Instagram is the best social media platform for you to engage with your audience on a visual level.
With over 500 million daily active users and 80% of Instagram accounts following at least one business, you have the opportunity to interact with a huge potential audience.
With all that reach, every marketer on the platform needs a stellar Instagram Bio.
It’s your place to let potential customers know more about your brand, try to make a personal connection, and at the very least, get some traffic back to your website.
But trying to fit the perfect description of your business into such a tight space can be tough.
That’s why we thought you could use some help.
For your perfect Instagram bio you only have 150 characters to play with, so each one needs to count.
Anything marketers can do to optimize and refine their Instagram Bios will help their brand stand out against an ever-expanding sea of competition.
That’s a lot of impact for such a small space — so if you’re not doing everything you can to get the most out of your Instagram Bio, you’re losing out.
Whether you’re a much-loved international brand, a smaller agency or a start-up business, your Instagram Bio is a high-value, low-cost way to improve.
Best of all? It just takes a few minutes to make changes.
Easy Edits To Your Instagram Bio
Making changes to your Instagram Bio is easy.
First, click on Edit Profile.
Then, under Edit Profile, you can add your Bio.
Once you’ve created your bio, it will display to anyone who comes to your profile page moving forward.
Now, let’s see how some of the top Instagram brands set up their bios.
8 Strategies For Crafting The Perfect Instagram Bio For Your Business
The following strategies will help you craft your perfect Instagram Bio.
Use these examples to help you brainstorm the best techniques for writing the right message, but make sure your bio is unique to your brand when you sit down to write one yourself!
1. The Clear Value Proposition
First and foremost, your Instagram Bio needs to tell people exactly who you are.
It’s important to include a clear and succinct description of your company and what product or services you provide.
Inbound marketing software provider HubSpot does a great job in their profile.
HubSpot utilizes their bio to let the audience know exactly what kind of value they can provide. They answer the questions a potential customer might have about their service proactively, and that’s what you shuld do too. So check your Instagram bio now and make sure that you’re answering these questions:
- What does your business do? HubSpot offers a number of marketing, sales, and customer relationship management products.
- Do I have to use all of your business products to be successful? No, you will get value from HubSpot’s products if you use them individually, but they are built to work seamlessly with other products they offer.
- Where can I learn more about your business? Click on the link in this Instagram Bio and you’ll be directed to their home page with additional information on HubSpot’s product offerings.
Anyone who clicks through the link in this Instagram Bio will have a general idea of exactly what HubSpot does, which leads to more relevant traffic landing on their homepage. And you can see by their profile picture that HubSpot makes use of Instagram Stories to provide timely updates and additional value.
2. Having Fun With Your Audience
You don’t have a lot of room to talk about your business in 150 characters. You can try to distill your value proposition into a single sentence, or you can have a little fun.
Showing personality in your Instagram Bio is a great way to connect with your audience.
Frozen pizza producer Totinos uses their Instagram to act out a fictional persona named Pete Zaroll.
Pete Zaroll, a clever play on “pizza roll” gives Totinos a way to connect with their followers on a more personal level. They can share memes and have fun with their content through the guise of their googly-eyed pizza roll persona.
This play off a typical Instagram profile lets Totinos adopt a brand persona that isn’t 100% dedicated to selling their product. They can use each post as a way to talk about their brand from Pete’s perspective. It’s a great way to add some levity to their marketing efforts and make the audience laugh.
The success of Pete Zaroll is dependent on how people connect with Totinos as a brand.
This might not work for most companies, but you can still have fun in your Instagram Bio without creating an entirely new persona. You can experiment with your profile picture, write the bio in a different voice, or tie into other marketing campaigns your company is currently running.
Take a look at the Old Spice Instagram account as an example.
Old Spice opts for a branded profile image, but use their Instagram Bio to talk about everything their followers can expect ALL IN CAPS.
Anyone who is aware of the ad campaigns Old Spice has run in the past will see a continuation of specific themes and can easily tie in their other marketing efforts to this profile. Their Old Spice Man ad campaigns were wildly successful in engaging with their customers.
In their Instagram Bio, they were able to talk about the different kind of content they plan to publish in five words.
Their followers can expect to see flashy posts (GIFS) by the Old Spice Man (MUSCLES, LAZERS) all of which are centered around their different scents (SMELLS).
