Building a thriving community is the cornerstone of any successful Instagram business strategy.
No matter what you sell—kitchenware, midcentury modern furniture, accessories, or jewelry—there’s a group of people on Instagram eager to connect with your products. However, using Instagram for business can be challenging and ever-changing, especially if you’re new to the platform.
In this comprehensive guide, we’ll walk you through setting up an Instagram business account, explore its benefits, and share key strategies for success.
How to set up an Instagram business account
Before diving into strategy, you’ll need to set up an Instagram business account. This unlocks additional features like analytics not available with a personal account.
Note: You can’t create an Instagram business account from scratch. You’ll need to start with a personal profile and then switch to a business profile.
Follow these steps to set up your Instagram business account:
1. Create a personal account, then click “Edit profile” and scroll down to tap “Switch to professional account.”
2. Choose the category that best describes your business. You can decide whether to display this on your profile.
3. On the next page, select “Business” and enter your business details, including an address if you have a physical store.
4. Click “Next” to complete your account setup. Instagram will suggest additional ways to optimize your profile.
Optimizing your Instagram business profile
Once you’ve created your Instagram business account, it’s time to optimize it. This will help potential customers find you and make it easier for them to buy from you.
Consider these key elements:
- Profile picture: Use your store's logo or a high-quality product image easily recognizable in small sizes.
- Username and name: Choose a consistent, searchable username that matches your brand. Use your full business name in the “Name” field.
- Bio: Write a concise, compelling description of your store. Include your unique selling proposition and a call to action (like “Visit our website” or “Shop new products”).
- Website link: Add your store's URL to the dedicated website field.
- Category: Select the most appropriate business category for your store.
- Contact information: Include your email, phone number, and physical address (if you have one) to make it easy for customers to reach you.
- Action buttons: Set up relevant action buttons like “Shop” or “Contact” to drive specific customer behaviors.
- Highlights: Create highlight reels to showcase product categories, customer reviews, or promotional offers.
Take a look at Olipop’s well-optimized Instagram profile. It includes the business category, a short, concise description, information on where shoppers can find the product, and a selection of organized story highlights.
7 benefits of creating a business Instagram account
Business accounts offer more features than private accounts, especially for brands looking to drive sales and make money on Instagram. Here are some benefits:
See Instagram Insights
Unlock detailed analytics about your followers and post performance. Access data on impressions, reach, and engagement rates, and gain a deeper understanding of your audience demographics through insights about their age, gender, and location.
Access more advertising options
With a business account, you can run ads directly from the Instagram app. Explore various ad formats, including photo, video, carousel, and Stories ads. Set up targeted campaigns based on your audience’s demographics, interests, and online behaviors. You no longer need a Facebook business page to run ads on Instagram—simply connect your Instagram account to your Meta Business Suite.
Unlock shopping features
Transform your posts into shoppable assets. Tag products in posts and Instagram Stories, allowing users to shop directly from your content. Create a custom shop tab in your profile and use product stickers in Stories to promote quick sales.
Implement contact buttons
Make it easier for customers to reach out by adding action buttons like “Call,” “Email,” or “Get directions” to your profile. This simplifies the process for customers to contact you or find your physical store if you have one.
Get advanced profile features
Boost your discoverability by adding a business category to your profile, helping users find your brand when searching Instagram. Include call-to-action buttons like “Shop Now” or “Book Now” to streamline the path to purchase.
Take advantage of expanded bio options
Business profiles enjoy more characters in their bios, giving you extra space to describe your brand and products. You can also add clickable hashtags and profile links to your bio, enhancing its functionality.
Organize messages
Business account inboxes have filtering options, allowing you to organize conversations with your best customers and potential buyers. Set up and send quick replies to common customer inquiries, improving your response time and efficiency.
How to use Instagram for business: 6 strategies for success
Ready to start using Instagram for business? Implement these strategies to maximize your chances of success:
1. Define your audience
Knowing your audience is crucial. Take time to envision your ideal customers. What do they like? How old are they? What makes them tick?
With a clear picture of your target audience, you can tailor your content and tone to share things they care about.
Research your ideal customers' demographics, interests, and behavior patterns using your existing sales data or by conducting surveys. Use this information to create customer personas that will guide your Instagram strategy.
2. Set goals and KPIs
Setting clear goals for your Instagram business account provides direction and helps measure progress.
Consider what you want to achieve. This could be increasing brand awareness, driving website traffic, or boosting product sales.
To track your progress, monitor key performance indicators (KPIs) such as:
- Follower growth rate
- Engagement rates (likes and comments)
- Click-through rate on shared links
- Conversion rates from Instagram visitors
Make your goals specific and attainable. Instead of a vague “I want more followers,” aim for “I want to gain 100 new followers this month.”
Setting clear goals and monitoring these metrics allows you to identify what's working and what needs improvement. This data-driven approach helps you make informed decisions about your content strategy and posting schedule, ensuring your Instagram efforts contribute to your business’s growth.
