instagram account business plan

MARKETING INSIGHTS

How to create an Instagram business account and why you need one

• Lena Sernoff
• Nov 8, 2023
• 13 min read

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It used to be that Instagram was a place people would go to post pictures of their pets and expensive lattes. But, fast forward just a few years and Instagram is its own fully-fledged community where creators, brands, businesses, and personal users co-exist. If you’re trying to carve out a little slice of the platform for your own business, the first thing you should be doing is making sure you’re using an Instagram business account.

Whether you’re just now searching for a website builder to start developing an online presence for your new business or getting your existing company up-to-speed with its social media strategy, having the right type of Instagram account can help you succeed online. The purpose of an Instagram business account is to provide businesses with a set of tools and features that are specifically designed to help them grow their presence on the social media platform and reach their target audience or market. This includes a range of powerful tools and features that can help users reach their target audience, drive engagement , and grow their business on the platform. If you want to sell on Instagram , you'll need a business account.

Pro tip: With the help of a link in bio tool such as Hopp by Wix businesses can use their Instagram bio to help drive traffic towards all of their online assets from a designated URL. Get more instagram bio ideas with our guide.

One way to grow your business via Instagram is by using relevant and high-quality content, which requires an entire strategy on its own, a content strategy. Another is by simply choosing the right category for your account. A business Instagram account will allow you to be easily identified by others on the platform as a business, and it will also give you extra tools that aren’t available to personal accounts. Let’s take a closer look at how to make the switch to a business account and why this easy switch can have a huge effect on the success of your online presence, as well as your customer relationship management and online reputation management (ORM).

Read Also: How to make money on Instagram

How to create an Instagram business account

Switching to a business account is fairly simple and can be done in just a few quick steps on either your mobile device through the Instagram app (from Meta platforms) or on a desktop.

Convert an existing Instagram account:

Step 1: From the app, navigate to your profile page.

Step 2: Click on the menu at the top right-hand corner. It looks like three short-stacked lines.

Step 3: From the menu, select “settings.”

Step 4: Once you’re in the settings menu, click on “account.”

Step 5: From here, you should see at the bottom of the account menu that there are highlighted options to switch to a business account. Click on it, and you might be asked to fill in extra missing details or just prompted to switch over right away. That’s it.

Create an Instagram business account from scratch:

Step 1: Download the Instagram app to your iOS, Android, or Windows device.

Step 2: Launch the app and sign up by filling in your details. Make sure you’re using an administrative email address if multiple people will have access to this account, or you can opt to log in with Facebook to easily link your Facebook business page.

Step 3: Select a username and password, complete your profile details, and finish logging in.

Step 4: When you open a new account, the default will be a personal account. So, from here, you’ll continue with the steps for switching your Instagram account to a business profile, as we mentioned above under “convert an existing account.”

10 Benefits of using an Instagram business account

The switch from a personal to a business account is quick and easy, but the benefits that come along with it are a lot more long-lasting and will have a noticeable effect on your Instagram marketing strategy.

What you’re able to do with your account, the Instagram features you have access to, how you interact with your followers, and how you collect data will change for the better with a business account. Here are 10 noticeable benefits of using an Instagram business account:

Get taken more seriously

Help customers find you

Access rich insights

Run Instagram Ads

Add clickable link stickers in Instagram Stories

Implement Instagram Shopping

Partner through branded content

Save time with the Quick Replies

Stay organized with inbox management

Schedule posts ahead of time

1. Get taken more seriously

As a brand, it’s important to come across professional online, and that’s easier to do with a personal Instagram account. For instance, new features in your Instagram bio can elevate your professionalism with different fields you otherwise wouldn't have. You can add a clickable address that opens to Google Maps so clients can find you easily. You can also use contact buttons so clients can call or email you directly from your Instagram profile. Your profile page will also display your industry’s category right under your name, so users navigating to your profile can instantly tell it’s a business and what it is you do.

When deciding whether to create a business or personal Instagram account, there are several elements to consider. If you’re creating an account for a business or brand, it’s important to design your page in a professional manner that is consistent with the branding of your business. This includes selecting a custom profile picture and cover photo that accurately reflect your company or product. Additionally, you should create a profile bio that speaks to your target audience, as well as include relevant hashtags and keywords in your posts.

When choosing a name for your Instagram business account, it's important to consider several factors. Firstly, the name should be easy to remember and spell. It should also be specific enough to differentiate your account from other businesses in your industry. Additionally, it should be reflective of the product or service you offer while remaining unique and creative – making sure to avoid any potential copyright infringement.

2. Help customers find you

By adding your industry and business category to your profile, you can become searchable on Instagram and search engines such as Google. If you’re looking for the keyword “photographer” and that is what you listed your business as, potential customers can arrive to your account. Once they arrive at your page, make sure you have a link to your professional website in the bio to help you get more bookings and leads.

Another discoverability tip is to add a keyword related to your product or service in your Instagram name. This will even further boost your SEO. An example is John Smith Photography, adding the keyword “photography” at the end is the key.

With an Instagram business account you can also add contact buttons to your profile, which allows users to call, email, or get directions to your business directly from your profile.

3. Access rich insights

With a business account, you get access to analytics in order to see how your page and posts are performing. This data is a great way to keep track of your growth and gain information on your audience and the success of your content.

You can access the analytics of a post by clicking on the ‘insights’ button on any post on your profile. Here, you’ll see information such as your reach, profile visits, replies, and how your post was discovered.

If you want to view more general analytics of your entire account, head to the menu from your profile in the right-hand corner and click on the ‘insights’ tab. In this section, the data is broken down into how many interactions you get, accounts reached, number of new followers, and more. You can see information on how your posts and stories are performing, as well as broken down data on metrics like button taps, interactions, follower demographics and active times, and more.

4. Run Instagram Ads

One of the biggest selling points of switching over to an Instagram business account is that you'll be able to run ads that people outside your follower's list see. Instagram Ads is definitely one of the Instagram tools you want to utilize if you plan to promote a product or an event or simply want to create more brand awareness. Furthermore, using promoted posts is a great way to reach new audiences, increase engagement, and get more followers who are interested in your brand.

To start advertising, you can click on any of your existing posts, tap the ‘promote’ button, and go through the steps of creating your promoted post. You can set where you want people to go when they click on your post, define your audience, and set your budget and the length of your promotion.

You can also create Instagram ads on your Facebook Ad Manager account. The process and metrics are similar, but Facebook has some more options to target your ads. Additionally, if you also run ads on Facebook, you can make sure they’re in sync on both platforms and get an overview of all your campaigns in one place.

5. Add clickable link stickers in Instagram Stories

You’ve probably seen influencers or brands on Instagram add clickable link stickers to their Instagram stories . Whether it’s to link to an article or webpage of a product, clickable links are another great way to improve engagement and also increase traffic to your free eCommerce website . The clickable link is so important because normally, Instagram only gives you one opportunity to display a link that is in your bio.

Links in stories provide additional opportunities to directly take your followers on Instagram to where you want them to go, such as your website. For example, you can display a product in your stories and then add a link for followers to shop for the item.

One more important detail to keep in mind is that in order to use links in your stories, you need to have at least 10,000 followers.

6. Implement Instagram Shopping

When you switch to a business account, you can make your posts shoppable so that users can browse and purchase directly from a post. This feature is great for eCommerce businesses who sell tangible products, like jewelry, accessories, or clothes.

With the shopping feature, you can tag products in a post to display a price and link directly to the page where a user can order it on your website. You can tag multiple items in a post as well, and when users navigate to a product's page, they can checkout and complete a purchase without ever exiting the Instagram app.

7. Partner through branded content

Aside from an Instagram business account helping you out with your own posts, it also allows others to tag you as a partner in their posts. If you begin working with influencers and they upload posts with your products or promoting your brand, they’ll be able to tag you and mention the post is partnered with or sponsored by your brand. If you don’t want just anyone to have the power to do this, you can restrict who tags you in branded content posts, so you’re assured only your approved partners have this exclusive tagging ability.

8. Save time with the Quick Replies

As your account starts to grow, you'll likely get more and more messages from customers with questions. This increase in contact can be tough to manage if you're a small team, and you don't want any clients falling through the cracks. With an Instagram business account, you can set up a quick replies feature to make it easier to answer all your direct messages and also save you time.

You can set up the quick replies feature in your settings and create shortcodes, which can be just a word, that are linked to template answers to your most common questions. For example, each time someone sends you a DM on Instagram asking about your services, all you’d need to do is type in your shortcode, click the quick reply icon that pops up, and your entire saved message will be sent so that you don’t need to type out your answer from scratch every time.

9. Stay organized with inbox management

Another excellent tool for managing your inbox when your account gets constant and regular DMs is the inbox management feature. With an Instagram business account, instead of just having one inbox for all your messages, your inbox is divided into three sections: primary, general, and requests.

Primary messages are usually messages Instagram thinks you’ll want to see first. They’re either from people you follow or accounts you interact with frequently. General messages are usually from accounts you don’t follow or don’t interact with as often. You can easily move messages between these two inboxes in order to organize your inbox. Maybe you want to keep certain messages in your primary inbox and move them over to general once they’re dealt with, or leave one inbox for client inquiries and move everything else to the second inbox.

10. Schedule posts ahead of time

Once you have an Instagram business account, you can connect it with your Wix website to schedule posts to your Instagram feed. The built-in Wix Social Posts tool allows you to create posts and schedule them for a set time to go live. This will help save time and will enable you to publish at the best times and days, even when you can't be on your device to hit publish. By planning posts ahead, you're able to make your entire social media teams' lives easier and help you stay on top of your social media content calendar.

How much does an Instagram business account cost

When setting up your Instagram business account, you will be asked to choose from several different plans. For those just starting out, the ‘Starter’ plan is a great option as it provides basic analytics and one profile link along with one call-to-action button. However, if you are looking for more advanced features and want to be able to promote your posts, the ‘Business’ plan is recommended. This plan includes more features such as detailed analytics, advanced scheduling capabilities and Instagram ads.

When creating an Instagram business account, there are several different price points to consider. For those just getting started, the ‘Starter’ plan is available for free and includes features such as basic analytics, one profile link and one call-to-action button. However, if you are looking for more advanced features and want to be able to promote your posts, the ‘Business’ plan is recommended. This plan includes advanced analytics and up to 10 profile links for $10 per month.

Instagram business account vs personal account

There are several key differences between an Instagram business and personal account. Personal accounts are used by individuals to share content with their friends, family and other followers. This is different from a business account which is used primarily by companies and businesses to promote products or services, and make sales in some cases, while building relationships with their customers.

The accounts also have different features. Business accounts have Instagram business analytics, they can also be used to create and promote ads on the platform, and they can add to their content contact buttons. The analytics data can be very significant for your influencer marketing strategy and advertising efforts, and how to improve them on Instagram.

You can convert a personal account to a business account, as we laid out above. But you can not convert from a business to a personal account.

Choosing an Instagram business account name

When it comes to finding the right name for your Instagram business account, it's important to follow many of the same guidelines that influence choosing a business name, or a domain name. The main thing to remember is that the character limit on your Instagram handle is 30, so you may have to choose or adjust your name accordingly.

Lead with your brand, something that accurately reflects your company, what you do and what you stand for. Many organizations use their company or business name as their Instagram handle. Instagram is a great place to be creative, so you can always opt for a unique name that reflects the content you plan to post.

Make sure to check your name for misspellings, because once chosen for an Instagram business account it can't be changed.

Linking an Instagram business account to Facebook

Your Instagram business account can be linked to a Facebook page. Linking the two accounts allows you to manage your Instagram business presence directly from your company Facebook page. This means you'll have the ability to post, respond to comments, and view analytics. By linking the two accounts, you'll be able to run Instagram ads through Facebook's ad manager, which provides additional targeting options and insights.

To link the two accounts, businesses go to your Facebook page settings, select Instagram, and then enter their Instagram account information. Once the accounts are linked, you'll be able to easily switch between them by selecting the account you want to manage in the top right corner of the Facebook page.

Instagram for business and the limitations

For many businesses, large and small, Instagram is a great way to connect with clients, raise brand awareness and sell products. However there are some limitations to the platform that businesses planning to use it should be aware of.

Instagram business accounts are a great way to share unique, branded content. However the account itself has limited options for personalization, or ways to make it stand out.

The algorithm. Instagram's algorithm changes and updates fairly regularly, so what once worked to reach a target audience may not after an algorithm update. You'll have to keep testing and pivoting your Instagram business strategy and the content you create to stay on top.

The cost of ads can be high for small businesses especially. Set a budget, and your KPIs or ROI for your ad spend and stick to it. At the same time, as the platform increases in size, organic reach becomes more competitive - meaning you'll need ads to compete with bigger Instagram players, at least at first.

Instagram analytics is improving all the time but doesn't necessarily compare to SEO or website analytics tools you may have been using. This makes it harder to pull insights on what's working for you on the platform or not. Combined with limited customer service, even for business users, navigating Instagram for business can be tricky.

Create a custom Instagram strategy

Switching to an Instagram business account is just one way to optimize your social media. Still, you'll also need a solid social media marketing strategy and clear, consistent content creation process to make the most of its digital distribution influence. Your Instagram approach should be customized to your brand, your audience, and your goals. Here are a few things to keep in mind when crafting an Instagram strategy:

Define your target audience: Do some market research to understand who your audience is so you can understand what they like and create content that appeals to them, specifically. Are you targeting a shopping audience, or one looking for an education?

Check out the competition: Take a look at what your competitors are doing on their Instagram business accounts. This doesn’t mean you should copy their strategy. Rather, you can look for gaps in their content so that you know where to focus your efforts or ensure that you stand out enough against your competitors.

Create quality content: Your content should be thought-out and high-quality, whether it’s professional videos , images or meaningful captions, make sure each post has a purpose and enhance communication with platform users.

Build up your style : Many feeds have a certain aesthetic. Create your own by using similar filters on each photo, using Instagram templates with similar color palettes, and generally staying true to your brand’s overall identity.

Set a consistent schedule: Post your content regularly and consistently as with any media management plan. The frequency you upload posts and stories is up to you, but whatever amount you decide on, map out a schedule and stick to it.

Track your performance: Determine your goal with each post, ad, or story and then track how you’re doing over time using the insights tool or a more robust Instagram analytics tool. Your performance will depend on what goal you’ve set, such as increasing your follower count, getting more traffic to your website or converting Instagram followers to paying customers. Remember Instagram often acts like a word of mouth marketing tool, and tapping into user-generated content and influencers can really help your brand make impact on the platform.

Instagram business account FAQ

Is an instagram business account free.

Yes, an Instagram business account is free to create and use. The only fees you will incur are for running Instagram ads and for using Commerce Manager to allow your customers to check out and complete their purchase within the Meta platform.

There is no fee for using Instagram Shopping to tag products and direct users to your website to buy them. However, if you use Meta's native checkout through Commerce Manager, you will pay the following selling fees:

$0.40 for shipments up to $8.00

5% for shipments of $8.01 or more

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Instagram Marketing

How to Create Captivating Visuals, Grow Your Following, and Drive Engagement on Instagram

Watch the full video

Instagram is the second most accessed network behind Facebook. The popular visual-first social medium sees over one billion active monthly users and 500 million daily Instagram Stories .

Everyone and their dog ( literally ) is on the social media platform.

“Everyone” includes individuals, pets, and, you guessed it, businesses.

The increase in brands who've developed a presence on the platform has skyrocketed. Oberlo estimates that 71% of US businesses use Instagram. But is it worth their time, and should your business also be on the platform? The answer is yes, and here’s why:

• Instagram sees over one billion active monthly users and 500 million daily Instagram Stories .
• There are 140 million Instagram users in the U.S.
• Instagram is the second most accessed network behind Facebook. Users browse for an average of 53 minutes per day .
• About 71% of US businesses use Instagram.
• Nearly 45% of Instagram’s users are between the ages of 18 and 44 .

of Instagram users follow at least one business

There are more than

active monthly Instagram users

of Instagram users have discovered a new product or service on the platform

It’s clear that Instagram isn’t just for personal use anymore. It’s now a global platform that allows brands to humanize their content, recruit new talent, showcase products, and inspire their audience.

Moreover, Instagram users aren’t just active — they’re engaged. About 59% of the platform’s active users visit the site daily, and spend at least 7 hours per week browsing content and interacting with friends and brands.

Instagram can also help you grow your brand awareness and introduce new products. Every month, 130 million Instagram users engage with shopping content. Instagram allows you to promote your brand and product in a friendly, authentic way without hard selling to your customers.

Even with all these Instagram statistics, you may still be unsure of how to get started. We know the platform can be a little intimidating at first, and that’s why we’ve created this guide.

Why Market on Instagram?

Instagram’s primary advantage over other social media platforms is its visual nature. If you have a business that benefits from the design of your product or if you have a service that has a visibly noticeable end result, Instagram is the best platform to showcase that content.

Video, imagery, and illustration are all great content fits for this social media platform, but your marketing strategy will ultimately determine what type of content to publish and how often to post it. Establishing a strategy before diving right into a new social media platform, no matter how well it works for everyone else’s business, will keep you focused on your goals and — most importantly — your audience.

Build Your Instagram Marketing Strategy

• Set your goals for Instagram
• Determine your Instagram target audience.
• Conduct a competitive analysis.
• Configure an editorial calendar
• Build a consistent brand on Instagram
• Grow your Instagram follower base.

Many businesses feel pressured to be present on every social media platform … and they forget about strategy. Don’t make this mistake.

Since Instagram is very different from other popular social sites, it requires a distinct marketing strategy . Start here to develop your brand’s own unique style.

1. Set your goals for Instagram.

Before you start posting on Instagram, ask yourself (or your team) one thing: Why are you on Instagram? As popular as the platform is, your answer shouldn't be, " ... because everyone else is ." To be successful on Instagram in the long-run, you must have a set purpose and goals so you can justify your time, energy, and monetary investment.

There's no right answer here. Maybe you'd like to use your Instagram feed to post and sell your products to customers, like Anthropologie . (Many ecommerce and physical products businesses are on Instagram for this reason.)

Maybe you're leveraging Instagram to share portfolio content so followers can see your product (or service) in action, like my esthetician, The Wicked Waxer .

Perhaps you're on Instagram to simply build brand awareness by posting motivational quotes and fun visuals, like one of my favorite organizations, The Blurt Foundation .

Maybe you'd like to use Instagram to share user-generated content so that followers can see real people using your product or service as Orangetheory does. (Many worldwide businesses or businesses with franchises do this, too.)

Whatever the reason, be sure to define your Instagram goals first thing. And, guess what? Your Instagram can have multiple goals — you can post product images while also sharing user-generated content (UGC). It's less about the type of posts you share and more about why you're sharing them. If you know the why, you can know how to measure your performance and use Instagram Analytics tools.

2. Determine your Instagram target audience.

Determine the audience you want to reach before you begin marketing on Instagram. If you have other marketing strategies in place, draw from those to keep your efforts consistent. Don’t forget to consider factors like age, location, gender, income, interests, motivations, and pain points.

Don’t know where to start? Monitor popular events and interest hashtags related to your business. See who’s using and engaging with these hashtags and check out their profiles. You can also take a look at your competitor’s followers. Instagram makes it easy to define your audience.

3. Conduct a competitive analysis.

After you determine your Instagram audience, do a competitive analysis to see what other marketers in your field are posting.

If you already know your top competitors, start by reviewing their Instagram profiles. If not, search for terms related to your business and industry to find similar accounts.

Conduct a quick audit of related accounts to see what posts are getting the highest engagement, what popular hashtags they’re using, what their captions are, how often they post, and how quickly they’re growing. This information can serve as a benchmark as you start growing your own account.

While auditing your competitors’ content, take note of any opportunities they might’ve missed. Adding unique content into the mix will help your business to stand out from the rest.

4. Configure an editorial calendar.

Creating an editorial calendar can help you save time and manage your Instagram presence. Fill in your calendar with some Instagram post types and plan your captions, hashtags, and posting times in advance.

Your editorial calendar is also a great place to record any key events to highlight on your Instagram account, such as new product launches or special offers. With an editorial calendar , you can keep an eye out for real-time opportunities instead of scrambling for last-minute posts.

Manage and plan your Instagram content with our free calendar guide and template.

5. Build a consistent brand on Instagram.

Random or disjointed content confuses your audience and can cause you to lose followers. To prevent this, maintain a consistent brand aesthetic on your Instagram account.

Determine what this looks like by thinking about your brand personality. What are your brand values? How would your customers and employees define your brand? Are you bold, playful, gritty, or adventurous?

Apartment Therapy 's brand personality is bright, clean, and organized, and its account reflects all three of those traits. Ideally, brand aesthetic helps your brand become recognizable, meaning someone could see your picture in their feed and instantly know it’s yours … without seeing the name.

Taco Bell is another great example of brand aesthetic. Its feed focuses on the bold, on-the-go lifestyle of its millennial audience and features fun images to drive engagement.