Old Spice also uses their Instagram Bio to let their audience know about any upcoming promotions of coupon offers (COUPONS). This is a great way to reinforce the Old Spice brand and still talk about the product they provide.
PRO TIP: Try promoting your next sale with more attitude, or use the bio as a place to give the setup for a joke. Your potential customers will then need to click on your link to find out the punchline. That gives them a reason to go to your site where you can provide them with more playful, but valuable, information.
3. Showing Personality With Emojis
By adding emojis to your Instagram Bio, you’re able to add a visual element to what would otherwise be a block of plain text. You can use emojis as a way to add emphasis to your description and show some of your brand’s personality.
A well-placed emoji can also help reinforce specific information you’re trying to show your audience, but it’s important to know that this may not work for every brand. Make sure you’re taking your audience and company brand into account, don’t use emojis if they’re not adding value to your bio.
Jewelry makers Divinity LA Bracelets uses a few well-placed emojis to reinforce the sentiment in their Instagram bio.
With millennial women as their main audience, Divinity LA makes handcrafted jewelry that helps support causes near and dear to that market. Their customers are making a choice to support different worldwide charities with the purchase of each bracelet.
Divinity LA uses four emojis in their bio to help reinforce what they are trying to tell their followers.
Each emoji in this Instagram bio represents a different core aspect of their brand values and ideals.
- The earth emoji speaks to their global reach 🌎
- The heart emoji symbolizes the feeling Divinity LA wants their customers to have whenever they make a purchase 💕
These first two emojis are used to help tie in Divinity LA’s brand identity to their Instagram Bio.
- The hand emoji can be seen in two ways: it ties into the idea of giving and charity and works as a visual representation of Divinity LA’s handcrafted jewelry 🖐️
- The package emoji fourth and last emoji in their bio, emphasizes their statement about worldwide shipping 📦
They’re able to highlight a valuable service that Divinity LA provides and tie it into the rest of the bio.
PRO TIP: When considering the use of emojis, it’s important to consider the perception of your brand. If your audience doesn’t use emojis in their daily conversations — as Divinity LA’s does — then it won’t make sense to use them in your Instagram Bio.
4. Showcasing New Promotional Offers
You can use your Instagram Bio to help promote new and timely offers as well. This is a great way to get more value out of that space on an ongoing basis.
Music streaming provider Spotify does this regularly, changing the content in their Instagram Bio to promote a new offer or highlight a popular musician.
The content of Spotify’s bio is straightforward; they state what people get out of their service in two short sentences. They also use the space to promote their Snapchat and a link to a specific playlist.
By linking to their web player instead of a landing page or home page, Spotify is getting their audience started with using their service immediately. This kind of low barrier to entry helps show people who are unfamiliar with Spotify’s interface how easy to use it can be.
You can also link to an upcoming webinar, a support page, or any other kind of marketing assets you have to help your potential customers get started.
The shortlink they include is also connected to a larger ad campaign they are running to honor David Bowie. Spotify has taken over an NYC subway station with artwork inspired by David Bowie and is showcasing fun facts about his music with a series of posts.
Using their Instagram Bio in association with their actual posts and larger multi-channel marketing campaign, Spotify is getting more value out of what would otherwise be a static profile.
Updating the link or content of their bio regularly helps bring back followers again and again. This also gives their audience ways to connect all of Spotify’s marketing together, helping to build a larger brand identity.
Pro TIP: Try updating your Instagram Bio with an upcoming sale announcement or live event. Timely offers can help keep your bio fresh. This is also a great place for seasonal offers; if you have a spring sale or holiday promotion, you can let your audience know in your bio.
5. Incorporating The Right Hashtags
Using hashtags can build community and leverage user-generated content. UGC helps your brand connect with your audience and gives them a way to participate in the conversation you’re having. It’s also a great way to track engagement with your posts.
Call out these custom hashtags in your bio to let followers know how they can be featured on your feed.
Pottery Barn uses the hashtag #mypotterybarn.
Whenever someone clicks on their custom hashtag they are able to review any post that was ever tagged. Using that hashtag Pottery Barn has gathered over 100K posts across all of Instagram.
Each of Pottery Barn posts acts as additional marketing for their company and builds loyalty and excitement with their audience!
You can promote your hashtag in your Instagram Bio by:
- Letting your followers know how they can use the custom hashtag to be featured on your feed.
- Driving people to a specific landing page where they can view items to purchase based on those images.
