How to write an Instagram bio for your fashion brand

1. Instagram Name

This is different from your Instagram handle. I am talking about the ‘name’ field and not your username. For example my username is @MrsMLMode on Instagram but my name is MARIE-LOUISE.

You have 30 characters to play with. If your Instagram handle is the name of your business you can use the name to explain more about your business or like I have done, put my name in there.

There has been a recent update to Instagram with the direct messaging. Now when you direct message someone your name comes up rather than your Instagram handle which can be confusing if you only have a description of your business in your name.

3. Link to your website

Instagram gives you one live link off the grid, and this is in the bio. Use this link wisely. It can be direct to your business’ website, or you can use it for marketing opportunities such as gathering emails from a competition or a free download. If you have a number of links you’d like to promote use Linktr.ee where you can put all the links under one umbrella.

My top tip is using the hand-pointing emojis to direct visitors to your links. Always be very clear what you want people to do. Use the latter part of your bio for your call to action directing customers to your most important business page.

4. Choose the perfect photo for your Instagram profile picture

You need to nail this! Your Instagram profile is your flag. Make sure you make a great first impression as this picture will be seen across the gram. It is a powerful calling card. While logos might be an obvious choice, research shows that using a real face will make a stronger impact. Consider using a campaign image or a model shot which really epitomises your brand.  Bright and bold will always grab attention. 

I love the way @sikadesigns has used a model wearing one of their pieces as their profile picture. It’s strong and memorable.

5. Include your email

Make it easy for your community to contact you by including your email in your bio. Keep it simple for your community to get in touch and ensure you have a team member ready to respond. Every connection counts. Your community will also direct message you through the grid and stories. It’s important to respond to everyone and point them in the right direction. This can be time consuming, so put strong systems in place and train your team in key messages and your brand’s tone of voice.

Swimwear designer Alexandra Miro has made great use of all the opportunities here. You can see who is stocking her brand, it’s easy to get in touch, and I like the way she has used the folders to show all the influencers wearing her outfits.

6. Use lists in your bio

Always remember you have about three seconds to make an impression through your Instagram bio for your fashion brand. Using line breaks to list out the key information is the most effective way to get your point across. It makes the scanning process easier and I always add in relevant emojis which act as bullet points and add to the tone.

If you’re looking for a good tool to add space and line breaks into your bio, then check out Apps4Life. I highly recommend it.

Revolve are leaders on Instagram with 4 million followers. They have kept their bio simple focusing on three key areas: brand hashtag #REVOLVEaroundthehouse, partner account @revolvebeauty and most importantly the link to shop from their Instagram feed.

7. Emojis are not just for kids

Instagram users love emojis and we use a lot of them! Remember one character can convey a great amount of information and when you’ve only got 150 characters to play with, they are super handy. I always recommend making the most of their power. They tell a big story in just one character. Plus are great for amplifying your personality.

Look at how BoldBelles has made great use of them here. I like the telephone for the Whattsapp order and their brand USP “Stand Bold in Who You are” – note how this sentence is talking directly to YOU rather than us. Talking directly to your community is very engaging and makes a big impact.

BoldBelles has also created strong highlight folders with branded covers and easy to understand titles so you know what to expect when you click on them.

9. Tag your partner accounts

Thanks to an Instagram update last year, you can now add other profile usernames into your Instagram bio. This is a clickable link and will take your community to another account. Look at how many Vans have been included in their Instagram profile here. They have one excellent brand message “off the wall since 1966” which is punchy and fun, conjures up skateboard tricks and nods to their heritage as leaders in skater shoes. So they’ve kept their description very short and used up the 150 letter to include all of their other Instagram accounts.

You might want to link to a founder or designer’s account here or if you are launching a diffusion brand you can launch it on your main account.

10. Utilise the highlights

As a fashion brand the Instagram Stories Highlights are a great way of creating permanent collections from your key Instagram Stories. Consider your brand image here and create a strong look. Take inspiration from brands such as Selfridges. They have taken the yellow from their logo to keep it simple yet strong. We love how they have a highlight in green for sustainability. If you google Instagram highlight templates you can buy ready made themes to create a brand aesthetic. There are some great ones here from Pinterest which are free.

In terms of content, use the highlights to create a permanent folder of key content for your community to access. This could be influencer outfit posts, great press trips, customer testimonials or campaign shoots. 

Remember that Story Highlights are like a movie trailer for your Instagram feed, and they’re the perfect way to share the very best parts of your brand with new profile visitors.