instagram bio

What to Put in Your Instagram Bio: Smart Ideas, Examples, and Templates

Learn what to put in your Instagram bio to boost discovery and clicks. Optimize every profile field, craft a 150-char pitch, and copy proven examples.

Honghao Wang

— 6 min read

Use this practical guide to craft an Instagram bio that communicates value fast and drives action. You’ll learn how to optimize every profile field, position your offer in 150 characters, and use examples and templates you can copy and test.

What to Put in Your Instagram Bio: Smart Ideas, Examples, and Templates

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Your Instagram bio is the smallest high-impact marketing asset you own. In 150 characters or fewer, it needs to communicate who you are, what you offer, and where to click next. If you’re wondering what to put in Instagram bio text to improve discoverability and conversion, this guide distills the strategy, structure, and examples you can copy and test.

Why your Instagram bio matters now

First impressions happen in seconds. Your profile picture, name field, and the first line of your bio determine whether visitors follow, tap your link, or bounce.

  • Discovery: Instagram search indexes your Name field and Username (and often your bio), so relevant keywords matter.
  • Conversion: The right positioning + CTA converts profile visits into website taps, email inquiries, or DMs.
  • Constraints: You get 150 characters for the bio text, so choices and formatting are everything.

Think of your bio as a micro-landing page: headline (positioning), proof (credibility), and one clear next step (CTA).

Anatomy of a high-performing Instagram bio

Each field carries unique weight for search, trust, and conversion. Treat them deliberately.

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Field What it does Limit Pro tips
Name Searchable display name 30 chars Include 1–2 keywords (e.g., “NYC Wedding Photographer”). Avoid stuffing.
Username @handle; also searchable 30 chars Keep it consistent with other platforms; easy to spell and say.
Category Context under the name Preset Choose a precise category to reduce bio clutter (e.g., Entrepreneur vs. Public Figure).
Pronouns Pronoun display 4 max Inclusive and clarifying for partners and clients.
Bio text Core positioning + CTA 150 chars One idea per line. End with a CTA pointing to your link.
Links Direct traffic off-platform Up to 5 Prefer one high-intent link. Use UTMs. If many offers, use a mini landing page.
Contact buttons Call/Email/Book/Reserve Buttons Enable relevant action buttons (e.g., Book Now, Directions, Order Food).
Location Local trust + discovery City/Address Essential for local businesses. Helps map and Nearby results.

The positioning formula (and how to fit it in 150 characters)

A crisp positioning statement drives follows and clicks. Use this structure:

  • Who you are
  • What you do (value proposition)
  • Who you serve
  • Proof or credibility
  • Clear call-to-action (CTA)

Try this fill-in the blanks:

I’m a [role] helping [ideal audience] [outcome/benefit]. [proof/credibility]. [CTA ➜ link]

Examples (≤150 chars):

  • NYC wedding photographer for modern couples. 300+ 5★ reviews. Book 2025 dates ➜
  • Dietitian making gut health simple for busy moms. As seen on NPR. Free guide ↓
  • SaaS PM | shipped 3 AI features at Series B startup. Portfolio & case studies ➜

Ideas by goal

Creators and influencers: niche + social proof

  • Define your niche and promise quickly.
  • Add 1 proof point (press, awards, follower count, partnerships).
  • CTA to newsletter, presets, or latest video.

Examples:

  • Cozy home cook | 30-min meals. 1M+ YouTube fam. Weekly meal plan ↓
  • Street style + thrift flips. Featured in Vogue. Shop my edits ➜

Small/local businesses: offer + location + hours

  • State what you sell, where, and when you’re open.
  • Use directions/booking buttons and a phone number.
  • Include local keywords in Name field.

Examples:

  • Specialty coffee | Capitol Hill, DC. Daily 7–4. Order ahead ☕
  • Pediatric dentist | Austin. Gentle care for kids. Book your checkup ➜

E-commerce/brands: value prop + CTA

  • Lead with differentiator (materials, warranty, mission).
  • CTA to best seller, quiz, or bundle.
  • Consider a branded hashtag for UGC.

