Instagram for Business: Pros and Cons of Instagram Business Profile
Is It Worth The Switch?
At a first glance Instagram Business profiles seem like a no brainer. With the switch from personal to business you get:
– Free Insights and analytics
– Direct Contact with Followers via phone, email or directions to location
– Easy to create promotions
However, is changing to a business profile good for your brand or business? Before making the decision to switch you should know the pros and cons of an Instagram Business Profile.
Pros of an Instagram Business Profile
The Switch is Simple and Free
Switching from a personal profile to a business profile is super easy.
Navigate to your Instagram Account Settings look for the option “Switch to Business Profile”
You will then be asked to connect to a Facebook Page.
Note – You must be an admin of the Facebook Page in order to connect, in addition you can only connect one Instagram Business Profile to one Facebook Page.
Instagram will then ask what type of contact information you would like to provide from your Facebook Page, such as phone number, email address, or mailing address/business location. A minimum of one contact is required to set up an Instagram Business profile.
Just like that, in 4 easy steps you now have an Instagram Business Profile.
When switching to an Instagram Business Profile you open a whole new channel of communication for users. Your following can now select the “Contact” Button in order to reach you. Followers will be able to either
- visit your location
Depending on the contact information you provide from your Facebook page.
Instagram just recently released the Story Links function to 10k+ Instagram Business Profiles. This functionality is a huge plus for accounts.Instagram Account owners typically direct their following to their bio link in order drive traffic to a specific location whether it be a product or website.
However, with the introduction of Story Links to Instagram Business Profiles, accounts can now direct their following to multiple locations. Story Links allow for creative ways to drive traffic to multiple url links on one account for 24 hrs.
Instagram allows for Business Profiles to have a plethora of account insights. These insights allow for marketers to know what type of content the audience is responding best to, what time the audience is most active, the audience’s location and so much more!
All the function of the insights include:
- Total impressions for the week
- Top 7 recent posts
- Story Insights
- Impressions, reach and engagement for each of the top posts of the past week, month, 3 months, 6 months, year or 2 years.
- What days of week and times of day your followers are most active on Instagram
- Gender breakdown
- Age range
- Top locations (country and city)
These insights are a powerful metric that can be utilized to maximize growth, conversions and engagement of accounts.
Easy to Advertise
Creating an ad on Instagram is super easy. When Facebook acquired Instagram it’s Ads Manger became an integral part of Instagram Marketing. You can create an single image, carousel image, or video all in the ads manager. Just below is a short video on creating a compelling Instagram ad in a few minutes.
Cons of an Instagram Business Profile
Labelled as a Business
Do you want people to see your account as a business page?
Being labelled as a business can take the socialness out of an Instagram account. Instagram’s foundation is based on building communities of like minded individuals, who seek to share their experiences with others. The method in which they share their experiences is very informal. Usually images or videos taken by non-professional photographers that share some of their thoughts in the captions. This informal attitude allows others to experience the moment through the eyes of the author.
However, typically business profiles have a more formal layout. The content is normally much more professional and the captions are geared to convert followers into leads. But this formalness takes away from the individuality Instagram was founded on.
TIP: Focus on building a community of people that share the same characteristics instead of trying to sell them products.
Bye Bye Organic Reach
Instagram generates a large portion of their revenue from paid advertisements. When switching to a business profile you signify to Instagram that you are a business. Businesses are Instagram’s target audience for paid advertising.
The so called “free analytics” do not seem so free do they?
There is always a catch when you hear the word “free”. It just so happens that Instagram uses this to lure in small business so they can market paid advertising.
In addition to giving business profiles “free analytics”, Instagram also reduces growth and engagement for business accounts to increase the likelihood of paid advertising.
Instagram Business Profiles may claim to be “free”, however we know that much of the tools that are provided come with a price.
Before switching make sure to weigh the pros and cons of each. All the features that come with business profile are useful and handy however does their functionality out weight their costs? That is decision is based on what is best for the business. In addition there are hundreds of other services that utilize the same functions for a price as well, but they don’t diminish your growth or engagement. Some examples are Iconosquare or Smart Metric.
Test out the Instagram Business Profile for a month or two and get as much as you can out of the analytics. Make sure to measure your growth of followers per month prior to starting this so you can compare the data. Compare the growth and engagement from personal to business. If it turns out that growth and engagement were higher on personal then it is easy to switch back. Simply revert to a personal account and disconnect the Facebook page from the Instagram account.
How have your experiences gone with a business or personal account?
Share your experience in the comments below
Want to grow your Instagram account whether it be personal or business? Learn More