People searching for your business account are more likely to find it that way. Your profile description is the core of your Instagram bio. Here’s where you have 150 characters to showcase your company and encourage customers to take action. Clickable links are not allowed anywhere on Instagram outside of the Website field in your bio. Add a link in this box to send visitors to your website, a Messenger bot, a specific campaign, or anywhere you want to drive traffic.
The Category section shows up under your business name and is generated by the category chosen on a linked Facebook page. Indicating your business type will give visitors a better, immediate idea of the products you offer. Call-to-action buttons are a huge part of a good Instagram bio. When people visit your profile, you may want to give them an easy way to contact your business. You can add a few different action buttons depending on the type of business you have: Email: Send an email to your company. Directions: Get directions to a bricks-and-mortar location.
Story Highlights are groups of Stories you can present as clickable thumbnails on your Instagram profile. Once you post a Story, you can save it to Highlights that will display in your bio. You can also save Stories in an archive and use them for future Highlights. Highlights are made up of two parts: Highlight name: Name individual stories as well as thumbnail Highlights. Highlight covers: The custom icon or image that represents the topic of the Story shown in the thumbnail. Since you only have a limited number of characters at your disposal, there are a handful of objectives you need to prioritize in your bio before you start optimizing the rest of your profile. Tell profile visitors who you are and why they should care. However you choose to express it, the first thing your bio needs to accomplish is explaining what your business offers and who you serve. When new users discover you on Instagram, you need to quickly give them the info they need to stay interested. As on most social media platforms, you won’t have a user’s attention for long, so use concise copy that gets your point across quickly. For many brands, such as Knix in the example below, that means explicitly spelling out who they are in clear and simple terms. You can make it stand out by using: LingoJam to customize your font (just copy and paste the text into your bio) ☕️ fun emojis to add personality ↴👇 directional characters or emojis to draw attention to specific parts of your bio, like a clickable link to your website. Use clickable tags to promote branded hashtags and sister accounts. The link in your bio isn’t the only thing visitors can click on to learn more about you. If you have a branded Instagram hashtag, include it in your bio to draw clicks and take interested users to an Instagram feed of branded or user-generated content. Pura Vida Bracelets, for example, uses a clickable tag in its bio to promote the branded hashtag #PuraVidaBracelets. This actively encourages customers to create a new post, use the branded hashtag in their Instagram captions, and share photos of themselves wearing their bracelets. Branded hashtags are also searchable, which provides a variety of benefits, such as: making it easier for a brand to collect content and reshare it. ensuring customers use the right hashtag taking users who click on the hashtag to an entire feed of branded or user-generated content, which is a big win for the brand. Similarly, you can tag other accounts to direct profile visitors to your additional properties. If you have a sub-brand with a separate Instagram account or a partnership you want to highlight, you can mention it in your bio (i.e., “@username”) and it will appear as a link. Fashion Nova is a fantastic example of a brand that uses mention tagging well in its bio. It has separate Instagram profiles for its men’s and plus-size sub-brands. By tagging these accounts in its main profile, Fashion Nova ensures it sends users to the accounts with the content and products best suited to them.
Featuring a call to action (CTA) in your bio’s copy can be a valuable addition. CTAs significantly increase the likelihood users will take the action you’re describing, because they explain exactly what to do and how to do it. There are a number of different actions you can prioritize in your bio (you can even squeeze in a couple of different CTAs) so consider what would be most valuable to your business and make room for that. Here are some approaches you can take with your CTAs: Be direct: “Click our bio link to shop our latest products.” Encourage users to share: “Tag #brandedhashtag to be featured.” Promote a limited time offer: “Shop our Black Friday sale.” Highlight a contest: “Share your favorite flavor for a chance to win!👇” Leesa, for example, has two CTAs in its Instagram bio: one encouraging users to share and tag it in content and the other driving users to click the link and learn more about its products. No matter the CTA you use, there are a few best practices to keep in mind: Feature your highest priority CTA at the end of the bio. People will be more likely to take that action after you’ve established who you are. Plus, it puts your CTA in close proximity to your link. If you want to get users to contribute to your branded hashtag, opt for something like “Share your unboxing experience with #opensesame” with a clickable hashtag at the end. Begin your CTA with a verb (Start, Shop, Tag, etc.) to get straight to the point and eliminate unnecessary words.
Keep in mind that you can adapt your bio to promote special events, like a seasonal sale, contest, or upcoming trade show. You can always swap in new CTAs and links to prioritize limited time offers or events. With swipe-up Story links and Shopping on Instagram, there are plenty of options to drive traffic to your site. But your Instagram bio link is still a valuable opportunity to send profile visitors to any page you’d like them to visit—whether it’s a Kickstarter campaign or a YouTube video.