Whether you're selling your products directly on the app, or you're wanting to better understand your analytics, having a dedicated Instagram account for your business can help you stay ahead of the competition.
But how do you get started with an Instagram business account? And how do you maximize the seemingly endless number of tools on offer?
Let's find out.
What is Instagram for business?
Instagram for business is as simple as turning a personal account into a business account. With a few simple taps of the screen, you'll have an extension of your business, website, and other social media platforms on Instagram.
It's worth noting that there are two types of professional account options — creator and business. A creator account is for celebrities, notable people, and influencers. Instagram for business accounts are for those running a product or service-based brand.
Those who might span both account types should know you can easily switch between the two to find the one that fits.
How an Instagram business account can benefit your brand
Every business owner has wondered at some point, "Is an Instagram for business account worth it?" And as of late 2024, at least 200 million companies and brands answered a resounding "Yes!"
Here are a few reasons why an Instagram business account makes sense.
- About two billion people use the platform.
- Around 70% of shoppers intending to make a purchase look on Instagram for that shopping experience.
- Instagram's growing toolbox and analytical breakdowns mean a specific targeted approach to Instagram users who fit your target demo.
- Parent company Meta makes connecting Facebook and Instagram business accounts easy, all controlled through the Meta Business Suite.
When you add WhatsApp into the mix, an Instagram for business account puts you in front of three of the top four social media sites. So, let's help you plan that Instagram strategy.
How to create an Instagram business account
Creating an Instagram for your business is simple, but it still requires brand consistency from the start. Don't worry about minimum Instagram followers – anyone can create an Instagram for business account.
In fact, it's worth going through the first three steps here, even if your small business is still in ideation, simply to get the username you want.
Download the Instagram app
Given how much the Instagram app offers compared to the desktop version, plan to do most of your business account work through your mobile device. Some tools just aren't available from a desktop or laptop, and it's much more user friendly. You can find the app in your device's app store.
If you already have the app, you can add a new Instagram business account to your profile. Up to five accounts are permitted per app download on one device.
Create a business Instagram account
The standard account created for new Instagram account holders is a personal account. To turn it into a business account, tap Settings – which can be found through the three lines in the upper right corner of the screen.
From there, select "Switch to Professional Account." You'll get a series of questions that will determine whether you are more geared toward a professional or creator page. For this article, we're focusing on those who will select the business category to explore the benefits Instagram offers.
If you have a personal Instagram account, another option is to add a separate business account. You get there by tapping your profile photo circle in the bottom right corner, then looking for the hamburger menu and scrolling all the way down to "Add Account."
We're going to walk you through the questions quickly:
- What Business Best Describes You? Search for or choose the category that best describes what you offer. Be sure to tap the "show category on profile" if you want it to be seen publicly. This can help other users find you.
- Are You A...? The app takes your input from #1 and suggests a category, but you can choose creator or business free of charge.
- Add Contact Info: Not a question, but this is where you'll input your business email, physical address, and phone number. You can also choose not to display any contact information.
As an added note, the "Add Account" process is the same for anyone you want to have access to your business profile. Just tell them to "Log Into Existing Account" once your Instagram business profile is created.
Connect to Facebook
As mentioned earlier, Meta owns both Instagram and Facebook. You can connect the two with three easy steps.
As part of the Instagram business profile setup, you'll be prompted to connect to a Facebook page. If you want to do that later, tap "Edit Profile," then choose "Public Business Information," and then "Connect to or create a Facebook business page."
Only one Facebook page can be connected to an Instagram account. Both are absolutely free to create and/or connect.
While you're at it, take the time to create a Threads account, too. In late 2024, the Head of Instagram, Adam Mosseri, shared that Threads has 300 million active users each month. Two-thirds of those users showed up in 2024. We can't wait to see what 2025 brings.
Set up your business profile
Knowing how to use Instagram for business means learning the business profile caveats.
First, have a company logo or some other imagery to use for your profile picture. Be consistent with the branding used on your Facebook page and website. The photo will also matter if you want to get Meta Verified.
The ideal profile photo is:
- 1:1 Ratio, ideally 320X320 pixels.
- The display will be 110X110 pixels, but you'll want a high-quality image. IG will automatically resize the photo.
- To that end, don't go larger than 500X500, or you risk pixelation in the frame.
A business profile includes a call-to-action button option. The Action Button can be a range of options, from booking an appointment to reserving a table at a restaurant.
Another thing to consider when you use Instagram for business is that you can add multiple links to your Instagram profile, with a limit of five.
