Pro’s and Con’s: Instagram Business Profile for Health Brands and Wellness Personalities
Whether you’re a brand manager, a public figure, or an everyday consumer you’ve no doubt seen the integration of Instagram Business Profiles. While most brands have caught on to the benefits and made the switch (hello real time, in app analytics), ‘personality’ based brands (aka influencers and public figures) still seem to be on the fence. After taking a deeper look into the pro’s and con’s for a few of our client’s we thought we’d share the inside scoop.
Pro’s vs. Con’s: Instagram Biz Profile For Influencers
Our initial impressions were that making the switch would be much like the difference between a business page and a personal profile on Facebook – lower engagement and reach, and pay-to-play if you wanted to improve these metrics. However, after making the switch with several of our clients (and for ourselves) we felt confident engagement was easily maintained and continued to grow, so long as you continue to share quality content that resonates with your audience.
The biggest benefit we’ve seen in making the switch to an Instagram business profile, no matter who you are and how you use Instagram, is the ability to get real time insights about how your content is performing, and use that information to craft even better content. You’ll accelerate your brand faster if your content is resonating.
However – there are a variety of pro’s and con’s that may – or may not – be significant to your unique situation, so have a read of our summary before making the switch:
- In App analytics will help you build more content that resonates
Get weekly insights about when your audience is online
Analytics allow you to easily to identify common factors in top performing posts
Track impressions and reach (number of people your content was served to), AND engagement (likes/comments)
Opportunity to promote content ($) to increase reach, but not necessary
Better communicate your business location (if relevant to local leads)
Allows your audience and visitors to contact you easier, via the “Contact” button
Gain more ‘qualified’ followers (aka leads) as they can easily identify your business type before following you (i.e. blog/website, agency, product, local retailer)
If you’re an influencer working with brands, this is a more transparent way to indicate “for hire” to potential collaborators, and for your audience to know you may include promotions, giveaways and sponsored content
If you use an agency or consultant to support your content on social media you can better track their impact at a glance
No need to pay for a third party apps (such as Iconosquare) to gain basic metrics
You can always switch back to a personal profile
- Can only switch to a business profile if you have a Facebook Business page too (they are linked)
- Uncertainty about whether the Instagram algorithm will eventually shift to align with Facebook Business pages (pay-to-play)
- Some Instagram users *may* feel that for a personality based brand (like a blogger or influencer) that Business Profiles appear less authentic. (We feel that’s it’s up to you to ensure your personality stays present in your content!)
- Analytics are not as robust as the native analytics within other social media platforms (i.e. FB or Twitter). May still mean you need to use third party analytics programs like Iconosquare.
For a few industry reference points, and to get a general pulse on overall acceptance, we also reviewed a few notable examples of health, wellness, and nutrition personalities. Below is our short list of how many had (at the time of writing) made the switch: (note only visible as Instagram Business Profile’s on mobile, not desktop)
- Tara Stiles
- Chloe’s Countertop
- Kelly Leveque/ Be Well By Kelly
- Laura Miller / Raw Vegan Not Gross
- Desiree Nielsen, RD
We feel more and more influencers will make the shift to an Instagram Business Profile as the desire to get strategic with their content and time (the most precious resource) continues to increase.
Curious on our take for you brand or business? Drop us a line, we’d be happy to take a peek at your feed! firstname.lastname@example.org