Guide: Instagram for Business 2022
The saying goes that a picture is worth a thousand words, and on Instagram that’s no joke. If you are looking to increase your awareness, reach, and the overall perception people might have towards your brand, look no further. Instagram is for you.
But how to get started? If you have no clue on how social media works, setting your Instagram Page for your business is not as difficult as it sounds. In this article we’ll cover everything (yes, everything) you need to pave the way towards internet stardom.
What are the benefits of a Business Instagram Account?
There’s a common malpractice of businesses opening a traditional Instagram account. On the surface, personal accounts and business accounts look the same. Nonetheless, Instagram has a wide set of tools brands can use to fortify their social media game.
Here a just a few of them:
1. Upgraded Instagram Bio
Traditional accounts let users add a few lines that describe them and one URL. On the other hand Business Accounts have bigger room to work on. Not only they can add a description and a URL to their website, there are multiple add-ons such as:
- Personalized Button that Drives Action
- Online Store Capabilities (More on this later)
- Add industry
- Contact Information: email, phone number, address
2. Access to Instagram Metrics
Metrics are a breakdown of the performance of your Business Account. Here you’ll be able to see profile views, reach, impressions, clicks, and relevant information about your audience.
These numbers offer business owners and marketers alike the opportunity to analyze the success of the content in a simple way that requires no degree in marketing.
3. Instagram Shop
Instagram Shop is one of the latest features that Business accounts can enjoy. With Shops you can upload your very own products and even process sales directly on the app.
4. Online Advertising
At the end of the day you want to reach more people, increase your follower count and drive conversions. The best way to do it is by advertising your business.
Traditional accounts cannot promote their posts on Instagram whereas Business Accounts can plan and launch complete ad campaigns on the app and boost their content.
5. Boosts Credibility
Because they are free, anyone can create as many Instagram accounts as their heart desires and name them whatever they want. This can lead to identity theft not only for people but for brands as well.
To fight this problem, there’s a verification option for Business Accounts that tell users that the account does belong to a specific business. A verified account will display a checkmark next to its user name.
What’s the difference between a personal and business Instagram account?
We covered the main benefits of having a Business Account on Instagram. Here’s how we compare it to a Personal Account.
|Feature||Business Account||Personal Account|
|Profile Options||Wider options to customize profile descriptions and actions.||Instagram restricts the information that can be displayed on your bio.|
|Advertising||Business Accounts are enabled with ad options||They cannot advertise|
|Stories||Can add links to stories||Cannot add links to stories|
|Access to Insights||Yes||No|
|Account Privacy||The account can only be public||The account visibility can be restricted|
After seeing all these benefits one might think it makes more sense for everyone to open a business account. What we haven’t told you is that there is a third option called: Creator Account for people who are a brand themselves such as influencers or celebrities. But that’s a topic for another time.
How to create a Business Account on instagram?
If you are ready to set up your business account on instagram, here’s a step-by-step guide to do so
Important: To create a business account on instagram you first need to have a traditional account. Log in into the account you want to use for your business (or create one if you don’t have one already) and follow these steps:
- On your Instagram profile, tap on the three lines at the top right corner of your screen.
- Go to settings.
- Tap Account
- Scroll down. At the bottom you will see an option on blue letters that says: “Switch Account Type” press it.
- Choose the category that best describes what your business does. For example: grocery store, clothing, etc…
- Review the contact information that will be displayed on your profile. (This can be modified at any time)
- If you already have a Facebook Business Page, you’ll have the option to link them. We strongly recommend you do this now as it will make life easier if you decide to launch a social media campaign.
- At this point you’ll be prompted to send a follow request to your friends and upload your first photo or video.
Congratulations, your business account is now ready! But keep in mind that this is just the beginning of a journey. Now it is time to plan what content you are going to post and how it is going to help you build your online presence.
How to authenticate an Instagram Business Account?
We talked about the importance of building trust amongst your followers. For us, there’s nothing better than authenticating your Instagram Business Account.
Before we can get started, make sure you have the following requirements:
- Have a Facebook Business Page linked to your Instagram Business Account
Keep in mind that not all business pages are eligible for an authentication checkmark from the get go. As every case is reviewed manually, sending a request does not guarantee it will be approved.
