Unless you’ve been hiding away from all forms of technology and social media, you have heard of (and probably already have) an Instagram profile. Instagram is an amazing social platform that allows you to share beautiful images and engage with followers. And while having a place to share your experiences and photos of your kids with your friends and family is important, as a business, you should also be using Instagram as a tool to actually grow your business. It is a place for you to showcase your products, share information about the services you offer, as well as an opportunity to engage with potential customers. Instagram is a place for you to convert visitors into followers, and followers into customers.
More and more consumers today are turning to Instagram to search for a brand or business. It’s an authentic place for them to see what products you have to offer and the “voice” of your company. They can also quickly look through tagged photos to see how other people are using your products and what they look like in real life, versus the highly edited professional photos that can often be found on our websites.
Because Instagram has become a type of modern search engine for consumers, what your Instagram bio says about you is super important. Gone are the days where a simple inspiring quote or a list of “I enjoy long walks on the beach” type messages are enough. You want consumers to be able to instantly know certain information about you when they land on your page without having to scroll or navigate around. Your Instagram profile and bio should very quickly tell visitors who you are, what you offer, and what action you want them to take. As a business, the purpose of your Instagram profile should be to convert followers into customers.
#1 WHO ARE YOU?
Whether you’re running your business through your personal Instagram page, or have a separate page for your business, you want to let followers know who you are. This is usually accomplished by having your name or your brand name in the “Name” section of your Instagram profile.
*An extra tip for you: The “Name” field is the only part of your bio that is searchable on Instagram. To optimize your account to be searchable for a specific product or service that you offer, you may consider putting that search term or key word in your “Name” field as well. For example, if you sell jewelry, your name on Instagram could be “Brand Name Jewelry”. Now your profile will show up for anyone searching for your brand name specifically, or for jewelry.
#2 WHAT DO YOU OFFER?
You only have a limited number of characters available for your Instagram bio, so in as few words as possible, you want to include exactly what it is that you do. This information will help visitors quickly determine whether or not they would be interested in following you, so take some time to think about it. This little sentence could be what gains you a new customer or not. No pressure, right?! Think about these questions when determining what to include:
What industry are you in?
What problem do you solve for the consumer visiting your profile?
What’s the mission of your brand?
What types of products do you sell?
What service do you offer?
Check out this example from Lenny & Eva, a wholesale jewelry manufacturer. Their Instagram bio clearly states who they are (Lenny & Eva Jewelry- also note that searchable key word in the name), and what they sell (inspirational accessories for women).
#3 WHAT’S YOUR CALL TO ACTION?
Instagram allows you to put only one clickable link in your profile. That’s the only website or link that a consumer can actually click on and it will direct them to from your profile. What is the main action that you want visitors to take when they come across your Instagram profile? Depending on your business, this could be to either shop your website, join your email list, read your latest blog post, or to book a service. Use the “Website” field in your Instagram bio to put whatever you want you main call to action to be.
It’s also important to tell your followers what the link in your bio is. The last line of text in your Instagram bio should tell followers what they are going to get when they click on your link. If you are directing people to your website, then the last sentence in your bio might say, “Shop our latest release here 👇🏼.” If you are asking people to subscribe to your email list, you could say, “Join our email list – get a FREE eBook ⤵.” Tell your followers where they will be directed by clicking on your link.
If you can’t decide on one main call to action for your Instagram, you can use a free tool like Linktree to optimize your link. You would insert your Linktree link into your Instagram bio, and it would then direct followers to a list of multiple destinations you have preselected. By making multiple destinations available, followers then have the choice of your recent content they are most interested in viewing: your website, join your mailing list, read your blog posts, etc. This is an excellent tool to use to really optimize your Instagram link.
Lenny & Eva uses Linktree to send customers to either shop their website, or to join their email list and receive a discount code. Here’s what it looks like when you click on their Linktree link:
To recap, the 3 things your Instagram Bio needs are to clearly tell your followers who you are, what you offer, and what action you want them to take. Head on over to your Instagram profile now and read through your bio. Does it include a random list of things you love, or are you maximizing this space and converting followers into customers? Go ahead and give your Instagram bio an update today!