Is it worth getting an Instagram business account?

Knowing whether an Instagram business account is right for your brand can be overwhelming – that’s why we have broken down the key pros and cons to help you decide.

An Instagram business account can be a powerful social media marketing tool that can help brands increase engagement, reach and generate sales. Despite the benefits it can bring business, there are risks that your content could become too promotional and lack a personal touch.

Weighing up the pros and cons is essential for brands when deciding whether to include an Instagram business account in their paid social strategy. Keep reading to find out whether your brand should switch to an Instagram business account.

What is an Instagram business account?

An Instagram business account is a type of Instagram account that brands can use to boost sales, increase brand awareness, and track audience engagement.

The main difference between an Instagram business account and a personal Instagram account is why you are using the account. For example, a personal Instagram account is used to communicate and share personal content with your followers, whereas an Instagram business account’s primary purpose is to advertise and sell to followers.

There are several features unique to an Instagram business account; boosting posts, promoting posts, contact links and shoppable posts. These features support brands in generating sales, improving engagement and enhancing audience connection.

Setting up an Instagram business account is a simple process; switch your account to business, complete your profile (add brand assets and compelling copy in your bio), and then enable Instagram shopping.

Now you know what an Instagram business account is, we will provide a breakdown of the pros and cons so you can decide if you want an Instagram business account.

Pros of using Instagram business accounts

1. You can access a range of detailed analytics

With an Instagram business account, you can gather lots of helpful information from Instagram Insights; an analytical tool that provides data such as post performance, reach, click-through rates, demographics, impressions and the best time of day to post.
You can use these insights to track content performance, monitor audience behaviours and refine your strategy to reflect your learnings.

2. Brands can add multiple bio buttons

Businesses need to effectively communicate with their audience and direct their followers to relevant sites. With an Instagram business account, you can add 3 more bio button links; on a personal account, you can use 150 characters of text in your profile and add one link in your bio. The extra bio buttons allow brands to add your email address, phone number, and location of your business, without having to sacrifice any other information.
On top of this, you can then add a link to whatever site you want; this could be a website, specific blog or podcast episode.

3. You can only use paid advertisements on an Instagram business account

Paid advertisements are a very extremely effective way to increase reach and promote your business online. You can use paid social campaigns as a way to increase engagement significantly and generate more sales. Without an Instagram business account, you are not able to use paid ads on the platform.
It is helpful to connect your Facebook and Instagram accounts, so you can increase reach and profit from both of the accounts by posting the same content on both.

4. With over 10,000 followers, brands can add story links

By including links in your stories, you can direct your audience to relevant sites/pages quickly and increase engagement. Making the customer journey as simple and quick as possible is essential in generating conversions and sales; story links are a great way to simplify the customer journey.
Story links are only available if a business account has 10,000 followers. If you haven’t reached 10,000 followers yet, don’t worry, we have a blog with the top 10 tips to help you hit 10,000.

5. Instagram shopping transforms your profile into an online shop

Instagram shopping is a key feature of Instagram business accounts. It allows brands to sell directly via the platform.
It helps make your products/services easy to discover and browse, whilst also streamlining the customer journey, so potential customers have a positive experience.

As you can see there are several pros to having an Instagram business account but it is important to be aware of the key cons too.

Cons of Instagram business accounts

1. Switching from a personal account can disappoint your followers

When your target audience realises that your content won’t be solely entertaining anymore, it can discourage them and this could result in a decrease in engagement and follower count.
To overcome this, you should make sure that when creating content you remain focused on your audience and their wants/needs/interests. You should also humanise your brand; this can be done by creating employee-generated content and by getting your tone of voice right. Ultimately, the more your audience resonates with your content, the more likely they are to engage with your brand.

2. Over-promotional content can be perceived negatively

People don’t want to constantly see ads or feel overwhelmed with promotional content. When switching to a business account, it is tempting to sell, sell and sell again. However, this won’t engage your audience and create a loyal customer base.
Make sure you are providing valuable, useful content as well as promotional content. User-generated content is an effective way to mix up your content strategy and encourage your audience to engage with your brand; people trust people, so hearing from real customers with increase brand trust.

Is an Instagram business account worth it?

Simply put … YES! Several benefits can make a difference to your business and help you achieve your goals. Although there are significant cons to Instagram business accounts, if you work to overcome them, you can try to rectify any negative consequences.

Want support with your Instagram strategy?

Here at Embryo, we can help you with all aspects of your paid social strategy. Get in touch with us today and we can start your journey to success!