The Science Of Instagram Bio-logy
Instagram bios are often criminally underrated. Big budgets are spent developing copy for brands’ websites, in order to deliver that perfect first impression, while social media bios are sometimes cobbled together as an afterthought.
But the reality is that along with your profile photo and username, your bio is often a first point of contact with potential customers. Instagram is a platform for discovery, with 83% of users saying they have found new products and services on the platform.
That means your Instagram profile functions as an introduction to your brand, and your bio could be the first piece of copy new audiences read.
Here are some quick tips to help you get the maximum value out of this dark horse.
You only get one chance to make a first impression
Social media is a free-for-all jostle for attention. Why wouldn’t you want a clear and punchy bio that gets things off to a great start?
Speak straight facts
Imagine if you were a new customer visiting your page for the first time: Would you be able to work out what your brand does, what your brand stands for, and why anyone should be interested from your profile photo, username, bio and most recent uploads?
If the answer’s no, you might be giving new followers and potential customers the cold shoulder, so switching to a bio which throws out those important deets could really help.
Tynemouth Coffee keeps it simple, giving all the important info in a few short lines.
The bio gets straight to the point and tells us the need-to-know information for the brand. It lets us know :
That they're a roastery – So we know exactly what they do
How to contact them – For business and customer enquiries
The URL to their shop page – To explore products and find out more
That they’re offering free delivery – To push a selling point
Simple.
Not yo mama’s brand of bio
But bios don’t always have to be so formulaic. Many brands benefit from less conventional styles of copy. Take this example from iets frans:
This bio is purposefully intriguing. Instead of explaining who or what iets frans is, this copy reads more like a brand slogan with useful bits at the end.
This style works for this particular brand because it complements the aesthetic of the profile – and this brand is all about aesthetics.
This copy entices the viewer with a bit of mystery, encouraging them to scroll down the rest of the feed.
Set the tone
‘Brand Voice refers to the personality and emotion infused into a company's communications’
When brand voice is used properly it should be dripping off absolutely everything the brand does. And Instagram bios are no exception. They’re a chance to show new customers and followers what you stand for.
Check out this super informal – but informative – example from 7Bone Burger Co.
This unconventional copy doesn't just tell us what the brand does and how to order, but also sets the mood for the entire profile.
It tells us this brand is quirky and casual, and this runs through everything it does: from its logo and captions, to its entire product range.
Of course, 7Bone Burger Co. is a pretty out-there example, but if you were to personify your entire brand into one walking, talking human, how do you think that person would write their own bio?
This is a great way to approach writing for your brand.
Hook, line and linker
Instagram also gives you the opportunity to put a website link under your bio.
But this doesn’t necessarily have to send followers to your homepage. Instead, directing them to your online store or a category page (in the event of a new launch) could increase the likelihood of purchases. Or, if you’re offering a service that requires the customer to contact you directly, you might want to send them to a contact page.
Sometimes it’s possible to cut the fat and streamline the process.
Your tasty takeaway
As you can probably tell by now, there’s more than one way to write a strong bio. But a few nonnegotiables remain: Make sure it is tailored to your audience, it reflects the brand style, and that it unmistakably projects your brand voice.