If you still want to try, here are the steps you need to take to Verify Account.
- On your Instagram Business Account profile, tap on the three lines at the top right corner of your screen.
- Go to settings.
- Tap Account
- Scroll down until you see the option “Request Verification”, press it.
- Now this is where it gets tricky. You’ll be asked to fill out a form where you need to prove your identity and business ownership. Provide insights on your business and the people that follow you. And prove your brand has the interest of the public.
- Once you’ve filled out the form, press “Send”.
And that’s it. If your request is approved, a checkmark will appear next to your username automatically. If it is denied, everything will stay as is. Don’t be discouraged if you don’t get it on the first try. There are many ways to build trust on social media.
How to link Instagram to a Facebook Page?
Although (somewhat) different, Instagram and Facebook live under the same roof and share many tools that can only be accessed by linking your Instagram account to your Facebook Page. As marketers the main benefit of doing so is that you can create Online Campaigns for Facebook and duplicate them on Instagram to increase your results.
So, without further ado here’s how you can link your Instagram Business Account with a Facebook Fan Page. Keep in mind that you need to be the owner of both pages to do so.
Step 1: On your Instagram Business Account profile and tap on the “Edit profile” option
Step 2: Under Public Business Information press the option called “Page”
Step 3: Here you can link with an existing Facebook Page or create one from scratch.
Step 4: Once you’ve chosen the page press “Done” and head over Facebook.
Step 5: If you are the administrator of the Facebook Page you want to link to you’ll receive a notification on Facebook, click on it.
Step 6: Approve the link request.
Now, your Instagram Business Account is linked to your Facebook Page.
How to get your business location on Instagram?
Like we said before, a Business Account on Instagram allows you to add your business address on your bio. To do so, follow these steps.
Step 1: On your Instagram Business Account profile and tap on the “Edit profile” option.
Step 2: To add your business location press “Contact Options”.
Step 3: On the new screen press “Business Address”.
Step 4: Add your address.
Step 5: Press the back arrow twice to go back to the “Edit Profile” screen.
Step 6: Press “Done”
Aaaaaand that’s it! Easy as pie. Just keep in mind that this information is public, meaning that it will be displayed to everyone that views your Instagram profile. If you want to add a phone number, email address, or whatsapp number just follow steps 1 through 3 as it is the same process.
How to set up shopping on your Instagram Business Account?
One of the most interesting tools Instagram Business Accounts have is the “online store”. This is a great option for small businesses that are just dipping their toes into providing an online shopping experience to their followers.
What is an Instagram Shop?
An instagram shop it’s an online product catalog that lives on your profile. It allows you to promote your products directly on social media through posts, stories, on the explore tab, and in the shop tab.
This is how an Instagram Shop looks like:
Another great tool Instagram Shop offers is that you can tag any product in your content (both posts or Instagram Stories) the same way you would tag a person on a picture.You can tag up to five items per image.
Setting up shop on Instagram
If you want to create a simple but effective shopping experience for your followers or anyone that stumbles upon your business, this is how you make your Instagram Shop:
Step 1: Make sure you meet Instagram’s requirements:
- Only eligible physical goods can be sold through instagram.
- Your business must be located in a country with access to the feature. To see the list of countries with access and those who will be added soon you can visit the following page
- Have the latest version of the Instagram App
Step 2: Once you are sure you meet the requirements head over to your Business Account profile and press the “Add Shop” button.
Step 3: On the new screen you’ll see the benefits of Adding your Shop on Instagram. Press “Get Started”
Step 4: Connect your Facebook Account.
Step 5: Create a new catalog of products or import one you already have from an Ecommerce Platform Partner such as: Shopify, BigCommerce, Magento or WooCommerce. On this occasion we’ll create one.
Step 6: Enter your business URL and connect your product catalog
Step 7: Once you’ve connected your product catalog, submit your account for review by:
- Go to your Business’ Instagram Profile and tap the menu icon
- Select Settings
- Sign up for Shopping
- Follow the steps and submit your account for review.
