Need to create or update your company’s Instagram bio? Wondering what to include or which features to use?
In this article, you’ll learn how to write an Instagram bio for your business using nine essential elements. You’ll also find excellent examples of Instagram bios for businesses across a range of industries.
Why Optimizing Your Instagram Bio for Business Helps Your Marketing
With the right mix of features and copy, your organization's Instagram bio can give current and existing customers the information they need and guide them toward the next steps. A successful business bio for Instagram can:
- Show customers where to shop for your products
- Tell prospects how to contact your team
- Clarify addresses and physical locations
- Prompt people to take specific actions like ordering food or viewing your shop
- Provide social proof that builds trust and credibility
Essential Elements for a Business Bio for Instagram
It's easy to dismiss your Instagram bio as merely a place to introduce your business in 150 characters or fewer. In reality, it's much more than that. Take a look at the essential elements every business bio should include.
Choose an Instagram Username
It's often a good idea to use your business name as your Instagram username. If you go this route, followers can easily search for your company and find your account. Since usernames are key ranking signals for search, choose something your customers would look for.
But what if your business name is already taken or it's longer than the 30-character limit? Consider abbreviating it or adding more information such as the type of business or your city or region.
For example, @lavish_raleigh includes the business name and location in the company's username. Adding the city is an easy way for the design studio to differentiate itself and stand out in search.
Keep in mind your username can only include letters, numbers, and punctuation like underscores and periods. You can change your username but keep in mind that doing so too often can confuse your followers.
Enter the Business Name on Instagram
While usernames must be unique, Instagram places far fewer restrictions on display names. Also known as your business name, this is a great spot to list your full business name or clarify your business type if it doesn't fit neatly into one of Instagram's category options.
For example, @adventuresbyjessie lists her full name and business role in her display name. This field gives the travel agent space to provide details that may be helpful to new clients.
Display names can support a much wider range of special characters, giving you more room to be creative. You can also add emojis to your business name to convey what your organization does.
Select an Instagram Category
By adding a category to your Instagram bio, you can tell customers what your business does. If your business fits neatly into a single category—like Restaurant or Grocery Store—picking a category is an easy decision.
Because Instagram has 1,000+ category options, more than one may apply to your business. Try thinking about it from your customers' perspective and choosing the label they'd be most likely to pick. You can go back and update your category anytime.
Upload an Instagram Profile Photo
Your Instagram profile photo should help followers identify your business instantly. In many cases, your logo or a photo of your location is ideal. If you're a creator, service provider, or blogger, a headshot is generally a better choice.
The Conference You've Been Waiting For
As a small business marketer, you can probably only pick one or two events to attend each year. Get an unbeatable conference experience and expert training at Social Media Marketing World in sunny San Diego, California—from your friends at Social Media Examiner.
🔥 As a valued reader, you can save $650 on an All-Access ticket if you act now! Sale Ends Tuesday! 🔥CLICK HERE TO LEARN MORE
For example, the @iamunmc Instagram bio uses the medical school's logo as a profile photo. This logo easily distinguishes the account as an official marketing channel for the university.
No matter what you choose, upload a profile photo that's at least 320 x 320 pixels to ensure it displays clearly. Double-check that Instagram's circular frame doesn't crop any critical details from your photo.
Add Business Contact Options
Instagram profiles make it easy for potential customers to contact your business. You can add multiple contact options to your profile so customers can choose the most convenient one.
For example, you can add an email address, phone number, or business address. You can also enable Instagram audio calling or link your WhatsApp business number.
Set Up Instagram Call-to-Action (CTA) Buttons
For some business types, welcoming calls and emails may not be the most efficient way to serve customers. Fortunately, Instagram offers Order Food, Book Now, and Reserve CTA buttons for restaurants, cafés, and service providers.
Each CTA option works with a list of approved third-party platforms. For example, restaurants can link Resy accounts with Instagram, while service providers can connect Schedulicity accounts.
Include Instagram Bio Copy
Instagram bio copy gives you up to 150 characters to introduce your business. Virtually any characters are fair game here. You can use letters, numbers, punctuation, and emojis. So how can you make the most of this limited space?
It's helpful to drill down to the basics. For example, you might describe what your business offers or the types of products and services you provide. You could also list social proof, including awards you've won or shout-outs you've received.
