How to Set Up & Leverage Your Instagram Business Account

What is an Instagram Business account?

An Instagram Business account is a type of Instagram page specifically designed for brands. It offers additional features that are specifically useful to businesses trying to expand their reach, engage their target audience and drive more business.

“For businesses that can leverage its tools … Instagram offers a powerful opportunity to build brand awareness and meaningfully engage with customers,” said Mary Robins, a lecturer in communications and language studies at Bryant University.

How to set up your Instagram Business account (step-by-step)

Setting up an Instagram Business account is a straightforward process that typically takes just a few minutes. 

Step 1: Download the Instagram app

If you haven’t already, download the Instagram app from your device’s app store. It’s available for both iOS and Android devices and is free to download.

Step 2: Create a personal account or use existing one

All Instagram Business accounts start as personal accounts first. If you don’t have an Instagram account yet:

• Open the app and tap “Sign Up”
• Enter your email address or phone number, then tap “Next”
• Create a username and password that reflects your business

If you already have a personal Instagram account, you can convert it to a business account or create a new dedicated business account by selecting your handle and choosing “Create New Account”.

Step 3: Switch to a professional account

Once you have a personal account set up, you can convert it to a business account:

1. Go to your profile and tap the three horizontal lines (called a “hamburger menu”) in the top-right corner
2. Select “Settings”
3. Scroll down to find “Account” and tap it
4. Look for “Switch to Professional Account” at the bottom and tap it
5. Follow the on-screen prompts and choose “Business” as your account type (not Creator)

Step 4: Choose your business category

Instagram will prompt you to select a category that best describes your business. This category helps with discoverability and appears under your business name on your profile. Choose from options like “Retail,” “Fitness,” “Coffee Shop,” or “Digital Marketing Agency”. You can always update this category later if your business evolves.

Step 5: Add your contact information

Provide accurate business contact details to help customers reach you:

• Email address: Use your professional business email
• Phone number: Add your business phone number
• Physical address: Include your business location if you have a physical store
• Website: Add your business website URL

You can choose which contact information to display publicly on your profile or hide certain details if preferred.

Step 6: Connect to Facebook (optional but recommended)

Link your Instagram Business account to a Facebook Business Page for enhanced features and streamlined ad management. If you don’t have a Facebook Business Page yet, you can create one during this step. While optional, this connection allows for better integration across Meta platforms.

Step 7: Optimize your business profile

Complete your profile setup by adding:

• Profile picture: Upload a high-quality, branded image like your company logo
• Bio: Write a concise description (150 characters) of your business, including keywords and a clear call-to-action
• Link in bio: Add your website, landing page, or contact page URL

Step 8: Verify your account (recommended)

Consider requesting verification to build customer trust and show legitimacy:

1. Go to your profile and tap the hamburger menu
2. Navigate to Settings → Account → Request Verification
3. Fill out the verification form and submit for review
4. Verification can take up to 30 days

Once completed, you’ll have full access to Instagram’s business features including Insights analytics, advertising capabilities, shopping tools, call-to-action buttons, and promotional features. Remember that all business accounts are public by default, and you can switch between account types at any time if needed.

Key features: Insights, Ads, Shopping, CTA, Promotions

Instagram Business accounts provide marketers with powerful tools that make the setup and management investment worthwhile. The core features include:

• Instagram Insights: A comprehensive analytics dashboard that tracks follower demographics, content performance and audience engagement. Monitor key metrics like reach, impressions, website clicks and follower growth to optimize your strategy over time.
• Advertising capabilities: Transform organic posts into targeted ads through boosted posts, expanding your reach beyond current followers to connect with potential customers based on specific demographics and interests.
• Shopping features: Create shoppable posts and Stories that allow customers to discover and purchase products directly within Instagram, streamlining the path from discovery to purchase without leaving the platform.
• Call-to-action buttons: Customize your profile with action buttons like “Book Now,” “Reserve,” or “Order Food” to drive specific customer behaviors and simplify the conversion process.
• Promotional tools: Access built-in promotion features to amplify your content and reach targeted audiences, helping increase brand visibility and drive business objectives.

Additional business features include contact information display, category labels for instant business identification, post scheduling capabilities, Meta Business Suite integration, and third-party tool connections for enhanced functionality.

“Stay open to trying new features — Instagram often rolls out updates and adopting tools like Reels or broadcast channels early can give you a competitive edge,” Robins said. “Most importantly, keep the focus on your customers. The best Instagram strategies prioritize building relationships over just pushing products. At the end of the day, it’s all about showing up authentically and connecting with your audience.”

Business vs. creator account: Side-by-side comparison

When choosing between Instagram’s professional account types, understanding the key differences can help you select the option that best aligns with your goals. Both business and creator accounts offer significant advantages over personal accounts, but they’re designed for different purposes and audiences.

Instagram Business accounts: Built for commerce

Instagram Business accounts are ideal for companies, retailers, service providers, local businesses and brands focused on driving sales and conversions.

