Instagram is extremely popular. The image-heavy platform is the fifth most-used social media network in the world, with over 1.2 billion users. If you don’t have a presence on Instagram, you’re missing out on building an audience and increasing your sales. To get the most out of Instagram, you should create a solid Instagram bio …
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Instagram is extremely popular. The image-heavy platform is the fifth most-used social media network in the world, with over 1.2 billion users.
If you don’t have a presence on Instagram, you’re missing out on building an audience and increasing your sales.
To get the most out of Instagram, you should create a solid Instagram bio so users can get a clear, concise idea of who you are, what you’re about, and, most importantly, what you can offer them.
Here are ten of the best Instagram bios for small businesses and explain why they’re excellent. We’ll also include tips for crafting a strong bio and what must-haves to include on your company account.
Here are several small-business Instagram bios that hit the mark and why. We’ve also included takeaways you can use for your own company.
Ellevest is a digital investing platform. CEO Sallie Lee Krawcheck co-founded the company to empower women to take greater control over their financial future.
The Ellevest Instagram bio works because it clearly states who the business is for (by women, for women), the industry it’s in (financial services), and the type of business model it uses (membership-based). This gives the reader a good idea of the target audience and what they’ll achieve through the service.
The company also includes a Linktree link in its bio, a platform allowing you to showcase additional links to content you want to share with your followers. This link points users to multiple brand blog posts and membership webpages.
You can borrow this for your own small business. After all, a Linktree link isn’t just a content-sharing opportunity: You can walk people directly to your landing pages via Instagram, cutting through the noise so they can more easily buy from you.
Pura Vida, which translates to “Pure Life,” is more than just a bracelet retailer. The company has a community of over 800 artisans in countries such as Costa Rica, El Salvador, and India who earn money crafting homemade jewelry.
First off, the Pura Vida Bracelets Instagram bio is structured with various emojis, which saves space and gives off a fun vibe. “Fun” works here because the company features tons of colorful images of smiling people modeling the products—it’s on-brand.
Second, the emojis-as-bullet-points help clearly state the bio’s main areas of focus, particularly “FREE SHIPPING.” This is good for small businesses to highlight, especially if your main competitors don’t offer it.
Lastly, the branded hashtag, #PuraVidaBracelets, is a nice touch. Small-business retailers should consider implementing a personalized hashtag as a way to social-listen and reshare UGC across social while getting their brands’ names out there.
Created by lifestyle blogger Natalie Freeman and her husband Luke, The Freckled Hen Farmhouse is both a brick-and-mortar and online shopping destination. This general store has everything from home goods to local products to garden supplies.
The Freckled Hen Farmhouse Instagram bio doesn’t cater to one audience over the other. Instead, it caters to both in-person and online shoppers.
The bio includes its store hours, local delivery options, and phone number. Additionally, the company plugs its rental cottage in the bio, adding more opportunities for loyal customers to spend money on the brand. Finally, it includes a Linktree link leading to its store website, newsletter sign-up page, and seasonal and year-round category pages.
If you’re a small business with an online and offline space, it’s a smart idea to speak to all your customers in your Instagram bio.
Lush is a values-driven brand. Founded in London, the cosmetics company prides itself on fresh products, no unnecessary ingredients, and cruelty-free testing.
Unlike our other examples, the Lush Cosmetics Instagram bio keeps it short and sweet, saying, “We’re creating a cosmetics revolution to save the planet,” followed by two emojis, its branded hashtag, and a Linktree link.
The message is direct, and words and phrases like “revolution” and “save the planet” feel bold and exciting coming from a makeup brand. Similarly, small brands can, and should, experiment with how they describe their company, as long as it feels relevant—otherwise, it will come off as confusing, or worse, inauthentic.
This bio is a good reminder, too, that just because you have more space doesn’t mean you need to use it. That in itself is a departure from jam-packed bios and even a bit surprising. Our brains like novelty, so don’t be afraid to do things a little differently for your business.
