Читать книгу Instagram For Business For Dummies - Eric Butow - Страница 31

Before you start writing your bio, choose at least two or three key aspects of your business to highlight. These should be traits that will connect emotionally, in some way, with your ideal target audience, such as the examples shown in Figure 2-3.

You also need to determine the voice and style of your bio. If your brand is known for being humorous and witty, your Instagram bio should reflect that same style through words and relevant emojis. In contrast, if your brand is professional and classy, your bio should not be silly and humorous.

© Stephanie Carls/@stephanie.carls (right)

FIGURE 2-3: Effective Instagram bios immediately convey value to the visitor.

To market effectively on Instagram, you must know your target audience and how they're using Instagram. Your bio should be written in a way that connects with the people in that specific demographic. Determine the characteristics that you most want to connect with in that audience and write your bio accordingly. For example, in Figure 2-4, the target audience is people who want to learn about video marketing and how to create their own videos. The bio is written to appeal to that audience.

The Instagram bio is limited to 150 characters, including spaces. The bio is designed to be one single paragraph of information, but you can use formatting techniques to add spaces and line breaks.

If a bio is too long to fit on the profile page, a More link appears. Tap this link to view the full bio on the screen.

Because Instagram was designed to be used on a mobile device, it’s best to format your bio on a mobile device so that you retain the correct formatting and alignment. If you write your bio as a paragraph, it will have different line breaks on a computer because its screen width is wider than a screen on a mobile device.

Include the emojis and symbols on your device’s keyboard in your bio to create visual appeal and to better connect with your audience. To add emojis, you must open the emoji keyboard on your mobile device. An iOS user should tap the smiley face at the bottom of the keyboard. An Android user can tap the smiley face to the left of the spacebar. (If you don't see a smiley face, tap and hold down on the globe icon to display a pop-up menu, where you can select the smiley face icon.)

Instagram is a visual platform, and having icons in the bio helps yours stand out from others. You have many emojis to choose from. If the traditional funny face and cartoonish emojis don't translate to your brand's style, use simple emoji symbols such as squares, diamonds, triangles, and arrows to add color and visual content without detracting from your professional style.

Generally, hashtags are not a good idea in Instagram bios. If people click the hashtag in your bio, your profile page closes and the hashtag gallery results appear instead. The exception is if you have a unique branded hashtag. For example, @shopgifted encourages followers to use the #thisisgifted hashtag to have their photos showcased on their account (see Figure 2-5). We talk about using hashtags on Instagram in Chapter 8.

© @owenvideo

FIGURE 2-4: The Instagram bio for @owenvideo is designed to appeal to people interested in video marketing.