For example, the @higharcmedia Instagram bio lists the production company's deliverables, ranging from commercials to photography. The bio also mentions the production company's awards to provide social proof and lists a budget as a starting point for potential customers.
If your business uses a branded hashtag, you can list it in your bio so customers can easily browse your content and any user-generated content (UGC) you've collected. If you have a lot to say about your business, emojis and line breaks can make your bio easier to read.
For example, @thetravelingcounselor_ Instagram bio lists several key details about the travel agent's specialties, services, and contact methods. The bio uses travel-themed emojis to break up the information and make it easy to read.
Add an Instagram Bio Link
Although you could link to your home page, it's often a better idea to link to a mobile-friendly landing page designed for Instagram users. That way, you can guide followers toward relevant resources you've mentioned in your posts, reels, or stories.
If you don't want to design an Instagram landing page yourself, you can choose from several third-party apps that streamline the process. Apps like Linktree let you customize text-based links, while apps like SproutLink replicate your Instagram grid and add hyperlinks.
For example, the @publicstorage bio link leads to a Linkin.bio landing page that lists key resources at the top. Below, the landing page replicates the account's Instagram grid, allowing customers to access external resources related to each post.
Bonus: Story Highlights
While not technically part of the Instagram bio element, Highlight albums' placement on profiles is advantageous. If you post Instagram stories regularly, then you have another chance to show actionable content in your bio. Story highlights are ideal for answering frequently asked questions, showcasing products and services, or even sharing reviews and tutorials.
For example, @squarespace highlights a series of stories that detail the website builder's features and show followers how to use the platform. The website builder also highlights its Ask a Freelancer series, which aims to help target customers build better websites.
Curious how you can fit all of these elements into your bio? Get inspired by the Instagram bio ideas below.
#1: Instagram Bio Examples for a Restaurant
Thanks to Instagram's CTA buttons, restaurants and cafés have multiple options for offering food orders and reservations. Outlets that offer eCommerce can also set up Instagram shops to make browsing and buying a breeze.
The @breadblok Instagram bio offers both options. Local customers can tap the Order Food CTA button to order baked goods for pickup or delivery. Long-distance customers can tap the View Shop button to have orders shipped across the country. The bakery's story highlights provide other helpful information including tours of the café, retail outlet features, and behind-the-scenes glimpses.
#2: Instagram Bio Examples for a Hotel
Although hotels don't have quite as many built-in tools for driving orders and reservations, hospitality providers still have a number of options for connecting with customers. For hotels, local contact information, branded hashtags, and strong landing pages are essential.
The @southcongresshotel Instagram bio uses a concise bio (“a boutique hotel in Austin, Texas”) to improve visibility. It also includes a branded hashtag to feature hotel- and user-generated content. The bio links to a landing page with an interactive grid and it also highlights the hotel's shop.
Attention Agency Owners, Brand Marketers, and Consultants
Introducing the Marketing Agency Show–our newest podcast designed to explore the struggles of agency marketers.
Join show host and agency owner, Brooke Sellas, as she interviews agency marketers and digs deep into their biggest challenges. Explore topics like navigating rough economic times, leveraging AI, service diversification, client acquisition, and much more.
Just pull up your favorite podcast app, search for Marketing Agency Show and start listening. Or click the button below for more information.
#3: Instagram Bio Examples for eCommerce
Instagram's native shopping features are also ideal for retail and eCommerce businesses. For example, the @ommushrooms bio below showcases the company's Instagram shop where customers can browse a range of mushroom products. The company also links to a landing page that highlights blog posts and recipes, some of which appear in the story highlights.
The @omsom Instagram bio uses Instagram shops to sell eCommerce products and leverages a grid-focused landing page to make posts interactive. The bio also shares press features as social proof and uses story highlights to show how to use the brand's meal starters.
#4: Instagram Bio Examples for a Service Provider
In addition to writing great bio copy and creating helpful story highlights, service providers can use Instagram's appointment booking tools and contact buttons.
For example, @the.brand.consultant's Instagram bio below uses keywords to help his account stand out in search. The business consultant's story highlights offer helpful tips and the bio link points to a Calendly page where prospects can book an introductory call.
Below, @jerilyn.laskie's Instagram bio details the services she offers and her background. The business lawyer's story highlights include credibility-boosting testimonials, and her bio gives prospects multiple contact options including email and DMs.