Once you determine your brand personality, refine your content to match. This can even apply to the color palette used in your photos.

Brand aesthetic doesn’t just apply to visuals. Aim to post images with your brand narrative in mind, too. Including compelling stories in your captions can make your brand more relatable.

For example, Red Bull ’s feed features plenty of high-energy images and videos that add to its brand’s story.

6. Grow your Instagram follower base.

Growing your following takes serious time and energy. You may be tempted to take the easy way out and buy followers … don’t do this! Purchasing followers won’t actually drive engagement, which is really what you need to ensure your posts are being seen. (Also, Instagram's recent API changes will automatically delete those followers!)

Here’s what you can focus on to build a following the right way.

• Make sure your username is recognizable and searchable. If people can’t find you, they can’t follow you! Fill out your bio. It’s the last thing someone sees before they make the decision to follow you so be sure to include who you are and what you do.
• Once your profile is optimized (which we talked about in this section ), start posting. It’s a good idea to populate your feed with ten to 15 high-quality posts before you really start engaging people. If users visit your profile and find it empty, they probably won’t follow you.
• Then, start following accounts that interest you and relate to your business. Think of Instagram like a community and look for other businesses in your area or influencers who might enjoy your product or service. As you follow accounts, Instagram will suggest related ones that you can follow, too.

• After you follow an account, interact with their content. This is the most natural way to draw attention to your own Instagram account without being spammy. When you follow or interact with an account, the account owner will get a notification. This could prompt them to check out your account and start following you. Always appreciate your followers by responding to their comments and engaging with their content.
• Encourage others to share your content. Invite brand ambassadors to share your account or collaborate with similar accounts.

For a comprehensive guide to getting more followers for your business on Instagram, check out our blog post here .

Promote Your Business on Instagram

Once you establish a dedicated follower base, you can start converting those followers into paying customers. Here are some strategies.

• Promotions: Deals, discounts, BOGOs, and other offerings are a great way to drive first-time sales with your Instagram audience. Be sure to include what your followers need to do to receive the offer, and mention a deadline to create a sense of urgency.
• Contests: What better way to make someone a customer than by letting them try your product? Run contests that require someone to follow your account or post with a hashtag to enter.
• Charity: 81% of millennials expect companies to make a public commitment to charity. Doing so can build affinity for your brand and help turn followers into customers. For example, Gap partnered with The Global Fund to help fight AIDS in Africa. Since 2006, it has helped raise over $130 million.
• Teasers: Instagram is a great platform to show your audience glimpses of new products before they’re available. While you don’t want to spam your followers’ feeds with only product photos, a few images can build excitement.
• Live launches: Consider showcasing a new product or service using Instagram Live. Then, drive users to purchase by including a purchase link in your bio.

Also, don't forget to leverage the link in your Instagram bio as well as your Instagram Story Highlights as these can connect followers to your website, blog, and product pages.

Lastly, be sure to promote your Instagram on other channels. Include an Instagram social share button on your website and share your Instagram on other social platforms. Sometimes the fastest way to gain more followers is to simply ask for them!

How to Present & Prove Social ROI

How to Create an Instagram Business Account

Before we begin, it’s important to note that Instagram is intended for in-the-moment content. To stay relevant among your audience, you’ll need to invest the resources required to post regularly.

The best way to keep your followers engaged is to keep your Instagram profile up-to-date. Below, we’ll dive into how to build and maintain a successful Instagram profile.

If you don’t have it already, download the Instagram app from the App Store or Google Play Store . You can view content on Instagram’s website, but you can’t upload it via your desktop. You’ll need the app for that.

Step 1: Open the Instagram app and click Sign Up With iPhone or Email

When you open the Instagram app, you’ll have two choices for creating an Instagram account for your business — Log In With Facebook or Sign Up With Phone or Email . Be sure to sign up with a business email so your Instagram profile isn’t linked to your personal Facebook account. ( Trust us , you don’t want to do that!)

Step 2: Enter your account details.

Under Full Name, enter your actual business name so your profile is recognizable to visitors. This name is what’s displayed on your profile; it isn’t your account username (or handle, for those Twitter folks).

Step 3: Pick a username.

The Username is a name unique to your profile and allows other accounts to engage with your brand. HubSpot’s username is @HubSpot .

Pick a username that is recognizable and easy to find. If your business name is taken, try to keep the first part of your business name in your username. Note : You can update your username later in your account settings, so don’t worry if you want to change it in the future.

Optimizing Your Instagram Account

After you’ve set up the basics of your Instagram account, it’s time to optimize it. Follow these steps to create a profile people will want to see on their news feed every day.

Step 4: Choose a profile picture. 

Your profile picture is your first impression on new visitors. For this reason, keep your image consistent with your branding and visual markers.

Consider using your logo or another familiar image. Instagram profile pictures are automatically cropped into a circle, so leave room around the corners of your image.

Step 5: Next up — your Instagram bio. 

Instagram bios have a 150-character maximum , so your goal here is a direct, concise summary of who you are and why people should follow you. Tell your audience about your business using a hint of personality. Instagram bios aren’t searchable, so don’t worry about keywords or hashtags (which we cover more below) .

In your bio, you can encourage users to take a specific action, such as using a certain hashtag or visiting your website. Your bio is the only place where you can feature a clickable URL and drive traffic to an external site.

For this reason, it’s common for businesses to update their featured URL to align with their most recent post. If you decide to add a link, be sure to use a link shortener like HubSpot's Tracking URL builder or a tool like Bitly, Goo.gl , or Linktr.ee to keep your profile from looking cluttered. Tracked URLs also help you better understand the amount of traffic Instagram is driving to your website.

Pro tip: For future edits, click on the Edit Profile button on your profile to change your photo, name, username, bio, and URL.

Managing Your Instagram Settings

Lastly, let’s review your account settings. In this section, you’ll be able to update contact information, privacy settings, and more.

Step 6: Adjust your settings.

Click on the three stacked lines in the upper right-hand corner of your profile, then click on Settings at the bottom of the window. (Under your username, you’ll see a few links that we’ll cover below.)

Within your settings, you’ll be able to do things like change your password, see posts you’ve liked, enable notifications, and much more. Here are a few things you should check out right away.

Manage your story settings — where you can manage who can see and reply to your Instagram Stories ( which we discuss below ). We recommend allowing all your followers to see and reply to your Stories to increase brand engagement. From your settings, click Privacy > Story to access your Story Controls. (You can also access this by clicking the gear icon in the top left corner when posting a story.)

Instagram will automatically import relevant information from your Facebook page for you to edit. You now have an Instagram business profile. Don’t forget to use the features that come with this type of account like profile insights.

Private Account — Here you can change your profile from public to private. Instagram will automatically set your profile to public — we don’t recommend changing it! As a business, you’ll want users to see your posts and follow your business without any obstacles. From your settings, click Privacy > Account Privacy , and make sure that's turned off.

Comments — This setting allows you to hide comments with certain keywords or phrases. To do this, you must enter the specific words and phrases into your Instagram settings and turn on the feature. Receiving comments is exciting and encouraging, but certain comments may go against brand values or offend your audience. From your settings, click Privacy > Comments to update these.

Adding Additional Instagram Accounts — Add up to five accounts and switch between them without logging in and out. This feature also allows you to have multiple people logged into an account at one time. To add an account, click Add Account at the bottom of your settings. Enter the username and password of the account you’d like to add. To switch between accounts, go to your profile and tap your username at the top of the screen. Choose the account you’d like to switch to.

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Types of Instagram Posts

Now that you’ve created and optimized your Instagram account, it’s time to start posting awesome content. Instagram allows you to post several types of content, including photos, videos, and Stories.

Let’s talk about the different Instagram post types and some best practices for encouraging engagement.

The most common post on Instagram is an image post. When posting images, share a variety of photos. Variety will show your brand is diverse and engage your followers in different ways.

It’s also important to remember that Instagram users are looking for genuine posts from brands — not blatant advertisements. Try to capture your company culture with lifestyle shots and behind-the-scenes looks. Avoid posting too many photos of your product.

Example: Nike’s Instagram includes product photos, but the majority show real athletes, concerts, and other types of content that promote the Nike brand personality as a whole.

As you start to explore the platform, you’ll see there are countless kinds of images you can post to your account. Get creative! Take note of any concepts or styles you think would work well for your brand.

To get you started, we’ve compiled a list of some successful Instagram image types .

Behind-the-Scenes Posts

These posts offer a glimpse into the part of your business that people don’t normally see. It’s important that they don’t look staged — authenticity is key!

Example: Aeronaut Brewing Company provided an inside look at its company culture by showcasing its employees at work..

Reposts From Employees

Great content can be right in front of you … on your employees’ Instagrams. (Just be sure to tag or credit the original poster.) Reposting photos from your employees is an easy way to curate authentic content and humanize your business. Not only will your audience engage with your brand, but they’ll also start to “bond” with your employees.

Example: Fenway Park often reposts images shared by the grounds crew as they prepare the stadium.

Educational Posts

Educational posts offer snackable tips on how to do or make something. The photos or videos usually present the instructions in a way that is quick and easy to follow.

Influencer Posts

Influencer posts use the fame of a celebrity or well-known public figure to promote your brand. These posts often include a visual of the influencer using or interacting with your product. One of the main benefits of influencer posts is gaining the attention of another audience.

Example: Goal Zero shows renowned rock climber and photographer Alex Honnold using one of its solar power charging stations. Not only is Goal Zero reaching its own audience, but it's also reaching Alex’s 500,000-plus Instagram follower base.

Motivational Posts

A motivational post combines a simple visual with an overlaid quote or uplifting text. These posts encourage your audience and amplify your brand values. While effective, try to post these sparingly to avoid looking cheesy. Apps like Quipio and Typic can help you add text to photos in a way that’s consistent with your brand guidelines.

Example: Foundr often shares motivational posts to encourage its follower base of entrepreneurs, small business owners, and marketers. The posts also align with their mission as a business media company.

User-Generated Content

Similar to employee reposts, user-generated content (UGC) is curated content from your fans and followers. Your tagged posts and posts with your brand hashtag are a great source for UGC.

Sharing your fans’ and followers’ photos not only make the original poster feel good, but it also shows that you truly care about your customers. Just be sure to credit the original post with a tag or in the caption. To repost user-generated content, screenshot and crop the original post or use a reposting app like Repost for Instagram .

Example: WeWork conducts an annual #DogsOfWeWork campaign and compiles the best submissions together into a yearly calendar. Although WeWork doesn’t repost every tagged image, their campaign helps create invaluable reach and engagement.

Newsjacking (Trending Holiday Posts)

It seems like there’s a “holiday” for everything these days. Events like National Sibling Day and National Ice Cream Day generate a ton of engagement on social media. Join in the fun by participating in a local, national, or world trend. A newsjacking post is a great way to post humorous content that relates to light-hearted events.

Example: Corridor Brewing celebrated the Cubs' Opening Day. Through this post, the American restaurant chain tapped into a popular American pastime.

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Capturing and Editing Instagram Photos

Now that we’ve explored what you can post on Instagram, let’s review some ways to make sure your content is successful. Unlike other social media platforms, Instagram’s simple profile layout forces you to focus on the quality of content … not the quantity.

While this is great for engagement, it also means that you can’t hide mediocre content. Do your very best to use high-resolution images on your Instagram feed.

Square images should be 1080 x 1080px. Landscape images should be 1080 x 566px, and profile images should be 1350 x 1080px. Regardless of what size you upload, every image will be shown as a square in your profile feed.

How to Take a Great Photo With Your Smartphone

You might be thinking How am I supposed to capture the perfect, high-quality shot without a high-quality camera ? No worries! Phone camera technology has become so advanced that it now rivals thousand-dollar cameras.

Amazing photography is no longer limited to those with professional cameras. You (yes, you!) can take eye-catching photos your audience will love using a tool you already have in your hands. Here are some tips to drive follower growth and Instagram engagement.

1. Follow the rule of thirds.

To instantly improve your photo composition, turn on your camera grid lines. Aim to place your subject at the intersection of one set of vertical and horizontal lines. This technique, known as the rule of thirds, is popular among painters, illustrators, and photographers.

Placing your subject off-center creates a slight imbalance that catches your viewer’s eye. To turn on your grid lines (on an iPhone), go to Settings > Photos & Camera and switch Grid to on.

2. Focus on a single subject.

3. Take advantage of negative space.

Negative space is the empty space around your subject. Leaving negative space around your subject will draw attention to the desired focus of your image and prevent it from looking crowded.

4. Look for interesting perspectives.

People are used to seeing the world from eye level. To create interesting and fresh photos, use shots from different perspectives. Change up your shooting perspective to capture a bird’s eye view or worm’s eye view. Experiment with different angles to find new perspectives on common sights.

5. Leverage symmetry and patterns.

The human eye is naturally drawn to symmetrical shapes and objects. Sometimes, it’s best to break the rule of thirds and center the scene in your frame. Leading lines are another more specific form of symmetry that pulls the eye into the photo. People are also drawn to patterns. A pattern could be man-made, such as a tiled floor, or natural, such as petals on a flower or vines on a wall. To make things really interesting, break up the pattern with your subject.

6. Use natural light.

Standard overhead lighting creates harsh shadows and highlights that create unwanted dark and light areas in your photos. To prevent this from happening, use soft natural light wherever possible. Try taking photos next to a window, and for outdoor shots, the half-hour just before sunset and after sunrise often offers the most striking lighting as the sun is low on the horizon.

How to Add Filters and Edit Photos

Ever wonder why some photos just look so good? It probably has to do with how it’s edited. Editing photos only takes a few minutes and can massively impact the quality. Thanks to Instagram’s built-in tools and filters, editing photos is very simple. Follow these tips to make that photo of your homemade lunch look like a culinary masterpiece.

First, start with a great photo (using our tips above). No amount of editing can fix photos if they have poor composition or lighting.

Consider using other apps to edit your photo. Facetune 2 is a free editing app that allows you to apply effects like HDR and tonal contrast as well as adjust brightness, contrast, and saturation. VSCO is also another popular editing app with numerous free filters that resemble popular film stocks.

Step 1: Upload your photo and choose a filter.

When you upload your edited photo to Instagram, it’ll automatically crop your photo into a square. To change it back to the original width, press the icon with the two outward-facing arrows. At this stage, you can add additional Instagram filters — but don’t go too crazy. Each Instagram filter has its own personality that can drastically change a photo.

Step 2: Next, try adjusting your photo lux.

According to Instagram , “Lux balances the exposure and provides much-needed brightness” to photos. Lux make can make your image more vibrant and bring out details. To do this, press the wand icon at the top of the screen and adjust the level.

Step 3: Make any final tweaks using Instagram’s editing tools.

Press Edit to adjust your photo’s alignment, brightness, contrast, structure, and more. Press Next when you’re done to add final details and publish.

Instagram also lets you upload videos — as long as they’re a minute or less in length.

You can download professionally edited videos from your computer or videos you’ve edited in a mobile app. Splice is a free editing tool (from the same guys that made GoPro) that allows you to cut together multiple clips and add transitions, titles, and music.

Instagram videos default to playing without sound. Because of this, make sure at least the first few seconds of your videos don’t need sound to be understood. You can use your caption or prompt viewers to turn on the sound.

Open your Instagram and tap the camera icon in the top left-hand corner of the home screen. This is the in-app camera. You can also access this by swiping right on the screen.

Notice the settings on the bottom. The Normal setting, to which the camera defaults, takes still photos. You’ll see that the first setting to the right is Boomerang , which takes three-second, looping videos that play forward and backward. (We’ll cover the other settings later in this guide.)

Boomerangs allow you to put a quirky spin on traditional video. Boomerangs created using a burst of photos and stitching them together for a short, repetitive video. These kinds of posts are fun for circumstances like jumping, toasting glasses, or high-fiving.

You can also download Instagram’s Boomerang app to have a separate place to capture boomerang videos.

Do you have a video that’s too long for Instagram? Check out Hyperlapse from Instagram , which allows you to condense lengthy videos into shorter, post-able content.

It creates smooth, time-lapse videos with built-in stabilization. To create your own Hyperlapse videos, download the app and give it to access your camera. Tap the circle once to stop and start your recordings. Once you’re done recording, you can choose a playback speed between 1x and 12x. Save the final Hyperlapse video to your camera roll to upload later.

Instagram Reels

A direct competitor of the viral sensation TikTok, Reels is one of the newest Instagram features. Users can create fun, captivating 15 or 30-second loops of content for nearly any purpose. Quick tutorials, dance challenges, and informational videos all find a place in Reels.

Reels have their own explore page filled with content created using this feature. Regular videos, images, stories, and IG TV posts won’t show up here, so your business could have a great opportunity to see engagement from your audience with this content type.

How to Post to Instagram Reels

Step 1: open the reels feature..

Tap the plus icon at the top of the home screen. Then, tap Reels at the bottom right of the screen.

Step 2: Adjust your settings. 

There are five customizable settings you can configure before recording your Reel.

Select either a 15 or 30-second Reel .

Choose music from your favorite artists and genres by searching the song or composer in the search bar .

Create a slow-mo or sped-up version of your Reel by selecting a slower or faster pace for the recording.

Apply any filters or effects to your Reel recording.

Set a timer to self-record a Reel. The feature will give a three or ten-second countdown before the Reel recording begins. 

Step 3: Record your Reel. 

Record your first clip of the Reel by tapping the clapperboard icon in the middle of the screen. You only need to tap this button once for the camera to begin recording. Tap the button again to pause the recording and switch to a new scene. To view how much time is left available to record in the Reel, check the progress bar at the top of the screen.

Step 4. Finalize the Reel. 

Tap the right arrow on the right side of the clapperboard icon to review your Reel. After reviewing it, you can go back to edit it by selecting the arrow in the top left corner . If you’re satisfied with your Reel, select Share To at the bottom right of the screen.

Step 5: Share your Reel.

Create a caption for your Reel and decide where to share it. The sharing options include:

• Share to Reels
• Share to Feed

Share to Reels.

Here, your Reel will appear publicly on the dedicated Reels page. You can also toggle the Also Share to Feed button on to share the Reel to your feed. Tag people, crop the profile image for the Reel, or include a business partner with additional settings. If you’re not ready to post the Reel yet, save it as a draft to publish later.

Share to Stories. 

Here, you can share your Reel directly to your story, your close friends, or individual people you follow.

Instagram Stories

Instagram Stories allow users to post at a higher frequency without overposting and clogging up their main feed. Stories usually feature less-polished, more organic images and videos. Like Snapchat Stories, your Instagram Story disappears after 24 hours.

Stories are all about authenticity. While your Instagram feed should feature polished photos, Stories can be a little more experimental. Use the feature to give a behind-the-scenes look at your brand or showcase your company culture. Do you have a dog-friendly office? Share photos and videos of the dogs in your Story. Stories are also a helpful tool to showcase live events your business hosts or attends, as this feature is much more time-sensitive.

How to Post to Your Instagram Story

Instagram offers three options for posting to your Story. You can tap the camera in the upper left corner, tap Your Story above your feed, or just swipe right to access the camera.

Your camera will default to Normal , but let’s review the other camera settings that we didn’t cover above.

• Type: Creates a text post
• Music: Pairs a music clip of your choice to an image or video
• Live: Captures and publishes live content to your Instagram for your followers to watch
• Superzoom: Adds an animated zoom to a video
• Focus: Focuses on a subject and blurs the background
• Hands-Free: This allows you to capture video without having to hold the record button

Like your typical phone camera, the thunderbolt icon controls the flash and the arrow icon switches the camera view between front and forward-facing. Instagram has recently added filters (like on Snapchat) that you can access by tapping the smiling face next to the arrow icon.

Step 1: Upload your photo and add a filter.

Stories make it easy to add personality to your content! Swipe to the left or right to access the filters. Select the pen icon to choose a color and add a doodle.

Step 2: Press the Aa icon to add text with your keyboard.

The smile icon allows you to add a location, GIF, music, poll, and many more fun features.

Instagram also allows you to tag another account in your Story, which is a great way to connect with other businesses and your followers. To tag someone, type the @ symbol followed by the username you’d like to mention. This makes the tag clickable so that viewers can visit the tagging profile. You’ll receive a notification if you’ve been mentioned in someone’s story.

Step 3: Publish your story.

When you’re ready to publish, press the Your Story icon or save it to your camera roll to publish later. You can also tap Send To to add to your Story as well as send directly to other users. Stories appear at the top of the Instagram feed and through your profile picture. To see who viewed your content, swipe up when viewing your Story.

Instagram Stories are very similar to Snapchat — yes, Snapchat has facial recognition and Lenses (or filters). But, Instagram’s active user base combined with its search capabilities provide a great opportunity for businesses to be discovered. So if you’re wondering if your business should use Stories, the answer is “yes”.

How to Add Instagram Story Highlights

Instagram Story Highlights are Instagram Stories that have been preserved past their 24-hour limit and posted to an Instagram profile. You can find them in the small circles under an Instagram bio. Story Highlights are a fantastic way to showcase your best stories and post them semi-permanently to your account for your followers to see. They're also useful ways to showcase products, services, promotions, and more as your Highlights can include links to external sites.

