The Science Behind The Best Instagram Bios

The Science Behind The Best Instagram Bios

Small but powerful. front and center. Instagram bios are well worth the time and investment to write well and test frequently. They are one of the most visible details of who you are and what you are about! We unravel all the best practices, design , and strategies that top brands and profiles are using today.

Should you overly describe what you want to do, or keep it loose and aspirational?

Should you include contact information? Hashtags? Emoji?

And how often should you update it?

We will combine these questions together and send you on your way with some tips that you can try on your bio today!

The Golden Rule of Instagram Bios: There Is No One Right Way
First, let’s start with a golden rule about , which also applies to Instagram bios here.

There is no one “right” way to create an Instagram bio.

We will give you lots of suggestions on best practices and tips to follow, but eventually you will find that there is no consensus on the single best way to write a bio. Your mileage may vary with some of these tips, and you are bound to find an ideal format – or two – for your brand bio.

One thing we want to remind people is to constantly test and iterate. We will get some suggestions for testing later in the episode.

Where Bio lives on your Instagram profile page
When we about Instagram bios we define what it means.

The bio is one of many pieces of information at the top of your profile. This list includes:

  • Your Instagram Username
  • Your real name, yours or your
  • Your bio – a sentence or phrase or paragraph that describes who you are
  • And a link

For Instagram business accounts, you get some additional information. You can choose a category for your business and add contact information such as phone numbers or physical addresses.

We will spend most of our time on bios – sentences or phrases that you can use to describe your profile. But we’ll also sprinkle in a few tips about usernames and links.

Okay, let’s dive into some of the top tips we’ve pulled from seeing hundreds of beautiful creatures on Instagram.

Tip # 1:

Make the most of your limited space, and drive people to action with your Instagram bio
You get 150 characters to use in your Instagram bio. It is important that you make the most of it!

A common way we look at brands is by focusing on the bio, an action they want the visitor to take. This reminds us of some of our favorite advice: a good email should do one thing – for example, clicking on a pricing page or driving traffic to a blog.

You can think of your bio in the same way. The fastest and clearest way to drive action from your bio is to – quite simply – use an action. It can be “share it” or “shop” or anything action oriented.

N: We’ve seen this work especially around large expeditions. Often, if a brand is running a campaign, their bio will reflect it – the text will be updated, the link will be related, and it will point all visitors to a destination.

Some other examples of “single jobs” that can include a bio:

  • Sending visitors to community center
  • Let visitors know how to contact you with support questions
  • Promote a branded hashtag or a companion Insta account – more on this in a bit
  • Strengthen your brand position
  • Sharing a little social evidence through a review or press mention

Having so many options here adds to the fact that you can – and probably will – update your Instagram bio regularly. From what we have seen on Instagram bios of the brands we researched, it might be a good practice to refresh your bio every month, either as part of a monthly audit or whenever a new campaign Comes.

Looking at this list, I also have to think about our first rule of Instagram bios: There is no one “right” way to do a bio. We looked at a few brands that included almost every job in a single bio!

It all talks well about our next tip to call-to-action docketel:

Tip # 2:

Count your bio link – either match the link to your bio or try a multi-URL landing page.
On the buffer, we’re big fans of the latter – using links to direct people to a landing page with more than one URL. We built it into a buffer product with our new shop grid facility, which comes with the buffer business plans.

The way it works: You get a single URL to put on your Instagram profile, and that URL links to a landing page that shows many different links based on your previous Instagram posts. You can assign a link to every post, essentially making your entire Instagram feed clickable.

Shop Grid has been particularly useful for ecommerce brands and profiles that feature a lot of products in their feeds. I have noticed that this actually works well for marketers and individual brands as well.

Additionally, there are tools such as Link Tree that allow you to add a link to a single landing page – for example a link to your homepage, your , and your contact form.

