I’m sure you’ve been told that first impressions count. In the world of social media marketing, this is no less true.
With a whopping 3.3 billion active social media users in the world— 90% of whom already communicate with brands — it’s an impression worth making.
Here’s how to write social media bios for your business.
- Be concise, but not boring
- Use keywords
- Speak your audience’s language
- Include a CTA
- Write bios custom to the platform
- When to use hashtags
- When to use emojis
- Set a schedule for updates
Be Concise, But Not Boring
The average consumer sees anywhere from 4,000 to 10,000 ads a day.
For that reason, they can appreciate a brand bio that provides:
- Upfront value
- A clear call-to-action
So don’t beat around the bush! Make it easy for your audience to understand the following:
- What you’re selling
- Why you sell it
- What value it has to them (What problems are you solving?)
- How they can get it
But, don’t be boring either. Lean into your brand voice to keep your bio interesting.
Keywords are basically the Frank’s Red Hot sauce of digital marketing… we put that sh*t in everything.
I recommend including 1-3 keywords in your business bio.
How do you know which keywords to use? You’ll need to think from a customer lens.
Ask yourself: What is my audience searching for?
Which brings me to my next point…
Speak Your Audience’s Language
Target Audience Pain Points & Use Brand Voice
For the same reason I don’t use “eyebrows on fleek” when recommending a salon to my grandma, businesses need to understand how to talk to their customers.
When identifying keywords for your social media bios, ask yourself:
- Who is my audience?
- What are their pain points and how am I solving them?
- How do they talk? Do they understand the terms I’m using?
Pro Tip: When you conduct keyword research, be sure to consider customers at different stages of the marketing funnel. A customer who is searching for “landscaping” may also be interested in learning more about “artificial turf”. A company that offers artificial turf installation could include both keywords without causing confusion.
Include a Call-to-Action (CTA)
So they found you on social media — now what?
Based on your overall goals for social media marketing, create a CTA for customers who land on your profile.
In the example below, Dollar Shave Club uses 2 different CTAs in their Instagram and Twitter bios.
Instagram & Twitter Social Media Bios:
- Prompt users to explore a branded hashtag of yours
- Ask users to share their experience with a branded hashtag of yours
All Social Media Bios:
- Give them the option to “Learn more” & provide contact information
- Provide something of value for free — “Download our free guide” or “Schedule your free consultation”
- Direct them straight to your website
Write Social Media Bios Custom to the Platform
There’s a reason people follow multiple social media platforms — Users expect different things from each.
In the examples below, Target has created 3 separate bios for Instagram, Twitter and Facebook.
Customize your business’ social media bios between different platforms to capitalize on each platform’s strengths.
Facebook: Go longer. Facebook is known for storytelling. Users are more comfortable reading on this platform than others.
Instagram: Go shorter. Instagram is a visually dominant platform. Users are used to photos doing the heavy lifting and expect less reading.
Twitter: Go shorter. Twitter is the source for quick, clickable news and spontaneous trains of thought.
LinkedIn: Go longer. As a platform for business professionals, the majority of LinkedIn users are in a mindset to collect and share information.
Pinterest: Go shorter. Like Instagram, Pinterest is more photo-dominant.
When To Use Hashtags in Your Social Media Bios
Hashtags can feel like an SEO hack, but not quite.
It’s important to remember that hashtags are a two-way street. Because they are clickable, they have as much power to direct consumers to you as they do to take them away.
So the question is: When should I use hashtags in my social media bios?
The answer has to do with where your customers are and how they’ll find you.
If your customers don’t know you exist, using 1 or 2 relevant hashtags in your social media bio may help them find you. Alternatively, using social media campaigns to target hashtags is probably a safer bet.
Whether or not you start with hashtags in your social media bios, I recommend removing them once you’ve gained enough traction with your audience. Replace them with a branded hashtag that can improve your community management.
Important Note: Unlike other platforms, recent studies suggest that hashtags on Facebook can negatively impact engagement. It’s best to steer clear of hashtags in your Facebook bios.
When To Use Emojis in Your Social Media Bios
Just as the verb “Google” was officially added to Webster’s dictionary, emojis are now a major part of digital communication.
Emojis are great for 2 reasons:
- Emojis give social media marketers a way to simulate non-verbal communication
- Emojis can effectively separate thoughts in a way that’s visually engaging
Should you use emojis in your social media? ????
If they match your brand’s voice and resonate with your audience, the short answer is yes.
When defining your brand’s audience, voice and tone, businesses should decide whether or not emojis play a role in messaging.
Set a Schedule for Routine Updates
We know that social media platforms aren’t shy about updates.
For this reason, set a periodic reminder to audit your social media bios.
This will help you stay on top of any changes that may affect engagement. ????
Get rocking social media bios & the social media campaigns to match.