Advantages:

• Enhanced shopping capabilities: Create Instagram Shop, tag products in posts and Stories, and enable seamless purchasing without leaving the platform.
• Advanced advertising tools: Full access to Meta’s advertising ecosystem with detailed campaign management and targeting options.
• Professional credibility: Display business category, contact information, and physical address to build trust with customers.
• Lead generation: Use action buttons and lead forms to capture customer information and drive specific business actions.
• Comprehensive analytics: Track business-focused metrics like sales performance, return on ad spend, and conversion rates.

Limitations:

• Restricted music library: Access only to commercially licensed music, which limits creative options for Reels and Stories.
• Less flexible contact options: Contact information display is more structured and business-focused.

Choose a business account if you:

• Sell physical products or services
• Need advanced advertising capabilities
• Want to display your business location
• Require lead generation tools
• Use social media management platforms
• Focus primarily on driving sales and conversions

Creator accounts: Designed for influence

Instagram Creator accounts are intended for influencers, content creators, artists, bloggers, public figures, and individuals building personal brands through content.

Advantages:

• Full music access: Use trending audio and the complete Instagram music library for more engaging content.
• Creator-specific monetization: Earn through subscriptions, live badges, star gifts from Reels, and brand partnership tools.
• Advanced messaging management: Organize DMs into Primary, General, and Requests categories to handle high message volumes.
• Branded content tools: Easily tag sponsors, disclose paid partnerships, and track collaboration performance.
• Growth-focused analytics: Track follower growth patterns, audience activity times, and engagement metrics tailored for creators.

Limitations:

• Limited shopping features: Reduced access to Instagram Shopping compared to business accounts.
• No address display: Cannot show physical location on profile.
• Restricted third-party tools: Limited compatibility with social media management platforms due to API restrictions.

Choose a Creator account if you:

• Build your brand through content creation
• Work with multiple brand partners
• Need access to trending music and audio
• Receive high volumes of direct messages
• Focus on growing your personal following
• Monetize through subscriptions or brand collaborations

Best practices for Instagram Business accounts

Instagram Business accounts thrive when they combine strategic planning with authentic engagement. Here are proven best practices and real-world use cases to maximize your business success on the platform.

Content strategy fundamentals

• Post consistently with purpose: Maintain a regular posting schedule to stay visible in your audience’s feed and signal activity to the algorithm. Focus on quality over quantity; develop a content calendar that balances promotional content with valuable, engaging material.
• Create diverse, high-quality content: Mix different content types including behind-the-scenes footage, customer spotlights, educational tutorials and product demonstrations. Use carousel posts effectively (Instagram allows up to 20 photos per post) rather than posting multiple individual images consecutively.
• Optimize for discoverability: Include relevant keywords in your name field and bio section, use strategic hashtags (10 to 15 niche-specific ones work better than generic viral tags) and add geotags to posts when relevant. Research shows that targeted, industry-specific hashtags outperform generic ones for business growth.

Engagement and community building

• Prioritize engagement over follower count: Focus on metrics like saves, shares and meaningful comments rather than just follower numbers. Respond promptly to direct messages and comments to build genuine relationships with your audience.
• Leverage user-generated content: Encourage customers to create content featuring your products or services, then repost with permission. This builds social proof and increases brand trust while providing authentic content for your feed.
• Use interactive features strategically: Incorporate polls, question stickers and countdown timers in your Stories to boost engagement and gather valuable audience insights.

Visual and brand consistency

• Maintain a cohesive visual identity: Use consistent colors, fonts and photography styles that align with your brand guidelines. Your profile should immediately communicate your brand’s personality and values.
• Optimize your profile completely: Use a clear, branded profile photo (typically your logo), craft a compelling bio with relevant keywords and a clear call-to-action, and include contact information that makes it easy for customers to reach you.

Industry-specific use cases for Instagram Business accounts

Retail and e-commerce businesses

• Product showcasing: Create shoppable posts that allow customers to purchase directly through Instagram, reducing friction in the buying process. Feature products in real-life settings rather than plain product shots to help customers visualize usage.
• Customer testimonials: Share customer photos wearing or using your products, creating authentic social proof that influences purchasing decisions.
• Limited-time promotions: Use Instagram Stories highlights to showcase seasonal collections, flash sales, or exclusive offers that create urgency and drive immediate action.

Service-based businesses

• Behind-the-scenes content: Show your team at work, your process, or your workspace to build trust and humanize your brand. This works particularly well for consultants, agencies, or professional services.
• Educational content: Share industry insights, tips, and tutorials that demonstrate your expertise while providing value to your audience. This positions your business as a thought leader in your field.
• Client success stories: Feature case studies, before-and-after transformations, or testimonials that showcase the results you deliver.

Local businesses

• Location-based content: Use geotags and location-specific hashtags to attract local customers. Share content about your community involvement or local events.
• Real-time updates: Post about daily specials, events, or availability using Stories to keep local customers informed.
• Staff spotlights: Introduce your team members to create personal connections with customers who visit your physical location.

B2B companies

• Thought leadership: Share industry insights, company culture, and professional achievements to build credibility with business clients.
• Company culture content: Showcase your work environment, team achievements, and company values to attract both clients and potential employees.
• Partnership highlights: Feature collaborations with other businesses or client success stories to demonstrate your professional network and results.

Kiely Kuligowski and Jennifer Dublino contributed to this article.