Note: Some businesses may be notified that additional information is needed to approve the request. One of the most common is the ownership of the website domain.
Step 8: When your account is approved you can turn on the shopping features by going into settings, then business, then shopping.
And you are done! That’s how you turn on the shopping feature on your Instagram Business Account.
What type of content can I publish on Instagram?
What started as a social platform focused exclusively on sharing pictures of your day to day, now is an industry giant with multiple content types each with its own features and capabilities. Let’s review them:
1. Instagram Feed Content
An uploaded photo or video that will be displayed on your instagram account and your follower’s feed. This is the type of content that is first shown when someone sees your profile. Thus, it is important that you focus on creating amazing content for it (specially if you are starting).
You should post on your Feed if you want:
- Your content to be permanently visible to everyone.
- To establish a specific design or theme to your profile.
- Increase brand awareness and recognition.
2. Instagram Stories
The second most important content that your brand can post on instagram are: InstaStories. This feature shows at the top of the feed and they can be both pictures or videos (up to 15 seconds long) that will disappear after 24 hours.
You should post an Instagram Story if you want:
- Communicate directly with your followers
- Share time sensitive information (such as offers or discounts)
- Build a strong relationship with your followers creatively.
The newest addition to Instagram content are “Reels”. They are vertical short videos perfect to grow your community as they are designed to appear to your followers and people that share similar interests with them.
You should post a Reel if you want:
- To increase your account’s discoverability
- To grow your follower count
- Increase engagement and overall interaction with your account
4. Instagram Live Videos
You can engage with your followers in real-time with a live video. This is the lesser type of content as not many people use this feature. Nonetheless, it is a great way to engage with your community in an unedited, perfectly curated version of your brand.
There’s one type of content left. It is called: Organic Content.
What is organic content?
Organic content also known as User Generated Content (USG) is original, brand-specific content created by your community. But it goes beyond someone else doing the work for you. It is a great indicator of a brand’s trustworthiness and value.
Did you know: Users are 2.4 times more likely to view USG as authentic compared to the content created by a brand itself.
In the mind of the consumer, seeing a user endorse a brand means that person has already tried their product or service and loves it. USG influences all stages of the buyer’s journey and increases conversions.
How often should a business post on Instagram?
There’s no golden rule when it comes to how often to post on social media.
The secret is to post frequently enough so your brand can become memorable, but not so much to the point where your followers get tired of you. Believe us, once you’re on a user’s “blacklist” it is extremely difficult to get out of it.
We do recommend you choose quality over quantity. Masterfully crafted designs and great communication goes a long way over spamming poor content over and over again.
That being said, Instagram can be a little tricky. Pictures on Instagram are considered to have a longer shelf life.
3 times a week should do just fine, but if you are looking for extra engagement and brand presence try Instagram stories or Reels. There’s no limit on how many you can upload and both of them are a great tool for storytelling.
How to Create Successful Instagram Ad Campaigns?
We’ve talked about the main benefit of an Instagram Business Account: being able to promote your brand through online advertising campaigns.
If you are interested in creating and launching your first campaign, take a look at our guide on how plan a successful Instagram strategy that will boost your numbers.
3 Tips to Grow your Instagram Organically
On a previous article we wrote the following regarding growing your Instagram page:
“What defines Instagram growth? For many, it’s the number of followers you have and gain. But to get these new followers, you have to have a combination of increased account engagement, brand exposure, and compelling content.”
Read all about it on our blog post: “3 easy ways to increase your followers organically”
Can you merge Instagram Business Accounts?
Unfortunately, Instagram does not allow its users to merge multiple accounts. This means users (regardless of their account type) cannot transfer content or followers into another account. But at Bexi we believe that when there’s a will there’s a way.
Here are a few workarounds to mix two accounts into one.
- Create a new account for a fresh start. Just don’t forget to tell your current followers that you are moving.
- Change user name to redirect new followers towards the new page.
Keep in mind these two options are not 100% safe as you might not get the same amount of followers you had. It will take time and multiple reminders to bring (almost) everyone into the new account.
How to Add Music to Instagram Story on a Business Account?
