Your scrolling through Instagram and you come across a post that makes you want to learn more about the poster. So you hop on over to the account bio. The profile picture is a logo (very impersonal) and the bio is full of random emojis and the names of the account holders 2 kids and 2 fur babies. Do you care? NO. The bio doesn't say anything about the actual person, their brand or their business. What do you do? Move on. You don't click follow and you continue scrolling. Now let's replay that scenario but the account has a clear and concise bio, you know exactly what the person/brand or business is all about in just a few words and you see a nice headshot of a real person. You are 10 times more likely to click follow and scroll through the rest of the account's feed before moving on. Now which scenario would you rather? Obviously the second. It is kind of like when you walk into a room and instantly know who the person you want to be friends with is. You are attracted to their energy, you want to converse with them and you want to know more about them. This is something that I think you strive to achieve with your social media.
When running a business and using Instagram you want to grow your following and connect with your audience. Instagram is an amazing tool to do this and here are few basics steps for completing an awesome Instagram profile.
1. Use a headshot, NOT A LOGO, for your profile picture. There are a few reasons for choosing a headshot over a logo. The first reason I recommend a headshot to logo so that people see that you are a real person and not a spammy account looking for followers. When people connect with the person behind the brand they more likely to purchase your product. People like the feeling of knowing or connecting with the person they are buying from. It instills confidence and trust.
The second reason for using a headshot is for engagement. You are scrolling through your feed again and have commented and/or liked someone's photo but they see your logo pop up in their recent activity. Odds are that they don't think too much of it, assume it is a robot or spammer and move on. BUT, if they were to see someone's face that they do not recognize they may say, 'who is that, I don't recognize them.' and they head over to your Insta account to creep, I mean check out, your profile. Then hopefully they follow you in return and comment/like a few of your posts.
So, unless you are a big brand, like Nike, you should definitely use a headshot. This simple change to your profile will go along way with potential followers. At a minimum I would suggest switching back and forth from logo to picture.
2. Write a clear and concise bio. You have a couple seconds to grab someone's attention when they are deciding whether or not to follow your Insta account. Think of 2 or 3 keywords that best describe what you do and a little personal flare. We are so bombarded with messaging today that people want to know instantly if your profile is what they are looking for. Using specific keywords and being short and sweet in your bio will help with this.
You also want to make sure to add a little personal flare to your bio to set yourself apart from every other handmade seller, fashion blogger or coach on Instagram. Emoji's can be a great way to do this but DON'T overdue it with 20 random emoji's! If the bio is too cluttered perspective followers may be confused about what it is your selling or if you are even a business account. Now in saying that, there is a time and a place for emoji's. Emoji's can add a little emotion, colour and set the tonne of your brand voice for your account. If you are speaking to Mom's a little baby emoji might really make BUT if you are trying to reach a newly engaged 20 something they may not relate to that particular emoji and therefore YOUR account may not appeal to them. It is a fine line so DON'T OVERDUE the emoji's and ensure they RELEVANT!!
3. Call-To-Action. Tell your potential (and existing) followers what you would like them to do and where you would like them to go. If you tell people to do something they twice as likely to do what you tell them to do whereas if you fail to mention your mailing list, website, blog, freebie, etc they won't click on your link. However, it is important to ensure that your call to action serves the audience not you! With your CTA you need to be client centric - people are asked all day long to 'join my mailing list', 'like/follow my page', or 'buy my course/product' and let's be real for a second how many more mailing lists do you want to join?!?! Personally my email is FULL of stuff I never read. Try phrasing the call to action in a way that suggesting clicking the link is serving them NOT you. For example you could say something like 'for more free Instagram tips' or 'want a killer Insta bio? Grab your free workbook here'.
4. Clickable Link. This is HUGELY important! In my opinion, this is the most valuable piece of real-estate available to you on Instagram. Instagram does not allow you to place a URL in your posts - at least not a clickable URL. Your profile is the only place that you have on Instagram that can direct followers to your website, a lead page, your Facebook Group, your blog, etc.
In addition to your bio, you should also be including a CTA in your posts. Tell your followers if there is a place you want them to go, a Facebook Group or Website. Research shows that people are more likely to do something when you tell/ask them to. Don't be rude or too salesy. Just let them know what you are looking for from them. It is very important though to utilize the clickable link - which can be easily changed to suit your service/product/or promo!.
When I have a freebie I am promoting I change the link to direct followers to a leadpage or if I am writing a new blog post I change the link to the blog. You just want to make sure that you change it back when the link is no longer relevant to the content you are sharing. I cannot stress this enough, this is the most valuable pieces of real estate on your Instagram account.In addition, it is the only place where you can put an email for your followers to contact you via email. Make sure you fill include a live URL!!
5. Choose A Theme. This is one of the most important things you can do for Instagram success. Instagram is a visual platform. When Instagram users check out your profile you want to impress them with an attractive visual feed. Your content is SUPER important BUT the visual aspect of Instagram is often what gets people to click "Follow" on your account.
It is important to be consistent with colours, filters, fonts as well as messaging. I'd suggest taking a look at what your favourite accounts are doing. There should be a definite cohesive feel to your thread. See what is working for them and how you can make it work for you.
Make sure that you stay on brand. Think about what you want to accomplish with your profile. Do you want to educate, inspire, entertain or make em laugh? There are so many different things that you can do with your account just make sure that it is on brand!
For more information about creating an awesome Instagram theme for your account check out my other posts, my Instagram or Facebook.
Follow these simple rules and try out a few things to see what works for your audience and your brand. Social is a lot of strategy but it is also a lot of trial and error.
I can't wait to see how you rock your Instagram Profile!
Enjoy the day!
My name is Melanie Stoppler and I am a mompreneur! I am passionate about many things in my life including being a wife, mother, coffee connoisseur, wine lover & a social media marketing strategist.