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How to build a business instagram


How to Use Instagram for Business: A Complete Guide

Instagram is one of the most popular social media platforms with over 2 billion monthly active users (that’s 1/4 of the entire global population), which means it’s a great marketing channel to use for promoting your brand.

If you’re new to Instagram or you want to learn how to better market your brand on Instagram, we’ve put together a complete guide on how to use Instagram for business. From optimizing your profile to creating stellar content, we’ve got it all.

So let’s dig in.

How to use Instagram for business: 5 steps

Instagram is a visual social media platform with a heavy emphasis on photo and video content. This can seem tough for brands without a visual product, but even B2B businesses and service-based brands can benefit from this network.

As long as you follow our guide, you should be able to grow an audience and engage your followers in no time.

1. Create an Instagram business profile

There are three types of Instagram accounts: personal, creator and business. Creator and business accounts are the two types of professional accounts offered. Influencers and content creators would want to utilize the creator account, while as a brand, you’ll want to set up a business profile.

With an Instagram business profile, you get access to useful features like:

  • More sections to flesh out in your profile
  • Instagram insights/analytics
  • Instagram advertising
  • The ability to connect to a scheduling app
  • Instagram shop/tagging products in posts

Each feature can help your brand get the most out of its presence on Instagram.

2. Optimize your Instagram business profile

As I mentioned, there are more sections available in your business profile, so take advantage of them. This will provide plenty of information to potential followers upfront, giving them a clear idea of what your business does and why they should follow you.

Optimize your profile by using the following fields:

  • Profile photo: It’s best to use your company logo as your profile photo so people can easily identify your brand.
  • Name: Make this your business name, identical to your brand’s other social profiles.
  • Username: This should also be your business name. Note that your username cannot have any spaces.
  • Pronouns: This is included on every profile, but you’ll only want to use it if you’re the face of your business.
  • Website: This will be the only clickable URL on your Instagram page. Most businesses either use their website or link to their latest promotional page. You can also use a link in bio tool to link to multiple pages.
  • Bio: Your Instagram bio is where you will capture the attention of other users. You can either describe what your business does, hype up your website or slap your brand’s slogan here (or all of the above, actually).
  • Page: Connect your Instagram business profile to your Facebook business page.
  • Category: Select the category that best describes your brand’s industry or product/service offerings.
  • Contact options: Link all of the best ways for customers to contact you, like email, phone or physical address.
  • Action buttons: Add a call-to-action button right onto your Instagram profile, like “Order food,” “Book now,” “Reserve,” or “Get quote.”
  • Instagram story highlights: Add story highlights to your profile and categorize them based on the types of stories your brand typically creates.

Here’s an example of a brand that has its Instagram profile fully optimized:

3. Create a strong Instagram marketing strategy

Each marketing channel you have a presence on needs to have its own specific strategy—and your Instagram is no different. Because Instagram is such a visual platform, a lot of your strategy needs to revolve around finding or creating the visuals that you share.

However, there are a few more aspects to remember as well.

Define your target audience

First, make sure you’re creating content that your target audience will be interested in. But to do that, you first need to define that target audience. Look to your existing customer persona, then conduct research on Instagram to find profiles that align with that persona. Follow them and analyze the content they share. Check out which brands they’re following and analyze the content they share as well.

Then, use those analyses to help guide your own Instagram content strategy. Pay attention to which of your posts, stories or reels get the most attention so you can start creating more similar content.

Set goals and KPIs

What are you hoping to get out of your presence on Instagram? The most likely objectives may look something like:

  • Sales
  • Website traffic
  • Engagement
  • Followers
  • User-generated content
  • Influencer partnerships

All of the above can be easily done, but you need to adjust your Instagram strategy for each one.

For example, if your goal is sales through your social media initiatives, you’ll want to set up an Instagram shop and tag your products in each of your posts. If your goal is website traffic, make sure to create a link in bio page with multiple links to your website, blog posts and sales pages, as well as utilizing the link sticker in your Instagram stories.

Lay out your goals and KPIs, then create a strategy that satisfies them.

Track your performance and metrics

With your Instagram business account, you get access to built-in insights, data and analytics. Take advantage of this so you’re able to see how your strategy is performing. Take a look at your top posts, how much engagement each of your posts gets, insights on your followers and more.

