Every LnkBio user has a public page where they link out to wherever they send their audience: social, store, contact, content. We have 1.8M of those pages on the platform. So we counted what they’re actually linking to in the last 12 months (May 2025 – May 2026), and compared it to the 12 months before that (May 2024 – May 2025).
**The headline finding: TikTok doubled.** It went from being on 12.7% of creator pages in 2025 to 25.5% in 2026 — a +12.8pp jump in twelve months. Instagram is still #1 by a wide margin, but it lost a couple of points (-2.6pp). The more interesting story is what’s happening underneath them.
**Top 10 platforms by share of creator pages (2026):**
**1. TikTok doubled in 12 months.** From 12.7% → 25.5%. It leapfrogged YouTube *and* Facebook to claim the #2 spot, and is now the closest challenger to Instagram. Instagram is still on top, but it slipped a couple of points (-2.6pp) while TikTok was racing past everyone else.
**2. Direct-contact channels are quietly winning.** WhatsApp jumped from 7.4% to 16.5%: now on 1 in 6 creator bios. Telegram also climbed into the top 10 (4.9%, up from 2.2%).
**3. Creators are linking to documents.** Google Docs entered the top 10 at 5.7% (up from 2.7%). Creators are bypassing landing pages entirely and just dropping a doc: for press kits, rate cards, free resources, lead magnets.
Honorable mention just outside the top 10: Amazon almost doubled (2.8% → 4.9%): affiliate links are back.
**Methodology** in the first comment. Happy to answer questions about specific platforms or the data: drop them below.
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Every LnkBio user has a public page where they link out to wherever they send their audience: social, store, contact, content. We have 1.8M of those pages on the platform. So we counted what they’re actually linking to in the last 12 months (May 2025 – May 2026), and compared it to the 12 months before that (May 2024 – May 2025).
**The headline finding: TikTok doubled.** It went from being on 12.7% of creator pages in 2025 to 25.5% in 2026 — a +12.8pp jump in twelve months. Instagram is still #1 by a wide margin, but it lost a couple of points (-2.6pp). The more interesting story is what’s happening underneath them.
**Top 10 platforms by share of creator pages (2026):**
|Rank|Platform|Share 2026|YoY change|
|:-|:-|:-|:-|
|1|[instagram.com](http://instagram.com)|71.7%|-2.6pp|
|2|[tiktok.com](http://tiktok.com)|25.5%|**+12.8pp**|
|3|[youtube.com](http://youtube.com)|22.1%|**+8.5pp**|
|4|[facebook.com](http://facebook.com)|19.9%|+6.5pp|
|5|[whatsapp.com](http://whatsapp.com)|16.5%|**+9.0pp**|
|6|[x.com](http://x.com)|7.4%|+1.2pp|
|7|[spotify.com](http://spotify.com)|6.5%|+2.2pp|
|8|[linkedin.com](http://linkedin.com)|5.8%|+2.0pp|
|9|[docs.google.com](http://docs.google.com)|5.7%|+3.0pp|
|10|[telegram.org](http://telegram.org)|4.9%|+2.7pp|
**Three things that genuinely surprised us:**
**1. TikTok doubled in 12 months.** From 12.7% → 25.5%. It leapfrogged YouTube *and* Facebook to claim the #2 spot, and is now the closest challenger to Instagram. Instagram is still on top, but it slipped a couple of points (-2.6pp) while TikTok was racing past everyone else.
**2. Direct-contact channels are quietly winning.** WhatsApp jumped from 7.4% to 16.5%: now on 1 in 6 creator bios. Telegram also climbed into the top 10 (4.9%, up from 2.2%).
**3. Creators are linking to documents.** Google Docs entered the top 10 at 5.7% (up from 2.7%). Creators are bypassing landing pages entirely and just dropping a doc: for press kits, rate cards, free resources, lead magnets.
Honorable mention just outside the top 10: Amazon almost doubled (2.8% → 4.9%): affiliate links are back.
**Methodology** in the first comment. Happy to answer questions about specific platforms or the data: drop them below.