No matter which tool you use, multi-URL landing pages can be a great asset for your bio. If you are encouraging visitors to take action from your bio, you can direct them to the bio link. And the same goes for any message you take in the caption of your Instagram photo.

Tip # 3:

Add Line Breaks to Your Bio
Line breaks are hard returns that allow you to insert text in the next line below. You’ve probably used them in Instagram captions and many other places. You might have seen them in some good Instagram bios as well. These list-style bios are some of the most popular ones.

They can be a very effective way to communicate information and take out the various qualities of your bio .. If, say, you have your company’s tagline, followed by a branded hashtag, followed by a call to action. is.

But of course, if you tried to do this for your bio, you might have found that applying line breaks can be a bit tricky.

Here’s what we got to do:

  • Exit your laptop or log into your desktop and go to After that go to your profile page and click on edit profile
  • This opens your Instagram profile settings, and you can type directly into the bio from here. Just use the enter key to insert in a new line break.
  • saw! When you click “Submit”, it should save your bio the way you wanted it, including all the line breaks.

Tip # 4:

put emoji in your bio
If you’re keen on a bio, which stands out, next to a block of text there are few things more eye-catching than a well-placed emoji.

Of course, you will want to make sure that any emoji you use is on the brand and what you are saying in your bio. We do not recommend using emoji for emojis – although it will probably catch someone’s eye.

Some examples we really love include:

  • Using an emoji that captures the essence of your product – say coffee emoji if you are a coffee seller or if you work in a vacation spot then a palm tree emoji
  • A globe emoji for travel brands or remote work teams
  • And one of the most watchers I’ve seen: Red SOS emoji when about ways to get in touch with your customer support team

In addition to emoji, you can also use special characters such as hearts or boxes or wingedings – any of those fun black-and-white shapes you can see online or before text editors.

Examples from

To add emojis, you can correct this from the Instagram app in your profile’s settings, and to add special characters, you can do it the same way you did when you added the line break – log in to the web version of Instagram From there by editing these and your bio.

There is another way to design bio that we have indicated many times already in this episode:

Tip # 5:

Use the right hashtag and @mentions in your bio
Linking to other profiles and hashtags is not only eye catching, but also useful. Any hashtag or profile you put in your bio is not tapable – they will take you to the Instagram listing for that person’s profile or hashtag.

Many brands use @mentions to link to sub-brands – for example fashion brands can link to labels within the brand.

And for hashtags, we usually use it with branded hashtags. We have one of our own – #BufferLove – which we use to track positive word of mouth and kind words about the buffer. Travel brand Away has used the hashtag #travelaway as its branded keyword, right in the bio.

One neat thing about adding a hashtag to your Instagram bio is that it can help in the search for your content. It’s like having a bonus Instagram feed.

And on the subject of search, which reminds me of some hidden power of your name on Instagram.

When people are searching on Instagram, the only parts of your Instagram profile that will be included in the search results are your name and username. Bus. So if you associate your apparel with the word “apparel” 10 times, the Instagram search might not be aware of it.

But, if you associate that keyword with your display name on Instagram, or if you are lucky enough to have caught a username with the keyword in it, Instagram will recognize it in the search results. For example, with Buffer, we can name our performance as Buffer – Social Media Marketing.


  • First of all, you only have 150 characters in your bio, so keep this in mind as you are preparing your message.
  • Second, think of “one work” that is in your Instagram bio. Do you want people to shop? To come to your website? To share with hashtags? Do not be afraid to ask for it.
  • Third, make the most of one of your Instagram links. Tools like Buffers Shop Grid give you additional options to further improve this link.
  • Fourth, format your bio in an eye-catching manner. Consider a list-style bio with line-breaks, or add relevant emojis to different aspects of your description.
  • And fifth, consider your bio a piece of the overall presentation of your profile. Choose your username to search, add contact information and categories for your business, and consider the link you are using.

Remember: There is no one “right” way to craft an Instagram bio.