You can also take advantage of Sprout Social’s social media analytics dashboard to get even more in-depth insights about your Instagram’s performance:

Create a content calendar and publishing schedule

The last part of your Instagram strategy is to determine the types of content you’ll create, build a social media content calendar and start scheduling your posts.

For e-commerce brands, this is most likely going to consist of product photos, like we see on Bloomscape’s Instagram below:

View this post on Instagram

A post shared by Bloomscape (@bloomscape)

For service-based brands, this might consist more of branded graphics, like we see from Planoly’s feed:

View this post on Instagram

A post shared by Planoly – Planner for Insta (@planoly)

Find the types of content that make the most sense for your brand and start creating.

4. Post high-quality Instagram content and follow best practices

We briefly touched on content, but let’s dig a little deeper because Instagram provides a lot of opportunities for sharing new content with your audience. You’ll also want to be well-versed with Instagram’s best practices to see the best results.

Test using new Instagram features

It should come as no surprise that Instagram is constantly releasing new features. And to make the most of the platform, it’s a good idea to test all of them to see what resonates most with your followers, whether it’s Instagram Reels, link stickers in stories or something else.

Find the right tools and apps to create or edit Instagram posts

There are so many Instagram tools to take advantage of that can help you create even more stunning content. Some are perfect for editing photos while others are more ideal for creating branded graphics.

A few Instagram post tools to consider are:

  • Canva
  • Visme
  • Snapseed
  • VSCO

Test out a few different apps to find the ones that are easiest for your team to use.

Writing engaging Instagram captions

There’s an art to writing a good Instagram caption that actually gets your audience to engage with your content, follow you and make a purchase. A few tried-and-true tips are:

  • Keep it short and sweet. Just because it can be 2,200 characters doesn’t mean it should.
  • Ask a question or tell a story that will increase the likelihood that viewers will comment.
  • Incorporate emoji or social media lingo.
  • Use hashtags to help Instagram users find your content.

To get even more inspiration, here are 50+ Instagram caption ideas.

Explore the various Instagram post types

Instagram gives its users so many different ways to create and share content, so make sure you’re taking advantage of those. It can be boring for users to head over to your Instagram post and see just the same type of content again and again.

Instead, switch it up. Share stories, photos, branded graphics, videos, carousel posts, reels, guides, live video broadcasts and more. Add each different type of content to your content calendar so you can plan around it and keep a solid variety.

Increase sales with shoppable posts

Ecommerce brands can get even more out of Instagram through shoppable posts. Set up your Instagram shop, tag products in your Instagram posts and make it easier than ever for customers to make a purchase.

Through shoppable posts, your followers can tap on a product they see in one of your posts, click over to the product listing in your Instagram shop and make a purchase, all without ever leaving the platform.

5. Grow your Instagram follower count

And finally, you need to start growing your Instagram followers. While follower count is a vanity metric and doesn’t matter to your bottom line as much as engagement and conversions do, it’s still a good idea to work on growing your followers. It can aid in social proof and it can help you reach a wider audience on the platform.

A few tactics for growing your Instagram followers include:

  • Comment on Instagram posts of people who look like they’d be part of your target audience
  • Use relevant hashtags on your posts so that users searching for those hashtags can find your content
  • Post consistently and share a wide variety of content types
  • Collaborate with influencers to expand your reach to their audiences
  • Cross-promote your Instagram account on your website and other social media feeds
  • Pay attention to the content that gets the most engagement and create more like it
  • Start creating brand awareness ads on Instagram

Instagram for business frequently asked questions

Want to know even more about using Instagram for business? Here are a few FAQs to help you out.

Is Instagram free for business?

Yes, creating a business profile on Instagram is absolutely free. The only thing you’ll ever have to pay for is if you choose to run ads on the platform.

Is Instagram worth it for small businesses?

Absolutely! If small businesses take advantage of all the features available to them, they can really make a splash on the platform.

Which account is best for business on Instagram?

It’s best for businesses to create a Professional > Business account over a personal or creator account. This gives them the best features for brands, allowing them to build a following and make sales.

Start using Instagram for business

If you haven’t gotten started as a business on Instagram, don’t panic.

With an active, ever-growing user base, Instagram has proven itself as a staple of social marketing rather than a flash in the pan. For brands with a visual story to tell and a desire to grow a base of dedicated followers and customers, there’s still a place waiting for you on the platform.

