How to Optimize Your Bio
Picture this scenario as a content consumer (not a business owner) for a moment:
You come across a reel on Instagram that resonates with you. Maybe you relate to the story in the caption, or you just find the visuals funny. You click on the creator’s profile to see who they are and if they have more content like the post you found.
What’s the first thing you look at?
Most likely, you quickly scan their bio to set your expectations and see what you’re getting yourself into. If the bio is vague or doesn’t capture your attention, it’s probably not worth your time to dig through their content to see if it relates to you.
Bios for Small Businesses
Now think about your bio from a business perspective. It is the first introduction potential customers get to you. It’s essentially your store front in the social media space!
At a quick glance, your bio should make it clear who you are, who you serve, and what you provide. As with all of social media, you must know who your target audience is in order to speak to them.
Key Components of Your Bio
Ok, sounds good, but how do I actually make my bio communicate all of that in 150 characters or less?? Glad you asked!
Below are each of the components that need to be completed in your profile to optimize it for both potential new followers and search engines as well! For simplicity's sake, all of the examples are from Instagram, but the concepts apply to all platforms.
Your name/business name
This one is simple: you know your name. Make sure other people do too.
Photo(s)
If you have a business logo, this can be your profile photo. Or if you’re a creator/influencer/face of your business, use a clear photo of your face with a simple background. On platforms like Facebook and LinkedIn, don’t forget to add a cover photo to set more of the vibe of your page/store or tease your products!
Who you are
What makes you unique, different from your competitors? Give your audience a brief description of your business that sets you apart. For example, rather than just saying they’re a brewery in Virginia, Dirt Farm Brewing highlights their panoramic views, unique brewing method, and family farm background. These descriptors set a realistic expectation for their products, in-person experience, and the vibe of their content.
What you offer
In less than a sentence describe a specific need you meet for a specific type of person. For example, our friend sells hair products on Instagram, but she has a line in her bio that niches her business: “helping curlies & postpartum moms love their hair again.” She is very clear who her ideal customer is, and what they will get from her.
Call to action
What do you want your audience to do after reading your bio? Watch your stories? Visit your store? Check out your website? Sign up for your email list?
Tell them exactly what to do and WHY it would benefit them to do so. This should be the last line in your bio section.
Location
If you have a physical store don’t forget to add your address (doesn’t take up space in your bio). Or if you serve clients in a specific geographic area, include a pin with your location in the bio! If you’re online and where you live isn’t relevant to your business, skip this step.
Link
Add your website link in the dedicated link spot so that it is clickable! Don’t just type it out in your bio. If you have multiple links, combine them all in an organized link tree.
Highlights
Highlights are stories you’ve saved in bubbles on your profile so people can go back and watch them after they’ve expired. They should be sorted into categories relevant to your audience!
Pinned posts
Think of these pinned posts or reels as a way to expand your introduction. We have a pinned post on your Instagram to share the deeper story of who we are, our mission, and how we help our clients.
Now that you know how to optimize your bio, go do it! Audit yourself to make sure you have each component in your bio, keeping your target audience top of mind.
Follow us on social media (@_wholesomedia) for more social media tips! And as always, if you’re needing help with your social media strategy or presence, please don’t hesitate to reach out!
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