Instagram bio for business: a simple formula and 12 examples
Your Instagram bio is the first thing a visitor reads after discovering one of your posts. In a few seconds, they decide whether to follow you, contact you or move on. With only 150 characters, every word counts.
Here’s how to build an Instagram bio that works for a business, plus twelve examples you can adapt to yours.
What makes up a business profile
- Profile photo: your logo, easy to read at a small size, or your face if you are the brand.
- Name: Instagram uses it in search. Add what you do or where you are: “Luna Studio · Ceramics Portland.”
- Category: shown under your name on a professional account (restaurant, coach, agency…).
- Bio: 150 characters to say what you do, who it’s for and what to do next.
- Links: Instagram lets you add several links. Use them for your main actions.
- Contact buttons: call, email, book, directions.
- Story Highlights: your work, reviews, offers, FAQs.
The four-line formula
- What you do and who it’s for: “Wedding and event florist in Austin.”
- What sets you apart: handmade, local, a signature method, a number, an award.
- Proof or a reassuring detail: years in business, number of clients, service area.
- The call to action: “Get a free quote ↓,” “Book a table ↓,” “Download the guide ↓.”
Skip vague lines (“passionate about what I do”), strings of emojis and hashtags in your bio: they take up space without saying anything concrete.
12 Instagram bio examples by industry
- Restaurant: “Seasonal neighborhood bistro in Chicago. Local farms, menu changes every week. Book your table ↓”
- Bakery: “Sourdough and pastries baked from scratch since 1998. Open 7am–7pm, closed Mondays. Order ahead ↓”
- Contractor: “Custom woodworking · Denver metro. Kitchens, closets, staircases. Free estimates by DM or ↓”
- Coach: “I help managers change careers without starting over. 150+ career changes coached. Free first call ↓”
- B2B consultant: “I help small manufacturers cut production lead times. 90-day method. Case study ↓”
- Agency: “Marketing agency for beauty brands. Strategy, content, influencer campaigns. Let’s talk about your project ↓”
- Online store: “Recycled silver jewelry, handmade in San Diego. Free U.S. shipping. Shop ↓”
- Salon: “Skin and nail studio in Nashville. Clean, cruelty-free products. Book an appointment ↓”
- Wellness: “Licensed massage therapist in Phoenix · athletes, desk workers, prenatal. Book online ↓”
- Hospitality: “Bed and breakfast in the heart of Napa Valley. Pool, homemade breakfast. Check availability ↓”
- Training: “Excel training for small business teams, in person or online. Certified instructors. Course catalog ↓”
- Photographer: “Wedding photographer in New England · natural, light-filled storytelling. Booking 2027 dates ↓”
These examples are templates: replace each detail with your own information, and make sure it’s accurate.
Your link in bio: where to send visitors
Your link should lead to the main action you want people to take: book, request a quote, buy, schedule an appointment. If you have several links, put the most important one first.
If you use a page that gathers several links, stick to three or four options: too many choices make people hesitate, and a visitor who hesitates leaves.
Keep improving your bio over time
- Update your call to action around your key moments: a launch, a season, Black Friday, Small Business Saturday, an event.
- Check link clicks and contact button taps in your account insights.
- Test new wording for a month and compare the results.
- Stay consistent with your content pillars: your bio should sound like your posts.
A great bio isn’t enough without regular posts. To figure out what to post next, see our social media strategy guide for small businesses.
Frequently asked questions
How many characters can an Instagram bio have?
150 characters, including emojis and spaces. Your profile name and category appear separately, above the bio.
Should I put hashtags in my Instagram bio?
Usually not: hashtags in your bio don’t help you show up in search, and they take up space. Save them for your posts. Your profile name, on the other hand, does count for search.
Should I write my bio in the first person?
Match the rest of your communication. First person (“I help…”) works well for solo businesses, coaches and consultants; a brand voice (“We bake…” or no pronoun at all) suits shops, restaurants and teams.