What’s the point of Instagram Business?
Most of us have an Instagram personal account. It’s a great platform with a focus on the strong visual elements that speak to consumers. If you’re in fashion, photography, or are a creative of some flavour, this is the platform for you.
In 2016 Instagram announced it would be rolling out its business accounts. Since then, whilst lots of businesses have made the switch, some people have been more reluctant to do so. What will switching to a business profile do, especially if you’ve already got a few thousand followers?
It’s Instagram Ultra
We often cite the importance of checking your insights on social media, to find out what your followers like best and responding to that with your content. But if you’ve got a personal Insta profile, you don’t get access to those insights. With a Business profile, you do. You get week by week looks at thinks like the gender of your audience, where they’re based in the world, and their age.
Think of an Instagram Business Profile as a “beefed up” version of a personal profile. Sure, you technically could manage your brand’s Instagram account with a personal profile. But why limit yourself when you can switch to a business profile in a matter of seconds, and get so much more?
Here’s how to make the switch.
In the top-right of your Instagram page (not in your feed, but where your posts are displayed) you’ll find three lines one above the other. Click on that. You’ll then be taken into a menu with a range of options. Start with Settings. You’ll be wanting to check out the Account, so if you select that option it’ll take you into a final list. This is the one you want. At the bottom of that list is the option to switch to a Business account. This advice is based on the layout and settings accessible via iPhone – it may differ slightly on Android, but not significantly.
And that’s pretty much it! Once again, the world didn’t explode when you pressed the button – and you can easily switch back to a personal account if you want.
What are the benefits?
You’ll now get access to the insights, which are a great tool when planning your social media content. It will also show things like audience reach, which is tied to good (or bad!) engagement. Scrunch have a good article on what constitutes good engagement figures. You can run Instagram Ads. One major difference is that with a business account you can post directly to your Instagram account from a desktop computer. So if you’re using a post scheduler like Hootsuite, you can now schedule your Insta content. You don’t need to have your phone with you!
You also get a few extra touches, like a contact button so people can easily get in touch with your brand. No more massive bio with all your contact info squashed in. This is important, because when it comes to customer care, people will go straight to social media to make complaints/pass on praise. If you’ve got a button that leads directly to your business, then that leaves your comments free for discussion and creating those all-important personal relationships.
It’s no secret that businesses use influencers to market their products. Having a Business profile gives you the option of clearly marking out those relationships in your posts. This is important, as there’s an ongoing crackdown re: honesty on the platform. So if you’re paying an influencer, the business profile gives you the option of making that clear to your followers.
We’ve made the assumption that you’re already an Instagram user – if you’re not, keep an eye out for a post on how to set up an Instagram account from scratch.
Next week we’ll weigh up the merits of a Business v Creator account – another option offered by Instagram, but only available to those with over 10,000 followers.
See you on the flipside!