If you’re still looking for ways to step up your Instagram game, use our Instagram for Brands guide and learn how to create a creative and engaging strategy.

How to Use Instagram for Business: A Practical Step-by-Step Guide

More than one billion people use Instagram every month, and roughly 90% of them follow at least one business. This means  that, in 2021, using Instagram for business is a no-brainer.

In just over 10 years Instagram has grown from a photo-sharing app to a hub of business activity. Brands can run fundraisers in Instagram Live broadcasts, open shops from their profiles and let people book reservations from their accounts. Updates of new business tools, features and tips in the app have become pretty much routine.

It can be a lot to keep track of though, especially if running an Instagram business account is only one aspect of your job. So we’ve brought everything together here.

Learn how to use Instagram for business, from setting up an account from scratch to measuring your success.

Bonus: Download a free checklist that reveals the exact steps a fitness influencer used to grow from 0 to 600,000+ followers on Instagram with no budget and no expensive gear.

Step 1: Get an Instagram business account

Start a new account from scratch or switch from a personal to a business account by following these steps.

How to sign up for an Instagram business account:

1. Download the Instagram app for iOS, Android or Windows.

2. Open the app and tap Sign up.

3. Enter your email address. If you plan to grant access to multiple users or you want to connect your Instagram business account to your Facebook Page, make sure to use an admin email address to sign up or tap Log in with Facebook.

4. Choose your username and password and fill in your profile info. If you logged in with Facebook, you may be asked to sign in.

5. Tap Next.

Congrats! You’ve created a personal Instagram account. Follow the steps below to switch to a business account.

How to switching a personal account to an Instagram business account:

1. From your profile, tap the hamburger menu in the upper-right corner.

2. Tap Settings. Some accounts may see Switch to Professional Account from this menu. If you do, tap it. Otherwise, proceed to the next step.

3. Tap Account.

4. Choose Business (unless it makes sense for you to choose Creator).

5. If you plan to connect your Instagram and Facebook business accounts, follow the steps to connect your account to your Facebook Page.

6. Select your business category and add relevant contact details.

7. Tap Done.

Learn more about the difference between Instagram business and creator accounts.

Step 2: Create a winning Instagram strategy
Define your target audience

A good social media strategy starts with a sound understanding of your audience.

Research Instagram’s audience demographics to get a sense of who uses the platform. For example, 25-34-year-olds represent the largest ad audience on the site. Identify the key segments that overlap with your customer base, or hone in on active niches.

Since defining your target market is one of the most important parts of your marketing strategy for any marketing tool, we’ve created a step-by-step guide that explains all the details. Here’s the short version:

  • Determine who already buys from you.
  • Check the analytics on your other social media channels to learn who follows you there.
  • Conduct competitor research and compare how your audiences vary.

Knowing who’s in your audience puts you in a better position to create content. Look at the type of content your customers post and engage with, and use these insights to inform your creative strategy.

Set goals and objectives

Your Instagram strategy should establish what you hope to achieve on the platform.

Start with your business objectives and identify how Instagram can help you accomplish them. We recommend applying the SMART framework to ensure your goals are Specific, Measurable, Attainable, Relevant, and Timely.

Track the right performance metrics

With your goals defined, it’s easier to identify important social media metrics to monitor.

These vary for each business, but in broad terms, plan to focus on metrics related to the social funnel.

Align your goals to one of the four stages in the customer journey:

  • Awareness: Includes metrics like follower growth rate, post impressions and accounts reached.
  • Engagement: Includes metrics like engagement rate (based on likes and comments) and amplification rate (based on shares).
  • Conversion: In addition to conversion rate, this includes metrics like click-through rate and bounce rate. If you’re using paid ads, conversion metrics also include cost per click and CPM.
  • Customer: These metrics are based on actions customers take, such as retention, repeat customer rate, etc.
Create a content calendar

With your audience and goals defined, you can plan to publish on Instagram with purpose. A well-planned social media content calendar ensures you don’t miss important dates and allows you to allot enough time for creative production.

Start by plotting out and researching important events. This may include periods such as holiday planning or Black History Month, back to school or tax season, or specific days like Giving Tuesday or International Hug Your Cat Day. Look at sales data to see when your customers start planning for specific occasions.