One of the main advantages of the Stories feature on Instagram is that it allows you to add music to enhance engagement and storytelling. Adding music to a story is a simple process and it can be done just before you post your story for the world to see.
Note: Due to copyright restrictions and royalties, the music library available to Business Accounts is more limited than the one for regular accounts. Don’t get frustrated if you can’t find your favorite tune listed.
To add music to an Instagram Story do the following:
Step 1: On the editing screen on your story, tap the square smiley face icon on the top-right corner.
Step 2: Tap the “Music” sticker on the pop-up menu.
Step 3: Search for the song you want to use.
Step 4: Once you’ve found it, press it and it will be automatically added to your story.
Step 5: With the controls on the bottom of your screen you can now edit how it will be displayed on your story. You can change the duration, the part of the song you want to hear, the cover art, etc.
Step 6: Press done
That wasn’t hard at all, was it?
Now that you are all prepped with your Business Account there’s another side of Instagram that needs to be addressed. It is called “metrics” and they measure the success of your content strategy. Instagram Metrics allow you to track key data on content performance. By diving into the metrics you’ll have more insight to decide what type of content works best with your audience.
What metrics can Instagram show me?
Here’s a breakdown of all the metrics Instagram shows.
- Impressions: The number of people who saw your post.
- Engagement: The entire amount of likes, comments, shares, and saves you get on a single post or your whole account.
- Follower Growth: Here you can see if your content is reaching new people and catching their attention. It also displays where they are from, their gender, and age.
- InstaStory Metrics
- InstaStories are a thing of their own, a few metrics to keep an eye for are:
- Unique Views: How many people saw your story.
- Completion Rate: How many people saw your story completely.
- Direct Messages: When a story sparks a conversation between brand and follower Instagram will notify you.
- InstaStories are a thing of their own, a few metrics to keep an eye for are:
What metrics does the algorithm look for?
Instagram and any other social media employ algorithms to show relevant content and keep the user engaged. But how does the algorithm work? And most importantly how can you make it work in your favor?
Although the only ones that know how the Instagram algorithm works are those who created it, users have come up with ways to “hack it”. The two main ways are through: Saves and Shares.
Instagram Saves are a feature users have to select their favorite posts and place them apart from the others. You can save a post on instagram by pressing on the bookmark icon located at the bottom right corner of every post.
Instagram Shares on the other hand enables people to share their favorite posts with others. You can do it yourself by tapping on the paper airplane icon on the bottom left corner of a post and choose if you want to share it on your story or as a DM.
Now when it comes to the algorithm, Instagram will showcase the content with the most saves and shares (related to the content a user is already interested in).
For example: Let’s say you like to see Basketball-related posts on Instagram. The algorithm will take note that you like the sport and will suggest content and profiles based on what other users with the same interests save and share.
How to repost on instagram to Boost your engagement?
This is what we were talking about earlier. If you are harnessing a good amount of user generated content, chances are you want to repost it to your profile. Although there isn’t a way to officially repost third-party content as your own, there’s a work around that restriction.
We made a step by step guide on the topic
Instagram Story Analytics: What do they say about you?
We’ve also covered in more detail Instagram Story Analytics and how you can use them to boost user engagement and increase your followers. Learn more about this topic in our article.
How to delete an Instagram Business Account?
So let’s say you want to start over with a new Instagram Strategy. First you’ll need to delete your current Business Account. Here’s a step by step guide on how to do it:
Warning: By deleting your account you will also delete any photos, videos, comments, likes and will lose all your followers. Make sure you backup anything you wish to save before proceeding.
Step 1: On your profile tap the three horizontal line icon located at the top right corner of your screen.
Step 2: Go to “Settings”.
Step 3: On the new screen tap Account and then tap “Delete Account” at the bottom.
Step 4: Tap “Delete Account” then “Continue Deleting Account”
Step 5: Instagram will ask you for the reason behind the deletion of your account. Select an option from the drop down menu and then re-enter your password.
Step 6: Tap “Delete [Username]” then “Ok” to confirm.
It is important for you to know that the Account Deletion won’t happen immediately. It can take up to 90 days for it to take effect. Instagram saves a copy of your data during that period of time in case you ever change your mind.