Here, the Instagram bio is sans emoji, creating a clean and simple aesthetic. The bio features the brand’s tagline, a brief description of its products, a cross-promotion to its B2B channels, and a website URL. Zero Gravity, the third phone case company on this list (each of which offers its own completely different approach), doesn’t skimp on the emojis, even using one to title a Stories collection. This is the first instance in this list where an email address is included.
Making customer support easy to access signals to existing and potential customers alike that doing business with ZG would be a positive experience. Port of Raleigh uses its Instagram bio to describe what it offers in terms of products, as well as where customers can get them: online or at their bricks-and-mortar location (complete with store hours). Stories highlight retail spaces and commonly asked questions, as well as clips of other beautifully designed spaces and events in the Community Highlight. Frank leads its Instagram bio with a form of social proof: Vogue magazine giving the brand praise for its textiles products. The brand also uses the bio to promote its ethical practices, brick-and-mortar locations, and free shipping policy. It regularly changes out the link—in this example, it’s promoting its main site, where people can check out new products and sign up for a mailing list. Frank, Hem uses its Instagram bio space to promote its brand promise and mission. It also updates its bio to promote in-person events.
Hem’s Stories are curated product collections and design inspiration. Floorplan Rugs uses its Instagram bio space largely to promote its bricks-and-mortar locations. It keeps things simple, with the ultimate goal of driving Instagram traffic to become foot traffic at its sister store in L.A. Au Lit Fine Linens has a clean, simple brand—and its Instagram bio reflects that. Simple graphics on a muted background make up the thumbnails for its Stories, which curate gift ideas, new products, behind-the-scenes content, and more. It uses its clickable link to promote new blog posts, which it updates regularly. Perfect Keto seems to use emojis for one reason: to draw users’ eyes to the area it wants to emphasize. The first points to its mission statement and the second to one of its new products. (This URL in particular is for a new product.) Story collections include healthy Keto tips and motivation, podcasts, and recipes. Ugly Drinks has an Instagram bio and presence that’s anything but ugly. The list-like approach makes it easy to read each of the points, emojis match the playfulness of the brand, and there’s a branded hashtag encouraging users to follow and share. Social proof is offered by mentions of Quartz, Forbes , and Bustle, and where the brand donates profits to. The link takes users to a page where they can purchase its box. Global brand Skinny Teatox uses its Instagram bio to remind followers of the advantages of shopping with it: all-natural products and fast shipping. It also incorporates social proof: “Thousands of happy customers” means its product has worked for many, and it can work for you too. The CTA is strong and in all caps, drawing attention to it and driving users to the main homepage. Press London’s Instagram bio reads like a list of bullet points, which is ideal for a quickly scrolling mobile audience. The Stories thumbnails match the branded green color of the main profile picture and feature simplistic illustrations. Faucet Face sells water bottles, but its Instagram bio is about more than just that. It uses emojis and messaging that shares the brand’s mission to make the world a healthier place for humans and the environment alike. Stories highlight the brand’s story and how it lives its mission, health and wellness tips, footage from events, and ideas on how to give back to the community. Two Wheel Gear has five core elements in its Instagram bio: tagline, description, UGC CTA, social proof, and Kickstarter link. What’s most interesting here is the way it goes about social proof. Rather than touting a quote from an industry publication, Two Wheel Gear highlights the author of its blog, Joe Meissner, who is an influential figure in its niche. This brings the community full circle, and followers are more likely to trust the brand and its content.
The Giving Manger sells a unique product: a DIY manger kit for families to make together during Christmas. Though it sells just a single product, the brand has used its Instagram bio in a number of ways: a heart-warming and emotional appeal to users, simple emojis, and website URL. Stories give a look into how the product works, the book that comes along with the kit, and tradition ideas to start with your family.
Holstee is a bright and playful brand, and its bio reflects that. However, instead of relying on the use of emojis, Holstee uses a short bio to express its unique offering. Its Linktree link leads to its tools, products, membership sign-up, and more.