Look for opportunities to develop themes or regular installments that you can build into a series. “Content buckets,” as some people call them, allow you to check certain boxes without having to overthink creation. The more planning you do upfront, the better you’ll be able to produce regular content and respond to last-minute or unplanned events.

Plan to publish when your followers are online. Because newsfeed algorithms consider “recency” an important ranking signal, posting when people are active is one of the best ways to improve organic reach.

With an Instagram business account, you can check the days and hours that are most popular for your audience:

1. From your profile, tap Insights.

2. Beside Your Audience, tap See All.

3. Scroll down to Most Active Times.

4. Toggle between hours and days to see if a specific time stands out.

Step 3: Optimize your Instagram profile to do business

An Instagram business profile gives you a small amount of space to accomplish a lot. It’s where people on Instagram go to learn more about your brand, visit your website or even book an appointment.

Write a great bio

The people reading your bio were curious enough to visit your profile. So, hook them in and show them why they should follow you.

In 150 characters or less, your Instagram bio should describe your brand (especially if it’s not obvious), and showcase your brand voice.

We’ve got a full guide to creating an effective Instagram bio for business, but here are some quick tips:

  • Cut straight to the point. Short and sweet is the name of the game.
  • Use line breaks. Line breaks are a good way to organize bios that include different types of info.
  • Include emoji. The right emoji can save space, inject personality, reinforce an idea or draw attention to important info. Make sure to find the right balance for your brand.
  • Add a CTA. Want people to click on your link? Tell them why they should.
Optimize your profile pic

When using Instagram for business, most brands use their logo as a profile picture. Keep your picture uniform across social media platforms to aid recognition.

Your profile photo displays as 110 x 110 pixels, but it’s stored at 320 x 320 pixels, so that’s the size you should aim to upload. Like most profile icons, your photo will be framed by a circle, so make sure you take that into account.

Use your one link in bio wisely

For accounts with less than 10,000 followers, this is the only spot on Instagram where you can post an organic clickable link. So be sure to include one! Link to your website, your latest blog post, a current campaign or a special Instagram landing page.

Add relevant contact info

When using Instagram for business, it’s important to provide a way for people to contact you directly from your profile. Include your email address, phone number or physical address.

When you add contact information, Instagram creates corresponding buttons (Call, Text, Email or Get Directions) for your profile.

Configure action buttons

Instagram business accounts can include buttons so that customers can book or reserve appointments. To use this feature, you need an account with one of Instagram’s partners.

From your business profile, tap Edit Profile, then scroll down to Action Buttons.

Add Story Highlights and covers

Instagram Story Highlights are another way to maximize your Instagram business profile’s real estate. Organize Stories into saved collections on your page, whether it’s recipes, tips, frequently asked questions or user-generated content.

Whatever you decide, add some polish to your profile with Highlight covers.

Step 4: Share high-quality content
Create a visual aesthetic for your brand

Instagram is all about visuals, so it’s important to have a recognizable visual identity.

Bonus: Download a free checklist that reveals the exact steps a fitness influencer used to grow from 0 to 600,000+ followers on Instagram with no budget and no expensive gear.

Get the free guide right now!

Try to establish recurring themes of pillars that you can alternate. In some cases, the content will be obvious. A clothing line might showcase its clothes, and a restaurant might post photos of its food. If you offer services, try showcasing customer stories, or go behind the scenes to highlight office life and the people who make your company tick.

Look at other brands for inspiration. Air France, for example, alternates between destination shots, window seat views, travel amenities and airplane pictures.

Source: Air France Instagram

Once you decide on your themes, create a consistent visual look. That includes a color palette and an overall aesthetic that your fans will instantly recognize when they see it in their Instagram feeds.

Take thumb-stopping photos

To make Instagram work for your business, you’ve simply got to have great photos. But you don’t need to be a professional photographer, and you don’t need a lot of equipment.

Your mobile phone is your best friend when it comes to Instagram photography since you can post straight from your device.