Instagram Story Highlights can also serve as a menu of sorts. Many Instagram businesses use Story Highlights to post their business hours, current promotions or sales, team member or shop location information, behind-the-scenes video, and more. Because Story Highlights are located at the top of an Instagram profile, they're almost an extension of your bio. Instagram also allows you to add Highlight Covers (at 2000 x 2000 px and an aspect ratio of 1:1) to illustrate your Story Highlights and keep your profile on-brand.

There are multiple ways to add Instagram Story Highlights. It's important to note, however, that you can't add images or video directly to your Story Highlights. Your Story Highlights need to be a previously posted (or currently live) or Instagram Story before you can pin it to a Highlight (or create a new Highlight).

One way to create and/or post to a Story Highlight is with a current Instagram Story.

Add an Instagram Highlight from Story

Step 1: open your current instagram story and click the heart icon labeled highlight ..

At this point, Instagram will ask you which Highlight you'd like to pin the Story to, or it will ask you to create a Highlight if you don't have any yet.

Step 2: Edit the Highlight.

Once you add the Story to an existing Highlight (or use it to create a new one), you'll see the Highlight show up on your Instagram profile, below your Instagram bio. Once posted, Story Highlights can be edited to change the cover image, pick a new name, remove posts, or even add new ones from your Story Archive (which we'll talk about next). To edit a Highlight, click the three dots at the bottom of a Story Highlight and tap Edit Highlight .

Add an Instagram Highlight from Archive

You can also create or add to Story Highlights from your Archive, which is where your Instagram Stories are saved after their 24-hour limit expires.

Step 1: Access the archive.

You can access your Archive by tapping the three lines in the top right corner of your profile and clicking Archive . Your Archive also includes posts that you've removed from your Instagram profile; to toggle between Posts and Stories , tap Archive in the top bar for the drop-down menu.

Step 2: Add the highlight.

From your Archive, you can choose old Instagram Stories to add to Story Highlights. Simply open an archived Story, click Highlight at the bottom menu, and choose which Highlight to add it to.

Highlights are useful ways to engage your audience by making temporary content permanent on your profile. Story Highlights are also close to your Instagram bio, making them noticeable parts of your Instagram profile. Use your Story Highlights to engage, inform, and delight your Instagram audience — much like HubSpot does.

Instagram Live

As we talked about above, Instagram has a live video option that allows you to share content real-time. To start a live video stream, open the Instagram camera, swipe to the Live setting, and click the button to Start Live Video .

Once you start the live video, any followers currently on the app will receive a notification that you’re live. Live viewers can also comment on the live video using the built-in chat feature. Live video should be used sparingly to showcase exciting, real-time content or engaging moments like Q&As or reveals.

Instagram TV, or IGTV , is Instagram’s newest video offering. Available to watch through the Instagram app or the standalone IGTV app , users can view long-form, vertical video from Instagram creators. Think: Cooking videos, interviews with celebrities, product reviews, and tutorials ... this is the content you’ll typically find on IGTV.

What's the difference between Instagram Live and IGTV? IGTV is uploaded footage, which gives users the opportunity to edit and fine-tune their video. Instagram Live is filmed and uploaded live .

To begin posting, download the IGTV app, create a channel, and upload a video between 15 seconds and 10 minutes in length. Verified accounts can run videos up to an hour long. At this time, IGTV videos can only be viewed on mobile devices using the Instagram or IGTV app — the platform does not support desktop viewing.

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How to Write Instagram Captions

One picture may be worth a thousand words, but there’s something to be said about the context words bring.

Writing remarkable captions can be tough, and that’s why we’ve come up with some tips to relieve some of that pressure.

1. Don’t rush the process.

Write several drafts and ask your friends or co-workers for their opinion. Yes, your content should be timely, but it should also be engaging. Instagram recently changed its algorithm to organize each user’s feed to show what they’ll likely find engaging. The visibility of each post will depend on the number of likes and comments it receives. Take the time to create content that will delight and engage your customers.

2. Consider the caption length.

Your captions can be up to 2,200 characters. (For comparison, Twitter allows 140.) Regardless of length, users can only see the first 3 to 4 lines of each caption. They have to click More… to see the rest. Because of this, place the most important content at the beginning of the caption so it’s always visible.

That being said, don’t shy away from long captions. In fact, Instagram can be a great storytelling medium. For example, Humans of New York writes longer captions with quotes from the people they photograph.

3. Engage, engage, and engage some more.

Always include a call-to-action in your caption. Encourage your audience to like, comment on, and share your photo.

You can also use your caption to direct people to your bio link, where they can check out a new product or blog post. Just remember to change the link so it corresponds with your most recent post. Tip: Use shortened tracking links in your URL so you can see how much traffic came from your Instagram account or a specific post.

Include a geotag. Adding a geotag gives users another way to find your content, which can lead to higher engagement.

4. Find your Instagram voice.

Every social platform has a distinct voice. What works Twitter may not work on Instagram. On Instagram, posts with a lighthearted, authentic tone tend to perform the best. Experiment with emojis and other fun tools to give your brand a distinct feel. Don’t expect to get it right the first time — it can take a while to develop your brand’s voice.

If you’re ever in doubt about what to write, keep it short. There’s little correlation between caption length and engagement , but short captions allow your visuals do the talking.

How to Use Hashtags on Instagram

Hashtags have taken over the internet. Hashtags refer to keywords or keyword phrases that are spelled without spaces and prefaced with a pound (#) sign. They are generally used to reference events, conferences, pop culture, entertainment, or reoccurring themes and are a great way to make your content more visible.

Originally popularized by Twitter, hashtags are now on multiple social networks.

Using Hashtags on Instagram

Instagram feeds are always changing, which makes sense considering that 95 million photos are shared everyday . With that much content, it can be difficult for your account to get noticed. That’s where hashtags come in handy.

On Instagram, hashtags aggregate posts from a wide variety of users into a single feed … although only public accounts can be shown when searching hashtags.

Instagram makes it simple and easy for users to find tagged content. When you search a word or phrase, the search results page shows you four parts:

• Top, which displays the top Instagram accounts, hashtags, and locations that include your keyword (typically accounts that are popular or that you're following)
• Accounts, which shows you the top Instagram accounts that include your keyword
• Tags, which suggests popular hashtags that include your keyword and how many other Instagram posts have been shared with that hashtag
• Places, which displays nearby locations that include your keyword

For example, if you’re planning on tagging your post with #coffee, you may want to tag related hashtags like #coffeebar, #coffeeholic, or #coffeehouse to broaden your post reach.

Using hashtags is easy! Simply create hashtags using characters, numbers, or emojis; you can add up to thirty to the caption. Just remember — your account must be public for your posts to appear on hashtag feeds.

Choosing an Instagram Hashtag

How do you choose which hashtags are best for each post? Our best answer is by brainstorming related keywords and researching relevant trends, which is actually easiest within Instagram itself.

Start in the Explore tab (the magnifying glass icon on the bottom menu). There, you’ll find popular posts and see what hashtags were used.

If you already have a hashtag in mind, you can also use this page to find popular, related hashtags. Just type the hashtag in the search bar, and filter your results by Tags to see how many posts have used that hashtag as well as other related hashtags.

Try to blend general, trending hashtags and specific hashtags to increase your post reach and relevance. Also, consider creating your own branded hashtag .

Many businesses use their own hashtags to roll out a new product, manage an Instagram campaign, promote an event, and collect user-generated content. If you’d like to do this for your business, make sure yours isn’t being used for another purpose … and then encourage your audience to use it!

Formatting an Instagram Hashtag

Now, let’s discuss how to incorporate hashtags in your content.

First and foremost, don’t be spammy. Hashtags should be natural in your caption. Aim to use one to four hashtags to avoid overwhelming your audience and making your captions hard to read.

If your hashtags don’t naturally blend into your caption, tack them onto the end or even in the first comment. They’ll work the same no matter where they’re placed.

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Instagram Hacks and Best Practices

Let’s explore a few little-known Instagram hacks to make the most of the platform. We recommend downloading the latest version of the app to follow along.

1. Post to Instagram at the best times.

Instagram users are active at all times of the day. However, there are a handful of optimal times to post on Instagram . For peak engagement, the best times to post on Instagram across industries are 1 p.m, and 5 p.m. This is for the time zone of your target audience. Many users tend to engage with more content during off-work hours on weekdays.

2. Link Instagram to your Facebook page.

One thing that makes Instagram unique is that you can share your content seamlessly across other social networks.

We don’t recommend automatically linking to your other social platforms like Twitter and Facebook; what works on Instagram won’t always yield the same results on other channels, especially as you get up and running. For this reason, tailor your content to each platform.

However, linking your Instagram to your other social accounts like Facebook does increase the number of eyes on your posts. Remember, your Facebook Page will already be linked to your Instagram if you set up an Instagram business profile.

If you do decide to do this, go to your Instagram settings and click Linked Accounts under Privacy and Security . Log into Facebook and pick the Facebook Business Page to which you’d like to link. Next, under the Share Settings menu, the Facebook logo should be blue to indicate that sharing is on.

3. See posts you’ve liked.

You can see all the posts you’ve Liked in your Instagram settings menu. (Remember, tap the three lines in the top right corner of your profile and click Settings at the bottom.) From there, click Account Posts You've Liked.

4. Reorder Instagram filters.

To maximize productivity, Instagram lets you reorder filters to position the ones you use most often at the beginning. To reorder or hide filters, open the Instagram editor. Scroll to the far right and click the Manage gear icon. Hold down the three gray lines to reorder the filters, or uncheck to hide it.

5. Hide posts you’ve been tagged in.

If someone tags you in a post, it’ll show up when you click the person icon in the menu under your Instagram bio. Your followers can see this, too.

You can hide a tagged post in two ways. One way is through each individual picture. Open a photo you want to hide and click the three dots in the top right corner. Click Photo Options , and from there you can select Remove Me From Post (remove the tag and hide altogether) or Hide from My Profile (leave tag but hide on profile).

If you don’t want to have to continually check and remove tagged posts, you can manually choose just to include the ones you do like. To do this, go to Settings Privacy Tags and turn off the Add Automatically option. Moving forward, you’ll be notified when someone tags you in a photo. When that happens, tap on the photo you were tagged in and choose Show on Profile .

From this screen, you can manually hide multiple photos and videos from your profile, too.

6. Save photos and build collections.

There’s lots of incredible content on Instagram. Maybe you’ve seen content by competitors that you want to emulate, or maybe you’ve found some user-generated content you’d like to repost. How can you save this content to access later? Well, Instagram makes it easy — through Saved content.

On your Instagram feed, you can like, comment, and message posts. You can also save them, using the ribbon icon in the right corner. When you tap it, you’ll see Save to Collection pop up along the bottom of the post. If the image or video you’ve saved falls into a collection, such as UGC content or inspiration, you can create a collection for that content.

Access your Saved content through your profile. Tap the three horizontal lines in the top right-hand corner and click Saved in the list. Under All , you’ll see all your saved content in chronological order. Under Collections , you’ll find that content organized into Collections.

7. Leverage user-generated content.

Keeping up with your Instagram can be a lot of work, especially if you're managing multiple social networks at a time. As I mentioned at the beginning of this guide, in order for you to find success on Instagram you must be prepared to post content and engage regularly. If this sounds intimidating, don't fret; I've found the perfect solution for both — user-generated content .

User-generated content (UGC) is content featuring your brand or product that your customers, users, and followers post on their networks. UGC is a fantastic example of word-of-mouth marketing and helps drive brand awareness and conversions. Better yet? You can use that content for your own networks.

There are a few different ways to use UGC. Some brands share a branded hashtag and ask their customers to use it when posting about their products. The company then follows that hashtag to discover new content and asks the person permission to share their image. Other brands run specific UGC campaigns and contests to gather a lot of UGC at once and "flood" follower timelines with brand-specific content.

UGC campaigns don't have to happen on social media, either. My favorite example of UGC by the pet product brand, Chewy. We all know how much pets love boxes, and so do the folks at Chewy. They encourage customers to post pictures of their pets in Chewy boxes (seriously — it says it right there on the box!), and Chewy shares them on its social media. Not only does this provide the Chewy social media team with endless new content, but it shows potential customers real photos of real customers and their cute pets.

8. Feature guest takeovers.

Your social media manager or management team deserves a break now and then! Consider featuring guest "managers" or employee takeovers on your Instagram. This strategy allows you to mix up your content and provide your followers with a behind-the-scenes look at what it's like to work for your company. (Or, if you feature customers, what it's like to buy from your company.)

The HubSpotLife Instagram does this with HubSpot employees around the world. Each employee takes over for a day and showcases their workspace, hobbies, and other parts of their life.

9. Make your Instagram an interactive space.

While likes and comments are important parts of Instagram engagement, there are other ways to turn your Instagram feed into a space to interact with your followers. Consider these tips:

• Conduct a weekly or monthly "ask me anything" (AMA) with employees or executives where followers can leave questions in the comments.
• Post a daily countdown to a product release or event (like INBOUND ).
• Run a contest that asks followers to comment and/or share your posts in their Instagram Stories as entry methods.
• Post information about your products and ask for feedback and reviews in the comments.

These are all strategies for making your Instagram a more interactive, conversational space.

Instagram Analytics

Instagram doesn't have a built-in, in-depth analytics platform like Facebook … yet.

When you switch to a Business Account, you do gain access to some limited analytics, such as follower growth, impressions, reach, and engagement. Access these by clicking on the View Insights option below your uploaded images and videos.

You can also track Instagram impressions, spend, and engagement on ad campaigns through Facebook’s Ad Manager. While helpful, these metrics are limited to individual posts and campaigns.

You can access more in-depth Instagram metrics using third-party apps. Iconosquare and Sprout Social allow you to track additional metrics such as followers and engagement over time, optimal post time based on previous posts, and performance compared to selected competitors. Although both platforms require you to pay to use them, you can start with a free trial to see if their analytics offerings are right for you.

The individual metrics you track on Instagram will vary depending on your goals, but you should always keep an eye on engagement (likes and comments) and your number of followers over time. If you’re posting valuable content, your account will steadily gain followers and engagement.

Whether or not you have the budget for more in-depth analytics tools, track these basic metrics to make sure your account is growing and performing well.

For a full list of free Instagram analytics tools, check out our blog post here .

Social Media Strategy Kit

Getting Started With Instagram Advertising

Let’s discuss Instagram advertising . Instagram advertising offers a unique opportunity for brands to engage with their audience. Since Instagram ads appear in feeds like any other post, they aren’t as obvious or disruptive as typical ads. They provide a natural way to encourage users to learn more about your business or product.

How Create an Instagram Ad

If you’ve ever set up a Facebook ad, you know the drill — setting up Instagram ads is done through Facebook’s ad platform.

To create your ad, select a current Instagram post you’d like to boost or create a new one in Facebook Ad Manager. If you haven’t run ads through Facebook before, you’ll first need to set up an account. You’ll also need to claim your Instagram Business account to link it to your Facebook page.

To claim your Instagram account, go to your Business Manager and, on the left side of the page, hover over the menu to click Instagram Accounts . Then click on Claim Instagram Account . Add your account information and click Next .

Pick an objective and name your campaign. While Facebook offers many different choices, only a few include Instagram advertising as an option. To ensure you’re on the right track, pick from any of the following options:

• Brand Awareness
• App Installs
• Video Views
• Conversions

Once you’ve selected your objective, you’ll be prompted to name your ad set.

If you select the Traffic option, you’ll be prompted to select a destination for your traffic. Facebook lets you pick between a website and an application.

Next, target your ad with demographic and psychographic factors, such as age, gender, location, language, work, financial status, behaviors, and connections. You can also load previously-used custom audiences.

Select Edit Placements under the placements options and select Instagram under the available platforms. Don’t forget this step! Otherwise, your ad will only show up on Facebook. If you only want to run your ad on Instagram, make sure that no other placements are selected.

After you select Instagram as your placement, you’ll be asked to set the budget and schedule for your ad. Set a daily spend budget or a lifetime budget for the ad and indicate start and end dates for your campaign.

If you don’t set dates or a lifetime budget, your ad will run indefinitely on the daily budget you allocate. You can find more budget and scheduling options under the Advanced Options menu, which allows you to schedule your ad to run during certain hours of the day or set your ad to generate results as quickly as possible using the “Accelerated” delivery type. This option is useful for ads focused around timely events.

Next, set up your ad content. You can boost an existing post or upload new content to run as your ad. Instagram allows you to create Single Image or Video Ads, Carousel Ads, and Story Ads.

To maximize ad delivery, Facebook recommends using images that are 1,200 x 628 for news feed ads and 1,080 x 1920 for story ads. Facebook also recommends limiting your text on the image or video thumbnail.

Once your ad creative is uploaded, place your order and start running your first Instagram ad campaign!

How much should you spend on Instagram ads?

How much you invest in Instagram advertising campaigns should be tied to your campaign goal.

If you’re trying to gather more leads, consider the cost-per-lead and how that compares to other channels and your customer lifetime value (CLV). (For example, if your CLV is $3000, then it might be worth spending $500 on a campaign. These are just arbitrary numbers, but you get the gist.)

This is different for every business and industry. It also applies to other goals like increased website clicks and sales.

No matter your goal, it’s important to monitor and optimize your Instagram ads to make the most of your budget.

Instagram Marketing Helps You Grow Better

With one billion monthly active users, there’s no denying Instagram’s power and reach. What was once a simple photo-sharing app has transformed into an immersive social experience that allows users to explore a company’s visual identity.

Instagram users value high-quality content. Create visuals that provide your audience with interesting information or showcase your brand in a new, unique way. Optimize your content by writing entertaining captions that engage.

Creating and maintaining a platform that captures your brand’s visual identity may seem intimidating, but Instagram makes it fun and easy. Follow our guide and get inspired to make the most out of your Instagram marketing strategy.

Editor's note: This post was originally published in April 2017 and has been updated for comprehensiveness.

Allie Decker

Content Strategy @ HubSpot

Read More About Instagram Marketing on HubSpot's Blog

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Instagram Marketing

Instagram marketing: 6 ways to update your strategy

Reading time  12 minutes

Published on  January 17, 2023

Table of Contents

Instagram is currently one of the most-used social media platforms with over 2 billion monthly active users . It's hard to believe that an app initially created for random snapshots and selfies has become so popular with consumers and businesses alike.

The reality is that Instagram is an absolute goldmine for businesses of all shapes and sizes. However, it's no longer about silly photos with filters and borders. Instead, you need to have a perfectly curated and visually appealing feed to stand out. Many brands struggle to grow or adopt Instagram as part of their social strategy and we totally understand why.

You can’t afford to “wing it” on Instagram. You need a clear-cut, actionable Instagram strategy if you want to grow a presence and attract customers.

We’ve broken it down into an Instagram marketing strategy guide—and created a video—to help you get started on the platform or refresh your strategy with best practices for growth:

What is Instagram marketing?

Instagram marketing is a social media marketing strategy that refers to the use of Instagram and its features to build a community and promote your business. Brands enlisting Instagram marketing will need to create content for the platform, build out a cohesive plan for said content, engage with their target audience and more to see success.

Why use Instagram for marketing?

Social media marketing is a wildly popular strategy as there are nearly 5 billion social media users worldwide. Instagram is one of the most popular social networks, having been the most-downloaded app at the end of 2021. Not only that but 59% of Instagram's 2 billion users log into the app daily.

With a pretty solid distribution of ages and genders on the app, you're likely to find at least one segment of your target audience on the app.

Instagram is a visual platform with a heavy focus on photo and video. This means that product-based businesses can easily showcase their product in action as a way of selling. But don't discount the benefits of Instagram for B2B brands as well—videos and graphics are great educational tools for teaching and selling to your audience.

The platform also boasts a number of features that allow you to promote your business in different ways, creating an engaging marketing strategy overall. Some features include:

• Carousel posts

Instagram Stories

• Story highlights
• Instagram Reels
• Instagram shopping
• Paid partnerships for influencer campaigns

Instagram creates a revenue stream for ecommerce brands, helps build a community of loyal customers and can be a great way to increase brand awareness.

How to create an Instagram business account

Ready to get started with your own Instagram business profile ? It's easy to create one and start sharing content immediately. Let's walk you through the process.

• Download the Instagram app onto your smartphone. While there is a desktop version, the app is mobile-first and most tasks are easiest to complete on the mobile app.
• Input your business email address and choose a password. Follow the instructions until you're taken to your new profile.
• Begin your visual branding. Upload a profile photo and input all necessary profile information—your business name, a bio, a profile link , a CTA button, etc.
• Tap the hamburger menu at the top right corner of your profile to access Instagram settings. Go to the  Account menu in order to change your profile to a business profile to get access to tools specific to Instagram for business.

From here, you can easily get started posting photos, videos, stories, reels and so much more.

