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Let’s cut to the chase: Nowadays, a stellar Instagram bio is practically mandatory.
Your Instagram bio is the digital equivalent of that storefront. Everyone who visits your profile is a potential customer. If your Instagram bio is a snoozer—or worse: cringeworthy—you run the risk of throwing revenue out the window.
We don’t want that. So, to help you maximize the attractiveness of your fledgling Instagram profile, we’ve assembled the 24 best Instagram bios the internet has ever seen. Better yet, we’ve evenly divided them across six essential categories:
There’s a lot to love about this example from Tree House Brewing Co.—let’s take it one sentence at a time.
Uniquely delicious beers crafted with pride & purpose.Right away, the visitor knows that Tree House isn’t some soulless factory that cranks out cans of beer with no attention to detail. Plain and simple, this first sentence works because it’s a strong, succinct value proposition.
Brewer owned & operated. Building on the sentiment of the first sentence, this lets the visitor know that Tree House is an employee-friendly company. It’s a company, in other words, that you can feel good about doing business with.
Founded in a small red barn in 2011. Nobody likes a company that lacks personality. By telling the visitor that everything started in a small red barn, the Tree House staff paints a picture of a company that started as nothing and turned into something.
To illustrate the effectiveness of Shopify’s Instagram bio, let’s consider a similar (but lesser) option they could’ve gone with: Got a retail business? We’ll help you start, sell, market, & manage. Is that a bad Instagram bio? No, I don’t think so. But here’s why the bio they did go with is infinitely better: It demonstrates that the company’s mission extends beyond profit.
Now, don’t get me wrong: There’s nothing wrong with aspiring towards profitability. That is, after all, how you keep the lights on. But if you want your Instagram bio to truly make an impact on the people who see it, marketing yourself as a mission-driven organization goes a long way. In the case of Shopify, that means highlighting their support for small, independent businesses.
Unsurprisingly, Instagram’s Instagram bio is a slam dunk. Like Shopify, they zoom out and focus on the bigger picture—marketing themselves not as a free smartphone app, but instead as a tool for staying connected with the people and brands you care about. Sure, Instagram could be ultra-literal and change their bio to something like this: We’ll give you free entertainment while you wait for Bachelor in Paradise to come back from commercial break. As much as people appreciate self-awareness, I think Instagram made the right call with this bio. It’s short, it’s sweet, and it aligns the brand with a more meaningful purpose.
Nothing complicated to dissect here—just an awesome, memorable value proposition that makes you feel silly for not subscribing to Apple Music. I know I’ve emphasized using your Instagram bio to market yourself as an organization on a mission, but by no means is that a hard-and-fast rule. If you can do what Apple Music does here—i.e., write a no-nonsense value prop that jolts your prospects into action—you’ll be in fantastic shape.
Across all your marketing materials, humor is a tremendous way to differentiate yourself—and your Instagram bio provides a golden opportunity. Clearly, the copywriters at Friskies are well aware of what I’m talking about. What I love about this Instagram bio is that it manages to both communicate value and make the visitor laugh (or, y’know, vaguely smile). The value, of course, is that Friskies is an inexpensive alternative to other brands of cat food. “An inexpensive alternative to other brands of cat food,” however, is a pretty lousy tagline; it doesn’t exactly roll off the tongue. If you can package your value in a clever one-liner, do it.
If you can’t come up with a clever one-liner, you can always take the MoonPie approach—i.e., say something ridiculous that’s guaranteed to make a lasting impression on everyone who visits your Instagram profile. Granted, MoonPie enjoys the rare luxury of inelastic demand; no matter what they do (or don’t do), people are always going to buy delicious marshmallow sandwiches.
That being said, there’s a lesson to be learned from MoonPie: Consumers appreciate a brand that doesn’t take itself too seriously. Now, if you’re marketing something like a personal injury law practice or life insurance policies, it’s probably wise to maintain a somewhat serious tone. But if you can get away with a little bit of silly humor, the evidence suggests that people respond to it positively.