Later is a leading Instagram marketing platform. The company boasts millions of users, and social media professionals, brands, and influencers can use the tool to manage content across Instagram, Pinterest, and even TikTok.
There are a lot of things working for the Later Instagram bio. First, the company does a great job expanding the copy beyond its name to better reach users on the platform who may be looking for this type of service (social marketing platform).
By improving its Instagram SEO with relevant keywords, the brand increases its chances of being found. Plus, “Later” is a common word, so it’s good to add more context for searchers.
Next, the company states it’s the “#1 Marketing Platform for Instagram.” Piggy-backing off SEO, this is good to market to potential users.
Small businesses can optimize their bios with applicable keywords and feature brag-worthy accomplishments to get readers’ attention.
ALOHA produces USDA organic, vegan, and gluten-free protein powders, drinks, and foods. The brand shares plenty of recipes and UGC on its site and social media platforms.
Taking a page out of Later’s book, the ALOHA Instagram bio asserts the company as its industry’s leader. While the brand keeps the copy to a minimum, it focuses on the keywords its customers care about, like “organic” and “plant-based.”
ALOHA also changed its profile picture to showcase it was named a Certified B Corporation. These companies must meet strict social and environmental standards, among others. If your small business has a prestigious distinction or won a big award, it’s worth highlighting it in this space.
A husband-and-wife duo created the Lokal Hotel after dreaming up ways they could improve the Airbnbs where they’d stayed and the hospitality experience in general. This home-away-from-home brand offers hyper-local lodging in the Philadelphia and Southern New Jersey regions.
The Lokal Hotel Instagram bio covers a lot of ground. It includes a specific category, “boutique hotels | cabins” instead of just “hotel,” so those seeking this particular experience can find it, and expands on this with “apartment suites & homes.”
On top of the location and branded hashtag, the bio points out the Linktree where guests can book their stay, sign up for its newsletter, and more.
Other small businesses, especially those in this space, can take a few cues from this bio. By keeping all this information centralized, you could keep potential guests engaged and on your page longer.
GOODEE is a top online marketplace. Designers and entrepreneurs Byron and Dexter Peart founded the company to curate brands that not only looked good but sparked good too. As such, they only work with artisans who prioritize positive environmental or social impact.
The GOODEE Instagram bio lays out what the business is (a curated marketplace) and its focus (good design meets good purpose). Like ALOHA, pointing to the company’s B Corp designation and 1% for the Planet certification aligns with its mission and signals to consumers what’s important to the business.
This is both sincere and savvy: 72 percent of U.S. consumers believe it’s important “to buy from companies that reflect their values,” according to Retail TouchPoints.
So, if your small business is values-driven, don’t shy away from including that in your marketing and messaging. After all, the customers you seek are also seeking you.
Rumpl operates in the outdoor-industry space and helps keep campers and adventurers warm. After a successful Kickstarter launch, the company continues to grow and expand its inventory.
There’s beauty in the simplicity of the Rumpl Instagram bio. It mentions its best-known item—blankets— and gives a brief, relatable description of the materials in them. The company also mentions its “Shark Tank” appearance and includes a branded hashtag and link to a current giveaway.
Instagram contests are popular and can help accelerate your brand growth. This is especially true if you partner with another company and can leverage each other’s audiences. It’s something your small business should consider (and then promote in your Instagram bio, of course!).
This home-decor biz produces letter boards, tile sets, paper goods, and more. A married couple founded Letterfolk, and the company has developed a big following thanks to its thoughtfully designed products and national press hits.
Instead of using the company’s Instagram bio to direct followers to use certain hashtags, Letterfolk invites its followers to check them out, saying, “See LF products in the wild,” followed by relevant hashtags. Using this hashtag, consumers can view how other people use and display their products. By making this tweak, it feels more community-oriented right away.
Another notable distinction: It’s stated in the bio that Joanna and Johnny are not only a husband-and-wife team but also a small business.