3. Track performance and metrics
Analyzing your Instagram account’s performance helps refine your strategy over time. For example, if Reels get high engagement, you might focus more on creating them. If feed posts underperform but Stories drive engagement, you could allocate more resources to Instagram Stories.
While experimenting is important, data-driven decisions will yield better results.
Access your analytics in the Insights section of your Instagram account, available on your profile. If you use social media management tools like Sprout Social or Buffer, they offer their own analytics sections for in-depth data analysis.
4. Create a publishing schedule
Your posting frequency depends on Instagram’s role in your overall marketing strategy. If it’s your primary channel, your approach will differ from businesses relying mainly on email marketing or SMS.
Research suggests posting three to five times a week is optimal for most businesses. However, consistency is more important than frequency. Remember that while Instagram can be an effective sales channel, building an engaged and active community should be your top priority.
A well-structured content calendar should balance different post types and align your posts with your marketing campaigns and seasonal events. Tools like Instagram’s Creator Studio or third-party scheduling apps can help maintain a consistent presence, even during busy periods.
5. Define your content types
Defining content types helps create a diverse, engaging feed that resonates with your audience.
After posting for a while, analyze your audience’s preferences and engagement patterns to identify which content types perform best, such as Reels, Stories, or feed posts, and adjust your strategy based on these insights.
While many brands opt for a curated feed and use Stories for less-polished content, your approach should reflect your overall business goals and brand identity. Identifying your preferred content types will help create a more balanced mix in your feed.
Consider incorporating these content types:
Product shots
Showcase your products to inform new potential customers about your offerings. Our Place regularly shares beautiful photos of its latest products.
User-generated content
Build trust by featuring content from satisfied customers. Create a branded hashtag to collect UGC and spotlight customers who share content featuring your products.
Testimonials
Share customer reviews or positive feedback (with permission) to build credibility and encourage new customers.
Lifestyle imagery
Share content that reflects your brand’s ethos, whether location-specific scenes or people using your products. Clothing brand Finisterre excels at sharing captivating lifestyle shots.
Inspiration
Share on-brand styles, inspiring nature images, or design elements that align with your brand’s aesthetic (with proper attribution).
Behind the scenes/day in the life
Give followers a glimpse into your production process or a typical day as an entrepreneur.
Collaborations
Generate buzz by sharing unique product collaborations with other brands. Ruggable announces its latest collaboration via an Instagram reel.
6. Increase sales with Shoppable posts
Instagram has become a significant sales channel for many businesses, allowing customers to shop posts and complete purchases within the platform. Shopify customers can easily set up this functionality by linking their Shopify store to the Instagram sales channel and creating a Meta for Business page.
Selling on Instagram offers benefits beyond the convenience of instant purchasing. For Megan Mensik, founder of Folklor, Instagram allows her to recreate the in-store experience without a physical location.
“Instagram has given me the ability to do that in a way because I can send a video of me talking and wearing a necklace, and they can see it in the light,” she says. “And it’s just a different aspect to seeing something online on a product page. I think people respond to it and they like it. And they like talking to someone and having that interaction.”
Instagram is always evolving, and so should your strategy
The Instagram algorithm is always changing, and as your business grows, your strategy should adapt. Experiment with different techniques, seek feedback from your followers, and listen to their opinions.
Your audience can provide valuable insights:
- What content they want to see more of
- Questions about your products or business
- What resonates with them (and what doesn't)
Your followers are your best source of qualitative feedback. They form the foundation of your brand’s Instagram community. As you build relationships with curious newcomers, skeptics, past customers, and loyal fans, you’ll create a space where people can connect over their shared appreciation for your brand.
Read more
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Instagram for business FAQ
What are the disadvantages of an Instagram business account?
Potential drawbacks include less privacy control and the risk of appearing overly promotional. Some users report decreased organic reach and visibility after switching to a business account. The “business” label may also make your profile seem less personal.
Can I use my personal Instagram for business?
Yes, you can use a personal Instagram account for business purposes. However, you won’t have access to business features like uploading your product catalog, running Instagram ads within the app, or viewing key performance metrics.
Is Instagram for business free?
Yes, Instagram for business is free. Businesses can create a profile, post photos and videos, and connect with customers at no cost.
How is Instagram used for business?
Instagram is a powerful tool for businesses to connect with customers, build brand awareness, and promote products or services. Businesses can:
- Showcase products or services
- Interact with customers
- Share brand-related content
- Create campaigns to drive sales
- Feature products in posts
- Share customer stories
- Run contests or giveaways
- Use Instagram Stories for special offers or discounts
- Leverage Instagram Ads for targeted campaigns and broader reach
Is Instagram worth it for small businesses?
Yes, Instagram can benefit small businesses looking to reach their target audience and build a loyal customer base. With its large and engaged user base, Instagram offers unique opportunities to showcase products and services, build customer relationships, and promote brands. Features like Stories, Live, Shopping, and Ads provide businesses with tools to reach their desired audience and drive sales.