6 Ways to create an Instagram marketing strategy

Now that we’ve outlined why you should be marketing on Instagram and how to create a business profile, let’s get to work in creating an Instagram strategy.

1. Define your Instagram marketing goals

This might seem like a no-brainer, but you need to be able to answer exactly why you want to have an Instagram presence in the first place. What's in it for your business? Do you want to generate leads? Build a community? Increase brand awareness?

Setting  social media goals is an essential step in any strategy. These goals determine everything from your content strategy to how much time you need to spend on the platform to accomplish them.

There's no “right” or single goal you have to commit to, either. It's going to fully depend on your overall business goals and what you're hoping to achieve. And your ROI from Instagram really boils down to these goals.

For example, West Elm is a shining example of a retail brand whose Instagram strategy is laser-focused on social selling . Their entire feed centers around showing off their products and encouraging followers to check them out as well.

Meanwhile,  beauty brands often focus on highlighting products while also building a community by constantly going back-and-forth with followers.

Local, brick-and-mortar businesses want to keep customers in the loop on their latest promotions while simultaneously building relationships. Notice how Cedar Palace Chicago takes the time to respond to their customer comments in addition to showing off their mouth-watering Mediterranean food options.

And many B2B brands use the platform as a means of education. Creating branded graphics can go a long way in providing visually appealing information for your audience, like we see here from Leadpages .

The beauty of Instagram is the sheer amount of creative freedom available to you. Either way, deciding on the Instagram tactics you’ll use starts with your goals.

Dig through Instagram yourself to help inspire your business’ strategy.

Follow some of your favorite brands. Follow some competitors, too. Experiencing the platform as a user is the best way to understand how businesses and consumers interact with each other.

If you're still in need of some inspiration, here are some common goals that businesses use for their Instagram marketing strategy:

• Increase brand awareness via followers and reach
• Generate engagement via comments and shares
• Improve website traffic via link-in-bio and stories clicks
• Ramp up sales via clicks or social sales

2. Optimize your Instagram profile

Here’s some good news: in terms of setting up your profile, Instagram is relatively straightforward. However, there are a few small details to watch out for as you put together your profile.

Before you worry about creating content for Instagram, make sure you’ve ticked the following boxes. This rings true for new profiles and brands looking to fine-tune their Instagram marketing.

Convert to a business profile

We covered this earlier, but it's a big one.

Because Instagram business profiles give you access to features like analytics, paid partnerships, CTA buttons and more, you need to make sure that you’ve switched your account. Doing so also allows you to highlight additional information such as your industry, location, phone number and email address as part of your Instagram bio.

Additionally, Instagram business profiles have access to analytics to help you see how followers are interacting with your account. Of course, we recommend that you go beyond base-level metrics with the help of  Sprout Social  (but more on that later).

Decide on your brand creatives

Although they’re easy to overlook, your brand creatives are integral to your Instagram marketing strategy.

Specifically, your hashtags and bio.

The process of  creating a hashtag doesn’t have to be daunting. For example, most hashtags are either a brand name or slight variations of a brand name.

#Topshop #MyAnthropologie #TargetFinds

The purpose of having a hashtag is to encourage followers to tag your brand and enable you to do the same. Hashtags serve as a call-to-action to encourage customer photos and stories. You can also include your branded hashtags within your bio to encourage even more usage.

In turn, you and your followers can see who else used your tag and shared their snaps.

Craft a compelling Instagram bio

Despite being only 150 characters, your Instagram bio is invaluable real estate.

This is your brand’s first impression with customers and potential followers. It represents an opportunity to highlight what your brand is all about and encourage followers to take action.

And it’s the only place where you can funnel Instagram traffic to your promotions or website.

As part of your Instagram strategy, make sure that your bio includes the following.

• A clear, concise description of what your business does
• Hashtag(s) related to your business
• Some sort of call-to-action
• A trackable link in bio to monitor the behavior of your Instagram traffic

For example, Whole Foods’ Instagram manages to achieve all of the above.

Upload your profile picture

Your Instagram profile picture is confined to only 110×110 pixels.

Therefore, sleek, minimalist and high-res is the way to go. And in order to increase brand recognition and make sure your Instagram looks legitimate, it's best to keep this to your logo—or as much of it as you can reasonably fit in.

For example, Casper includes only the first letter of their stylized brand font for a bold profile pic.

Meanwhile, BarkBox manages to include its entire name with clean, legible text.

3. Pinpoint your target audience

Before you start creating and publishing content, you need to know who your target audience is. Which of your customer segments have a presence on Instagram? Make sure you understand Instagram's overall demographics and have a customer profile or persona filled out so that you can align the two.

This way, you can make sure that your content strategy is only geared toward people who are actually interested in your product or service, rather than marketing out into the void hoping that something resonates to anyone.

4. Create your Instagram content strategy

Now let’s get into the meat of your Instagram strategy: creating content.

Here we’ve highlighted some specific Instagram marketing tips that showcase the types of content that crush it based on best practices. Although these aren’t the  only  types of content you can publish, consider these post types to be cornerstones of your Instagram marketing.

Eye-popping imagery

Stylish snapshots.

That’s exactly what put Instagram on the map.

Photos featuring some sort of striking creative trademark, whether it be a stunning setting or bright color scheme, are the types of posts that reel in the likes and comments.

https://www.instagram.com/p/CmnRY80AUTA/

Thankfully, most modern smartphones have features baked into them to take compelling photos of just about anything, without relying on professional photographers.

https://www.instagram.com/p/CmHFZkJs-SG/

Also, there are plenty of   Instagram apps that include filters and style options to step up your photos.

People-centric photos

Social media is social.

That means centering your content strategy around people. Specifically, highlighting the humans who support your business.

For example, user-generated content and customer photos are staples of Instagram. Sharing such snapshots allows you to show off your satisfied customers and put your products in a real-world setting.

https://www.instagram.com/p/CmSAfy0O-l4/

Don’t forget about showing your team some love, too. Going behind-the-scenes and celebrating your colleagues is a simple yet effective way to humanize your brand.

https://www.instagram.com/p/CWWVPhdssZP/

Video content is among the most popular and shared around social media, Instagram included.

If you’re not a professional videographer, don’t panic. Many brands share bite-sized promos in lieu of big productions.

And yes, you can create video that sells with little more than a smartphone.

Looping videos and timelapse videos are insanely popular and can be put together in a matter of seconds thanks to third-party apps.

Memes and image macros

Not everything on Instagram needs to be staged or come from a camera reels.

Memes are perfect for humor or inspiration.

In fact, memes and image macros are a way to break up the monotony of your feed and engage your followers on a personal level. Even screenshots of Tweets have made their way onto Instagram.

https://www.instagram.com/p/CmKMrQRLAWg/

Jokes? Tips? Inspirational quotes? If you’re strapped for ideas, such posts can do the trick. Use tools like Canva and Visme to create these engaging posts.

Instagram Stories are also an incredibly popular content type and have a great reach rate .

Why? For starters, Stories enable you to “skip the line” in your followers’ feeds by putting your account at the front of their Story queue. Furthermore, time-sensitive content taps into your customers’ sense of FOMO (fear of missing out).

Furthermore, 50% of Instagram users have visited a website to buy a product or sign up for a service after seeing it in Stories.

Great for deals, company updates or just plain playful content, Stories are something you should strive to create on a daily basis.

5. Publish content consistently

You have your content ready to publish. Simply posting at random isn’t going to do you any good.

As part of your marketing strategy for Instagram, take note of the following before you put out your next post.

Craft compelling captions

Each post you publish should have a unique caption . Even the seemingly smallest details of those captions can impact your engagement rate and whether or not your post is discoverable.

With 2,000+ characters to work with, you certainly have creative freedom. However, you’ll notice that many businesses take a “less is more” approach to their Instagram captions.

No matter what you’re saying or selling, make sure that you include a combination of the following in your captions.

• A call-to-action (a question, “check out our bio,” etc)
• A touch of personality (use emojis, take up a conversational tone)
• Hashtags (including your branded hashtags)

Pay attention to timing and frequency

When and how often you publish your content matters when it comes to engagement.

Most brands publish daily or on a near-daily basis. But don’t want to sacrifice quality for quantity.

Also, the timing of your posts impacts how likely your followers are to see them. For reference, here are the best times to post on Instagram based on Sprout research.

Having to worry about posting in real-time can be a pain. That’s why we again recommend using an Instagram marketing tool such as Sprout to do the heavy lifting. For example, features such as  ViralPost  can clue you in on when your specific account scores the most engagement. Then, you can automatically schedule your content in advance to hit those times.

Cross-post from other social networks

For many brands, it makes sense to cross-post your Instagram content across networks such as Twitter, Facebook or Pinterest. Doing so saves you some serious time and keeps you from bouncing from network to network. With Sprout, you can cross-post  and  edit your individual posts to ensure they’re optimized specifically for Instagram.

6. Grow your Instagram followers

No matter what Instagram strategies you’re experimenting with, so much of your engagement depends on how you  promote your Instagram so you can grow your Instagram follower count .

Followers and customers don’t show up by accident. As a result, you need to put your Instagram front and center across your other marketing channels.

For example, make a point to prominently feature your Instagram on-site. Whether it’s social buttons or a feed of your followers’ photos, customers should know that you’re active on Instagram.

And of course, growing your Instagram followers also means showing up day after day.

Respond to followers. Engage with other accounts. Committing to Instagram means being an active participant on the platform. Even if you automate common responses to queries or comments (and done tactfully), it shows followers your active.

Oh, and don’t forget to monitor your analytics! In-depth insights like the ones provided via Sprout can be huge motivations and eye-openers to brands growing on Instagram. Rather than second-guess what to post next, your analytics more than likely have the answer.

Instagram analytics and tools

The last part of any strategy involves monitoring your performance and keeping an eye on analytics. While Instagram comes with its own built-in analytics, investing in a more comprehensive analytics tool can help—especially so you can get a bird's eye view of all your social media analytics at once.

Here are a few analytics tools you might consider:

Sprout Social

Obviously, we have to tout our own analytics dashboard. Connect your Instagram business profile to access data like impressions, followers, audience demographics, growth and more.

Sprout can also be used to schedule Instagram content ahead of time, communicate with customers via social media messaging and so much more.

Iconosquare

Iconosquare is another analytics option that's tailored more to agencies that manage multiple brand profiles at once. This way, social media managers are able to easily switch from client to client. Iconosquare also offers a free account audit for business profiles to make sure you're adhering to Instagram best practices.

TapInfluence

TapInfluence is a tool that helps brands identify influencers to work with. Their platform analyzes a database of over 50,000 influencers to pinpoint the ones that would be best for your specific offerings. It also includes data on their pricing to help your business quickly and easily find influencers.

Curalate is a tool that analyzes and shares potential user-generated content with brands so they can easily bulk up their content calendar . They use their affiliated tool Like2Buy to curate posts added via that link and put them in front of the brands tagged so they can easily repost the images onto their own profiles.

Bitly is a link-shortening tool that also tracks clicks and can be a great option for your Instagram bio link . This way you can keep track of how many clicks you're getting just from your Instagram bio as a way of tracking website traffic ROI.

Get started with Instagram marketing today

The best practices and tips highlighted above are fair game for brands of all shapes and sizes.

From optimizing your profile to engaging your followers and beyond, knowing what clicks with customers is a matter of consistency and experimentation.

With the help of tools such as Sprout, you can easily manage the many moving pieces of your  brand’s Instagram strategy .

Additional resources for Instagram Marketing

• Social Media Trends

9 Instagram trends to watch in 2024

• Social Media Analytics

20 Best Instagram tools to level up your presence

• Social Listening

Instagram automation: Strategy and tools to do it right

• Branding & Creative

How to use Instagram for business: a complete guide

9 Instagram growth tools to grow your presence in 2024

• Social Media Engagement

How to get more followers on Instagram: 15 tips to grow your real audience

• Social Media Content

47 Instagram hacks every marketer needs to know

Instagram for Brands: How To Build A Creative, Engaging, High-Impact Strategy

Instagram insights demystified: How to access and analyze your metrics

The complete guide to finding your Instagram target audience

The Instagram algorithm: How it works and strategies for 2024

Instagram Stories: The complete guide for your brand

How to craft an impactful Instagram bio for business (+ examples)

400+ Instagram captions to get you through every season of business

The complete list of Instagram features for marketing experts

How to use Instagram for B2B marketing

What IGTV’s rebranding means for you & how to make the most of your Instagram video strategy

10 Instagram best practices to build your audience

13 ways to use Instagram for small business

Organic Instagram growth strategies to build your brand

24 Instagram apps for producing must-see content

How to strengthen your Instagram branding

How to promote your Instagram: 13 ways that actually work

How to be successful on Instagram in 5 steps

The top 12 Instagram tips your brand needs to act on

• Social Media Advertising

Instagram campaigns failing? Learn from these highly-successful brands

Build and grow stronger relationships on social

Sprout Social helps you understand and reach your audience, engage your community and measure performance with the only all-in-one social media management platform built for connection.

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Pros and Cons of an Instagram Business Account

Table of Contents

If you’re using Instagram for your business, you might wonder if creating a business account is worthwhile or if a personal account will suffice. While personal Instagram accounts work well for some small businesses, Instagram added vital features to business accounts to help companies run and grow their operations. We’ll outline the differences between personal and business Instagram accounts and share their pros and cons to help you decide how best to approach the platform for social media marketing and other purposes.

What is an Instagram business account?

An Instagram business account tells Instagram you’re using the platform for marketing and business purposes. You’ll build brand authority and gain access to essential features that make it easier to market your business and analyze Instagram activity.

To engage millennials on Instagram , use your posts to show them you’re passionate about your business, create captivating videos and encourage user-generated content .

What is the difference between a personal and a business Instagram account?

Most people agree their business should be on Instagram . However, they may wonder whether they should take the extra step of creating a business Instagram account. The primary difference between a personal Instagram account and a business Instagram account is that a business account provides additional features not available in a personal account. 

Some of these extra features include the following:

• The ability to add swipe-up links to Stories (if the account has at least 10,000 followers)
• The ability to boost posts
• Shoppable posts
• Instagram Insights
• Promoted posts
• Contact links
• Post scheduling
• Auto posting

If you’re weighing an Instagram business account, consider your company goals and what you want to accomplish through the platform. Are you using it to share content about your business and connect with followers? Do you want a full-featured marketing tool with analytics, insights and other robust features?

Which account type fits your marketing plan and will better help you accomplish your goals?

Businesses need a social media presence to boost brand awareness, drive traffic to their website, promote content and connect with customers.

Pros and cons of a personal Instagram account

Most of Instagram’s more than 1.6 billion registered users have personal accounts. However, businesses often have different Instagram goals than personal users, so considering the pros and cons of each account type is crucial. 

Although using a personal account for your business has a few benefits, this approach has some serious drawbacks.

The benefits of using a personal account for your business on Instagram include the following:

• Organic reach: The biggest benefit of using a personal account as a business is knowing that if your content does well, it’s because it’s reaching your followers and they genuinely like and want to see it. All engagement is natural and organic. You don’t have to wonder if a paid ad or boosted post is the cause.
• Ability to connect to multiple Facebook pages: With a personal profile on Instagram, you can connect to multiple Facebook pages. In contrast, a business account allows you to link to only one. If your business has more than one Facebook page ― say, for multiple locations ― a personal Instagram profile may be better for your business.
• Choice of going private: Another potential advantage of a personal account is that you can make your profile private. With a private profile, Instagram followers must request to follow you and you must accept that request for them to see your content. If you have a private profile, your content won’t appear in the Explore tab, and your Instagram posts will not appear in relevant hashtag searches. This can be a benefit if you want to remain private and potentially entice your followers’ friends to join your follow list. However, it can be a major detriment if you’re trying to expand your reach and increase brand awareness .

Using a personal Instagram account for your business brings several limitations, including the following: 

• Lack of features: The biggest benefit of an Instagram business account is its wealth of features designed specifically for small businesses. If you use a personal account, you can’t access these features. This can limit your growth potential and reduce your chances of increasing brand awareness.
• Lower credibility: When people search for a business, they expect to see a business account. It can be off-putting to discover your business is using a personal account. It can also make your business look less professional and cause people to question if you’re a real business.

Pros and cons of a business Instagram account

An Instagram business account provides multiple features that can increase your digital marketing return on investment . However, business accounts have a few potential drawbacks. Here are the pros and cons of an Instagram business account.

Instagram Insights is one of the top Instagram business account benefits. Instagram Insights is a data analytics tool that provides detailed analyses of the following metrics:

• Audience information
• Post performance
• Story performance
• Hashtag analytics
• Follower count
• Paid ad performance
• Best time of day to post
• Click-through rate
• Visitor information

Instagram Insights can help you tailor your Instagram posts and content to better suit your audience and reach your goals. For example, you can use Insights to determine which campaigns are the most effective, which posts perform best and which stories result in the most follower engagement. These insights can help you drive more traffic and sales. 

Other Instagram business account benefits include the following: 

• Contact button: A business account provides a contact button in your account bio to add an email address, phone number or physical address. This information lends your business credibility and makes reaching you easy for potential customers.
• Links in stories: If your business account has at least 10,000 followers, you can add swipe-up links in your stories. Followers can swipe up to any link you provide, such as a link to your website, a product or a review. Story links make it easier for you to direct followers to other sites instead of instructing them to click a link in your bio. 
• Instagram ads: A business account lets you create paid ads that you can track using Insights. An Instagram ad is an excellent way to increase brand awareness, extend your reach and target specific audiences.
• Boosted posts: Boosting or promoting posts ― another feature unique to business accounts ― allows you to amplify a successful post, sending it to all your followers, a recommended audience or a targeted group you choose. A boosted post appears as a sponsored post on your followers’ Instagram feed.
• Scheduled posts: A business Instagram account lets you schedule posts in advance, saving time and effort. 

Businesses can use Instagram Stories as a tool for better brand storytelling using behind-the-scenes images and videos about employees, processes and events.

Although the cons of business Instagram accounts are limited, keep these potential drawbacks in mind:

• Less-personal feel: Social media for business is all about engagement and making connections. But followers may feel less inclined to engage with an Instagram business profile than a personal account. They may see your business account as promotional.
• Potential for decreased visibility: Some followers’ feeds may be filled with businesses and Instagram influencers trying to sell their products or services. They may become overwhelmed and frustrated with the lack of organic content and unfollow business accounts. Avoid this by limiting promotional content and striving for an organic, natural tone when partnering with an influencer to market your product .

More work: Business accounts require oversight and consistency. If you hire a social media manager , managing a business Instagram account can also get expensive. You can update a personal account whenever you feel like it without a business reputation and potential customers at stake.

Working with Instagram influencers can help you build trust with online customers . They promote your brand without being overly promotional and help you expand your social media reach.

If you still have questions about Instagram business and personal accounts, take a look at the answers to some of these frequently asked questions.

Does Instagram penalize business accounts?

No. Instagram does not penalize business accounts. Instagram says there’s no difference in the feed presence of business and personal accounts, meaning having one or the other does not affect reach.

Does an Instagram business account hurt reach and engagement?

No. A business account won’t hurt your reach and engagement. On the contrary, a business account can provide valuable data to inform your Instagram marketing strategy and ultimately result in more growth and engagement.

Should you create a separate Instagram account for your business?

Yes. Creating a dedicated professional Instagram account is a good idea. It gives your customers a designated place on social media to reach and interact with your business. It lets you focus on promoting your business instead of mixing business content with personal content. It also helps you appear professional and reinforces your brand. 

Do Instagram business accounts get more followers?

Follower counts depend on many factors, including your reach, brand awareness and marketing efforts. Your account type will not determine your follower count.

What time is best to post on Instagram as a business?

The best posting time depends on your business and your followers’ time zones. Use Instagram Insights to see what time of day your posts get the most engagement and try to post around that time.

What content does the Instagram algorithm prioritize?

In 2023, Instagram updated its algorithm, giving more priority to:

• Photos: In previous versions, video content was given a higher ranking. However, now photos are equal to videos.
• New content: It’s more crucial than ever to create new original content consistently. Reposts and shares are ranked lower.
• Conversation starters: Spark conversations by asking followers for their opinions and making bold statements.

What if you are an influencer? Should you have a personal account?

If your goal is to earn money through your Instagram following, you’ll benefit from having another Instagram account type called a creator account. Creator accounts are made specifically for influencers.

How much does an Instagram business account cost?

Instagram business accounts are free. The only time you’ll get charged is if you buy advertising.

How can I help potential followers find my Instagram business account?

One nice professional account feature is the ability to choose a category. Instagram lists over 1,500 business categories. When you initially set up your business account, you will be prompted to choose a category. Once you choose it, the category will be displayed in your Instagram bio and help you appear when users search for that category or the category and location. Categories are not available for personal Instagram accounts.

In addition, you must promote your Instagram profile on your website and other social accounts and via email and signage.

If you already set up a personal Instagram account for your business, can you switch it to a business account?