Consider Meta Verified for your Instagram business account
That coveted blue checkmark on Instagram and Facebook accounts is in demand by creators and business profile holders. The good news is that you can now get a subscription to be Meta Verified on one or two of your Meta accounts.
Start with the free route of requesting to be verified without having to pay. It's easy to find under business tools. You'll fill out the form after tapping "Request Verification."
However, getting a Meta Verified badge brings additional benefits. Those include the verified badge, exclusive Meta Verified features for Instagram posts and Stories, and extra layers of security with extra customer support.
Meta verification isn't guaranteed for your Instagram business account. Check the requirements before you apply.
Turn on Instagram Shopping
Starting an Instagram shop comes with a few layers of review, approval, and account management. However, it's worth navigating the steps to turn your Reels, Stories, and posts into a shopping destination for customers.
First things first, check the eligibility rules. Those include abiding by all platform policies and terms of service, having checkout enabled on Facebook and Instagram account shops (as of April 2024), and having a trustworthy history.
Proving your trustworthiness could mean an added layer of verification separate from Meta Verified.
Once you get through the Instagram shopping set-up steps, you'll be able to create Instagram content with product tags and direct checkout links.
How to use Instagram features to grow your business
Instagram for businesses includes specific tools for reaching your target audience and keeping an eye on account performance. Let's look at the most popular and effective ones here.
The basics of content strategy
Knowing Instagram terminology — things like Stories, Reels, captions, and stickers — helps create while clarifying the type of content, where it will appear, and how it will appeal to your potential audience.
We suggest reading our article about how Instagram algorithms work to understand how your content goes from being posted to getting in front of potential buyers.
Let's go through a quick list:
- Instagram posts include any content posted to your IG business page that shows up in the main profile grid. Posts can be a single image, a series of pictures, or videos.
- Instagram Reels can be a type of post but also stand as a separate category (with a separate algorithm). Reels created through the Instagram camera can be up to 90 seconds long.
- Instagram Stories are vertical videos or graphics that last for 24 hours above the grid. Followers will see your Story in rotation with other accounts they follow, yet again based on a unique Stories algorithm.
- Instagram Story highlights can be created from your Stories feed, which will save them indefinitely in a titled bubble above the grid but below your profile pic and contact info.
- Instagram captions refer to the text below an Instagram post, Reel, or Story. Captions can be up to 2,200 characters in length, but try to use keyword-rich captions in as few words as possible.
- Instagram stickers are so much more than just creative decorations on Stories. The latest stickers from Instagram offer unique and advanced engagement and interaction tools, including ways to get direct messages and allow other users to share photos.
Using Instagram for business content should include a healthy mix of each type of Instagram content and learning to read the signals and trends.
Leveraging Instagram Stories for engagement
If posts and Reels are the meat and potatoes of Instagram for business, then Stories are the snackable treats that complement the experience.
While Stories only last 24 hours, these powerful pops of imagery and video are full-screen storytellers of your brand.
You might be familiar with Instagram stickers for Stories in your personal account, but wait until you see what business page options look like.
Look for the Get Orders sticker to place product tags or add a link to the page of a product showcased in the Story. Stickers like Reveal will blur a photo until the user sends a direct message to you.
Businesses looking to expand their Stories strategy should look for Meta Business Partners.
A guide to short-form video
Short-form is just a fancy way to say "less than 90 seconds." However, much like a credit card, that's a limit, not a goal.
When developing your posting schedule, consider what Instagram short-form videos for Reels or Stories meet two important goals: engaging the audience with comments and likes and keeping their attention for whatever the length of the video.
Mix in trending audio, clear vocalization (when needed), and text on the screen for those who prefer to watch without audio.
The power of Instagram Live
Going live might make you think of a news reporter on the scene of a breaking story, but Instagram Live can be used for many topics. It could be a special event, grand opening, behind-the-scenes look, or demonstration of how to use a product.
Instagram Live creates a two-way conversation between fans and the business profile owner. Viewers interact with likes, comments, and questions. The person hosting the Live can answer questions or welcome people to the event.
We strongly suggest you set your default to turn on automatic saving. Later, you can decide whether to cut that up into a Reel or post it to your Stories.
Set up a Broadcast Channel for Instagram business account
One of the newer tools for creator and brand Instagram profiles is a broadcast channel. Broadcast channels are like having a one-sided conversation with your fans – you can send messages in bulk which they can react to.
Your channel can be open to the public or just to your followers. As with other content offered on Instagram, there are several ways to build engagement and a sense of community with your brand. Plus, stickers and cutouts are now available.