Here are some tips to get the best photos when shooting with your phone:

  • Use natural light. No one looks great with a flash lighting up the oiliest parts of their face and casting weird shadows on their nose and chin. The same is true for product shots. Natural light just makes shadows softer, colors richer and photos nicer to look at.
  • Avoid harsh light. Late afternoon is an unbeatable time to take photos. Cloudy days are better than sunny ones for mid-day shooting.
  • Use the rule of thirds. Your phone camera has a grid built in to help you follow this rule. Place your subject where the grid lines meet to create an interesting photo that’s off-center but still balanced.
  • Try different angles. Crouch down, stand on a chair — do whatever it takes to get the most interesting version of your shot (as long as it’s safe to do so, of course).
  • Keep it simple. Make sure your visual is easy to take in at a glance.
  • Make sure there’s enough contrast. Contrast provides balance, makes content more legible and is more accessible.

If you have the budget, support artists and hire photographers or illustrators.

Use tools to help you edit your photos

No matter how great your photos are, it’s likely you’ll need to edit them at some point. Editing tools can help you maintain your aesthetic, add frames or logos, or even create infographics and other original content.

Fortunately, there are a lot of free resources available, including Instagram’s built-in editing tools. When those tools don’t cut it, experiment with mobile photo editing apps, many of which are either free or very affordable.

Here are a few more pointers for editing your Instagram photos.

Write compelling captions

Instagram may be a visual platform, but that doesn’t mean you can neglect your captions.

Captions allow you to tell the story that makes the photo meaningful. Good copy can build empathy, community, and trust. Or it can just be funny.

In two words, this Reformation caption is wry, seasonal, and alludes to the brand’s environmental commitment.

View this post on Instagram

A post shared by Reformation (@reformation)

Develop a clear brand voice so you can stay consistent. Do you use emoji in your captions? Is there a style guide that your brand follows? What hashtags do you use? A good set of guidelines will help keep your captions distinct and on-brand.

Borrow inspiration from the best copywriters out there. Read our Instagram caption guide for brand examples and copywriting tools.

Trying to figure out how to add line breaks? Uncover this and more Instagram hacks here.

Save more casual content for Instagram Stories

More than 500 million people watch Instagram Stories every day. For perspective, all of Twitter counts an average of 192 million daily users.

People have taken to the casual, disappearing nature of the format, even when it comes to brand content. A 2018 survey by Facebook found that 58% of participants became interested in a brand or product after seeing it in a Story.

Not surprisingly, this format is a great platform for storytelling. Tell authentic brand stories that have a beginning, middle and end. Engage your audience with Stories stickers and provide value for your viewers to get them in the habit of watching your Stories consistently.

Don’t forget, if you have more than 10,000 Instagram followers, you can also include links in your Instagram Stories.

Explore other formats

Instagram may have started as a simple photo-sharing app, but now the platform hosts everything from live broadcasts to Reels. Here’s a rundown of some of the formats that might be a good fit for your brand:

  • Instagram Carousels: Publish up to 10 photos in a single post. Hootsuite experiments have found these posts often have higher engagement.
  • Instagram Reels: This TikTok-esque format now has its own tab on the platform.
  • IGTV: Instagram TV is a long-form video format, ideal for recurring content series.
  • Instagram Live: Now up to four people can broadcast live on Instagram.
  • Instagram Guides: Brands have found several ways to share products, company news, how-to’s and more with this format.

Stay informed about all the latest Instagram product updates.

Create inclusive content

Brand content works best when people can imagine themselves using your products or services. And it’s harder for people to do that if they don’t feel represented or recognized.

Aim for your content to be inclusive in every sense of the word. Celebrate all walks of life, but avoid clichés or stereotypes. Add alt-text image descriptions and automatic captions, and follow best practices to make your posts accessible.

Post consistently

If you’re serious about running an Instagram account for your business, you need to show your followers that you’re serious too. It’s not enough to just post quality content every once in a while. You need to post it consistently, so your audience knows they can expect a steady stream of interesting and helpful content from you on a regular basis — making your brand worth a follow.

That being said, humans who run Instagram accounts for business also need to take vacations and…sleep. That’s where scheduling your posts in advance comes in. Scheduling your Instagram posts with a social media management tool not only helps you stick to a consistent content calendar, but it saves you time and lets you take a break every once in a while.

This 3-minute video shows how to schedule and publish Instagram posts using Hootsuite. Bonus: with Hootsuite, you can schedule posts to all your social networks in one place, saving even more time.

Step 5: Grown and engage your audience
Respond to comments and mentions

Respond to comments and mentions of your business on Instagram, so users feel motivated to keep engaging with your brand.