Yes. In the Instagram app, go to your profile. From the menu at the top right, tap Settings and privacy > Account type and tools > Switch to professional account . Choose a business category and select Business . Note that your personal account must be public to switch to a professional account. 

Jennifer Dublino contributed to this article.

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12 Foolproof Instagram Growth Strategies for 2024

Expand your brand’s reach and get more followers with these tried and tested Instagram growth strategies.

The best ways to achieve Instagram growth have changed a lot in the last year as the platform has pivoted hard towards video – especially Reels.

In this post, we’ll look at how to build an Instagram growth strategy that brings in new followers and keeps them around for the long haul.

Keep in mind that real, meaningful Instagram growth doesn’t happen overnight. The average monthly growth in account followers for Instagram business accounts is +1.25%. Let’s see if you can beat that benchmark and effectively grow your account by implementing these tips.

12 effective Instagram growth strategies for 2024

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.

11 strategies for organic Instagram growth

If you’re looking to grow on Instagram, this video goes over the key differences you should implement for this year:

1. Use Instagram Reels

Instagram itself says , “Reels is the best place to grow creatively, grow your community, and grow your career.”

View this post on Instagram A post shared by Instagram for Business (@instagramforbusiness)

Instagram users currently spend about 20% of their time on the app watching Reels, and it’s still the fastest growing format. If you only have time to make one change to your social strategy to prioritize growing your Instagram account, this is it.

For everything you need to know about creating quality Instagram Reels, check out our blog post on using Instagram Reels for business .

2. But not only Instagram Reels… for now

Instagram also says , “Sharing across formats (like Reels, Stories, Instagram Video, etc.) can help you find new followers and expand your reach.”

It’s interesting they don’t actually mention main feed photo posts at all here – likely because photo posts are the least likely to get your content in front of new eyeballs, since they’re limited to your followers with no native option to repost.

But the distinction between in-feed video and Reels looks to be in flux. Instagram is currently running a test where all Instagram videos become Reels for some users .

View this post on Instagram A post shared by Hootsuite 🦉 (@hootsuite)

It’s more indication that Reels will be an increasingly important way to achieve Instagram growth moving forward. But for now, keep using a mix of formats with a focus on video.

3. Post regularly

Bringing in new followers is only one half of the equation for Instagram growth. The other half is keeping existing followers around so your total follower count keeps rising. That requires a steady flow of valuable content that keeps users engaged without overloading their feeds.

The last insight we have on this from inside Instagram comes from Creator Week in June 2021, when Mosseri said a “healthy feed” is a “couple posts a week, a couple Stories a day.”

View this post on Instagram A post shared by Instagram’s @Creators (@creators)

Hootsuite’s Global State of Digital April 2022 update reported that the average Instagram business account posts 1.64 main feed posts per day, broken down into:

• 58.6% photo posts
• 21.5% video posts
• 19.9% carousel posts

Finding the right rhythm for your brand will take some experimentation. With all growth strategies, it’s a good idea to keep a close eye on your Instagram analytics to see what’s providing the best results.

4. Focus on high-value accounts in your niche

Instagram’s in-feed recommendations (aka the Instagram algorithm ) are based on a number of signals.

A simple one to focus on is “ other people they follow .” Following and engaging with accounts in your niche will signal the algorithm that you’re part of that niche.

Focus on some quality engagement with high-value accounts in your field. If you can get their attention so that they follow you back, that’s an even greater signal to the algorithm that people who follow them might be interested in you, too.

5. Engage with your audience

Reels can bring new viewers your way, but it’s your job to turn them into long-term followers. Again Instagram weighs in: “The easiest way to turn casual followers into fans is by liking, replying, and resharing their responses.”

Engaging with your fans by responding to comments increases the odds that you will get even more comments. People are much more likely to engage with you if they can see that you’ve taken the time to respond to people who have commented before.

Get creative with the way you engage your audience. Questions stickers on Stories are a great way to get the conversation going while also providing the basis for new content.

And on Reels, you can even respond to comments with video replies.

Of course, you can’t forget to reply to DMs. If you’re working with a team and want to share this task with your colleagues, check out a tool like Hootsuite’s Inbox.

All of that Instagram engagement sends sweet signals to the algorithm, so your content is more likely to appear in your followers’ feeds, keeping them interested in you so they’re not tempted to unfollow.

Tip : Don’t be tempted to buy Instagram followers. We go into detail about why you shouldn’t (and what to do instead) in this post . TL;DR, the Instagram algorithm knows if bots, not real people are engaging with your content — and it doesn’t like it.

Create. Schedule. Publish. Engage. Measure. Win.

6. Choose the right hashtags

Hashtags are an easy way to expand your reach, which is a key component of achieving Instagram follower growth.

Using the right hashtags can bring new followers to your account in three ways:

• Your post may appear on the relevant hashtag page. That means anyone who clicks on the hashtag can see your post, even if they don’t follow you.
• Hashtags can help your post appear in Instagram search results .
• Since people can choose to follow hashtags they’re interested in, your post might appear in the main feed of people who are specifically interested in your niche. These are highly targeted potential followers who have self-selected to see content like yours but don’t follow you yet.

Advice on the best number of hashtags for Instagram growth seems to be constantly changing.

Instagram allows up to 30 hashtags per post and 10 per story. But you probably don’t want to max out your hashtags very often.

Instagram says , “For feed posts, use 3 or more hashtags that describe your business, product or service to reach people who may be interested in your business but haven’t yet discovered it.”

But they’ve also said to “keep the number of hashtags between 3 and 5.”

The best hashtags for Instagram growth are not necessarily the biggest or most popular ones.

Instead, highly targeted, niche hashtags with far fewer Instagram posts and less competition may send better signals to the algorithm by making it very clear what your content is about. Plus, as we said, they get your content in front of exactly the right eyeballs, rather than a more general audience.

Social listening using a social media management tool like Hootsuite is a powerful way to discover valuable hashtags in your niche. What are your competitors using? Your followers? The accounts that you want to emulate?

Note that for hashtags to boost your Instagram SEO, they need to appear in the caption rather than in comments.

Since hashtags are such an important part of your Instagram growth strategy, we’ve got a whole guide on how to use hashtags effectively on Instagram .

Or, check out this quick video guide:

7. Craft great captions

To help achieve follower growth, captions for Instagram need to do two things:

• Send signals to the algorithm that your content is interesting and relevant to new potential followers (through keywords and hashtags).
• Engage the followers you already have so that they interact with your content and remain followers over the long term.

Instagram captions can be up to 2,200 characters long, but you’re unlikely to need that many most of the time. If you have a really compelling story to tell, go ahead and tell it. But a short, snappy caption that makes effective use of emojis, keywords, and hashtags might work just as well.

The only way to learn what really works best for your audience – and potential new audience – is to experiment and track your results.

Hootsuite Analytics is a powerful tool for understanding the results of your Instagram caption experiments.

Try it free

Lacking inspiration? We’ve got a list of more than 260 Instagram captions you can use or modify, along with tips on how to write a great caption from scratch.

8. Create a complete and effective bio

The Instagram growth strategies we’ve covered so far all relate to your content. But your Instagram bio is also an important factor in growing your following.

​​Most important is to make sure your handle and Instagram profile name are relevant and clear, so that people who are specifically seeking you out on Instagram can find and follow you. If you can fit a relevant keyword into your handle or name, even better.

Keywords are also important in your bio. Use the 150 characters allotted for your bio to tell visitors what you and your brand are all about. This will help encourage new visitors to follow while also sending important ranking signals to the algorithm to get you in front of more potential fans.

Finally, add a location if that’s relevant to your business. This can help build your local following and make it easier for other local brands to find and connect with you, which benefits all the businesses in your community.

9. Collaborate with creators

Working with Instagram creators can be an effective way to spread the word about your brand. It’s a way to get your name in front of a targeted, engaged audience while also uncovering new content ideas and opportunities.

Look for creators who align with your brand values and aesthetic. Again, social listening is a great tool.

Another new option to help you find the right creators to work with your brand is the Instagram Creator Marketplace, which is currently in the testing phase. It will allow creators to indicate the brands and topics most relevant to them and streamline contact and communication between brands and creators.

When looking for creators to partner with, keep in mind that the size of their audience is not necessarily the most important factor in helping you achieve Instagram growth. Instead, look for a creator with a good engagement rate who’s already creating content highly relevant to your brand niche.

Branded content that creators make for you shouldn’t feel like an ad (although it should be appropriately labeled as such). It’s always most effective to work with creators who are passionate about your brand and can authentically share your message with their followers.

10. Post when your audience is online

We talked earlier about the importance of engagement. Early engagement is most likely to occur if you post when your audience is online. And because the algorithm uses timing as a signal, posting at the right time is also critical to ensuring your audience sees your post in the first place.

You can get some information about when your audience is online from Instagram Insights. Or, you can use the Best Time to Publish feature in Hootsuite to get personalized recommendations about the best time to post for your audience.

In Hootsuite Analytics, click Best Time to Publish, then choose the Build Awareness goal to find times when your content is most likely to get the highest number of impressions based on real data from your own account in the last 30 days.

11. Be original – and stay true to your brand

Above all else, be true to your brand. It’s important to keep an eye on platform updates. (FYI: Hootsuite posts a weekly Instagram story highlighting important changes to the main social networks.) But it’s impossible to revamp your entire social strategy every time there’s an update or algorithm change.

Instead, focus on creating great content that speaks to your audience and honors your brand values. It may not sound sexy, but it’s a surefire way to grow a loyal following over time.

Instagram has updated the algorithm to “ prioritize distribution of original content in recommendations .” Original content means content you created or that has not been posted on the platform before. That means reposting UGC is great for social proof, but it is not likely to boost your content in recommendations.

📣 New Features 📣 We’ve added new ways to tag and improved ranking: – Product Tags – Enhanced Tags – Ranking for originality Creators are so important to the future of Instagram, and we want to make sure that they are successful and get all the credit they deserve. pic.twitter.com/PP7Qa10oJr — Adam Mosseri (@mosseri) April 20, 2022

The exception is when you add your own take through native features like Remix or Collabs. That counts as original content and is eligible for recommendation by the algorithm.

Plus one paid method for Instagram follower growth

12. try instagram ads.

While the rest of this post focuses on organic Instagram growth, we just can’t avoid mentioning Instagram ads .

The simplest way to use Instagram ads for Instagram growth is to boost a post or Story and use the More Profile Visits ad objective. You can run a seven-day campaign for as little as $35 .

To make the best use of your ads budget for Instagram growth, it’s important to target the right audience. Use Analytics to learn everything you can about your existing followers and use them as the basis for creating a target audience for your ads.

For more control over your Instagram ads, you can choose to create them in Meta Ads Manager. In this case, choose the Brand Awareness or Reach ad objectives. First, you’ll need to connect your Instagram account to Meta Business Manager .

To run and track your organic and paid Instagram content side by side, you can also check out Hootsuite Social Advertising.

https://youtu.be/IwFR07iFSl8

Save time managing your Instagram presence using Hootsuite. Schedule and publish posts directly to Instagram, engage the audience, measure performance, and run all your other social media profiles — all from one simple dashboard. Try it free today.

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Christina Newberry is an award-winning writer and editor whose greatest passions include food, travel, urban gardening, and the Oxford comma—not necessarily in that order.

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How to Plan Your Instagram Posts [+22 Free Instagram Planning Templates]

Published: July 21, 2022

When you're not following a plan on social media, it's easy to forget to post regularly.

Additionally, creating image and video-based content meant to drive revenue for your business can seem far from your bottom line.

However, 90% of people on Instagram follow at least one business nowadays. To compete with other companies in your industry, you must have a solid Instagram strategy , especially if your intended audience uses the app.

Fortunately, once you have an ideal plan for your Instagram content, you can create content more intentionally and ultimately drive more results for your team and organization.

In this post, we'll cover everything from determining what kind of content you want to post to picking a content theme. Then, we'll get into the details of planning individual posts.

HubSpot, AdobeSpark, and Iconosquare teamed up to create a 30-day planning guide for business Instagram planning.

We've also thrown in 30 templates to help you get started. Click here to get the planning guide .

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Free Instagram for Business Kit

Learn how to get followers, build your audience, navigate algorithm updates, and measure success.

• Best Practices Guide
• Instagram Templates
• Expert Tips

You're all set!

Click this link to access this resource at any time.

Your Instagram's Visual Theme

Once you've decided on the type of content you want to post, you'll want to select a visual theme for your posts .

Aesthetic consistency will help you in several ways:

• When an Instagram user finds your business' account, the images will appear coordinated and well-thought-out.
• Your followers will begin to sense patterns in your content and pause when they see your post as they scroll because they recognize that pattern.
• When you've pre-selected a go-to font and color scheme, it takes away some of the pressure of planning because there are fewer decisions to make for each new post.

If you use Adobe Spark, you can download our free Adobe Spark Instagram templates to create a new post with a template rather than starting from scratch. You'll also get access to the previously-mentioned calendar of content ideas.

To establish visual consistency across your posts, pay attention to the colors in your photos, the filters you use, the fonts you use in your images, and, if you'd like, the pattern of content types you're posting.

• Colors - Keep your brand colors top of mind when creating Instagram posts. Pick a few colors that complement your primary brand color and ensure that the most prominent color appears in your posts.
• Filters - When using filters, do so lightly, as over-editing can dilute the quality of your photos. If you decide to use filters, use the same one or two across all posts.
• Fonts - Select one font to use whenever you want to overlay text on photos or videos and use one of your brand colors for the font. Since Instagram is a friendly platform, aim to use an easy-to-read, sans-serif font and keep it the same across all posts.
• Content Pattern - To create a visual pattern for your overall feed, ensure that every third post has a specific background color. Since Instagram has three columns in the grid view, you'll end up with a column that shows you thoughtfully planned your posts. You might consider using a white background with the same font style and color to share an industry tip for every third post.

How to Plan Instagram Posts

• Define Your Content Posting Schedule
• Add Visuals
• Write Engaging Captions
• Choose Hashtags

Once you've decided on the content type and visual theme you'll use on your brand's Instagram account, it's time to start planning posts.

Create a spreadsheet with the following columns (or download our free, pre-made spreadsheet along with planning templates for all of your other social media channels, too):

• Date of publication
• Time of publication
• Image caption
• Image file name or a link (if it has been uploaded to the web)
• The link that you'll add to your bio when the post goes live (or add to a Linktree-type multiple links tool)
• Campaign/Goal: What is the goal for this post? Are you trying to amass more followers? Drive sign-ups for your product, a free trial, a consultation, or another next step toward becoming a customer? A well-articulated goal will help you ensure that each post exists for a purpose. You won't be creating a dead-end for your followers but rather an opportunity for continued engagement with your account, brand, or product.

When you're done, it should look like this:

Download This Template

Pro Tip: Duplicate the spreadsheet tab for Instagram Stories, as well, to leverage Instagram's other avenue for engaging with your followers. Stories are best used for interactive content like polls and quizzes, sharing photos or videos from live events, and more casual, friendly updates.

Once you have your spreadsheet ready to go, decide on your frequency. We recommend ramping up to posting around three times per week.

1. Define Your Content Posting Schedule

Post at least once a week to establish a reliable posting pattern for your followers. You'll risk losing followers if people feel that they're not consistently seeing interesting or helpful content from your account.

To establish that consistent pattern, set dates and times for posting first. For example, if you decide to post every Monday, Wednesday, and Friday, fill in the date and time column with the next month's Mondays, Wednesdays, and Fridays.

Then, add a recurring event to your calendar for post planning for the following two to four weeks. Set a recurring 10-minute calendar invitation at your selected posting times to reference your spreadsheet and quickly post what you've planned if you're not using an automated scheduling tool. With the planning sheet handy, you'll be able to copy and paste captions and links and locate the images for your posts easily.

When slotting specific posts into your spreadsheet, begin in whichever column you'd like. For example, you could start by evenly splitting the rows into separate campaigns and filling in the caption or image link for each post later.

2. Add Visuals

If you already have a repository of photos that you can post, you might start pasting the links into the Image File Name/Link column and fill in the other columns afterward.

You'll also want to start creating more visual content for future posts. For example, consider repurposing event images that your company has taken, soliciting photos of your employees or customers using your product, or simply creating visually-appealing text graphics like this one on a tool like Canva or Photoshop.

Upload each photo to a centralized folder and use a standardized naming convention so that it's easy to find the file you're looking for. If you're not using a post-scheduling tool, you'll likely have to post directly from your phone.

To easily access photos with their file names from your phone, you can upload photos to a Google Photos album on your computer and then use the Google Photos app to download the content before posting directly.

3. Write Engaging Captions

Finally, decide on your caption for each post. The ideal caption style depends on your audience and the type of content you're sharing. For example, aesthetics-focused content may perform best with a quirky, short, and clever caption. In contrast, education-focused content may be most likely shared and liked if the caption includes a couple of concise, straightforward tips.

Image Source

4. Choose Hashtags

Make sure to include three to five thoughtfully planned hashtags in your caption or in a comment on your post to ensure it gets in front of new audiences. You'll want to include a mix of branded hashtags (e.g., #HubSpotAcademy or #OnlineLearning) and trending hashtags so that more people see your post.

You can research the hashtags you might want to use by typing them into Instagram (head to the 'Search' tab and then tap 'Tags') to see how much volume they get. Prioritize the higher-volume ones.

Types of Content to Post on Instagram

Regardless of which kind of content you decide to post, it should always be content that attracts your ideal audience. Think beyond your product, service, or office. What does your ideal customer actually care about, and what motivates them to follow a business account on Instagram?

Bite-Sized Education Instagram Content

If you know your audience is interested in consuming bite-sized education on social media, you might use Instagram to share industry tips and tricks.

I mage Source

Videos or well-organized captions can be useful vehicles for providing your audience with well-researched information for their benefit rather than the benefit of your business.

Showcasing Products Instagram Content

If your product or service lends itself to being photographed, consider sharing photos or videos of real customers using it. You can lighten your content creation load by relying on user-generated content. Have your customers send in photos of your product in action.

Here's an example of how Beats by Dre uses Instagram to showcase customers using their products:

Still, there's no need to make these product or service posts promotional. Instead, the value for your Instagram following would come from drawing personal connections with real stories about how others have successfully used your product.

Inspiring Imagery Instagram Content

However, if your audience isn't consuming education on Instagram and your product or service isn't easily photographed, you can take a more aesthetically-focused route, posting images and videos that people would simply love to consume. These may not drive a significant number of conversions, but a visual-first Instagram can amass a large number of followers.

The key to the aesthetically-pleasing route is to check in frequently to ensure your posts are driving actual value (perhaps in the form of brand awareness or community among your followers) for your business.

Experiment With Content

If you're unsure of the type of content you want to post or the kind that will succeed for your brand, pick the one you believe your audience will be most interested in seeing. That can include product-agnostic education, product-centric content, usage-focused content, or aesthetically pleasing content. Try it consistently for a month.

Then, try another type for the following month and compare engagement rates. How many people are liking and commenting on your content? How many followers did you gain each month? What other business outcomes, if any, were impacted by your Instagram posts?

In addition to deciding the general topics you'll post on Instagram, you'll want to experiment and determine which content formats you'll post. For example, if you take an educational approach, experiment with videos versus text-focused images and various lengths of captions.

Alternatively, if your educational content lives on your blog, knowledge base, or in another library, consider using Instagram posts to point people to those resources rather than squeezing too much information into one Instagram.

For example, HubSpot Academy's Instagram often promotes in-depth courses that HubSpot Academy produces rather than trying to dive into the details in the caption, image, or video itself. The account keeps followers interested by sharing short clips and tips from the courses, too:

Additionally, we've put together this downloadable calendar of creative content ideas if you're not sure what type of content to try first.

Instagram Planning Apps

Who has time to come up with every post at a moment’s notice? It takes time to create compelling content, and that timing won't always line up with your content calendar. Using planning apps to schedule Instagram content in advance makes the most efficient use of time and sparks creativity. It can also allow you and your marketing team to become more informed marketers.

Instagram Layout Planners

• Sked Social

Preview allows users to design, edit, and analyze their Instagram business page. With Preview, you can create a calendar to schedule photos, videos, albums, and stories for your business’ Instagram page. Preview lets you plan reels and IGTVs and access a suite of editing and analytical tools, including hashtag testing, engagement rates, and interactive charts. Preview also allows your entire social media team to plan your Instagram page together without sharing your Instagram password.

Pricing: Free Plan, free for 1 user; Pro Plan, $6.67/month for 1 user; Premium Plan, $12.50/month for an unlimited number of users.

Later’s Instagram scheduler can be used on your desktop or mobile devices. The scheduling tool offers a calendar with drag-and-drop functionality, hashtag tools, personalized scheduling insights, analytics, a stock photo library, and many more features to help you make the most of your business’ Instagram presence.

Pricing: Starter Plan, $15/month for 1 user; Growth Plan, $40/month for 3 users with an additional $5/month for each additional user; Advanced Plan, $80/month for 6 users with an additional $5/month for each additional user. Later offers a 14-day free trial of all of its plans.

