6 Reasons Why Brands Should Switch to Instagram Business Accounts

by: Dustin Hawley | Thursday October 10, 2019

Instagram is one of the most used and most popular apps in the world, and the platform is always introducing new features to enhance the user experience. One of those enhancements came in the form of Business Profiles, which were introduced in 2016. Since then, many businesses have decided to switch their brand Instagram accounts from a personal profile to a business profile.

In many ways, the change seemed inevitable, being that Instagram is owned by Facebook and acts as an extension of its parent company. This is particularly the case when it comes to business accounts and advertising on social media.

two iphone screens displaying settings prompts from Instagram to get an Instagram Business Account

But some have been resistant to the change. Many businesses have noted lower organic reach from their Facebook business pages compared to personal Facebook profiles. Some worried that the same would happen with their Instagram account. However, there does not appear to be as much reality to the stigma attached to an Instagram Business Profile than there is to a Facebook Business Page. At the end of the day, if you are consistently sharing high-quality content on your Instagram account, it's unlikely you'll see any reduction in page's organic reach.

So the question is, should you switch to an Instagram business profile? The answer to that question comes down to your goals at the end of the day. But if your company is serious about growing on Instagram, the answer is an emphatic yes. In this article, we’ll discuss the benefits of switching to an Instagram Business Account, and touch on the key differences between the account types in order to provide you the best insight on why changing to a Business Account is best for your brand. And don’t worry, the process is quick and easy! Here are 6 reasons why your brand should switch today.

1. You Gain Access to Instagram Insights

For standard users, Instagram provides minimal analytics and performance statistics. This is a problem for businesses, of course, because data is king. So Instagram created the Insights feature for businesses and power users on the platform.

Instagram Insights gives businesses all of the essential data necessary to know about their accounts and how their posts are performing. It helps to provide context and insight into what is working and what isn't when it comes to your content. Additionally, Insights gives you information about your followers (which may be the most beneficial aspect of them all) and helps you paint a picture of those who have potentially taken an interest in your brand.

display of the Instagram Insights console

It also provides performance metrics on your Instagram activity over the last week - such as a change in followers, number of posts, total impressions, reach, website clicks, profile views, and email clicks. You also get detailed demographics of your followers – information like their age, gender, locations by cities and countries, and even when they are most active.

2. You Have The Ability to Add a Contact Button

grid display of contact button on instagram with map location

The ability to add a Contact button to your profile, while simple in nature, it's a useful addition that's available for Business Accounts. When users click on the button, it can be set up so that they can email you, dial a business line to call you, or even provide them with a map that shows your business location if you have a storefront or a headquarters. It's an ideal CTA to have available on your social media profile.

3. You Can Schedule Instagram Posts with an Instagram Business Profile

In the past, if you wanted to “schedule” your Instagram updates, users would receive a notification or reminder when it was time to post, prepopulated with your caption and photo. Instagram eventually made the process much easier by allowing you to schedule posts that automatically publish to the platform. This means no more reminders, alarms, or push notifications needed. And no pesky social software solutions that post for you either.

Auto-publishing on Instagram is only available to Instagram business profiles.  

4. You Have the Option to Add Links to Instagram Stories

From a marketing standpoint, one of the most frustrating things about Instagram is that you can’t use clickable links in your content for the most part. For users with the standard personal profile, the only real link you can use is one in your profile.

image of screenshot displaying icon that allows you to insert a link into your Instagram Story

Instagram Stories provides users with another option, however. Instagram has a feature for accounts that gives users the ability to add a URL to their Instagram story. This is an extremely valuable feature, being that reports by Locowise, a social media analytics firm, show that 75% of Instagram users take an action (such as visiting a website or landing page) after looking at a post.

image of screen prompts for inserting link into Instagram Story

But there's a catch. The feature that allows you to add links to your Instagram Stories isn't available to all businesses, however. You must have a business profile with at least 10,000 followers before Instagram allows access to this feature. So get that follower count up!

5. You can Advertise and Make Promoted Posts On Instagram

This feature kind of ties into the link option mentioned above in section 4. If you are a brand looking to boost your content through paid media and have the budget to promote your Instagram posts and advertise on the platform, you'll need a Business Profile to get started.

The connection between Facebook and Instagram makes itself apparent in this situation. The reason for this is that you actually build out your Instagram ads on Facebook, and choose the platform where you want your ad placed. Instagram is one of the options that Facebook gives you – the others being various positions on Facebook and Messenger. Having the ability to build out social media ads is essential for many businesses, and you need to have an Instagram Business Account to advertise on the platform.

6. Your Industry Will Show on Your Profile

flothemes IG profile

While this may seem fairly small in nature, it can be a huge benefit for your business on social media. During the process of creating your Facebook page, you were prompted with a question to select the industry in which your business operates. Once you then connect your Instagram Business Profile to your Facebook page, this information crosses over and is displayed on your Instagram profile (in a gray font directly at the top of your profile. Even better, you can modify this information directly within Instagram if needed in the future. This seemingly subtle feature allows users to immediately identify your brand within the industry in which it resides, which helps to build both brand recognition and visibility.

Final Thoughts

When it's all said and done, Instagram Business Profiles offer a superior marketing experience on the platform. Whether you are a business that wants to deliver your message firsthand, or you are an influencer building your following and engagement, the features of Business Profiles make these goals a reality with the ability to reach audiences, create engagement, and measure your results.

ARE YOU READY TO GET STARTED WITH INFLUENCER MARKETING ON INSTAGRAM?

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