Since some shoppers specifically look to buy from smaller companies, this is an excellent way to get in front of potential shoppers. If you don’t call-out your small-biz standing in your bio, consider adding it and see if there’s an increase in engagement.
Now that you’ve seen examples of some of the best Instagram bios for businesses, let’s recap the top ways to make yours stand out.
Some brands add emojis to the mix in their Instagram bios. Aside from highlighting your brand’s personality, these icons can help influence readability. This could help your messaging stand out. So, you might want to try cutting back on copy and increasing white space by including emojis.
Brands can also change up font styles in their Instagram bios. This adds variety. However, be careful to make sure the script is readable, and don’t overuse it.
You want to capture your brand’s personality in your Instagram bio. Experiment with copy, emojis, and other creative ways to show it off.
Don’t be afraid to play around a bit and have fun with your followers, either. Drizly’s Instagram bio comes to mind:
Be careful not to mistake “social media” as an excuse to depart from your familiar brand voice, though. For example, a hospital using laughing emojis in its bio wouldn’t be a fit—and might even make patients nervous! Alternatively, seeing emojis on the BarkBox Instagram bio feels completely in-line with the company’s fun reputation.
Bottom line: Know your brand and know your audience.
You don’t need to develop a campaign to create a hashtag—though it doesn’t hurt. Creating a hashtag unique to your small business is a good way to create brand awareness and help build your community.
Craft a hashtag that includes your company name or captures your ethos. For instance, if you think #JustDoIt, chances are, your brain goes to Nike.
From there, you can encourage your customers to include your hashtag in their social posts and reshare that user-generated content (UGC) on your channels.
You can also repurpose UGC for stories and other content. Incentivize users to share posts with your hashtag for discounts, contests, or just the opportunity of possibly featuring them on your platforms.
You only have so many characters to work with in your Instagram bio. Use this space to clearly state what your small company does and be direct in your ask. For example:
Whatever your goal, be clear about it.
You have a hard stop when it comes to characters within the bio itself. However, there are options to expand on more details about your business and even cross-promote your other companies or personal pages. Consider including the following:
The best Instagram bios authentically match your brand and serves your users.
Checking out the bios of the pages we’ve listed can help you get a feel for what’s working across the board. Also, see what your competitors are doing, and don’t be afraid to experiment with different formats.
Social media is an important aspect of digital marketing. Our agency can help if you are having trouble developing a social media strategy. We also offer assistance with content marketing and SEO.
Once you’ve polished your page, Instagram can be a powerful marketing tool for your business. So don’t skimp on putting the work into it.
What do you like about your favorite brands’ Instagram bios?
If you run an e-Commerce brand, there’s a good chance you have an Instagram account. How much time do you spend on your Instagram bio, though? You probably spend far more time crafting great-looking posts and engaging stories.
How long should E-commcerce companies spend writing their best Instagram bios?
It’s important to have an excellent bio since it’s one of the first things a user sees when they visit your Instagram profile. Often, however, it’s often an afterthought for brands that care more about their posts than their profile as a whole.
That’s a mistake. Bios aren’t user’s first impressions of your brand and set the tone of the whole account. Your brand’s bio needs to grab the user’s attention and get your core USPs across as quickly as possible.
Doing so is far from easy, however. That’s why I’ve drawn up a list of 10 of the best Instagram bios so you can see how it’s done.
When in doubt, I find it best to look at what’s working for the top brands in the industry. As they say, good artists copy, great artists steal.
Below, I’ve compiled some of the best ecommerce Instagram bios out there right now and highlighted what makes them so effective.
BarkBox is a monthly subscription box of dog treats and toys serving over one million dogs across the country. You knew that already, though, from their very descriptive Instagram bio.
That’s one of the reasons this bio is so good. Even if you’ve never heard of BarkBox before, you know exactly what they sell as soon as you read the first line.
That’s not the only reason I love it. BarkBox also does a great job of pointing consumers to other profiles they might like. Parent company Bark gets a shoutout, as does Super Chewer, the company’s extra tough toys. It’s topped off by a hashtag that shows users how they can get involved by posting their own content.