3. Sked Social

Sked Social makes it easy to edit your photos, queue posts, create a linked landing page for your business’ bio, and quickly add hashtags and mentions to your posts using templates. Sked Social also features a robust content calendar pre-filled with holidays from around the world, so you can plan content that celebrates and commemorates the special days that matter to your audience.

With Sked Social’s Essentials and Professional plans, you can collaborate with your team to manage your business’ Instagram marketing, no matter how many team members you have.

Pricing: Fundamentals Plan, $25/month for 1 user; Essentials Plan, $75/month for an unlimited number of users; Advanced Plan, $135/month for an unlimited number of users. Sked Social offers a 7-day free trial of all of its plans.

Planoly’s Instagram post planner and Reels planner allow users to plan, design, and schedule their business’ Instagram posts and Reels.

Planoly lets users analyze post metrics and add to their content with stock photos and photos from Canva. Users can also create a linked landing page and respond to Instagram comments from within Planoly.

Planoly’s scheduling tools include a content calendar that sends users reminder emails and push notifications when it is time to post content.

Pricing: Starter Plan, $11.25/month for 1 user; Growth Plan, $19.50/month for 3 users; Professional Plan, $36.50/month for 6 users. Planoly offers a 7-day free trial of all of its plans.

Instagram Content Planners

• Content Scheduler in Adobe Express

The right kinds of content planners ensure that your business’ Instagram posts are well thought out and draw consumers to your product or services. The following tools provide visual support as well as ideas that can transform content from dull to engaging:

1. HopperHQ

HopperHQ claims to be the number one Instagram tool. It goes beyond crafting posts, giving users the ability to access analytics that help determine the best time to post.

HopperHQ’s Instagram planning tools include a drag-and-drop content calendar, automated posting features, an Instagram grid planner, and a team manager that allows you to collaborate with your business’ social media team and customize each member’s posting permissions.

Pricing: $19/month. HopperHQ offers a 14-day free trial .

2. Brandwatch

Brandwatch is a platform devoted to creating strategies to help you plan your next Instagram campaign with progressive insights. Brandwatch helps you monitor your business’ brand and benchmark it against your competitors.

With Brandwatch, you can monitor social media trends, convert your Instagram posts to ads, and create workflows that repurpose assets to help your business save time and money.

Pricing: Brandwatch offers a $108/month plan for small businesses of 1 – 2 users. Larger teams can access Brandwatch’s full suite of products by booking a demo .

3. Content Scheduler in Adobe Express

Adobe Express’ Content Scheduler, previously known as ContentCal, allows Instagram users to plan and schedule content. With features such as snippets, pinboards, and a web clipper, Adobe Express’ Content Scheduler makes planning for Instagram campaigns more organized.

Adobe Express’ Content Scheduler offers free downloadable tools and templates, including content calendars, an engagement rate calculator, and a marketing plan template that help you plan and execute your business’ Instagram strategy.

Pricing: Free plan with limited features; Premium Plan, $9.99/month with a 30-day free trial.

Tools for Making the Most of Your Instagram

To stay organized, we recommend using two types of tools — a post-scheduling tool and a tool that allows you to link to several different places from your Instagram bio.

By using a post-scheduling tool, you'll be able to plan out as far in advance as you'd like, ensuring you have a steady stream of content ready to be posted even when other projects pop up in your day-to-day work. Posting consistently is important for follower retention and will give you more opportunities to experiment and figure out which posts get the most engagement.

Scheduling your posts allows you to visualize which types of posts you have coming out and swap posts if needed. You can see the weeks you've planned enough content and those during which there are still empty slots.

You can also use a spreadsheet like this one ( download for free here ):

Download the Calendar

Examples of post-scheduling tools include HubSpot Social Tools , Later, Buffer, and Hopper.

Expanding Bio

An Instagram bio can either entice a potential customer, make them laugh, or make them keep scrolling past a page. Unfortunately, writing an eye-catching bio with an enticing call-to-action that tells visitors everything they need to know about your business can be tough because of Instagram’s limiting structure for bios.

Since Instagram only allows you to place one hyperlink in your bio at the top of your profile, we recommend investing a few dollars per month in a tool that creates one landing page that links out to several other pages.

Then, in individual posts, you can reference clickable links available at the link in your bio, which provides a much more user-friendly experience than having your followers copy a URL manually into their browser, toggling between apps. MilkShake is a tool that allows you to create a mini-website with links and videos that users can access through a link in your business’ Instagram bio.

Examples of post-scheduling tools include Linktree, Lnk.Bio, and Link In Profile.

Enhance Your Instagram Experience

By taking a thoughtful approach to planning your Instagram content, you can ensure that your posts deliver value to your followers, convert those followers into leads or product users, and expand the reach of your brand's messaging to new audiences.

Using tools such as schedulers and links to help carry out your Instagram journey can improve your business’ social media presence and extend its reach. It takes time to determine what resonates with your audience, so be patient as you experiment and evaluate your strategy.

Editor's note: This post was originally published in October 2019 and has been updated for comprehensiveness.

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17 Ideas For Starting A Successful Instagram Business

Create an Instagram Business profile

Optimize your instagram business profile, clarify the key goals and objectives for your business on instagram, craft an instagram content strategy, use a content calendar to map out a consistent posting schedule, understand the importance of visual storytelling, use instagram stories to connect with audiences in real-time.

• Try hosting an Instagram Live 

Uncover niche hashtags to improve the searchability of your business on Instagram

Leverage user-generated content (ugc), take advantage of video content on instagram, build relationships with influencers to build credibility on instagram, connect your instagram business account with your other social media channels, promote your instagram business account across all your communication channels.

•  Foster community engagement

Tap into the power of Instagram advertising

Look to your analytics to measure success.

Let’s look at some of the perks of transitioning from a Personal to Professional Instagram account:

In uncertain times, many businesses are having to get creative in order to keep things afloat. That means shifting physical shopfronts into digital marketplaces and moving events and in-person workshops online via video streaming services. And for those who may find themselves out of work entirely, now could prove a unique opportunity to finally get that side hustle off the ground. 

Whatever situation you’re in, building an Instagram business profile is a powerful tool for ensuring long-term business success. Did you know there are already over 1 billion active Instagram accounts across the globe (with 90% of these following a business on Instagram)? Plus, with 200 million Instagram users visiting at least one business profile each day , brands have the opportunity to strategically leverage Instagram to connect and engage with potential customers across the globe.  

So, why is it important for brands to be using Instagram Business profiles in the first place? Let’s look at some of the perks of transitioning from a Personal to Professional Instagram account:

– Access to valuable analytics : want to see what content is resonating with your audience? Curious to see what times your followers are online and what countries they are based in? An Instagram Business profile enables you to see insights into your followers and the performance of your content.

– Greater opportunities to drive website traffic: did you know only verified Instagram Business accounts with 10,000 followers or more can access the ‘Swipe Up’ feature on Instagram Stories?

– Leverage Instagram advertising : for businesses looking to promote their products and services via social media, using an Instagram Business profile will enable you to run ad campaigns across the platform. 

Not sure where to start when it comes to launching an Instagram Business profile? Don’t worry, this expert guide will have you mastering this social media platform in no time!

Over 3M brands already use our all-in-one creation, scheduling and publishing tool for posts AND stories!

In this blog, you’ll learn all about:

-How to optimize your Instagram Business profile to maximize reach and engagement

-Why crafting a social media strategy will boost your businesses’ success on Instagram

-Which key platform features brands can take advantage of on Instagram (and why)

-How building relationships with influencers can supercharge your reach on Instagram

-How to effectively promote your Instagram profile across your existing marketing platforms + so much MORE!

Ready to get started and build a successful Instagram Business presence? Let’s dive in!

This first tip might sound simple, but it’s essential to boost your businesses’ discoverability on Instagram. Once you’ve created an Instagram account, make sure you’re using a Business profile by checking the settings of your account. Simply log into your Instagram account via the mobile app, tap the three horizontal lines on the top right of your profile and hit ‘Settings’. Select ‘Account’ and then select ‘Switch to Professional account’ to turn your personal profile into an Instagram Business account.

But the options don’t stop there! Instagram has recently rolled out a new feature that allows brands to choose whether they are a Creator (such as an influencer, content creator or public figure) or a Business (such as a brand, service provider or organization). Take the time to consider and select which option is most relevant to your business. 

Now you’ve set up your account, it’s time to optimize the information on your Instagram Business profile to ensure your getting the most value out of the platform. 

Here’s a handy checklist to get you started:

-Upload an eye-catching profile image : try using your business logo or a striking graphic that represents your brand. 

-Add keywords to your account name : as your Instagram handle already includes your businesses’ name, improve your accounts’ discoverability by adding keywords to your account name. This can be done by tapping the ‘Edit Profile’ button on your profile.

Tip: think about the key services or products your business offers, and add these terms to your account name. For example, if your brand sells organic skincare try naming your account with a phrase such as ‘Natural & Organic Skincare Store’. 

-Using a bio link tool to boost website traffic: did you know your Instagram bio link is the only clickable link on your entire Instagram profile? Make the most of this link by leverage tools that can extend the number of places you direct your users to. Try tools such as LinkTree , Lnk.Bio and Milkshake to link users to multiple webpages at once.

-Craft an engaging Instagram bio : tell the story of your brand in under 150 characters or less by using keywords related to your core products and services. Try using emojis and hashtags to make the most of every character!  

-Update your contact information : ensure customers can contact your business via Instagram by keeping all contact information up-to-date. To edit this information, click ‘Edit Profile’ then tap ‘Contact Options’ and select the Action Buttons most relevant to your business (such as Call, Email or Visit).

As with all business decisions, it’s important to develop a clear strategy for your Instagram Business presence. The first step of this is to identify your key goals and objectives, as this will help shape and inform all your efforts across the platform. 

Ask yourself the following questions to help clarify your goals:

-Who is your target market? Consider what their desires, needs and pain points are and how you can address this using strategic Instagram content. 

-What action do you want to inspire from audiences on Instagram? Consider the key objectives of your Instagram Business presence, from driving website traffic to building brand awareness or even promoting new products and services. 

-What does success look like on Instagram? Are you focused on building an engaged community of followers, seeing an increase in website visitors or hoping to boost sales for your new season products? This will help you develop KPIs and metrics for success to keep you on track to grow your business successfully using Instagram. 

Once you’ve identified your goal and objectives, its time to start planning the content you’ll be sharing on Instagram. This is the fun bit! With your target market in mind, develop key content pillars to showcase your brand as well as give purpose to your content. 

Some example of content pillars for Instagram could include: 

-Behind the scenes content such as your team working at their desks, developing or testing new products or preparing for a new product launch. 

-Educational content such as expert tips, stats and advice related to your industry. 

-Funny or humorous content such as resharing memes or relatable quotes. 

-Customer success stories such as client testimonials or positive reviews. 

The key to developing a successful Instagram content strategy is to ensure you share a diverse range of content styles to keep your feed interesting and engaging (because let’s face it, no one wants to see a feed fills with a sea of the same types of posts!). Not sure what content strategy to post in the time of the Coronavirus? Check out this helpful guide to mastering your social strategy in the wake of COVID-19 . 

One of the best ways to keep your followers engaged on Instagram is to create a content calendar. This resource will help you plan your posts in advance and can help businesses to stick to a consistent posting schedule. Try creating a simple Excel spreadsheet that shows what posts you’ll be sharing on Instagram month-to-month, based on the content pillars you’ve developed. This will help you save time as you’ll also be able to plan and schedule posts in advance, rather than having to jump in and posts natively to Instagram multiple times per week!

With over 100 million photos and videos published to Instagr am each and every day , brands need to be strategic about the content they share to stand out from the crowd. It’s no secret that Instagram is a visual platform, making it essential for businesses to develop a strong aesthetic for their brand using a consistent color palette or theme across their posts. The best bit? You don’t have to invest in an expensive camera or photography equipment to execute this tip! 

When capturing images on your smartphone’s camera, follow these simple steps to capture engaging imagery:

-Take advantage of natural light

-Avoid harsh flash photograph 

-Follow the ‘Rule of Thirds’ to keep images balanced and structured

-Experiment with angles (such as shooting from above or below a subject)

Looking for more expert advice on capturing images for Instagram? Check out this guide to 21 expert tips and tricks to taking good Instagram pictures . Wondering what editing apps to use to give your Instagram posts a polished and professional look? Discover the 10+ best picture editing apps to create stunning photos .

With over 400 million accounts using Instagram Stories daily , leveraging this popular Instagram feature is a powerful way for brands to engage with audiences in real-time. In fact, ⅓ of the most-viewed Instagram Stories are published by businesses! Along with publishing regular content to your Instagram feed, it’s a wise idea to keep your businesses’ Instagram Story updated on a consistent basis. Try sharing in-the-moment snaps of your team at work, promote exciting new products or services or reshare images of your customers using your businesses’ goods or services. Plus, you can also create Instagram Stories Highlights on your Instagram profile to extend the life of this content. Create your highlights using Plann’s Canva integration . 

Create and design social graphics and stories in Canva, without leaving Plann!

Try hosting an Instagram Live 

Along with Instagram Stories, another great way to boost reach and engagement rates is to host regular Instagram Live broadcasts.  So, how does this feature work? When a user hosts an Instagram Live, the feature will notify their followers with an in-app notification designed to boost reach and the number of attendees watching each broadcast. Live videos also help to boost engagement rates as these videos will be bumped to the front of the Instagram Stories feed. Plus, Instagram Live improves searchability and discoverability for brands as these videos appear in the Explore tab of Instagram to capture the attention of new audiences. Check out this helpful guide to find out more about how to use Instagram Live to grow and engage your followers.  

Hashtags are a powerful tool to tap into interests and popular topics of conversation related to your business. By doing your research and searching through keywords related to the products and services you offer, you’ll be able to identify niche hashtags to add to your Instagram posts. Look for hashtags that are specific to your brand, and consider using these in your Instagram post captions to boost the chance of new users finding your content. Plus, why not consider creating branded hashtags and encourage customers to use these on their own posts to create a library of content you can reshare on your Instagram business feed (more on that below!). 

Wondering how you’ll be able to create enough content to post consistently to your Instagram Business profile? That’s where user-generated content (UGC) comes in handy! Not only does UGC build valuable social proof but leveraging these posts enables your customers to advocate for your brand in their own words. To find posts that you can reshare on your own Instagram feed, check through your tagged images as well as any branded hashtags you have created. Why not run a competition to incentivize followers to share and tag your business in their photos to create an updated bank of imagery to leverage in the weeks and months ahead?

Did you know video content is one of the most engaging and popular content formats on social media? In fact, how-to tutorials take the cake for being the most popular form of Instagram video content shared on the platform. But don’t let the idea of creating videos stop you from taking advantage of this valuable content opportunity! You won’t need a professional videographer or expensive camera equipment to make an impact on Instagram. Try creating short, punchy Vine-style looping videos, time-lapses or even simple Boomerangs that reveal the key message of in the first 3 seconds of the video. All of these can be created using your smartphone’s camera too!

You’ve probably heard the term ‘influencer’ thrown around, but did you know influencer marketing is one of the best ways to build trust with audiences on Instagram? By connecting with influencers who have an engaged audience in-line with your target market, you’ll be able to reach a new pool of potential customers. It’s all about doing your research, being selective and finding the right influencers that align with the values of your brand. When connecting with micro-influencers (influencers with between 1k and 10k followers), you’ll typically be able to gain exposure for your business free of charge on their feed or Instagram Story (in exchange for product samples or discount codes). Plus, Instagram influencer accounts tend to have higher engagement rates than most Instagram business accounts, making influencer marketing a useful strategy for increasing reach. 

With all the effort you’re putting into creating content for your Instagram Business accounts, it’s important to maximize the life of this content by sharing posts across multiple social media networks. Raise the visibility of your content by leveraging cross-promotion between your Instagram and Facebook accounts. Make sure to share your Instagram posts to your Facebook feed to repurpose this content to ensure every post is reaching the widest pool of users possible.

Speaking of cross-promotion, one of the best ways to build an engaged community of followers is to promote your Instagram Business account across all your marketing platforms. From including links to your Instagram account in your monthly email newsletters to promoting your Instagram account on your website, remind your customers to stay in touch with your business by following your brand on Instagram. 

 Foster community engagement

Users have come to expect timely responses from brands and businesses on social media. To ensure past and potential customers have a positive encounter with your brand, be sure to check-in on your direct messages and comments on Instagram on a daily basis. To inspire community engagement, add a simple call to action (such as a question) to each of your Instagram post captions. Plus, to boost engagement rates and expand the reach of your business on Instagram, try to actively engage with your community by leaving comments and asking questions on other user’s Instagram posts related to your business.

As a business owner, it can be a bit overwhelming, to answer all the DMs on Instagram. A good option might be to integrate an Instagram chatbot. There are platforms for that like Chatimize or Tidio. SendPulse, for example, even offers to power your Instagram chatbot with ChatGPT due to their integration with Open AI.

Want to ensure your Instagram posts are seen by the right people at the right time? That’s where Instagram advertising comes in! Similar to other forms of social media advertising (such as running Facebook Ads), Instagram Ads enable businesses to create and promote particular pieces of content to specific audiences. This is a powerful way to gain new customers, with stats from Instagram revealing 60% of users have discovered a new product or service on Instagram . Depending on the objective of your Instagram Ad, you can use these campaigns to build brand awareness, drive traffic to your website or even generate new leads.

Instagram enables a variety of different ad formats, including Instagram Stories ads, photo ads, video, collection ads (helping to showcase multiple products through images, video or a combination of both) and more. Want to set up your first Instagram Ad? 

Here’s a breakdown of the simple steps involved in setting up an Instagram Ad :

-Connect your Instagram Business account with your Facebook Page . 

-Create a new campaign within Facebook Ad s Man ager . Here, you can set your ad objective, target audience, and ad format. 

Alternatively, you can promote an existing Instagram feed by tapping on the Instagram post on the app and hitting ‘Promote’.

– Set the budget and length of time for your ad.Once your ad is ready to go, hit ‘Publish’.

– You’ll receive a notification once Facebook has approved the ad and the campaign is running.

How to reverse engineer your way social media success

To check whether your content is resonating with your audience, it’s a good idea to regularly review your analytics on Instagram. You can access your Instagram Business account’s analytics by hitting the ‘Insights’ tab. Here you’ll find an overview of how your content is performing as well as a breakdown of the demographic of your audience (including age, gender and location). The key metrics to review regularly including Reach, Impressions and Actions (including profile visits and website clicks). 

Reflect on your key objectives and assess which posts are helping you hit these goals. Perhaps your video posts are driving the most traffic to your website? Or maybe education content is receiving the most engagements (likes, comments and shares) from your followers? Use these insights to inform your Instagram content strategy to ensure you’re maximizing your efforts as a business on Instagram.

By bringing all of this information together – you can keep on getting better and nail Instagram for your business.

Author:  Lucinda Starr

Lucinda Starr is a Sydney-based copywriter, content marketer and social media strategist. She is the founder of Starr Studio a boutique copywriting agency for start-ups and small businesses. You’ll also find her writing on the digital pages of Broadsheet Media, Concrete Playground, BuzzFeed Australia, and beyond.

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How to Use Instagram as a Small Business

Briana Morgaine

12 min. read

Updated October 25, 2023

Instagram is arguably growing up to be the most powerful social media platform around. By 2019, Instagram’s audience is projected to make up 55.8 percent of social network use in the United States.

It is especially popular with teens and the coveted millennial demographic; Instagram is considered the most important social network by American teens, and is second only to Facebook for overall usage amongst Americans ages 12-24. Instagram isn’t just wildly popular in the United States, however, as 80 percent of Instagram use happens outside of the U.S.

While it’s clear that Instagram is an important social media platform to capitalize on, many businesses feel that, unless they have a highly visual product, the picture-centric nature of Instagram makes it a bad fit for their business. However, this isn’t strictly true—in fact, this is one of the biggest misconceptions about Instagram.

In this article, I’ll go over what you need to do to make Instagram work for your small business, and show you how to develop a content strategy that highlights your business and helps build your brand. I’ve also included plenty of examples from a variety of brands who get it right.

• 1. Set up your business Instagram account

Create a short, snappy bio

Your bio should quickly tell your followers what you are about in a succinct, catchy way.

This means summarizing what your business is about in a way that reflects the image you hope to present.

For an example, look to popular activewear brand Lululemon: their bio contains a brief opening sentence that shows their brand philosophy, their hashtag (more on creating your own hashtag in a moment), their handle on Snapchat, and a link to their site. Simple, succinct, and imparts all necessary information.

If you have a physical location, be sure to include necessary information on your location and hours here, too.

Include a link back to your site in your bio

Instagram is a little bit of an anomaly, in the sense that links don’t really “work” within the app. This means that you can’t include hyperlinks in your posts, but you can include a link back to your site in your bio.

So, make sure to include your most important link in your biography, so that users can open up a new link and access your site. This could be a link back to your main page, your newest product, or your latest blog post.