Examples:

  • Refillable skincare that actually works. 60-day results or free. Shop bestsellers ↓
  • Trail-ready bags, lifetime warranty. Find your fit with our quiz ➜

Professionals/job seekers: role + achievements + portfolio

  • Specify role + specialty + sector.
  • Add 1–2 measurable wins.
  • CTA to portfolio or calendar.

Examples:

  • Product designer → fintech, accessibility-first. 2 patents. Portfolio + case studies ↓
  • Freelance copywriter | B2B SaaS. 12 case studies. Book intro call ➜

Nonprofits/communities: mission + impact + donate/join

  • State mission and who benefits.
  • Include an impact stat.
  • CTA to donate, volunteer, or join events.

Examples:

  • Clean water for rural schools. 200+ wells funded. Donate or volunteer ↓
  • Free coding bootcamps for teens. 85% job placement. Apply today ➜

Keywords, hashtags, and emojis

  • Keywords: Place 1–2 high-intent keywords in the Name field (e.g., “Denver Realtor | First-Time Buyers”). Sprinkle 1–2 more in the bio if they fit naturally.
  • Hashtags: Use sparingly. One branded hashtag is fine (e.g., #MadeByAcme). Avoid generic hashtag lists in the bio—they look spammy and rarely help.
  • Emojis: Use them as scannable bullets or to cue actions (e.g., ↓, ➜, ✉️). Keep it consistent with your brand tone.

Before/After:

  • Before: “Love travel, food, and lifestyle. DM me!”
  • After: “London travel tips + budget eats. BBC Travel contributor. Free city guides ↓”

Instagram now supports up to five profile links. More links can add choice paralysis. When in doubt, feature one high-intent link.

Option Best for Pros Cons
Single link One clear offer (quiz, lead magnet, bestseller) Highest click-through; fewer decisions Limited flexibility
Multiple native links (up to 5) Brands with distinct destinations No third-party tool; simple Can dilute clicks; no analytics per link
Link-in-bio page Creators/brands with many campaigns Custom design, analytics, updates without editing profile Extra click; tool dependence if third-party

UTM tracking (copy/paste)

Use UTMs to attribute traffic in analytics:

https://example.com/offer?utm_source=instagram&utm_medium=bio&utm_campaign=profile_link

If you run multiple CTAs, add content tags:

?utm_source=instagram&utm_medium=bio&utm_campaign=sep_launch&utm_content=bestseller_btn

High-converting mini landing page structure

Whether you build your own or use a tool, keep it focused and mobile-first.

[Logo/Name]
[Primary CTA button] (1 only: “Shop Bestsellers,” “Book Intro Call”)
[Secondary links] (2–4 max: Latest video, Free guide, Events)
[Social proof] (stars, press logos, brief testimonial)
[Email capture] (optional, 1-field)
[Footer] (legal links, accessibility statement)

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Formatting tricks that stand out

  • Line breaks: Put one idea per line for skim-ability.
  • Symbols and emojis: Use as bullets (•, ✦, ➜, ↓) to guide the eye.
  • Lists: Compress services or niches into 2–3 bullets.
  • Casing: Title Case for clarity; avoid ALL CAPS except for acronyms.
  • Character optimization: Remove filler words; use numerals (10 vs. ten); replace “and” with “&” judiciously.

Example formatting:

Wedding films for modern romantics
300+ 5★ reviews | NYC & travel
Book 2025 dates ↓

Compliance and trust

  • Disclosures: If you use affiliate links or paid partnerships, say so (“Affiliate links,” “Partners tagged”). For creators, add “#ad” or “Paid partnership” on posts and Stories.
  • Age-gating: Alcohol, cannabis, and adult products should state age restrictions and use Instagram’s age controls.
  • Accessibility: Add alt text to images, write camelCase hashtags (#ThisIsCamelCase), and avoid emoji-only lines. Ensure contrast in Highlights covers.
  • Inclusive language: Add pronouns if helpful; avoid exclusionary phrasing. Use plain language and explain acronyms on first use.