MVMT sells premium yet affordable, American watches, sunglasses, and other accessories. They have a big Instagram following, and for a good reason. Not only do the brand’s posts look cool, but almost all of them are shoppable with the click of a button.
MVMT begins its bio with an emotive call to action that sums up what the brand stands for. Like BarkBox, MVMT uses hashtags to encourage audience engagement and point users to a sister brand. Most important of all is the call to action at the end of the bio, which tells users about their brand new watch range.
Pela Case makes the world’s first compostable phone case, along with several other accessories like sunglasses, watch straps, and AirPod cases.
Sustainability is key for this brand, and they use the globe and seedling emojis to make that point very clear. They also use emojis to highlight their CTA link as well as bullet points to give the bio a clear layout.
The succinct way that Pela sum up their USPs also makes this bio stand out. The most important facts about the brand are made clear in the first two lines. If that weren’t enough, they also update the bio regularly. In the screenshot above, for instance, they’ve got an International Women’s Day-related CTA.
Supply is a razor and grooming company that was featured on Shark Tank. Humor is the order of the day for Supply. Their bio lists a series of real-life reviews by well-known organizations and ends with a self-deprecating one-liner that shows the brand doesn’t take itself too seriously.
Supply doesn’t stop there, however. Their CTA also uses humor and intrigue to increase the likelihood that users click on their URL significantly. This brand knows their target audience loves this kind of humor, and they execute it perfectly.
Who Gives a Crap sells bamboo and recycled toilet paper. It also donates 50 percent of its profits to improve sanitation in the developing world.
Who Gives a Crap is another brand that uses emojis to grab user’s attention and structure their bio. In doing so, they’re able to get across a huge amount of information in a small space. You know what they do, why they do it, and the product’s USPs. You even know where they ship, too. It’s not even a struggle to read it!
Brooklinen is a DTC brand selling luxury bedding. They put comfort and quality before everything else and that shines through in their stylish bio and account.
At first glance, Brooklinen’s bio may not look particularly special. There are no emojis, for instance, but that’s because they aren’t on brand. Instead, there is a very specific call to action, which is to visit their store in person.
This is what makes Brooklinen’s Instagram bio so good, in my opinion. While other brands focus on driving you to their online store, they show they aren’t just an ecommerce store—you can see their products in person, too.
Haus Laboratories is the beauty brand from Lady Gaga and that’s not something they hide in their Instagram bio. That’s a good thing since it’s probably the brand’s biggest selling point.
Next, the brand sends a powerful and emotive message to readers, showing they aren’t just a faceless make-up brand. Finally, they use emoji to capture Lady Gaga’s tone of voice and point users in the direction of their CTA. A Gaga-reat job all around.
MeUndies sells what they claim to be the most comfortable underwear in the world. Their branding is fun, bold, and colorful, and they make a point of getting that across in their Instagram bio.
A clever pun in the first line gets the bio off to a great start and is quickly followed up by a cheeky peach emoji. The heart emoji is in an on-brand color and highlights the fact that a new design is on sale (a common feature of MeUndies). If that weren’t enough, another emoji points users in the direction of the CTA link where users can shop. Peachy.
The Sill sends indoor potted plants directly to your door. Their offering is all about making your home look great and their branding reflects the elegance plants can add to your home.
Their Instagram bio drives that brand promise home in the first line. Selling “the best looking plants on the internet” is a bold claim, but it’s the kind of claim that will make users spend time browsing their posts to find out. That’s a win right there.
The Sill also uses a hashtag to let consumers browse user-generated content for added social proof and uses an emoji to break up the copy. A beautiful job all around.
American Giant is an American clothing brand that aims to make better clothes right here in the U.S.A. This belief in making better quality products, with better materials, and better techniques is one of its core USPs.
