team.

Tags: Link in Bio, Creator Tools, Social Media

Open any link in bio product's marketing page and count how many times the word "creator" appears. Then count "business." Then "artist." Then "musician." Then "photographer."

The math is predictable. "Creator" wins by a landslide — not because creators are the only people who need a link in bio, but because they're the ones who drive traffic to the tools that serve them. An influencer with 800,000 followers recommending Linktree is worth more to Linktree than a thousand small businesses quietly using it.

So the tools optimize for the influencer. And everyone else gets a tool that mostly works but never quite fits.

The Traffic Problem

Here's how a link in bio tool grows: a creator uses it, links to it from their profile, and their audience signs up. Repeat across thousands of creators. The tool is essentially free marketing disguised as a product.

This creates a structural bias. When you design for the people who grow your product, you design for creators. Their needs become the default. Their workflows become the template. Their aesthetic becomes the expected look.

Businesses, artists, musicians, photographers, therapists, ceramicists, researchers — they use the tool but they don't drive the growth loop. So their needs stay secondary. They get features designed for someone else, templates that feel slightly off, integrations they don't need, and missing features they keep requesting.

The result isn't a bad product. It's a product that's very good for one type of person and adequate for everyone else.

What a Business Actually Needs

A small business putting their link in bio to work doesn't need a follower count widget. They don't need a TikTok embed. They don't need "collab" link tracking.

They need:

Most link in bio tools technically support all of this. But the defaults are wrong. The templates assume you're a personal brand. The suggested integrations are Spotify and Instagram. The onboarding asks for your niche, and "barber" or "law firm" isn't in the dropdown.

The tool works. It just makes you feel like an edge case.

What an Artist Actually Needs

A visual artist, a ceramicist, a muralist — their work is spatial. It lives in the physical world, or in a gallery, or in a portfolio. A vertical list of links with a headshot at the top is the least appropriate format imaginable.

They need to show work, not list it. A grid of images. A visual hierarchy. Something that reflects the fact that they make things and those things are worth looking at.

They also need flexibility. A sculptor has different needs than a graphic designer. A fashion illustrator has different needs than a photographer. The "artist" template most tools offer is one thing — and it's usually not the right thing for any specific kind of artist.

What they rarely get from mainstream link in bio tools: a layout they actually control, image sizing that isn't one-size-fits-all, the ability to put a portfolio piece front and center instead of a follow button.

What a Musician Actually Needs

Musicians sit in a strange middle position. Link in bio tools do support Spotify and Apple Music. They built those integrations because music streaming is a mainstream use case.

But most musicians don't need a Spotify button. They need a music player that actually plays. They need a way to show release dates, ticket links, merch, a SoundCloud embed for unreleased demos, and a contact form for booking — all in one place, designed coherently.

What they get instead is the same vertical list with a Spotify logo. The integration exists. The experience doesn't.

Why This Keeps Happening

The economic logic is brutal and simple: a creator with 500,000 followers is worth more as a user than 500 businesses with no following at all.

Not because the businesses pay less — they might pay more. But because the creator brings 10,000 new signups through their bio link, and the business brings zero. In a world where growth is measured by viral acquisition, creators are the product as much as they are the user.

So every product decision gets filtered through this lens. New integration? Does it serve creators? New template? Is this what a creator would want? New feature? Will creators talk about this?

The result is 50 link in bio tools that are all excellent for creators and mediocre for everyone else. They're not identical — some are better designed, some have more integrations, some are cheaper. But they share the same fundamental assumption: the person using this is trying to build an audience.

The Assumption Worth Questioning

Not everyone with an Instagram bio link is trying to build an audience.

Some people just need one place to put everything. A restaurant that wants to show their menu, location, and reservation link. A therapist who needs a booking page without a full website. A ceramicist who wants people to see her work and buy a piece. A researcher who wants to point colleagues to their papers, talks, and contact info.

These people aren't edge cases. They're the majority of the world — people with things to share and nowhere obvious to put them, who end up using creator tools because creator tools are what exists.

What they deserve is a tool that starts from their reality instead of mapping them onto someone else's.

We built Kasbu with a grid because we think the grid is the right structure for most people — not just creators. A grid doesn't assume you have an audience to grow. It assumes you have things to show and you want to show them well.

The business gets to put their location and booking link front and center. The artist gets to make their work the dominant visual element. The musician gets an actual player, not a button. The researcher gets a structured page that looks like they know what they're doing.

Same tool. Different defaults. Different feeling.

Build your Kasbu page for free → — no follower count required.