August 31, 2021

How to Nail Your Brand’s Instagram Bio

Christina Sirabella

We aren’t going to tell you why your brand should be on Instagram. If you’re reading this, you likely already know.

What we will tell you is that you might be underestimating the importance of your Instagram bio.

The bio may seem like such a small part of your brand’s Instagram presence, but it’s crucial to get it right. Not only is it one of the first things people see when they look at your profile, but it also communicates important information like who you are, what you sell, and what you stand for. Plus, the copy within the bio establishes your brand’s personality—or, at risk of sounding too much like Gen Z, its “vibe.” So, using those 150 characters (as well as all of the other features available within the bio) wisely can make a huge difference. Keep reading to find out how to write an Instagram bio that will set your brand up for success on the platform.

Let’s break down the different parts of the Instagram bio using the following example:

1. Name & Username

Your Instagram username is your @handle. It’s part of your profile URL ( and shows up right at the top of your profile page (with a blue check mark if your brand is verified). In the above example, the username is @aeropostale.

Your name, on the other hand, is located right under your profile photo. It’s a good place to put your full/proper brand name, if you (a) weren’t able to snag it for your handle or (b) just wanted to keep your handle on the shorter side. In the example above, Aéropostale’s name and username are the same. But, for example, a baseball team might have @yankees as their handle but “New York Yankees” as their name. If there’s an abbreviation or something else that people might be searching to find your brand on Instagram that isn’t already in your handle, it’s a good idea to have it as your name so your brand will still appear in search.

Speaking of search, Instagram actually just released tips for how to optimize your profile to show up in search. Check that out here!

2. Category

There are dozens of categories to choose from, whether it’s “Clothing,” “Education,” “Personal Blog,” or anything else. Not only will this clarify what your brand is to anyone who’s looking at your account for the first time, but it helps save characters in the blurb section as well. Just click “Edit Profile,” then “Category,” then pick the one that best matches what you do! (Tip: If you don’t see what you want in the provided list, use the search feature to browse through even more options.)

3. Blurb

Alright, this is the meat and potatoes of your Instagram bio. You only have 150 characters though, so like we said earlier, use them wisely. Here are our tips:

  • Have a goal in mind. You might want to communicate your brand’s mission, you might want to promote new products/sales, or you might want to simply be funny—but with so few characters, you won’t be able to do it all, so make sure you know exactly what you want the blurb to accomplish.
  • Add hashtags and handles. Hashtags and handles are both clickable in this section, so it’s a good place to add in any branded hashtags that you want your followers to use to share content (like Aéropostale’s #AeroWorld) as well as link to parent accounts or any other accounts associated with your brand.
  • Let the personality shine through. Every brand has a voice and tone, and you know yours best! If your tone skews more playful, throw in some emojis. If it’s more serious, it’s probably best to leave them out. But whatever your brand’s personality is, it should come through in this blurb.

4. Website

If you want to add a clickable link to your Instagram profile, this is the place to do it. Add in your website link and leave it that way, or if you want to update it more frequently, you can swap it out for custom links to new products or new content on a regular basis. Also, many brands work around the single link limit by using a service like Linktree which takes the user to a landing page with a list of links to different content and product pages.

5. Location/HQ

Like the category, this is another (pretty self-explanatory) thing that saves room in the blurb section! You can add a specific address or a more general city/state location. This way, users will know where you’re located so they can shop at your business—or potential employees will know where your office headquarters is.

6. CTA Buttons

On mobile, there are a variety of call-to-action buttons available for Instagram Business accounts that allow folks to take an action straight from your Instagram profile. If the account has an Instagram Shop, there will be a button that says “View Shop” (like Aéropostale has in the example above) that brings the user to the account’s Shop. And there are other customizable button options as well. Food delivery services can have a button that says “Order Food,” hotels can have one that says “Book Now,” restaurants can have one that says “Reserve,” and so on and so forth. Take advantage of these—they’ll certainly make it easier for people to interact with your business, and therefore help it grow.

Need more help with your brand’s Instagram content? That’s what we’re here for.

Tags: Best Practices, Big Brands, Instagram, Social Media, Tools

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