In today’s constantly evolving digital world, Instagram bios have become, for many, the go-to place to share information. A default for the typical company card, this innovative feature allows its users to promote, release, and sell products, all at the click of a button. It may come as no surprise, therefore, that several creators have come to rely on the platform as a means of securing effective marketing results. But how exactly do they do this? Well, the answer is simple. It’s all about optimisation. This guide will take you through each step, explain how it works, and provide you with the skills you need to make the most out of this magnificent opportunity.
Before we get into the details, it is important to clarify what we mean when we say “optimisation”. Put simply, this refers to the ways in which creators can use tools, like the Instagram bio, to maximise their potential. Whether you’re a social media superstar, or a small start-up business looking to break the market, you will need to be strategic in your approach to marketing in the digital space. Let’s get into things, shall we?
1. Identify and Appeal to an Appropriate Target Audience
The first step you must take to improve the effectiveness of your Instagram bio is to identify a target audience. Ideally, you should know this before you open a profile for your business. However, if you are yet to reach this stage, try not to worry. We will explain, to the best of our abilities, the goals you must set, and the results you should achieve, to effectively reach your intended market. You want to be creating content that appeals directly, and perhaps even exclusively, to the cluster of people you know will respond positively to your service. This is especially important given the already public nature of the platform. If you think about it, there are not many places, virtual or physical, where a company can access such a broad portfolio of potential customers. Not least without having to employ extensive marketing strategies. The impression you deliver with your Instagram Bio, therefore, is an essential component of the advertising process. The information you provide should be refined enough to allow any new visitors to gain a comprehensive understanding of your brand and its values. If they like what they see, they’re more than likely to drop a follow, and potentially even make a purchase.
An important aspect of appealing to your target audience is to make them feel as though you value their presence. You want to speak to them directly and as quickly as is possible, establish an image for your brand. Really think about how you can use the 150 characters in your bio to attract prospective clients. Make a statement and do so in a manner not yet seen within the competitive market.
2. Make Appropriate Use of the Name Field
Contrary to popular belief, the Name Field of your bio is a completely separate entity from the username section. In fact, some of you reading this blog may not even know what a Name Field is. Put simply, this is a unique and rarely used, SEO feature. Designed to enhance discoverability, the tool works by allowing its users to customise their bio content, promoting their page not just to their immediate audience, but also to those not yet accessed. The aim at this stage is to use targeted keywords, rather than your profile name, to increase the possibility of your brand connecting with more people. For example, if you are a makeup page, of which there are thousands on the platform, your chances of succeeding would be far higher if you were to use this field to insert information pertaining to your role, rather than your personal life. Users are more likely to search for a phrase like “makeup specialist” than they are your actual name.
We recommend that you start by brainstorming keywords you think would be in the minds of your followers. These could be something to do with your product, your brand, your staff, or even your location. Either way, once you have found the sweet spot, and provided your followers with this valuable information, you will begin to see outstanding results.
3. Openly Interact with Competitors & Share Relevant Hashtags
Since 2018, Instagram has allowed creators to insert usernames and hashtags into their bio as clickable links. Given the plethora of benefits that can be obtained by utilizing this feature, it is surprising how little attention it is given by users. It is unclear whether this results from a lack of information on, or simply a failure on behalf of the platform to promote, the update. Either way, there is a lot to be missed out on. That’s why we have collected the most important information on this topic, compiled it into one small space, and delivered an effective guide to making the most out of an already diverse target market.
You should be aware that, in placing hashtags in your bio, you are not increasing the searchability of your brand, but instead highlighting the importance you place on your audience’s posts. This not only reinforces existing relationships with clients but helps to further establish a positive image. As a customer, you want to know that the person or business you are giving your hard-earned money to actually appreciates your contribution. Trying to achieve this virtually, as you are probably already aware, can be quite a challenge. That is unless you want to spend your time responding to comments and searching through content to locate and resolve negative reviews. By simply demonstrating your gratitude through a simple post to your bio, you avoid wasting time and still achieve the same results. Perfect for those smaller businesses, not yet accustomed to life as a social media creator.
4. Drive Traffic
The next, and perhaps most important, aspect of optimising your Instagram Bio is to ensure it is equipped to drive traffic. This is an especially tricky step for those of you running sister brands, to which you would also benefit from an increase in engagement. You are only given one link space in your bio for an external website, so it is important you are approach this element of the process strategically. Unless you are willing to link just one page or to update your bio with a new URL each time you wish to change the location that your traffic is driven, the platform itself provides little flexibility. This has led several creators to begin using tools such as the Linkin.bio by Later.
Whether you choose to stick with the original features or make use of an external service provider, there is one requirement that remains. The link, or links, that you deliver should not only be relevant to your audience, but vital to their daily lives. Rarely will you come across a user who is willing to waste their time leaving an application to access an outside website. Only when they know they will receive something in return, or when they know from the off that they will be interested in the products or services you are offering, will they feel it is worth diverting their attention. It is key, therefore, that you create an initial impression that is both positive and attractive.
5. Create a Consistent Brand Image
At this stage, you want to consider whether your page is attractive enough to ensure user retention. This relates directly to step 4 in that, as a creator, you are not only responsible for ensuring the success of the landing page of your link, but also the page on which the link is posted. As part of this, you want to ensure that the branding across each location is consistent. Users may believe there has been a mistake, or even question the legitimacy of your company, where there are discrepancies between style, colour, and format. Besides the aesthetic elements of the marketing front, there are several, perhaps even more complex factors that must be considered before committing to brand image.
First of all, you need to be content with your decision to adopt a certain marketing approach. You may be wondering why this is important. Besides, as long as your pages look nice, what else really matters? The reality of the situation, however, is entirely different. You need to provide users with a format that is suitable for their demands. This requires consideration not just for the visual impact of your content, but also for its accessibility, saleability, and durability. Put simply, you should ask whether your target audience could easily understand the content you are posting, the text you accompany it with, and the values you advocate for across your marketing. There is no point in advertising a product if the people you intend to consume it are unable to see beyond its physical components. Age is also an important factor to consider here. Those of you with younger audiences, for example, should aim to use simpler text across your profile. Whether it is in your bio, your captions, or your DM’s, the information you relay should be digestible enough that those who receive it can form opinions as to the suitability of your brand in relation to their demands. While, for those of you with older audiences, this may not be as vital an aspect, it undoubtedly retains some importance. It is not merely the quality of your information that is important to accessibility, but also the times and ways in which you present it.
Posts that contribute to the development of a consistent brand image should be posted at times you know will work for your audience. Let’s illustrate this pragmatically. Businesses associated with customers in the construction industry, for example, should not only be aware of the typical hours in which they operate but further incorporate this into their marketing schedules. Only by inducing this compatibility will your business reach the audience you created products for.
We hope that, in reading this guide, you have developed a better understanding of the ways in which the Instagram Bio feature can be used to optimise your businesses reach. Moving forward, and in response to the ever-growing digital environment in which we live, we advise that you refine your content as much as is possible to target the audience you identified as key at the start of your journey, and we wish you luck in all of your future ventures.