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      FIGURE 2-2: The username of your account is listed at the top of your profile.

Usernames are provided on a first-come basis. If you’re signing up for a new Instagram account using the web version, Instagram will populate an available username for you. Delete this username and type one that represents your brand. If the username you want to use is unavailable, you can use alternative options by adding periods or underscores to the username, using abbreviations, or adding another word.

      There is little you can do to have an existing username transferred to your account if it's in use or was previously used by another account. If another account is using your registered trademark as its username, visit https://help.instagram.com/101826856646059 for information on how to file a claim of trademark violation.

      After you select a username, all content linking to your profile is associated with the username's URL. If you want to change the username at some point, your URL would change and you would need to update all backlinks and links to that profile accordingly. This is why it's best to choose the right username when setting up your profile.

      If you do want to change your username, follow these easy steps:

      Choosing the best name

      Your Instagram name is visible only when someone visits your profile directly. The name appears in bold below the profile photo (refer to Figure 2-2).

Your profile will perform better in searches and look more professional if the name and username are different. Having a name that's different from your username provides double the opportunity for keywords and searchable criteria in the Instagram app. Power users on Instagram take the time to craft good username and name components.

      Unlike your username, which is one word, your name should be in proper sentence structure with capital letters and spacing. Your name (like your username) is limited to 30 characters, including spaces.

      You can use your actual name or business name as your name on Instagram. Or you may choose to use an abbreviation or a commonly recognized description of your business. For example, if your business is a pizza restaurant called Farm Fresh Pizza, your username might be farm.fresh.pizza and your name might be Best Pizzeria in Boston.

      The name on your profile is not tied to your URL or other defining aspects of Instagram, so you can change it at any time. Consider adding or changing keywords, as necessary, to appeal to your target audience on Instagram.

      If you want to change your name, do the following:

      Choosing a profile photo that attracts customers

      The profile photo on your account, as well as your username, is associated with all your activity. When you post anything to Instagram or engage with other users in any way, your profile photo is visible.

Your profile photo should represent your brand and be recognizable to others. If your company is actively using other social media platforms, its Instagram profile photo should be the same as the one used on other platforms. In this way, you create cohesion across your online media and assure your customers that they found the correct account when searching for you.

      The profile photo on your profile page appears larger than anywhere else on Instagram. When interacting with others, the profile photo is a thumbnail (small) version. Choose an image that isn't too busy, overwhelming, or cluttered with text, because the image will become difficult to decipher as a thumbnail.

      The best profile photos are high resolution so that they have a clear object of focus, contain a simple background, and don't pixelate. (In a pixelated photo, a low-resolution image is enlarged too much and the individual square pixels become obvious, making the image blurry.)

Writing a Bio That Draws in Followers

      Your Instagram bio is a short description on your profile that tells people about your business. This description is similar to a 30-second elevator speech and is how you convince new visitors to follow your account.

      Most people will read your bio only the first time they visit your profile. Your bio is the first impression you give to new viewers and should accurately convey the message you want to share.

      Deciding what information to include

Before you start writing your bio, choose at least two or three key aspects of your business to highlight. These should be traits that will connect emotionally, in some way, with your ideal target audience, such as the examples shown in Figure 2-3.

      You also need to determine the voice and style of your bio. If your brand is known for being humorous and witty, your Instagram bio should reflect that same style through words and relevant emojis. In contrast, if your brand is professional and classy, your bio should not be silly and humorous.