Evidently, social media companies are good at social media marketing. What makes Twitter’s Instagram bio so effective is its dryness—its excessive embrace of the literal. Their copywriters could have taken the Instagram approach (Content that matters—280 characters at a time), but they opted instead to go in the opposite direction.
Here’s another way to think about it: Twitter’s Instagram bio is funny because it’s so brazenly unfunny. Fortunately, this anti-joke strategy is one that plenty of businesses can use. Friskies, for example, could switch their bio to this: Pictures of cats and the food products they enjoy. Elsewhere, a music school could score some laughs with something like this: We’ll teach you how to play music if you agree to give us money.
Like MoonPie, Pop-Tarts enjoys the luxury of (relatively) inelastic demand. And like Twitter, Pop-Tarts chooses to be hilariously blunt with their messaging. As we saw in the first section of this post—and as we’ll see again in the final section—some brands can successfully market themselves as agents of positive change. (And, indeed, be agents of positive change!) But let’s be frank: If Pop-Tarts shifted to a socially conscious brand image, consumers would probably see right through it. Again, self-awareness is key. The marketers at Pop-Tarts understand the role they play in the world at large, and they don’t try to be anything that they’re not. Even with something as seemingly harmless as an Instagram bio, it’s important to know thyself.
Sometimes, you have to flex. And if that’s the direction you decide to go in with your Instagram bio, I suggest taking a page out of the Ford playbook. Here, the effectiveness of their messaging can be boiled down to one word: authority. Call me crazy, but I’ve never met someone who’s comfortable doing business with a company they don’t trust. And if there’s one thing that inspires trust in a prospective customer, it’s authority. It’s simple: People buy cars and trucks from Ford because Ford has proven itself to be an industry leader.
If you want to model your Instagram bio after Ford’s, I suggest brainstorming the accomplishments and innovations that separate your business from the rest. Were you the first mechanic to set up shop in your neighborhood? Has your customer service been recognized by industry publications? Are your employees extraordinarily passionate about the work they do? Let the users of Instagram know!
In case you needed another example of a braggadocious Instagram bio, we’ve got this winner from UConn. What I love about this example is that it emphasizes diversity. In other words, the marketers at UConn aren’t simply saying, “We’re awesome.” Instead, they’re saying, “We’re awesome—in a wide variety of ways.” A university that offers a ton of academic disciplines? That’s cool. A university that boasts extraordinary athletic achievements? Sounds fun. A university that does both? Now that’s a place where you could spend four years of your life.
Your Instagram bio is the perfect place to succinctly outline a handful of characteristics that make your business unique. Industry awards, office amenities, forward-thinking employee initiatives—if you’re proud of it, put it in your Instagram bio for all to behold.
One way to craft a cool Instagram bio is to follow Ford and UConn and do some (harmless) bragging. Alternatively, you can take The Intercept’s approach—i.e., write a super brief, super impactful tagline that’s guaranteed to stick in your visitors’ minds. Of course, your tagline shouldn’t just be memorable; it should faithfully communicate the mission, purpose, or impact of your brand. In the case of The Intercept, they chose to highlight the hard-nosed manner in which they conduct their journalism.
Here’s a few ideas for different businesses we’ve discussed so far:
Clearly, whoever manages Sleep Number’s social presence went to The Intercept School of Instagram Bios. Brief? Yup. Memorable? Absolutely. Faithful representation of the value delivered to customers? You better believe it.
I should be clear: A cool Instagram bio isn’t going to result in immediate conversions. Instead, it’s going to capture mindshare. Put differently, a truly killer tagline will improve the likelihood that a prospect remembers your brand name when they’re ready to begin their customer journey. With just three or four words in your Instagram bio, you can initiate hundreds (if not thousands) of valuable touch points that result in web traffic and conversions down the line.