Choose a username and photo that clearly illustrates who you are

When you picked your business name, hopefully you checked that you’d be able to use that name on as many social profiles as possible.

Ideally, you should be able to pick an Instagram handle that matches your business name. However, if an exact match isn’t available, pick a handle that matches your business name as closely as possible. This may mean making use of underscores, abbreviations, or slight variations—but keep it as close as possible to the actual name of your business.

In terms of your photo, this can be your logo, your storefront, your products, or even some of your employees. The type of photo matters less, just make sure it exemplifies your brand and the brand image you hope to convey.

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• 2. Create great Instagram posts

Focus on top-quality visuals

Instagram is arguably the most visual social media platform out there.

This means that to make your Instagram successful and engaging, you need to make it stand out visually. This doesn’t necessarily mean your products themselves need to be beautiful (though it helps if they are), but it does mean that your Instagram should be cohesive, and that the photos you share should be well-lit and of the highest quality possible.

Some basic rules for excellent Instagram visuals, as compiled in this great infographic from Buffer :

• Images that are lighter are more successful, receiving 24 percent more likes than darker photos.
• The more background space, the better, as photos that are less busy receive 29 percent more likes.
• One color should dominate, as images with a dominant color or tone get 17 percent more likes.

For an example of an Instagram page that checks all these boxes, look to The Glitter Guide :

This Instagram presents a candy-colored dream, awash in pastel pinks, mints, and blues. Photos are taken in good light, and further lightened during editing, and backdrops are light and sparse. Together, this Instagram page reads as a cohesive, attractive set of photos.

Use editing tools to make your photos more appealing

By this point, you’ve hopefully given some thought to your brand’s color scheme, which will help you determine what the overall “look” of your Instagram feed should be.

Maybe this means your Instagram will be muted pastels, vivid brights, or desaturated neutrals. Whatever color palette suits your brand, making use of editing tools will help you make your images work together cohesively.

For example, look to photographer and “social media person” Kari Young’s Instagram, Meatballssmama, which relies on bright, vivid colors against stark black and white backdrops.

Instagram’s built-in filters are a good place to start, but make sure you play around with the “editing” function as well, in order to have more manual control over editing your images.

Follow the 20/80 rule of selling

Your Instagram should, ideally, help drive traffic back to your website, or into your store.

That being said, your focus should not be on selling your product.

It’s counterintuitive, but the general rule of marketing on social media suggests that only 20 percent of your posts should “sell” your products. The other 80 percent should focus on quality content that engages followers and does not directly focus on your product or service. I’ll go over how to create this type of content in the next few sections.

So, in terms of that 20 percent rule, how exactly can you sell effectively in the context of Instagram?

For one thing, even when you are showcasing your products or offerings, avoid blatant advertising and an overly promotional tone, as this is sure to turn off followers. However, this doesn’t mean that you can’t subtly highlight your products or services.

Take a look at this post from Portland-based coffee roaster Stumptown’s Instagram :

This past August, Portland was hit with a sudden heatwave, with the mercury threatening triple digits.

Rather than captioning this photo with something more aggressive, urging customers to come in and buy drinks, Stumptown’s subtle suggestion of “cold brews” to combat the heat, along with a picture of two desperately refreshing-looking iced coffees, serves as a soft sell that isn’t overly pushy, but still gets the message across (and bonus points for featuring a customer’s photo—I’ll get to that in more detail later on!).

Focus on “lifestyle” content rather than simply the product itself

Let’s get this out of the way right from the beginning:

Pop quiz—does online retailer Modcloth sell doughnuts?

No, they don’t. So what on earth are doughnuts doing on their Instagram feed?

Modcloth, purveyor of saccharine-sweet dresses and other women’s clothing, is employing a lifestyle-based content strategy. Posting a picture of a sweet treat makes up part of the other 80 percent of their content, which focuses on curating a holistic brand image.

To determine what type of “lifestyle” content your followers would enjoy, it might be helpful to create a user persona at this stage, as well as conduct some market research into your customer base.

Create a story around your ideal customer. Who are they? What are their hobbies, their interests, their dreams? Where do they like to eat, to drink, to shop, to play? What kind of music do they listen to, what books do they read, what are their favorite TV shows?

To go back to the Modcloth example, “cute” is a huge part of their brand image. Cute and sweet permeates the brand, so lifestyle content that also fits this cute, sweet image is bound to resonate with their audience.

Feature images taken by your customers and fans

You may have noticed in both previous examples that the brands featured images taken, not by staff members, but repurposed from fans.

Encouraging your fans to use hashtags specific to your brand (again, more on that in a minute) or suggesting that they tag your business is a great way to see what customers are saying about you, and you can feature this content on your Instagram as well. Talk about creating brand loyalty and sourcing great content at the same time! Not only will this help make your followers feel appreciated and special, but it feels more authentic.

Use Instagram Stories for a behind-the-scenes look at your business

Instagram’s new video feature created quite a stir earlier this summer, as it serves as a direct competition to Snapchat’s Stories feature.

Controversial as it may be, it serves as an added feature through which you can create a personal connection with your audience.

Successful brands are using Instagram’s Stories to offer a peek into their brand’s behind-the-scenes routine; just look at this image from  Lorna Jane’s  recent video, featuring a sneak peek at the “essentials” from a brand photo shoot.

• 3. Make liberal use of hashtags

Know that more is, in fact, more

When it comes to hashtags on Instagram, don’t tread sparingly. While four or five hashtags might seem impossibly annoying on Twitter, on Instagram, that amount (or more) has been shown to increase interactions substantially, and interactions are actually highest on posts with 11 or more hashtags.

It is worth noting that 30 is the maximum number of hashtags you can use per post or comment (and Instagram rules aside, too many hashtags may make you appear spammy or desperate).

Find related hashtags

To find the best hashtags, spend some time doing a bit of research.

Hashtag-finding tools like Hashtagify and RiteTag are a great place to find popular related hashtags, so spend some time coming up with a set of hashtags that are relevant to your business.

For more information, Convince and Convert’s article on finding hashtags for your business is worth a read, as is Buffer’s hashtag guide.

Place them in a comment, not in the text of your post

Everything I’ve said thus far about hashtags comes with one important caveat:

Your hashtags should, ideally, not occur within the text of your post.

Now, if you’re using one or two brand-specific hashtags in the caption under your image, that’s fine (see the example from BlackMilk Clothing above). However, if you want to include more than one or two hashtags, start by creating your post, and then leaving a comment containing these hashtags directly under your posted image. This way, you’re visually separating your hashtags from your post, but still allowing your post to be found.

Consider creating your own hashtags

As I mentioned earlier, sourcing content from users and urging them to tag their posts with your brand hashtag can be a great way to bring authenticity to your brand, and help create loyal followers.

To do this, you need a branded hashtag. This can be as simple as #yourbrand, similar to Birchbox’s cue for users to tag their posts with #birchbox, or it can be more unique, depending on what you want your users to share.

For a deep-dive into creating a brand hashtag, check out Adspresso’s 7 Techniques to Create a Hashtag That Boosts Your Brand.

• 4. Offer promotions to your followers

Share sales and discounts

Beyond curating content that both subtly promotes your products and builds a lifestyle story around your brand, your Instagram is also a great place to share current sales, discounts, and promotions that you are running.

You can mention your sale or promotion in the caption of your photo, or even create an image in Canva or similar with text overlayed that describes the promotion. Don’t forget to put a direct link in your bio if your promotion is available online!

Use contests to drive engagement

Instagram is a perfect platform to host contests; by creating a hashtag specific to your contest, you can encourage fans of your brand to participate by taking photos and using your hashtag for a chance to win (photos which you can later share on your own page).

For an example, take a look at this contest run by Quest Nutrition. The hashtag #MyQuest is simple and easy to remember, it gives Quest a chance to repurpose users’ photos on their Instagram page, and directions for participation are straightforward.

Contests also serve the function of allowing your followers to do some promotional work for you: by mentioning your brand name in their photos, your business’s Instagram will be exposed to a whole new audience. Your contest can feature a free gift, discounts on your products, and so on—the sky really is the limit here.

• 5. Measure and track key metrics

I’ve spent a lot of time detailing some potential directions you could take your Instagram strategy.

But, the reality is that all your efforts will be a bit wasted if you aren’t tracking their efficacy. As you go about coming up with an Instagram strategy, you want to pay attention to what your goals for building your Instagram presence actually are.

This will likely mean picking a few key metrics to monitor. If your goal is to grow your Instagram presence overall, you might focus on growing your following, increasing the number of likes you get per post, or another key Instagram metric. Or, you may be focusing more on increasing sales, in which case you’d want to measure clicks back to your site, increases in overall sales, and so on.

The world of social analytics is vast, and definitely more than I can cover here today. Spend some time thinking about what your goals are, and focus your research on what you can track that will determine if you are meeting those goals.

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Bri Morgaine is a seasoned content marketing leader with a decade of experience in copy editing, social media operations, and content strategy— having honed her skills at industry giants like Palo Alto Software and Andreessen Horowitz.

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Small Business Trends

50 instagram business ideas to boost your success.

Instagram has evolved beyond a mere social networking site into a lucrative platform for entrepreneurs and businesses. Whether one aims to offer services, sell products, or build a personal brand, Instagram’s expansive reach and varied features make it an ideal choice.

Our comprehensive guide explores 50 innovative social media business ideas that one can successfully launch on Instagram. Each idea is accompanied by key insights, strategies, and tips to help you thrive in the Instagram business ecosystem.

Table of Contents

The Power of Instagram for Business

In modern commerce, Instagram stands as a pivotal tool for business growth and brand recognition. The platform offers an arena not only for social interaction but also for serious business endeavors.

How Instagram Can Help You Start a Business

Entrepreneurs find Instagram to be an instrumental resource for launching their businesses. The platform offers numerous opportunities for growth and customer engagement, including:

• Platform to Showcase Products or Services : Utilize Instagram’s visual nature to display your products or services effectively.
• Connecting with Potential Customers : The platform offers features like Direct Messages and comments to facilitate interaction with your target market.
• Leveraging Influencer Partnerships : Influencers can give your brand the needed visibility among their large following.
• Market Research : Instagram offers insights and analytics tools for gauging market needs and preferences.
• Global Reach : One can easily tap into international markets thanks to Instagram’s global user base.

Key Elements for a Successful Business Using Your Instagram Account

Sustainable success on Instagram involves a multifaceted approach. Effective strategies blend engaging content, brand identity, and proficient use of Instagram’s features.

If you hope to launch a successful business through Instagram, remember these pivotal elements:

• Creating Engaging Content : High-quality, creative posts will attract and retain followers.
• Building a Strong Brand Identity : Cohesion in style, tone, and messaging is essential for brand recognition.
• Using Instagram’s Features Effectively : From Stories to IGTV, each feature has its unique advantage for business promotion.
• Community Engagement : Prompt responses to comments and questions help build a dedicated community around your brand.
• Data Analysis : Regular review of performance metrics allows for informed decision-making.

Building Your Instagram Business from the Ground Up

Charting the course from ideation to operation requires planning and insight. The focus here rests on developing your business idea, establishing a solid strategy, and understanding the platform’s user demographics and behavior.

Developing Your Instagram Business Idea

An efficacious Instagram business idea is an amalgam of creativity, market research, and personal interest. To develop your Instagram business idea into a thriving venture, focus on following:

• Researching Trends : Know the latest market trends to identify potential business opportunities.
• Identifying Your Target Audience : Understanding the needs and preferences of your target market is crucial.
• Assessing Skills and Interests : Align the business idea with personal skills and passion for sustainable growth.
• Scoping Competition : Analyze competitors to identify gaps and opportunities in the market.
• Prototyping : Create sample products or content to test the market’s reception.

Creating a Solid Instagram Business Strategy

A well-defined strategy is a linchpin for any successful Instagram business. The following list serves as a roadmap to guide your business journey:

• Setting Goals : Define clear, measurable objectives for your Instagram account.
• Developing a Content Plan : Planning content ahead of time ensures consistency and quality.
• Determining a Posting Schedule : Consistency in posting keeps the audience engaged and attracts new followers.
• Allocating Resources : Determine staffing and budgetary needs for effective operation.
• Monitoring and Updating Strategy : Continuous refinement of the business strategy is essential for long-term success.

Understanding Instagram Users

Comprehending user behavior and preferences can significantly influence a business’s success on the platform. Before you launch your Instagram business, pay close attention to who is using the platform, including:

• User Demographics : Knowledge of age, location, and interests of your audience informs targeted marketing.
• Behavioral Trends : Instagram Insights provide valuable information on how users interact with your content.
• Preferences in Content : Analyzing what type of content generates engagement helps in content planning.
• Utilizing Instagram Features : Different features like polls or quizzes can be used to gather direct feedback.
• Community Interaction : Active community engagement results in brand loyalty and more meaningful interactions.

50 of the Best Instagram Business Ideas

Entrepreneurial individuals often find Instagram to be a fecund platform to cultivate various business ideas.

Each of the following promising Instagram business ideas receives a succinct description outlining its potential on the platform, including target audience, content formats, and tips for achieving success.

1. Online Coaching or Consulting

This format suits professionals with expertise in a specific field. The target audience includes anyone seeking knowledge or guidance. Use Live videos for Q&A sessions and Stories to share tips. Building credibility through client testimonials and success stories enhances trust.

2. Photography Services

Photographers can showcase their portfolio, targeting clients in need of high-quality photography. Regular posts and Stories featuring your work attract a wider audience. Collaborate with influencers or brands to gain exposure.

3. Graphic Design Services

Graphic designers can utilize Instagram to display their portfolio. As the platform is visual, potential clients easily notice the quality of work. Post consistently and use Instagram carousel to showcase various design styles.

4. Fitness or Yoga Classes

Fitness enthusiasts and yoga instructors can benefit from Instagram’s large user base interested in health and wellness. Live sessions, tips, and tutorials serve as key content formats. Utilize Stories to share behind-the-scenes looks at your fitness routine.

5. Handmade Crafts

Craftsmen can utilize Instagram to exhibit their handmade items. This suits a target audience interested in unique, personalized products. Using high-quality images to showcase the craft, along with Stories featuring the creation process, can enhance audience engagement.

6. Print-on-Demand Products

This business model appeals to those seeking custom merchandise like t-shirts, mugs, or phone cases. Utilize Stories to showcase new designs and posts for customer testimonials. High-quality visuals are paramount for attracting interest.

7. Affiliate Marketing

Promoting products for a commission works well on Instagram, especially if you have a significant following. Curate posts around the product or service and provide affiliate links in the bio. Transparency about the affiliate relationship builds trust.

8. Digital Products or Courses

Educational content finds a hungry audience on Instagram. Whether it’s eBooks, courses, or webinars, the platform offers numerous ways to market digital products. IGTV or Live sessions can serve as free trials or introductions.

9. Influencer Partnerships

Influencers can collaborate with brands to promote products or services. Transparency and genuineness are key to maintaining audience trust. Opt for partnerships that align closely with your brand identity.

10. Food or Cooking Tutorials

Chefs and food bloggers can find a passionate audience on Instagram. How-to videos, recipes in carousel posts, and quick tips in Stories create diverse content. Utilize quality images and maintain a consistent posting schedule.

11. Social Media Management

Social media managers can display case studies, testimonials, and the effectiveness of strategies. The target audience includes businesses and individuals aiming to boost their online presence. Share tips and tricks through carousel posts or quick video snippets.

12. Content Creation Services

Content creators can showcase their portfolio, whether it’s writing, video production, or podcasting. Regularly post examples of your work and use Stories for behind-the-scenes content. Highlighting client testimonials boosts credibility.

13. Virtual Events or Workshops

Event organizers can use Instagram to promote webinars, workshops, or online courses. Countdown stickers in Stories and detailed posts provide effective promotion. Post-event feedback shared as testimonials offer social proof.

14. Online Boutique

Fashion retailers can curate an online boutique on Instagram. The platform allows direct sales through posts. Ensure high-quality photography and offer periodic sales or discount codes through Stories.

15. Personal Styling or Fashion Advice

Fashion stylists can offer their services to individuals looking to improve their wardrobe. Carousel posts can show before-and-after transformations. Tips and fashion rules in the form of short videos can offer added value.

16. Travel or Adventure Planning

Travel planners can post itineraries, travel tips, and destination guides to attract an audience interested in travel. Use Stories for travel updates and Live sessions for Q&A about destinations.

17. Product Reviews or Unboxings

Reviewers can reach an audience interested in obtaining detailed information before making a purchase. Video formats work well for unboxings and reviews. Maintain a balanced viewpoint to build credibility.

18. Curated Gift Boxes

Those offering specialized gift boxes can target an audience looking for unique gift ideas. Unboxing videos and high-quality images of the products contained within the box can drive engagement.

19. Subscription Boxes

Businesses offering subscription boxes can utilize Instagram to showcase their products. Timely unboxing videos, customer testimonials, and featured posts create a diversified content strategy.

20. Virtual Art Classes

Art instructors can offer virtual art classes to aspiring artists. Live sessions work well for real-time instruction, while Stories can showcase student works. Use posts for tips and tricks related to different art forms.

21. Home Organization Tips

Professional organizers can target an audience seeking to bring order to their homes. Tips in carousel format or quick how-to videos provide valuable content. Feature successful projects to provide real-world examples.

22. Interior Design Consultations

Interior designers can showcase their portfolios and offer online consultations. Carousel posts featuring before-and-after photos attract potential clients. Utilize Stories for real-time project updates.

23. Custom Illustrations or Portraits

Artists can offer custom artwork or portraits, targeting individuals looking for personalized art. Timelapse videos of the creation process and posts featuring the finished product build a strong portfolio.

24. Pet-Related Products or Services

Businesses offering pet products or services can find a dedicated audience among pet owners. Use posts to feature products and Stories for testimonials or behind-the-scenes looks at the service process.

25. Eco-Friendly Products

Companies offering eco-friendly products can find a like-minded community on Instagram. Educational posts about sustainability, along with product features, can drive engagement.

26. Online Book Club or Reading Recommendations

Book enthusiasts can create online reading communities. Use carousel posts for book recommendations and Stories for quick reviews. IGTV can host longer book discussions.

27. DIY Tutorials or Workshops

DIY enthusiasts can target individuals interested in home projects. How-to videos, tips, and before-and-after transformations provide engaging content. Utilize user-generated content to showcase completed projects based on your tutorials.

28. Niche Blog or Content Platform

Bloggers can use Instagram to direct traffic to their blog or content platform. Teasers, quotes, and snippets serve as interesting content. Include a link to the blog in your bio for direct access.

29. Instagram Shop

Businesses can set up an Instagram Shop to sell products directly through the app. High-quality product images and effective use of shopable tags drive sales. Use Stories for flash sales or discounts if you want to learn how to sell on Instagram quickly.

30. Podcast Promotion

Podcasters can use Instagram to reach a wider audience. Clips from episodes, behind-the-scenes content, and promotional posts can attract potential listeners. Use Stories for quick updates and episode announcements.

31. Mental Health Resources or Support

Providing mental health resources or support resonates with a wide audience seeking guidance or comfort. Instagram’s visual storytelling features allow for interactive quizzes, inspirational quotes, and video interviews with experts. Story highlights can serve as a permanent resource library.

32. Skincare or Beauty Tutorials

Skincare and beauty industries thrive on Instagram, targeting an audience eager for tips and product recommendations. Video tutorials, before-and-after photos, and reels can generate high engagement.

33. Personal Finance or Budgeting Tips

Personal finance advice caters to a mature audience interested in budgeting, investing, and saving. Infographics, interactive quizzes, and short video explainers can make complex topics digestible.

34. Language Lessons or Tutoring

Language tutors can offer quick lessons through short videos or Stories, targeting those interested in learning a new language. A variety of content formats can be used, such as flashcards, quizzes, and even interactive language challenges.

35. Wedding Planning or Event Coordination

Wedding planners and event coordinators can use Instagram to showcase their portfolios, offer virtual venue tours, and provide planning tips. The target audience includes engaged couples and event organizers.

36. Music Promotion or Artist Management

Musicians and artists can use Instagram for album promotions, sneak peeks of upcoming releases, and behind-the-scenes footage. The platform offers an immersive experience for fans, including live sessions and interactive Q&As.

37. Crowdfunding Campaigns

Promoting a crowdfunding campaign on Instagram targets a socially conscious audience interested in supporting causes or innovations. Use Stories for time-sensitive updates and posts for sharing detailed campaign information.

38. Local Community Initiatives

Local businesses or community groups can leverage Instagram to highlight local events, initiatives, or news. The target audience includes local residents and businesses.

39. Digital Marketing Services

Agencies offering digital marketing services can target businesses looking to grow online. Case studies, testimonials, and quick tips can serve as engaging content.

40. Online Support Groups or Forums

Online support groups can offer a safe space for people dealing with specific challenges. Instagram offers the privacy settings and group features required for such a platform.