Sample short disclosures:

  • “Some links are affiliate.”
  • “Content for 21+ only.”
  • “Views my own. Not medical advice.”

Real-world-style examples and mini teardowns

1) Creator (Travel)

Bio:

Solo travel + budget hacks
BBC Travel contributor
Free city guides ↓

What works:

  • Clear niche + authority mention
  • Singular CTA to a free resource
  • What to borrow:
  • Media credential for trust
  • What to skip:
  • Long hashtag lists

2) Local business (Cafe)

Bio:

Specialty coffee | Capitol Hill
Open daily 7–4 | Order ahead ☕
Find us ➜

What works:

  • Offer + neighborhood + hours
  • Action verb + relevant emoji
  • Borrow:
  • Use “Directions” and “Call” buttons
  • Skip:
  • Generic slogans without location

3) E-commerce (Apparel)

Bio:

Trail-ready bags, lifetime warranty
Designed in Colorado
Find your fit with our quiz ↓

What works:

  • Differentiator + trust (warranty)
  • CTA to a quiz (high intent)
  • Borrow:
  • Geographic detail for brand story
  • Skip:
  • Linking to a generic homepage

4) Professional (Designer)

Bio:

Product designer → fintech
Shipped 3 AI features at Series B
Portfolio + case studies ↓

What works:

  • Domain + measurable proof
  • CTA to portfolio
  • Borrow:
  • Verb “Shipped” signals ownership
  • Skip:
  • Buzzwords without evidence

5) Nonprofit

Bio:

Clean water for rural schools
200+ wells funded
Donate or volunteer ↓

What works:

  • Mission + impact stat
  • Dual CTA for donors/volunteers
  • Borrow:
  • Concise impact line
  • Skip:
  • Overly technical mission jargon

Fill-in-the-blank templates

Copy these into your bio editor and customize. Aim for ≤150 characters.

Creators/Influencers:

[topic/niche] for [audience]
[proof: press/awards/followers]
[new video/free resource] ↓

Small/Local Business:

[product/service] | [neighborhood/city]
[hours or key service detail]
[primary action: Book/Order/Call] ➜

E-commerce/Brand:

[unique value/differentiator]
[proof: warranty/reviews/origin]
[primary CTA: Shop/Quiz/Bundle] ↓

Professional/Job Seeker:

[role] → [industry/specialty]
[win/proof: shipped X, award, metric]
[CTA: Portfolio/Calendar] ➜

Nonprofit/Community:

[mission in 5 words]
[impact metric]
[CTA: Donate/Join/Volunteer] ↓

Keyword-forward Name field (for search):

[name/brand] | [primary keyword] [city/sector]

Quick checklist to craft, test, and iterate

  • Positioning
  • Is the niche and value prop obvious in 1 line?
  • Did you include 1 credibility proof?
  • Search
  • Does the Name field include 1–2 relevant keywords?
  • Any unnecessary hashtags removed?
  • Conversion
  • Is there exactly one primary CTA?
  • Is your link tracked with UTMs?
  • Setup
  • Correct Category set? Contact buttons enabled?
  • Location added (if local)?
  • Formatting
  • Line breaks used? Emojis minimal and meaningful?
  • Character count ≤150; no fluff?
  • Compliance & accessibility
  • Affiliate or age disclosures included if needed?
  • Alt text added to images; inclusive language used?
  • Optimization
  • A/B test one element per week (CTA, proof line, link target).
  • Review Insights: Profile Activity → Website Taps and follows.

Final thoughts

When people ask what to put in Instagram bio text, the answer is simple: clarity, credibility, and one compelling next step. Build yours like a headline with purpose, measure clicks and follows, and iterate until that tiny block of text reliably moves people to action.

Summary

Treat your Instagram bio like a micro-landing page: state who you are, add one proof point, and drive a single, high-intent action. Use keywords in the Name field, track links with UTMs, and refine weekly based on Insights to steadily improve discovery and conversions.

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