If you’re a regular reader of the WordStream blog, you’re likely familiar with a marketing concept known as the curiosity gap. Here’s the idea: Well-written copy can inspire a sense of curiosity in your prospects, encouraging them to proactively learn more about your business. Once they take the first step to learn more—by clicking the link in your Instagram bio, for instance—they’re officially inside your marketing funnel.
This example from the beloved Montague Bookmill is a fantastic example of using an Instagram bio to create a curiosity gap. It’s not only memorable—it’s legitimately mysterious. If that’s not a surefire way to drive website traffic, I’m not sure what is.
Like others in this category, Angel Soft’s Instagram bio could certainly go toe-to-toe with those of The Intercept and Sleep Number. “Be soft, be strong” is a phenomenal tagline—a short, sweet, and memorable encapsulation of what you’re looking for in bathroom products.
That being said, what makes this a truly creative Instagram bio is the way Angel Soft connects their tagline to a broader message about humanity: People are both soft and strong, which is why our products are too. Although this doesn’t necessarily market the company as a mission-based organization, it adds a layer of sentimentality. In other words, it shows users that Angel Soft isn’t another faceless corporation; it’s a business that sincerely cares about people.
I love this Instagram bio from SeatGeek for two big reasons. First of all, much like Ford, it conveys a strong sense of authority. The underlying message is a powerful one: Our platform will connect you to tickets for literally any event you can think of. In an industry with several major players—Ticketmaster, StubHub, Gametime—establishing a high degree of authority is immensely important.
Secondly, this is yet another example of a tagline that you can’t help but remember. When you decide to look for tickets to a concert or a Broadway show, you’ll probably use the first online marketplace that comes to mind. And if you’ve ever encountered SeatGeek’s Instagram bio, they’ll probably be the company at the front of your live-entertainment-loving mind.
Remember what I said earlier? Nobody wants to do business with a company they don’t trust. And although establishing your authority is a great way to build trust, it’s not the only way. Here, we see the marketing team at Planet Fitness take an entirely different approach: the relatability approach. In other words, Planet Fitness’ Instagram bio is an attempt—a successful one, if you ask me—to relate to their prospects. By expressing their affinity for memes, pizza, and long (presumably casual) walks on the treadmill, they effectively undermine the stereotype of the self-serious gym. I have no doubt that their willingness to be silly and laid-back—and, thus, antithetical to their prospects—is a huge reason for Planet Fitness’ success.
If you’re in an industry that’s hamstrung by a negative stereotype, consider using your Instagram bio to flip it on its head.
Few things, in my humble opinion, are more endearing than a pun. Maybe this example strikes some of you as low-hanging fruit, but if the goal of your Instagram bio is to show off your brand’s personality and make a positive first impression, following Skippy’s lead is a wise decision. And while you may be tempted to assume that this approach fails to communicate authority, I’d argue that it takes confidence to do what Skippy’s doing here. Only a brand that’s sure of itself (and the value it delivers to consumers) would commit to a silly, punny Instagram bio.
If I had to pick a favorite Instagram bio out of the whole lot, I’d probably go with this one from the good people at Alaska Airlines. The first part (We do it all for our guests—and the ’gram) communicates two important messages: (1) the Alaska Airlines staff is held to a high standard of customer service and (2) the Alaska Airlines staff likes to have fun. In a way, I think they’re doing something similar to Planet Fitness—that is, undermining a common stereotype. Everyone has a nightmare travel story, but the Alaska Airlines Instagram bio has a calming effect; it lets you know that you’re in the hands of a company that puts your needs first without taking itself too seriously.
Secondly, we have to acknowledge their tagline: Fly smart. Land happy. You’re not going to find too many taglines more catchy or effective than that. It’s shorter than five words, but it sure does pack a punch—maybe even two punches.
OK, Google! I’ll be honest: Prior to writing this post, I wouldn’t have expected Google to bring the heat with their Instagram bio. Alas, here we are. What I said about Skippy holds true here; making a pun—especially a photography pun!—is an easy, lighthearted way to demonstrate your personality and sense of humor.
