IGTV is an extension of Instagram that lets brands create videos up to an hour long (versus 60 seconds with a standard video post). These IGTV streams happen live and are then published to your main page so users can tune in later. Kylie Cosmetics has built a strong loyal base of customers largely thanks to the influence of social media.
The makeup brand frequently uses IGTV to publish makeup tutorials by founder Kylie Jenner and outside influencers. Though product tutorials may seem a straightforward strategy, brands are also pushing creative boundaries with IGTV. Bacardi, for example, used it to create a music video with Grammy-winning artists—it even gave followers the role of director, allowing them to be a part of the process. You might not be ready to make a full-blown music video, but there are tons of other ways to use IGTV to enhance your Instagram bio: Show behind-the-scenes footage of the materials being sourced or product being made Partner with influencers to do an IGTV takeover Broadcast in-person events you’re involved in Record unboxing videos and showcase your premium product packaging Host a live Q&A. Würkin Stiffs promotes its brand and magnetic collar-stay accessories for men on Instagram. Its bio has a clear and straightforward brand voice that aligns to its other communication channels. It also incorporated its hashtag and a simple URL to the main website.
Footwear brand Manitobah Mukluks has an Instagram bio with a carefully curated visual aesthetic. Complementary Instagram bio photos and Stories thumbnails give it a clean, on-brand look. It also shares fun emojis, its branded hashtag, and custom clickable links to contests. KaiKini Bikinis makes major use of the Stories real estate, giving followers an inside look at its product and how it’s made, and a guide on how to choose the right suit for their needs. The bio also succinctly tells followers about upcoming events and sale items. Johnny Cupcakes gives followers a peek into founder Johnny Earle’s everyday life, building an authentic, personal connection with consumers. Social proof in the form of a nod from the Boston Globe and plenty of emojis give this Instagram bio the perfect balance of business and fun. iHeartRaves also favors the use of emojis, which are particularly appealing to their younger, music-festival-going audience. The apparel retailer puts emojis in the titles of its Stories, which promote events, product collections, and giveaways. Its bio includes a branded hashtag and a link to shop for items posted to Instagram. Patrick Adair Designs has a more subtle approach to emojis, using arrows to direct users’ eyes to its Linktree URL. It uses Stories to go behind the scenes and show off the custom, handmade process that goes into its rings. Beth Macri’s jewelry is also custom and, like Patrick Adair, its Instagram bio has emojis that direct users’ eyes to the main Linktree URL CTA. Here, the Instagram bio also has a CTA to get customers to share their content via a branded hashtag, which Beth Macri can then repurpose for its own marketing initiatives. Blume’s Instagram bio is concise, witty, and targeted at women, showing them where they can buy product in-store. Also, Blume expresses its visual aesthetic with on-brand colors and style. The Linkin.bio link sends people to a page where they can also shop online. Unsurprisingly, Poo-Pourri has one of those funny Instagram bios featuring the poo emoji right in its profile name—but there’s more to it than that. The voice conveyed in the copy is completely on brand, matching the humor of its overall brand voice. A simple Linkin.bio link takes users to a page where they can learn more about and purchase products featured on Instagram. Rocky Mountain Soap Company uses nature-inspired emojis, in keeping with the company’s products. The Linktree link takes you to a page where you can engage in more content, get a freebie, or shop the full online store. Stories highlight the brand’s commitment to sustainability and in-person stores and events. ColourPop Cosmetics uses its Instagram bio to share a branded hashtag and remind users that its products are cruelty-free—in part by including a cute animal emoji. It also let visitors know where else they can find the brand, via Tik Tok, where ColourPop shares beauty tips and tricks. Love Hair mostly dedicates its Stories to highlighting product collections, though it also shares tips to help customers better care for their hair. It reiterates the benefits of its products, includes a branded hashtag, and drive users to its website homepage.
Master & Dynamic uses striking imagery on its website, and its Instagram is no different—the brand’s Stories thumbnails instantly jump off the screen. Stories highlight individual products, and the bio is simple and clean—just like M&D’s imagery. The website’s URL is also included for users who want to browse more. Quad Lock has a uniform, icon-based approach to its Stories thumbnails, with black backgrounds and striking white graphics.
Its bio highlights its free shipping policy and promotes Quad Lock sister brands. Emojis direct users’ eyes, while a branded hashtag encourages social sharing and offers a chance to be featured. The bio also drives followers to a Linktree landing page.