You might be tempted to automate your engagement using bots. Don’t do it. We tried it, and it doesn’t work out so well. Dedicate some time to responding authentically when someone mentions or tags your brand.

Make sure to have social media guidelines, troll policies and mental health resources in place to support the person in this role so they can manage a positive community.

Use the right hashtags

Hashtags help make your Instagram content easier to find.

Captions on Instagram are not searchable, but hashtags are. When someone clicks on or searches for a hashtag, they see all the associated content. It’s a great way to get your content in front of people who don’t follow you — yet.

You might want to consider creating your own branded hashtag. A branded hashtag embodies your brand and encourages followers to share photos and videos that fit that image. It can be a great source of user-generated content and encourage community among your fans.

Tableware brand Fable encourages customers to post with the #dinewithfable hashtag and shares their posts in Stories.

Source: Fable Instagram

Want to know more? Check out our full guide on how to use hashtags on Instagram.

Promote your Instagram business account on other channels

If you’ve got an established following on other social networks, let those people know about your Instagram business account.

Make sure to tell them what kind of content you’ll share on your Insta profile, so they know why it’s worth their time to follow you in more than one place.

If you have a blog, try embedding Instagram posts directly in your posts to showcase your best content and make it super-easy for readers to follow you, like this:

View this post on Instagram

A post shared by Hootsuite 🦉 (@hootsuite)

Include your Instagram handle in your email signature, and don’t forget about print materials like business cards, flyers and event signage.

Collaborate with Instagram influencers

Influencer marketing is a powerful way to gain access to an engaged and loyal Instagram following.

Identify influencers and creators whose fans might be interested in your brand. Start with your own customer base. It’s possible you already have influential brand ambassadors, it’s only a matter of making the collaboration official. The more genuine the relationship is the better.

View this post on Instagram

A post shared by Instagram for Business (@instagramforbusiness)

Even small brands with limited budgets can use influencer marketing by working with micro-influencers: people with a smaller but dedicated following.

While they may have a relatively smaller audience, these influencers can hold a lot of sway in their domain. So much so that big brands are keen to work with them, too.

View this post on Instagram

A post shared by MJ (@rebellemj)

For real-world insights on how to best work with Instagram influencers to grow your Instagram business following, check out our insider tips in this post from influencer Lee Vosburgh, creator of the 10×10 Style Challenge.

Use Instagram ads to get in front of a large, targeted audience

It’s no secret that organic reach is in decline and has been for a while. Investing in Instagram ads ensures you can get your content in front of a wide yet targeted audience.

In addition to extending the reach of your content, Instagram ads include call-to-action buttons that allow users to take action straight from Instagram, reducing the number of steps required to get them to your website or store.

Get all the details on how to use Instagram ads for your business in our detailed guide.

Run an Instagram-specific campaign

Instagram campaigns can help you achieve specific goals.

Campaigns often involve ads, but they’re not only about paid content. They put intense focus on a specific goal for a set period of time, in both your organic and paid posts.

You might create an Instagram campaign to:

  • Increase your overall visibility on Instagram.
  • Promote a sale using shoppable Instagram posts.
  • Drive engagement with an Instagram contest.
  • Collect user-generated content with a branded hashtag.

Here are 35 Instagram community-building tips that actually work.

Step 6: Measure success and make adjustments
Track results with analytics tools

When you’re using Instagram for business, it’s important that you track your progress on achieving your goals.

With an Instagram business profile, you have access to the platform’s built-in analytics tool. Keep in mind that Instagram Insights only tracks data back 30 days.

There are several other analytics tools available, including Hootsuite’s, that can track longer time frames, automate reporting and make it easier to compare Instagram metrics across other platforms.

We’ve rounded up 6 Instagram analytics tools here.

Use A/B testing to learn what works

One of the best ways to improve your results is to test different types of content to see how they perform. As you learn what works best for your specific audience, you can refine your overall strategy.

Here’s how to run an A/B test on Instagram:

  1. Choose an element to test (image, caption, hashtags, etc.).
  2. Create two variations based on what your research tells you. Keep the two versions the same except for the one element you want to test (e.g. the same image with a different caption).
  3. Track and analyze the results of each post.
  4. Choose the winning variation.
  5. Test another small variation to see if you can improve your results.
  6. Share what you learn throughout your organization to build a library of best practices for your brand.
  7. Start the process over again.