While broadcast channels are primarily for creators, certain business accounts will get access to the feature. To see if you are, go through the steps to start an Instagram Live, and then look for the option to start a broadcast channel. If you don't have it, then the rollout is still underway, or you aren't eligible.
Explore Instagram Shopping options
Wondering what to put in your Instagram shop? Restaurants can sell ingredients, meals, or accessories. Spas can offer skin or hair care products. Retailers can mix and match products of any kind. The possibilities are endless.
Start by creating a Commerce Manager Account through Meta Business Suite. Those with a Facebook shop can simply connect the two. You can also start from scratch by following guidance from the Commerce Manager.
Also, look at the ways to tag products in your feed, Instagram Stories, or Reels. Product tags are similar to tagging a personal Instagram account on a post, except these tags will give basic information about the product.
The tag is created in the final step of posting, with an option to "Tag Products."
Content planning and strategy
Whew. We've shared a lot of information. Let's organize your content strategy a bit more.
Defining your content goals
The success of Instagram for business depends on a solid content strategy with regular check-ins for insights, signals, and opportunities.
Goals can be customer-facing or on the back end. For example, you might want to create a posting schedule where you share 10 times per week. And what is the ideal number of times to post a week for you? Well, it's whatever you can consistently keep up with. Start by aiming for three to five times a week.
From there, mix in the content types. Don't use only photos or Reels; use Stories, carousels, and other content tools.
Then, set realistic but challenging goals, like gaining 100 new followers a month or increasing engagement by 10% every quarter.
Schedule an hour each week to review the Insights panel in your Meta Business Suite.
Researching your audience
Start by pinpointing the demographics of your audience. "People who want to buy my product" isn't specific enough. Who is your target customer? How old are they? Where do they live? How do they spend their time?
When you know your demographics, you can create content that directly intrigues them. You don't want to just reach audiences; you want content that compels them to engage with follows, comments, or likes.
Creating a consistent brand image
With so many options for creativity, it's easy to lose sight of your brand identity. Part of your content strategy should include colors, brand guidelines, fonts, and wording that distinguishes your business from competitors.
That also extends to any filters you use. Look at template options in Stories to have go-to versions ready that amplify and support your brand.
Scheduling posts for maximum reach
There is no magic time to post on Instagram for businesses that works for everyone, but your analytics might give you plenty of clues. There are specific times that fit your followers' social media activity which you can find that in your Instagram Insights panel.
Follow up during your weekly analytics review to see what times of day and days of the week got the best engagement rate.
Analyzing competitors for content ideas
Follow your biggest competitors and see what they are trying.
Another hot tip is that you can search the Meta ad library for any active ad on Meta's social media platforms. This is a great way to see how your competition is using the tools available.
Frequently asked questions
What are Instagram Reels, and why should I use them?
Reels are short-form videos that can show up in your follower's feeds while also being shared with other users who are interested in your business. The more the Reel gathers views and engagement, the broader reach it will get.
In December 2024, Instagram released trial Reels. Since a lot of effort goes into creating videos, trial Reels mean your content is shared with non-followers, giving you freedom and flexibility to try new things with an anonymous group. Within 24 hours, you get performance feedback.
How do I run ads on Instagram?
Start with the Meta ads manager. You'll be walked through a series of goals and optimization tools to create the right Instagram ads for the perfect audience.
Any of your Instagram content can be parlayed into an ad.
Second, since the Meta Business Suite controls Facebook and Instagram ads, you can get more exposure on both platforms with the same or similar ads.
Brandwatch also offers tools like Advertise to help simplify and maximize the ad experience.
How can I engage with my audience on Instagram?
Instagram for business is designed for engagement. Each content option comes with ways to directly interact with your fans while offering audience insights to measure progress.
Use polls on your content to get feedback, respond to comments with thoughtful answers, and spend time in your DMs talking with people who message you.
As mentioned before, try a new sticker with an engagement aspect to see what your audience likes best.
Most importantly, be authentic, trustworthy, and helpful no matter how you choose to interact.
How can I track and measure Instagram performance?
If you use Instagram for business, then Insights will be the prime spot for tracking performance.
There are two ways to see analytics. First, go to the hamburger menu in the app at the top right corner of your profile and scroll down to "Insights." This will cover your account as a whole. Second, each post will have an option to see individual performance data.
The Meta Business Suite will also have analytics for Facebook and Instagram.
Final thoughts
So, if you're wondering how to use Instagram for businesses – we've hopefully answered your questions. We encourage you to check out the tools Brandwatch offers to help streamline your Instagram business profile.