#5: Instagram Bio Examples for a Travel Agent
For travel agents on Instagram, it's important to balance social proof and CTAs with story highlights and keywords that inspire customers to think about their dream destinations.
For example, @thetravel_mechanic's Instagram bio lists the type of vacations she specializes in, using emojis to illustrate them. To provide social proof, the travel agent mentions media appearances in her bio and features press and reviews in story highlights. To prompt potential customers to take the next step, the travel agent prompts people to book a free call on her mobile-optimized landing page.
Below, @littlebitofdisney_'s Instagram bio copy and username make the travel agent's Disney specialty crystal clear. Her bio neatly organizes key points with a little help from emojis and it mentions a major award to provide social proof. The travel agent's CTA encourages customers to request a free quote, making it easy for them to convert.
#6: Instagram Bio Examples for a Media/Entertainment Company
For media and entertainment companies, Instagram can serve as a portfolio and a lead generation opportunity. That means it's helpful to balance work samples with social proof.
The @chanel.productions Instagram bio succinctly lists the production company's specialties and service area. The story highlights give potential customers a glimpse of the company's work and its happy customers, while the linked landing page makes it easy for customers to book a photo or video session.
Below, @thegoodvibemedia's Instagram bio concisely introduces the media company before tagging key partners—@thegoodvibestudios space and the @femaleswhofilm community. The media company uses story highlights to showcase video specialties and prompts customers to visit the linked landing page for inquiries and quotes.
#7: Instagram Bio Examples for Health Care
Health care providers on Instagram can improve visibility by using location- and specialty-focused keywords. To attract new patients and serve existing ones, it's helpful to share trustworthy resources and provide clear contact options.
For example, @drmollyhayes states her specialty (“Biological/Functional Dentist”) in her display name. In her bio, the dentist clarifies her service area and shares what sets her apart from other providers (“dentist for the kinda crunchy crowd.”) The bio's call to action and linked landing page make it easy for patients to find the resources they need.
#8: Instagram Bio Examples for Higher Education
For universities and higher-education programs on Instagram, sharing resources and engaging students are equally critical. For example, @uncchapelhill uses its Instagram bio copy to connect with students, inviting followers to use a branded hashtag for a chance to be featured on the account. The university's story highlights spotlight students and graduates, and the linked landing page shares timely information about commencement.
The @tuftsadmissions Instagram bio copy explains exactly what followers can expect to find on the account: “admissions tips” and “glimpses of life on campus.” The contact buttons make it easy to connect with the university department, and the linked landing page provides essential resources for prospective students including college search and visit tips.
#9: Instagram Bio Examples for Tech
For tech and software as a service (SaaS) companies, Instagram bios are ideal for showcasing offerings, sharing a unique selling point (USP), and creating a clear CTA.
For example, the @moz_hq Instagram bio concisely states the company's USP (“the most powerful SEO platform in the industry”) before providing a handy list of available tools. The SEO platform provides added value via story highlights including tips, quizzes, and speaker spotlights, and links to a landing page that points to external resources for each post.
Below, the @semrush Instagram bio offers impressive social proof (“used by over 10,000,000 marketers”) and features products, blog posts, and reviews in story highlights. The bio also links to a landing page that makes it easy for new customers to get started with a free trial of the online visibility management platform.
Getting your organization's Instagram bio right is essential for driving discovery, traffic, and conversions. With these Instagram bio ideas and tips, you can optimize your profile and use this valuable real estate more strategically.
Get More Advice on Instagram for Social Marketing:
- Learn how to plan, create, and optimize Instagram content for your business.
- Find 10 tips to improve the organic reach of your Instagram content without spending a single penny on ads.
- Discover the four primary Instagram changes happening in 2022 that you need to know about and tips to adjust your strategy accordingly.
Stay Up-to-Date: Get New Marketing Articles Delivered to You!
Don't miss out on upcoming social media marketing insights and strategies! Sign up to receive notifications when we publish new articles on Social Media Examiner. Our expertly crafted content will help you stay ahead of the curve and drive results for your business. Click the link below to sign up now and receive our annual report!
3 Days of World-Class Training—Zero Travel!
Travel to Social Media Marketing World off the table? Get all of the great content at a fraction of the price with an On-Demand ticket.
That’s full access to recordings of every keynote, workshop, and session—the ones people travel thousands of miles to see. Don't wait. Get your On-Demand ticket and enjoy actionable content that you can watch anytime, anywhere.