Your company’s Instagram bio is kind of like an elevator pitch. It’s a short but powerful opportunity to share important information with your audience, while conveying the essence of your brand voice and personality.
It can be challenging to distill your message into only 150 characters. Even if you’re familiar with the best practices for Instagram bios, sometimes it’s easier to learn by example. Fortunately, there are some stellar accounts out there that can show you how it’s done.
We’ve rounded up a few of the best to help spark your creative process.
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1. Outdoor Voices
Outdoor Voices, a fitness apparel start-up, is hitting it out of the park with this Instagram bio. They include a short tagline that summarizes the brand (“Technical Apparel for Recreation”) and a call to action for users to tag posts with their branded hashtag (#DoingThings).
They’re also leading with their current promotion, the release of a tennis collection, with playful emojis and a campaign hashtag.
Finally, they’ve added a trackable link in their bio so they can measure how many clicks they receive through Instagram.
2. The Wing
The Wing, a network of social clubs for women, has a strong and straightforward bio. They summarize the purpose of their organization, with added emoji that convey inclusivity and empowerment—two of their values.
When you’re short on space, emojis are your friend. Add a few that show off your brand’s personality, or represent your products.
The Wing also has a current registration link for an upcoming event. Your Instagram profile only allows for one URL, so don’t waste that valuable real estate. Update it regularly with current promotions or features.
3. Ballet BC
Not all companies are quirky or cute. If your brand would not be played by Zooey Deschanel in a movie, you can still write a strong Instagram bio.
Ballet BC, which uses graphic black-and-white designs in their marketing materials, echos that branding in their bio with these square bullet points (made out of emoji).
Like their branding, their bio is also clear, direct, and up-to-date, with a current promotion for their upcoming season. Even their Stories Highlights are clean and crisp with custom designed “covers.”
Putting effort into your Instagram bio doesn’t have to mean turning it into a rainbow of exuberant emoji and hashtags. Ballet BC shows that even a mature, restrained approach conveys important details and encourages visitors to click through to your landing page.
Ever wondered how many Instagram profiles you’ve seen in your life? Like the nutritional info for a hefty plate of nachos, it’s not a number you really want to confront. But the reality is, if you want your profile to stand out from the crowd, it can be helpful to highlight what makes your brand unique. Not just what you do or make, but what values and virtues set you apart from others.
Lush provides a great example here, highlighting their commitment to freshness and quality ingredients. The emoji trio—plant, rose, lemon—hints at their delicious-smelling products.
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5. Collage collage
Collage Collage, a neighbourhood shop with kid-friendly programming, demonstrates how you can show off your personality in just a few sentences. Their bio is fun, personal, casual, and friendly. If you wanted a warm and welcoming place to visit with your family, you know you’d find it here.
Sometimes, evoking the spirit of your business is just as valuable as spelling out the services or products you provide.
6. Sunday Riley
Skincare brand Sunday Riley shows off another effective technique in their bio: using line breaks and spacing for easy-to-scan content. At a glance, it’s easy to see who this company is and what they do.
The last line provides two calls to action: shop the feed, and share your own selfie. Along with a perfect selfie emoji, it makes a clean and simple impact.
Just like in your Instagram posts, hashtags are best used in moderation. One or two is all you need for your bio.
7. Earnest Ice Cream
Another skillful example of breaking up content for easy reading can be seen on Earnest Ice Cream’s profile. A simple introduction is followed by details of their hours and locations for visitors. If a photo of their dreamy cones catches a visitor’s attention, they don’t need to leave Instagram and search for the shop information. If you have several locations or events, this is a perfect template for displaying all your most important information.
Another nice touch is in their profile link, which works as a call to action for anyone looking for a new job.
Clothing brand Madewell takes an inclusive approach that works well in their bio. Rather than assuming their audience is familiar with the new Instagram feature of in-platform purchasing, they’ve included simple instructions for shopping their feed. This likely increases conversions, since people are more likely to shop if they see how easy it is to do.
Remember to think about your audience and how they use Instagram when crafting your bio. If you want to use new Instagram features to boost sales or drive visitors to your website, consider how your profile can help you accomplish that goal.
9. Little Mountain Shop
Little Mountain Shop, a neighbourhood shop that hosts pop-up boutiques, refreshes its profile content with every new event. This means their bio also works as an announcement, letting their audience know what to expect in store.
They’ve also saved space for a brief description of the business, and their shop hashtag.
If your company promotes time-sensitive content, like events or workshops, your bio is the ideal place to get the word out about what’s happening. It also encourages people to check in regularly for updates, providing more opportunities to see your latest content and engage with your posts.
10. Strange Fellows Brewing
If you have hours of operation, then take a cue from Strange Fellows Brewing. Their bio includes their schedule, in anticipation of a common audience question: “Can I get a beer right now?”
Since people often look to Instagram to discover nearby businesses, letting visitors know when they can visit is a time-saver.
They’ve also included other important information, like their business’s address and hashtag. Their link leads to a landing page that describes which beers are currently on tap.
11. Alison Mazurek / 600 Square Feet and a Baby
Sometimes business is personal. If you’re an influencer or a blogger, your profile needs to introduce both you and your work.
Alison Mazurek, who writes a lifestyle blog about living in a small space with two kids, covers all her bases in this bio. In two sentences, she shares who she is and what she does.
She also includes an email address, which is key if you don’t want visitors to assume that the best way to get in touch is through Instagram comments or messages.
Linking to your latest blog post is also a good strategy, which is fresher and more interesting than just a static link to your homepage.
These 11 accounts show that there are infinite ways to craft a compelling, memorable bio. With a little creativity, and a few essential details, your Instagram profile will make a big impact in a short message.
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