BINSTA: Your Business Instagram

JUNE 1, 2018

With the rise of social media platforms like Instagram and Pinterest where photos are the dominant material, businesses are having to get more creative. They can’t throw up a blank picture with 20 lines of copy as the caption; they need to create captivating, exciting pictures with engaging captions to show what the business is about. This article includes advice and hopeful motivation to optimize your presence on Instagram and promote your business well.

Name and Bio

The username of your Instagram (the @xxxxxx that appears at the top of your Instagram) should be as close to the name of your business as possible to allow people to find it easily. The name on your Instagram should also be your business (that is the bolded name that appears on your main page). Your bio could have a short sentence about what your company does, it could have the location of your business, when you were founded, or anything else related to your business. If you have one, ALWAYS include your website in your bio. Here are a couple examples for inspiration:

Who to Follow

You don’t want to follow too many accounts – as following 10,000 people but only having 500 followers doesn’t look very good – so start by following about 100 accounts similar to yours and grow from there. Look at your competition and see who they are following for a good starting point. You do not have to follow back everyone that follows you. There are many spam accounts out there, so you want to make sure to only follow accounts that will promote growth. Like and comment on people’s pictures as much as you can to get your name out there and further promote growth.

Layout of your Instagram

One of the most important projects to focus on with a business Instagram is the layout of the dashboard. When someone clicks on your profile, what does the layout look like? Are the pictures monochromatic? Are they heavy with patterns or faces? Are they colorful or all white? Each theme says something different about the company, so pick one that works best for your business. Here are some examples of businesses with strong themes:

AIRBNB does an amazing job at capturing what the company can give you in just a couple pictures– breathtaking and beautiful experiences. As you can see, they focus on the atmosphere of the places rather than the material items in those places. They use natural colors in many of their pictures to enhance the earth feel of the brand.

Madewell uses a lot of soft blues and tans on their Instagram that gives the page a light, beachy, breezy feel to it.  The consistent use of colors intensifies those characteristics of the company. They use pictures of items other than their products to maintain the color story, braking up the monotony of product pictures as well.

Pictures and Content

Now, it’s time to look at what the content of your pictures are. While it’s nice to break up a chunk of product with a different picture, it’s kind of odd to just have a picture of a lemon pop up on an Instagram dashboard. This is why you need to focus on individual pictures as much as overall aesthetic. Take a look at the examples below.

The Honest Company’s Instagram shows what they care about: babies! This company has tons of quality products for new moms and their Instagram will attract that exact market. While the overall aesthetic of this Instagram is great, each picture can hold its weight as a standalone post. The picture of the babies is super adorable – attracting people to click on it – but also shows what they care about as a company (babies!) as well as one of their products (the diapers). The donut picture is also great because it is visually appealing and quirky (perfect for Instagram) and it has product placement in the bottom right corner.


Captions are a lot more important then you would think on a social media about pictures. Captions can add an explanation or humor to pictures, as well as give information about your business. You can use then as a place to announce information about a sale or a new product arriving, or you can just say something funny to make people laugh. Also, add tags! They make posts a lot easier to find, especially when you are first starting your page. Here’s a couple examples of captions:

Instagram Influencers

Using Instagram influencers is an increasingly popular marketing method that companies have been doing. There are databases in which you can find influencers that match the brand of your business, and you pay them to promote your product. You can also post their pictures on your business Instagram to further promote your products.

Hopefully these tips and examples help you discover how you want your BINSTA to look like and what you want it to say about your company.