41. Gaming or Esports Content

Gaming channels can post highlights, reviews, and tutorials, targeting the gaming community. Stories and reels offer additional formats for quick tips and news updates.

42. Animation or Video Production Services

Studios or freelancers in animation or video production can showcase their portfolios through short clips and reels. The target audience ranges from businesses to independent content creators.

43. Custom Merchandise

Brands offering custom merchandise can display their products through high-quality photos and user-generated content. Customization options can be presented through Stories and interactive features.

44. Nutrition or Meal Planning Advice

Nutritionists can use Instagram to share meal plans, recipes, and quick health tips. Interactive quizzes and polls can further engage the audience.

45. Travel or Lifestyle Photography

Instagram is an ideal platform for travel photographers to showcase their work. Stories and posts can feature travel tips and recommended destinations, attracting a broad audience of travel enthusiasts.

46. App or Software Promotion

Companies promoting apps or software can benefit from Instagram’s varied content formats. Tutorial videos, user testimonials, and feature announcements can help drive downloads.

47. Virtual Reality Experiences

Virtual reality businesses can offer sneak peeks into their experiences through trailers and user testimonials. The target audience includes tech enthusiasts and gamers.

48. Sustainable Fashion or Accessories

Brands promoting sustainable fashion can leverage Instagram to educate their audience on sustainability while showcasing their products. The target audience includes eco-conscious consumers.

49. Tech Support or Tutorials

Tech support businesses can offer quick fixes and tutorials, attracting an audience looking for tech solutions. The use of short video clips and infographics can make complex topics accessible.

50. Online Competitions or Giveaways

Hosting online competitions or giveaways can rapidly increase engagement and follower count. These activities attract a wide audience interested in the prize, making it a versatile strategy for various types of businesses.

Tips for Instagram Business Success

Navigating the complexities of Instagram’s algorithm and audience preferences necessitates a multifaceted approach to ensure enduring success.

Keep reading for valuable insights into audience engagement, influencer partnerships, and data-driven strategy adjustments—all critical facets for achieving long-term prosperity in the competitive world of Instagram business.

Engaging Your Audience in Your Instagram Content

Engagement stands at the core of Instagram success. Effective strategies to engage your audience include:

• Posting Consistently : Regular updates keep your audience engaged and attract new followers.
• Using Hashtags : Relevant hashtags increase the visibility of your posts.
• Replying to Comments : Interaction with your community builds relationships and trust.
• Utilizing Stories and Live Videos : These features offer real-time engagement with your audience.
• Running Contests or Giveaways : These activities encourage active participation and can grow your follower base.

Collaborating with Influencers in Instagram Posts

Influencers bring the advantage of a broad audience and proven engagement strategies. Before choosing a collaborator, don’t forget to take the following steps:

• Identifying the Right Fit : The influencer’s audience should align with your target market.
• Clear Communication : Maintain transparent communication to avoid misunderstandings.
• Setting Goals : Define what you aim to achieve from the collaboration.
• Legal Formalities : Draft a clear contract outlining roles, responsibilities, and remunerations.
• Tracking Metrics : Post-campaign analysis provides insights into the effectiveness of the collaboration.

Analyzing and Adjusting Your Strategy

Performance evaluation and adjustments are integral to Instagram business success. To achieve success, don’t forget to monitor the following metrics:

• Performance Metrics : Keep track of Key Performance Indicators to gauge your efforts.
• Engagement Rates : Regularly measure likes, shares, and comments.
• Traffic to Website : Use UTM parameters to track website traffic originating from Instagram.
• Customer Feedback : Use Direct Messages or comments to collect customer opinions.
• Adapt and Update : Be willing to modify your strategy based on analytical insights.

The Costs Involved in Starting an Instagram Business

Fiscal planning is crucial for the effective running of an Instagram business. Understanding the various associated costs can assist in budget allocation and optimization.

Instagram Business Profile Costs

While setting up an Instagram business profile incurs zero initial costs, several optional costs exist, including:

• Premium Features : Some features require in-app purchases or subscriptions.
• Upgrading Tools : Analytics and marketing tools may come at a price.
• Third-Party Services : External services like schedulers or design tools may charge fees.
• Employee Salaries : If you require a team, salaries are an operational cost.
• Content Creation : Quality photography and videography often involve costs.

Advertising with Instagram Ads

Instagram ads offer a versatile platform for promoting products or services. However, costs can vary widely based on your campaign.

• Ad Types : Costs vary between Stories, feed posts, or carousel ads.
• Audience Targeting : Specific audience targeting can increase costs.
• Ad Budget : Your daily or lifetime budget impacts your overall spend.
• Ad Duration : Longer campaigns will naturally incur higher costs.
• Quality of Ad : High-quality content can result in lower costs through better engagement rates.

Additional Costs to Consider

Beyond Instagram profile and advertising costs, other expenditures may affect your budget. When planning to finance your Instagram business, don’t forget to consider:

• Content Creation : Professional photography or graphics can be expensive.
• Advertising : Apart from Instagram ads, consider other forms of paid promotions.
• Collaborations : Payments to influencers or partners constitute a potential cost.
• Equipment or Software : Quality content may require specialized equipment or software.
• Legal and Administrative : Licenses, taxes, and legal advice also come at a price.

FAQs: Instagram Business Ideas

Is an instagram business account free.

Creating a business account on Instagram involves no initial cost. Instagram allows the conversion of personal accounts to business accounts for free, providing additional features like analytics and contact options.

However, a budget may be required for sponsored posts and advertisements to reach a wider audience. Although the platform itself offers free tools, investing in third-party applications for more in-depth analytics might also incur costs.

How can I find my target audience on Instagram?

Identification of a target audience on Instagram can be achieved through multiple avenues. Utilize Instagram Insights to gauge current audience demographics, such as age, gender, and location.

Conducting market research through surveys and examining competitors are other effective strategies. Hashtags related to your industry can also help in finding users interested in your business, as can influencer partnerships to tap into established follower bases.

What are the best ways to promote my Instagram business?

Promotion of Instagram businesses can be effective through several techniques. Consistent posting, high-quality imagery, and engaging captions are foundational. Use of relevant hashtags can broaden post reach, while story features and reels offer opportunities for more dynamic engagement.

Paid promotions and influencer partnerships are additional options that can amplify the brand’s Instagram presence. Businesses should also interact with their community by responding to comments and direct messages for enhanced user engagement.

How does a business on Instagram work?

A business on Instagram operates through a specialized business account, which provides tools not available on personal profiles. It serves as a platform for showcasing products or services, engaging with customers, and implementing marketing strategies.

Use of visual content, from photos to reels and stories, forms the crux of Instagram business operations. Paid advertising options, analytics, and various native features support promotional activities and customer outreach.

What sells well on Instagram?

Products that possess strong visual appeal typically experience higher sales on Instagram. Fashion items, home decor, beauty products, and gourmet foods are examples.

Instagram’s visual-centric platform allows for vibrant showcasing of products, drawing attention and facilitating sales. Additionally, unique and customizable items tend to perform well, as Instagram users often seek out distinct and personalized products.

What is the best business on Instagram?

Determining the “best” business on Instagram is subjective and contingent on various factors such as industry, target audience, and marketing prowess.

However, businesses that consistently engage with their audience, offer high-quality products or services, and utilize Instagram’s range of features for marketing generally experience high levels of success. Industries like fashion, food, and beauty often excel due to their inherent visual appeal. Many business owners also make use of Instagram’s various features, including the ability to earn money with gifts or the new tools for making money on Instagram .

How can a business utilize Instagram Stories?

Instagram Stories offer businesses a powerful tool for real-time engagement. With a 24-hour lifespan, these posts can showcase daily operations, feature customer testimonials, or announce limited-time promotions.

They also allow interactive elements like polls and questions to engage the audience directly. Brands can use Stories for flash sales, exclusive previews, or behind-the-scenes looks, enriching their relationship with followers while driving business objectives.

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How to set up and manage instagram business account.

Instagram is the most used social media platform nowadays. The reason why Instagram is so popular is quite simple: there are many types of accounts on Instagram. That is, you can open both a personal account and a business account on Instagram.

Instagram for small businesses is a great option. Suppose you want to know how to sell on Instagram. In that case, you can learn to create an Instagram business account or an Instagram creator account if you want to create different content for your followers or an Instagram personal account if you want to log in as a follower.

In this blog, we will talk about the Instagram business account for you. Nowadays, many businesses start their first marketing strategy by creating an Instagram business account.

What is an Instagram business account?

Instagram business account is a type of business page on Facebook or LinkedIn. It tells users that you are a business and use the platform for marketing purposes.

Using an Instagram business account, you can use various Instagram tools. At the same time, the use of Instagram ads is possible only in the Instagram business account. So, by promoting your posts, you will ensure that people see your products and services faster.

How to create an Instagram business account?

Setting up an Instagram for a business account is easy. To create an Instagram business account, you can either select a business account after first downloading Instagram. Also, if you are running a personal or creator account, you can switch to a business account.

Create a business account on Instagram through these simple steps.

• Get the Instagram app on your Windows, Android, or iOS device.
• Open the app, then select Sign up.
• Add your email. Use an admin email address when signing up or choose login with Facebook if you want to provide access to numerous users or link your Instagram business account to your Facebook Page.
• Select a username and password, then complete the profile information. You might be asked to sign in if you used Facebook to log in.
• Click Next.

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

• Select the menu bar in the top-right corner of your profile.
• Select Settings. Switch to Professional Account may be available from this menu in some accounts. In such case, tap it. If not, move on to the following action.
• Select Account.
• Select for Business (unless it makes sense for you to choose Creator).
• Follow the steps to link your account to your Facebook Page if you intend to link your Instagram and Facebook business accounts.
• Choose your industry and include any relevant contact information.
• Select Done.

How to switch a creator account to an Instagram business account:

• Go to your profile and tap in the upper right corner.
• Tap Settings.
• Tap Account.
• Tap Switch to Professional Account.
• Tap Continue.
• Select a Category for your business and tap Done.
• Tap OK to confirm.
• Tap Business.

How to write Instagram business account bio?

In an Instagram business account, you should pay attention to your bio. Because when your followers visit your page, what they will do is read your Instagram bio. As a business page, you should briefly state your purpose and business in your bio. After that, you can implement your other Instagram strategies.

Choose an Instagram Username

The Instagram username character limit is 30 . Up to this limit, you can find a unique and creative name that fully expresses your business.

Select an Instagram Category

When creating an Instagram business account, you are presented with some options that describe your business. Based on these options, you can choose a category that describes your business. That category of your choice will appear at the top of your Instagram bio.

Upload an Instagram Profile Photo

Your Instagram profile photo should make it easy for users to recognize your brand. Frequently, your logo or a picture of your site works best. A headshot is typically a better option if you're a creator, service provider, or blogger.

Add Business Contact Options

Possibilities customers have to get in touch with your company are made simple by Instagram profiles. For customers to select the most convenient contact method, you can add various contact options to your profile.

Instagram Call-to-Action buttons

Welcoming calls and emails may not be the most effective way to assist consumers of particular business kinds. For eateries, coffee shops, and service providers, Instagram thankfully provides Order Food, Book Now, and Reserve CTA buttons.

Include Instagram Bio

Instagram bio contains a maximum of 150 characters , and here you can write about your business however you want. With this, your followers who enter your profile will clearly understand both the purpose of your business and what you do. Here you can use various Instagram hashtags. At the same time, you can make your bio more interesting with emojis.

Also, you can include links to various websites in your Instagram bio. For example, if you want to develop your business on TikTok as well, you can add your TikTok business account link here. That way your followers will be on both platforms.

You can even get more followers on Instagram by convert the TikTok audience into Instagram followers. As you know, it is easy to get followers on TikTok by doing the right TikTok marketing strategy.

Story Highlights

The inclusion of Instagram story highlight albums on profiles is beneficial even though they aren't exactly a part of the Instagram bio feature. Regularly posting Instagram stories gives you an additional opportunity to display useful information in your bio.

Highlighting a story is a great way to address commonly asked issues, spotlight goods, and services, or even include reviews and instructions.

What are Instagram's business account benefits?

If you want to develop your brand with Instagram marketing strategies, you should first create a business account on Instagram. A business account has many benefits for your brand. Let's explain each of them separately. Some brands use the Instagram creator account when creating an account on Instagram. But there are certain differences here.

Access to Instagram Insights

You can develop your Instagram growth strategy through Instagram analytics. Through Instagram insights, you can learn a lot of key information about your followers. You will need it when you share a post; you can increase your Instagram engagement by creating better-quality content.

In Insights, you can find out when your followers are most active on Instagram and share posts at that time; thus, it will be the best time to post on Instagram for your business account.

Before starting an Instagram business, you need to prepare Instagram KPIs for yourself, which you can constantly monitor for insight into whether you have reached these KPIs or not.

Instagram Advertisements

If you use a business account on Instagram, you can use an Instagram ad and increase your Instagram reach with this. If one of the main goals of using your business account is to make money on Instagram, then ads will help you. It will deliver your posts to your target audience and turn them into your customers.

Promotes Credibility

Through a business profile, you can share all your contact details with your followers on Instagram, so all your customers can easily contact you.

Engagement tools

Instagram is a great marketing platform since it has engaging options that promote audience connection. To interact with your followers and get their thoughts and feedback, use interactive stickers and emojis like Instagram polls and Ask a Question.

What are the disadvantages of an Instagram business account?

An Instagram business account has its pros and cons.

Cannot Limited Direct Messages

Even while Instagram Business accounts let you offer ways for your audience to get in touch with you, one of those contact options must always be direct messages.

You cannot limit who can message you with an Instagram business account, in opposition to the Creator account on Instagram, where you can do so.

Pay to Play

Instagram users have been wondering for years that " pay to play " on business accounts limits their reach because doing so will require them to buy ads.

Years ago, business pages on Facebook saw that their reach was severely constrained and that the only option to reach their audience was to promote postings.

Features Not Available to Everyone

Aside from Instagram Insights, one of the most desired features of an Instagram business account is the capacity to include a link into your story as a "swipe up.

Small businesses that lack the resources to spend the time and money necessary to grow their accounts are unable to use this function because it is not accessible to accounts with fewer than 10,000 followers.

How to remove a business account on Instagram?

• Open Instagram.
• Go to your profile now and select the Menu button in the top right corner.
• After that, select Settings, and then select Account.
• Select the Switch to Personal Account button.
• To confirm, tap Switch Back at the end.

Best business Instagram accounts

We are ranking the 5 best Instagram business accounts for you.

Entrepreneur Magazine

@entrepreneur

Entrepreneur promotes, informs, and inspires entrepreneurs through its Instagram feeds. And 4 million of their followers are interested.

They do a fantastic job of posting images of business owners having fun as well as images that lead to informative articles and videos. Furthermore, Entrepreneur has a strong click-bait strategy.

Sharpie has certainly discovered methods to make their pens highly fascinating, even though they may not be selling pens that are worth their weight in gold.

Companies like Sharpie were created for Instagram, and Sharpie has fully accepted the possibilities that the Instagram platform has given.

Netflix uses its Instagram profile to inspire people to watch more Netflix. But whether it’s through shares of their images, memes, movie teasers, or through sharing things people may not know are available on Netflix, they’ve done a great job of keeping the attention of over 31.3 million followers.

Oreo uses innovative video shorts in addition to the beautiful, eye-catching blue that is present in both its profile image and many of its images. The 10- to 15-second videos are a fan favorite.

Nike's feed screams, "Look at me!," and 238 million of people do just that.

Through its Instagram business account, Nike attracts people' attention and interest by using genuine athletes and celebrities, but what it does with that attention is absolutely remarkable.

Frequently Asked Questions

Is the instagram business account free.

Anyone who wants one can create a free business account on Instagram.

Is it worth getting an Instagram business account?

Switching to an Instagram business account has many advantages, such as You obtain information and data about your followers. Additionally, you receive information on impressions and reach on Instagram followers.

Does Instagram business show who viewed your profile?

Despite the type of profile they have, such as a personal, business, or creator account, individuals cannot know who has viewed their accounts.

What is an Instagram Professional account?

Instagram Professional accounts are business accounts and creator accounts.

Final words

Once your account is set up, it’s important to start building a following by posting interesting and engaging content. Regularly post photos and videos that showcase what makes your business unique, highlight customer experiences, promote special offers or discounts, and share news about upcoming events or product releases.

If you want to post on your Instagram business account regularly, Planly will help you here. Through Planly, you can schedule your Instagram posts. Also, easily schedule your stories, videos, Instagram carousel posts, and reels through Planly. Then, you can check your Instagram posts analytics and audience overview.

The main difference between Planly and other social media scheduling tools is that you are not notified when sharing. Thus, Planly does every job professionally for you. Thanks for reading the blog.

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Stock market today: US indexes climb on Powell rate-cut affirmation ahead of jobs report

• US stocks climbed on Thursday, a day after Fed Chair Powell calmed nerves about the prospect of delayed rate hikes.
• Investors are anticipating the March jobs report on Friday, which will provide more clarity around the expected pace of rate moves.
• Data showed jobless claims rose last week to the highest since January.

US stocks climbed on Thursday, a day after Fed Chair Jerome Powell calmed nerves about the prospect of delayed rate hikes.

Powell reiterated in a speech at Stanford University on Wednesday that despite stronger inflation at the start of 2024, the "overall picture" remains unchanged, and emphasized that the appropriate policy direction includes lowering "restrictive" policy rates within this year.

Markets now gauge a 60% chance of at least one cut by June, per CME's FedWatch Tool — a drop from around three-quarters odds a month ago.

Meanwhile, new data showed initial jobless claims rose last week to the highest since January. Initial claims increased by 9,000 to 221,000, above the consensus economist estimate of 214,000.

Investors will also be closely watching Friday's jobs reports, which will provide new non-farm-payroll and unemployment data.

Here's where US indexes stood shortly after the 9:30 a.m. opening bell on Thursday: 

• S&P 500 : 5,248.47, up 0.7%
• Dow Jones Industrial Average : 39,291.15, up 0.4% (164 points)
• Nasdaq Composite : 16,412.94, up 0.8%

Here's what else happened today: 

• Robert Kiyosaki, David Einhorn , and Gary Shilling are all worried about inflation — and so is the Fed
• A former fund manager of the decade who's beaten 94% of competitors in the last 5 years shares how to spot 'fallen angels' hiding in markets — and 5 stocks he loves now

In commodities, bonds, and crypto: 

• West Texas Intermediate crude oil climbed by 0.89 % to $85.91 a barrel. Brent crude , the international benchmark, dipped 0.11% to $89.25 a barrel. 
• Gold slipped 0.58% to $2,286.65 per ounce. 
• The 10-year Treasury yield dropped 1.4 basis points to 4.341%. 
• Bitcoin rose 1.37% to $66,991. 

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China needs a new economic plan that focuses less on exporting and more on domestic growth, 'Dr. Doom' Nouriel Roubini says

• China will stagnate if it relies on manufacturing and exports to grow, Nouriel Roubini wrote in Project Syndicate.
• That growth model is outdated and worked in a time when foreign markets were more open to Chinese products.
• Beijing must instead stimulate domestic demand and service-led GDP growth, the famed "Dr. Doom" economist said.

China can't grow out of its economic problems if it stays focused on manufacturing and exports, says famed "Dr. Doom" economist Nouriel Roubini . Though this strategy sparked decades of impressive growth, it could now put China on course for stagnation, he warned on Thursday.

"The old Chinese growth model is broken," the perma-bear economist wrote for Project Syndicate , later adding: "China therefore needs a new growth model concentrated on domestic services — rather than goods — and private consumption." 

His pushback comes as Beijing increasingly focuses on advanced manufacturing, boosting exports of products such as electric vehicles and solar panels .

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When China's economy was smaller, this form of growth made sense, as its exports were still manageable for foreign markets, Roubini said. 

But with geopolitical tensions now rising, protectionism is starting to hamper the world's appetite for Chinese products, and could leave the country stranded with excess supply, he warned. 

"Now that it is the world's second-largest economy, any dumping of its excess capacity will be met by even more draconian tariffs and protectionism targeting Chinese goods," he said. Other analysts have evened warned this could spark a trade war as soon as next year . 

To avoid this and still generate growth, Beijing must instead invest in domestic demand, allowing services to take on a greater share of GDP, Roubini said. 

His concerns are well-cited, as analysts have long pointed out China's low household consumption rates as a worrying set back for growth.

"The situation demands larger pension benefits, greater health-care provision, unemployment insurance, permanent urban residency for rural migrant workers who currently lack access to public services, higher real (inflation-adjusted) wages, and measures to redistribute SOE profits to households so that they can spend more," Roubini wrote.

But Beijing's leadership looks unwilling to bolster private-sector and household confidence, something Roubini blames on President Xi Jinping, citing that he's surrounded himself by advisors sympathetic to the current growth model. 

Previously, economist Paul Krugman explained Xi's unwillingness to boost support for consumers and businesses due to a strong ideological dislike for for stimulus and welfare aid.

Watch: Protesters in China are trying to break out of quarantine

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