The other commendable aspect of Google’s Instagram bio is the curiosity gap. When I initially encountered their profile, my first thought was this: “What does ‘Google unfiltered’ even mean?” The next thing I knew, five minutes had passed and I had scrolled through months of photos. Evidently, you don’t need to use the curiosity gap to drive website traffic; instead, you can use it to increase engagement with your Instagram content! Depending on your marketing goals, that may be a more meaningful approach.
That right there is what the young people call “wholesome content.” More than any other Instagram bio we’ve looked at thus far, this one from LEGO conveys a real sense of escapism. No matter who you are, no matter what you’ve got going on in your life, you’re welcome to use LEGO’s Instagram profile as a source of joy—or even inspiration.
I think there’s a lesson in that. Can you use your Instagram bio to establish your authority or capture some mindshare? Sure—if that’s what aligns with your goals. But it’s also OK to acknowledge that many people use Instagram purely to escape from the anxieties of everyday life. So, for example, if you’re marketing a cafe, I think it’s totally fair game to make your Instagram bio something like this: Life is stressful. Take a break and look at pictures of lattes.
Let’s wrap up today’s guide with four examples of Instagram bios that aim to inspire the people who read them. First up: WeWork. Unfortunately, a lot of folks find themselves with jobs that don’t quite excite them. WeWork, by connecting entrepreneurs and freelancers to shared workspaces, is on a mission to empower people to do what they love.
What makes this an effective Instagram bio is its play on a common phrase—”make a living,” that is. Can you think of any figures of speech that closely relate to the product or service you provide? As an example, let’s pretend you’re marketing a travel agency and you want to build your Instagram bio around the phrase “find yourself.” This could work: Sometimes, finding yourself means going somewhere you’ve never been. Inspirational, no?
Admittedly, writing an inspirational Instagram bio is slightly easier when your company is aligned with a very specific mission. In Patagonia’s case, that mission is saving the planet Earth. The frank, unapologetic manner with which they communicate that mission is one of the reasons they’re so popular among their target audience. Like I said: Consumers appreciate a company that’s sure of itself and its place in the world.
Even if your business isn’t directly affiliated with a specific mission, you can still learn from Patagonia. Let’s say, for example, that you’re marketing a textbook company. An inspirational Instagram bio might look something like this: Enabling the brilliant minds of students everywhere since 1978. The key is to emphasize the impact that your product or service has—regardless of whether that impact is your top priority. Don’t be afraid to get creative!
Here’s a perfect example of what I was just talking about. Does each and every Starbucks employee wake up in the morning and think, “I’m going to inspire and nurture the human spirit today?” I think that’s unlikely. In reality, they probably wake up and think, “I hope we don’t run out of the nitro cold brew again.”
Nevertheless, Starbucks’ Instagram bio works. Why? Because, as corny as it may sound, it faithfully reflects the impact (or value) that their products deliver. Without Starbucks coffee, a lot of people would be—quite literally—unable to do the things they do on a daily basis. Plus, think of all the friendships that are maintained through biweekly meet-ups over coffee. To many, Starbucks is both a provider of energy and a conduit to social life.
The lesson? When writing your Instagram bio, think big. Your bookshop is more than a bookshop; it’s a doorway to thrilling adventures, hilarious stories, and sobering histories.
Last but certainly not least, we have Aerie—a company committed to promoting body positivity by showcasing their products on all different types of bodies. In a way, I see a lot of similarity between this Instagram bio and that of Planet Fitness. In the same way that the gym industry is criticized for excluding those who want to work out casually, the women’s apparel industry is criticized for subjecting consumers to unattainable beauty standards. Aerie has found success, in part, because they undermine the negative connotation associated with their competitors.
If your product or service subverts the stereotype associated with your industry, I strongly encourage you to make that the focal point of your Instagram bio! Not only is that subversion a key part of your value proposition; it’s also a way to demonstrate self-awareness and earn your prospects’ trust.
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