Learn more about social media A/B testing.

Experiment with new tactics and tools

Go beyond A/B testing. Social media has always involved experimenting and learning as you go. So keep an open mind and never miss the opportunity to test the effect of new formats on the platform.

For example, Hootsuite ran a loose experiment to see what overall effect posting Reels had on account growth. We even analyzed what effect writing “link in bio” in your Instagram caption has on post engagement.

If you have a hunch that something’s working, it’s a good practice to do your research and take a look at the data so you can understand why.

Save time managing Instagram for business using Hootsuite. From a single dashboard, you can schedule and publish posts directly to Instagram, engage your audience, measure performance and run all your other social media profiles. Try it free today.

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How to create a business account on Instagram: step-by-step instructions - ppc.

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An Instagram business profile opens up additional opportunities for the account owner. Bloggers, as well as those who promote goods or services on social networks, should start a business page. In this article, we will figure out how to properly create a business page on Instagram and why you need it.

Creating a business account on Instagram: who and why

A business account on Instagram is an account that has more features than a regular one. It is more convenient to establish communication with subscribers, track their activity and the effectiveness of posts. Available in this account:

Statistics. The owner gets access to statistics on user actions, the composition of the target audience, the effectiveness of posts in the feed and Stories. In a personal account, you can only see the number of likes and comments on your posts, on the business page you can also track reach, the number of impressions, profile visits, etc.

Communication with subscribers. Subscribers can write an email, message or call to the owner of a business account by clicking on the corresponding button. nine0003

Company address. Users can see directly from Instagram how to get to an offline point, open the address on maps and build a route.

Advertising launch. This is one of the most important features for bloggers and business owners. To be able to run ads, you must connect a business profile. There are two ways to advertise:

  1. Via Facebook Ads Manager.

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  2. Through the Instagram app itself. To do this, go to the "Promotions" section, click "Create a promotion" and select a publication to promote. You can also select any post from the feed or Stories and click the "Promote" button.

See also:

  • How to set up Instagram ads in three steps - guide

  • Everything you wanted to know about advertising in Instagram Stories

Switching from a personal account to a business page: instructions

Go to the general menu and find the "Settings" section.

You can switch to a business account in the "Account" section. There you will see a "Switch to Professional Account" button.

Next, select the profile type - author or business.

Now, from the proposed categories, choose the one that describes your type of activity as accurately as possible. nine0003

Click "Next" and go to the page where you need to specify your email and phone number. Using them, users will be able to contact the account owner.

The information display can be customized. For example, if you don't want to be called on the phone, leave only your email.

The next step is to link to the Facebook page. It is advisable to set up a business page for the company on Facebook in advance and link it to the account, but this is not necessary. You can skip this step by clicking Don't Link to Facebook. If there is no page, but you want to integrate with Facebook, click "Create a new Facebook Page". nine0003

Business profile ready. If you want to switch to a personal account, you can do it right here in your account settings. You can also change the account type there. If you set the "Business" parameter, switch to the author's account and vice versa.

Switching to a personal account is also required if you want only subscribers to see your business profile posts. In this case, you return to your personal account, close it and go back to your business profile. nine0003

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how to do it (4 steps + instructions)

To make selling on Instagram more convenient and efficient, the social network has introduced a special profile format for companies — a business account. The transition to it is available to absolutely all users. I'll walk you through how to connect and set it up step by step - as well as what features it provides and how they help sales. nine0003

A business account is a type of Instagram profile created for business promotion and analytics on the social network.

How to connect

If you logged in through a PC, then you need to make just a few clicks to connect a business account. In the settings, find the "Switch to a professional account" item, then select the "Company" sub-item. Follow the prompts: specify the category of your business and set up its display in the profile.

Connecting a business account in a PC browser

How to switch to another category? As easy as pie! To do this, go to your Instagram profile page and click "Edit Profile". In the “Profile Information” section, select “Category” and change it to any other that is relevant to you.

Change the category at any time

Switching to a business account from a smartphone is also easy: select "Account" from the settings menu, scroll to the end of the list that opens and click "Change account type". The further algorithm is the same as on a PC: read the tips, find the appropriate category and confirm your choice. nine0003 Setting up from a smartphone

You will also be offered to integrate your Facebook. This can be done immediately, or at any other time. The condition is now optional, but the integration will greatly expand your opportunities for positioning your business on social networks. By the way, on Facebook it should also be not just a personal, but a corporate page.

