Instagram business bio: what to write, with examples

An Instagram business bio can explain the business, express a brand idea or direct visitors to a campaign. To decide what to write, consider what someone arriving at the profile needs to know: what they already know about you and what they can do next.

If they still need to discover what you sell or where you work, make room for those details. A familiar brand can use that space to reinforce its identity. Real profiles show both choices.

How brands use their bios

We reviewed these profiles on October 13, 2026. Bios can change with a campaign.

LEGO uses “Building the future, one brick at a time.” and provides links separately. The line expresses a brand idea; its name, logo and images identify the product.

Patagonia writes “We’re in business to save our home planet.” Its bio puts the mission ahead of a clothing description.

Canva displays “We’re so back” with #CanvaWorldTour and links to the campaign page. In this version, the bio continues a brand campaign.

Newspaper Club opens with “Print your own newspaper!” It then explains that there is no minimum order, worldwide delivery is available and visitors can request free samples. This is a useful reference when someone needs to understand a service before ordering.

For a less familiar business, we recommend covering those practical details first. If visitors already recognize you and the profile supports a campaign, you can give its message more space and review the link when it ends. These cases show ways to use a bio; follower counts don’t establish that the wording produces sales.

Three bios built from business details

The three businesses are fictional. Adapt the wording to your products, location and terms.

A ceramics shop

The workshop sells handmade mugs and plates in Valdivia. Customers can collect from the workshop or have orders shipped within Chile. Its catalog shows available pieces and how to order.

Handmade mugs and plates in Valdivia. Collect from our workshop or ship within Chile. Catalog and orders ↓

The name field would contain the workshop’s actual name. The link should open the catalog with collection and shipping details. The bio keeps those facts because they affect a purchase; the workshop’s story can have space on the website or in a post.

If it only makes pieces to order, replace “Catalog and orders” with an invitation to ask about commissions and link to a page explaining the process. A photo of an older piece doesn’t establish that it is still available.

A product photography studio

This studio is based in Santiago, photographs products for online shops and can run sessions in its studio or at the client’s premises.

Product photography in Santiago. Sessions at our studio or your premises. Portfolio and quotes ↓

The portfolio lets a visitor review the kind of photography before asking for a quote. On the same page, a form can ask for the number of products, intended use and session location. The bio points to the work the studio accepts. “Taking your brand to the next level” would leave that work unexplained.

When a condition varies by project, explain it in the quote. Avoid making “fast delivery” or “editing included” permanent promises if they still depend on the volume and intended use.

A workshop for beginners

The third business runs pottery sessions for beginners, including materials and firing. Its booking page lists upcoming dates.

Pottery workshops for beginners. Materials and firing included. Upcoming dates and bookings ↓

“For beginners” answers whether experience is needed. “Materials and firing included” clarifies what the session covers. The link also needs to explain when participants collect their pieces: finishing the class doesn’t mean taking home a fired piece that day.

If registration is closed, change the action to something you can handle, such as asking about the next date. Don’t keep “Book” pointing to a form that no longer accepts registrations.

Decide what to keep

Start with the facts: product or service, location or coverage, an important condition and a destination. Then select the details someone visiting for the first time needs. The Name field identifies the account; use the bio to explain the offer and the next action.

Read the lines alongside the name, category and posts on the profile. For a shop that still needs to explain its product, “Handmade mugs and plates” provides more information than “Quality and passion”. A brand line can make sense when people already recognize the product, as in LEGO and Patagonia’s profiles. Choose the wording for that context and the action you want to handle.

All three examples have been kept below 150 characters, including spaces and line breaks. When you put your version into Instagram, use the editor’s counter and review the saved result: some symbols and formatting changes can take more space than they appear to. Avoid replacing letters with decorative symbols; use ordinary characters that people can read and search.

Emoji are optional. An arrow can point to the link, but the text should explain where it goes. W3C’s guidance on link purpose provides a useful clarity check: “Dates and bookings” makes the destination easier to anticipate than “Here.”

Check the journey from another phone

Open the profile as someone outside the team would see it. Check the name, bio and destination. A visitor looking for a quote should find how to request one without returning to the profile to work out the offer.

On a page with several links, use recognizable labels and make the advertised action easy to find. Check loading, mobile reading and forms. If the catalog is outdated, a more appealing bio will send people to the same problem.

Save the previous version and the date of the change. When reviewing enquiries or visits, account for the content and campaigns running during that period. Changing the bio and observing more orders afterward doesn’t, by itself, establish that the wording caused them.

Prepare your version

You can download the bio worksheet and fill in these details before writing. Keep the source of the conditions you plan to advertise in the document.

Business: [the name your customer already recognizes]. Profile purpose: [explain the business, direct visitors to a campaign or another action]. What visitors already recognize: [name, product or specialty]. Product or service: [what you sell, in concrete words]. Location or coverage: [where you work or ship]. Detail that affects the choice: [what is included, a specialty or a requirement]. Next action: [browse the catalog, request a quote or book]. Destination: [a URL that lets the visitor complete that action]. Proposed bio: [the final text with its line breaks]. Review: [who confirms the details and when the destination was checked].

To keep that wording consistent in posts and replies, see the brand voice and tone examples. If you also need to review the profile photo, contact details and published content, the social media audit covers that broader task.