The link Pottery Barn uses goes to Curalate, a visual e-commerce platform designed specifically to let potential customers shop based on Instagram style images. That keeps the customer experience streamlined and easy to follow.
PRO TIP: To add a hashtag to your profile, click to edit your profile. Add the “#” in the bio, and then search for your specific hashtag.
6. Creating A Strong Call To Action
You can use your bio to help push potential customers to click the link by explaining what they’ll receive for doing so.
Take this example from HelloFresh.
HelloFresh tells their audience exactly what kind of service they provide, and include a custom hashtag for follower pictures. They also let potential customers know that they’ll receive $30 off their first delivery with HelloFresh through that link.
This kind of coupon offer is a great way to drive customers back to your website. It offers an incentive for anyone who clicks on the link back to your website.
HelloFresh continues that conversation on their dedicated Instagram landing page, which is only for people who have clicked on that link and shown interest in the $30 discount offer.
You can provide discount codes through this link as well, like Dollar Shave Club does in their Instagram Bio.
To save space, Dollar Shave Club uses a shortened link. This is a great way to track where customer traffic is coming from and what offer they signed up to receive. Dollar Shave Club uses their own branded link, but you can also use a link shortener like Bitly to accomplish this.
Dollar Shave Club lets their customers know they can join the club today through that specific offer. Using action words like “today” or “join now” are good ways to spur your customers into action. That kind of CTA is going to convert higher than one that just says “sign up.”
PRO TIP: Your Instagram Bio is the only part of your profile where you can post a clickable link, so having a strong CTA is very important. Anyone who clicks on that link needs to be directed to a page that helps them convert.
7. Providing Important Company Information
Your Instagram Bio is another great place to provide important information about your company. Since you have limited space, you’ll want to make sure that the information is clear and concise.
If your company has physical locations as well as an online presence, it is helpful to include those in your Instagram bio as well.
Blue Bottle Coffee does an excellent job of this.
They tell their audience that physical cafes can be found in seven different cities. That way, if someone wants to seek out their stores in person, they know where to start looking.
Moving from an online-only business to a physical store is a huge step; you can help announce this in your Instagram Bio. You can also use location-specific hashtags to let local followers know that you’re coming to their area and they can help amplify that update by sharing it with their audiences.
Blue Bottle also lets their audience know that they deliver coffee. Their Instagram Bio covers all bases, so anyone who comes to their profile will know exactly how to purchase their coffee.
PRO TIP: Using the bio to let your audience know where they can find your products helps cast a wider net for potential new customers. This is a great idea for brick-and-mortar companies that are expanding into e-commerce, or online stores that have recently opened a physical location.
8. Including Social Proof
Talking about your brand or business in your Instagram Bio is helpful, but when you include social proof, you can back up your claims with outside sources.
Social proof gives you the ability to speak about your brand with more authority.
It’s no secret that word-of-mouth and recommendations from friends and relatives are trusted more than any other; in fact, 84% of people completely trust these recommendations, which is amazing!
Tim Ferriss, author, podcaster, and blogger, does a great job of utilizing social proof in his Instagram Bio.
Tim Ferriss lets his audience know that he is a five-time New York Times and Wall Street Journal #1 bestseller and includes the names of two of his books.
He goes on to talk about his podcast, which has over 200 million downloads. By including this information, Tim Ferriss is not only showing his audience that he has the authority to speak about particular topics, he’s also promoting his products. This gives people a reason to click on his podcast link, as they already know how much value he has provided in the past.
It’s important to think about what kind of details can add to your overall message. If Tim Ferriss talked about his experience as a racecar driver, it would not be nearly as impactful as the facts he shared in this bio.
PRO TIP: When you include social proof, just make sure that it adds to the value of your Instagram Bio.
What Makes a Great Instagram Bio?
Your Instagram Bio needs to do several very important things with only 150 characters. You need to:
- Tell your audience what to expect from following your profile.
- Connect with people on a real level.
- Get followers to click back to your website.
A great Instagram Bio does all of these things, helping to drive traffic back to your website.
The perfect bio for you might be funny, it could be serious, include social proof, or help build community. See what your audience wants and find out what works best for your company. When you optimize your Instagram Bio, it can help drive relevant and interested traffic back to your website.
We’ve reviewed a lot of examples, each of them different from the other, and we hope you found out what works best for your brand.
And now we are curious: what kind of Instagram Bio works best for you? Let us know in the comments.