Completing settings

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Instagram Design (25 Cool Profiles + Examples) Instagram Photo Editing: Top Applications + Examples

Features

So, you have switched to a commercial profile. And you will definitely want to immediately try out all the new features and chips. Then I will give a brief overview of the settings and advantages that distinguish an Instagram business account.

1. Profile category

Business profile in instagram allows you to display the subject of your page. In addition to the inscriptions “brand” and “personal blog”, which are now quite common, you can put any other profession or topic, for example: musician, politician, clothing store, cafe, bar, etc. This is important because it attracts the attention of your target audience. nine0003 Categories

As advertising

2. Communication buttons

For this setting, first fill in the contact details. Add them to the fields: email, phone, address. Then the action buttons will become available, and they are implemented through integration with third-party applications for business. You will be able to place, for example, an online registration form or online payment. It will look like "Call", "Register", "Order delivery", etc.

A business account makes it easier for users to contact you. For example, when you click on the "Call" button, the phone number automatically appears on the mobile dialing screen, that is, you do not need to copy it to the phone's memory, open the desired section, paste it - everything is done in one click. nine0003 Communication buttons

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3. Statistics

Various statistics can be viewed for a business profile. So you get the opportunity to track the reaction of subscribers to a particular content, analyze the effectiveness of advertising campaigns, contests, etc.

Statistics exist both for the profile in general and for individual publications and stories. This feature is useful not only for selling accounts, but also for personal brands. nine0003 Statistics

Profile statistics

On a business account on Instagram, you need to click on the “Menu” section on the profile page. Then select "Statistics". Switching between tabs here you can see:

  1. The number of visits to the profile, clicks to the site, coverage indicators;
  2. Information about publications for the week;
  3. Subscriber information: number of subscribers/unsubscribers, subscriber locations, gender, age.
Profile stats

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Publication statistics

In addition to general statistics, track reactions to individual publications. To do this, on the profile page, select any photo or video and click "View statistics" under the publication.

The number of likes, comments, uploads and saves of the selected publication will appear in the window. In addition, the total number of actions performed with this post and the number of transitions to the profile are calculated here.

Publication statistics

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Stories statistics

You can access the statistics of stories from the already familiar section “Menu” -> “Statistics” -> “Content”. Next, you need to find the “History” section. From here, the coverage of each story is available. Clicking on any post will open more detailed statistics, where you can even find out exactly who viewed your story. nine0003 History statistics

Related:
Business on Instagram: from scratch in 13 stepsInstagram engagement: what it is + how to increase

4. Promotion and targeting

Instagram has its own functionality to promote your publications. It works in such a way that it allows you to show your posts to the target audience, advertise your profile or drive traffic from Instagram to any external resource. This is more effective than simple cheats, although you will need cash investments for this tool. nine0003 Promotion

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Related:
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5.

Shopping Tags

Shopping Tags allow the audience to view your product cards, read the description, find out the price, go directly to the desired section of the online store. This feature has a positive effect on the growth of sales. nine0003 Shopping Tags

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6. Physical address

If you sell goods not only online, but also offline, you are probably often asked how to find you in order to buy a service or product. Business accounts allow you to post exact addresses and hours of operation with access to view the address on a map.

Physical address

7. Additional lead magnet

Posting an address may not be relevant to you if, for example, you do not offer your services offline. Then this place can be used to place an additional lead magnet. The address bar allows you to place a fairly large amount of information, which is very useful in cases where a profile description and biography is not enough.

Lead magnet

Briefly about the main thing

A business profile is relevant not only for selling pages or instagram landings: its wide range of features will find its use even if you do not sell anything. nine0003

One of the most compelling reasons to switch to a business profile is free access to statistics that will show, for example, which posts turned out to be the most interesting. And finally, I will briefly list the main advantages:

  • Ability to categorize accounts;
  • Access to profile statistics;
  • Convenient communication with users;
  • Ability to run a full-fledged online store;
  • Ability to promote a profile without third-party services. nine0030

And one more thing to help you. Do you want to make a bomb out of your account, get hundreds of subscribers a day and a flurry of enthusiastic direct messages? Then watch the courses below:

  1. Involving stories on the phone ;
  2. Promotion on Instagram.

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