No wonder their tagline is mentioned in the very first line of the bio. They reinforce that tagline with a crystal clear message about making high-quality clothing in the U.S. and back that up with an American flag emoji, in case there was any doubt.
The bio is topped off with call-to-action encouraging users to create their own content with the brand’s hashtag and a link to their store.
You’ve seen how the biggest brands in the industry do it; now it’s time to create your own. Here are a few tips to help you get it right.
Is it a piece of marketing material if it doesn’t have a call to action? I don’t think so, and your Instagram bio definitely is one.
Instagram followers shouldn’t land on your profile and ask “now what?” Instead, give them a clear and obvious action to take. It’s even more important on Instagram because your bio is the only place in your profile where you can place an outbound link. Don’t waste it!
Calls to action for E-ommerce brands could be to visit your store, shop your profile or sign up for your email list. You don’t have to stop at one CTA, either. You could recommend users follow your sister brand’s account (like BarkBox), visit your store (Brooklinen), or get in touch with support (The Sill).
Hashtags are a great way to encourage user-generated content (UGC). Encouraging UGC should be one of your top goals on Instagram. User posts featuring your products are great at generating buzz and providing much-needed social proof.
Adding a hashtag also gives consumers a way to quickly search your own and other users’ posts about your brand, which is great for users who aren’t familiar with who you are and what you sell.
Trust me, when you look at dozens of Instagram profiles a day, the creative ones really shine through. The more your bio stands out from the crowd, the more likely users are to stick around, view your posts, and maybe even hit follow.
It could be how you layout your profile, what you say, how you say it, or the emojis you use. While you should definitely learn lessons from the brands above, please don’t copy them completely. Forge your own path. 3.
One of the best ways to be creative is to let your brand’s personality shine through in your bio. You’ve worked hard to develop your brand’s unique tone of voice, so make sure you use it when crafting your copy.
It won’t just give new users insight into the kind of brand you are, it will make regular customers feel at home.
You only have 150 characters to work within an Instagram bio, so brevity is essential. Don’t waste time explaining who you are. That’s what your name and profile image are for. The focus should be on the what and the why.
You need to explain what sets you apart from competitors and what your brand stands for if you want users to hit follow. If it’s not obvious to users, they won’t waste time trying to work you out.
While you may not have many characters to use in your Instagram bio, you do have plenty of space to play with. Make sure you use it.
Rather than write two or three sentences in a row (however witty or concise they are), try adding line breaks or emojis into your bio to make it as easy to read as possible.
A bullet point list of short, punchy sentences is much easier to read. Don’t forget to prioritize your layout for mobile devices, either. Very few people, if any, will be looking at your Instagram page on a laptop or desktop computer.
Emojis are a great hack to make your bio both readable and concise. They may not say one thousand words, but they can save a few dozen characters when used well.
They are also a great way to break up your copy and help users see what your brand is about.
Emojis don’t work for every brand, however, especially if you sell serious or business-orientated products. Even brands that don’t rely on humor (like American Giant) can use specific emojis in a subtle way.
I can feel you raising your eyebrows about using keywords on Instagram, but hear me out. While your profile name and handle help people to find you, Instagram will also use what you write in your bio to determine what your page is about.
That makes it essential to have your most important keywords in there somewhere. Look at BarkBox, as an example. They have “toys, treats, and chews” in their bio for that reason. Pela Case has “compostable phone case” too.
The good news is if you create a succinct and concise bio, you’ve probably included keywords already. If not, pick the one or two that are most important and include them in your first line.
Instagram is probably the most valuable social media platform for E-commerce brands, but bios are regularly left as an afterthought.
Not your brand, though.
You’ve seen some of the best Instagram bios and understand what features make their bios stand apart from the rest. Now it’s time to craft your own powerful bio that captures users’ attention and directs them to your store.
Be concise, show your brand’s personality, and don’t forget to include a clear call to action.
If you need help for developing your social media strategy (and content marketing and SEO), reach out. We can help you!
What steps are you going to take to improve your Instagram bio?