How To Create an Instagram Business Account: A Quick Guide

Brands and creators using personal accounts on Instagram are missing out on the platform’s powerful features. It’s time to switch to a professional account to access insights, ads, and monetization tools.

Social media has long been part of every business's marketing strategy. Each has its own benefits, depending on your brand, audience, and goals. Instagram in particular is an ideal social media platform for gaining brand awareness—but with a business account, you can do so much more.

Users increasingly turn to Instagram and other social networks for product and brand discovery. Instagram is no longer a place to scroll idly past beautiful imagery—it’s a powerful tool for surfacing products to eager buyers. 

Ahead, learn how to set up an Instagram business account, choose the right account type for your brand, and leverage features to help run your business. 

What is an Instagram business account?

An Instagram business account is a type of professional account on the Instagram platform designed for use by brands and businesses. It operates like a personal account, allowing the user to post content and engage with other users. The distinction lies in the features available to business users.

Business accounts on Instagram have access to insights, Instagram’s ad platform, and shopping features. Creator accounts, another type of professional account designed for artists and influencers, have their own suite of features, including Instagram Subscriptions. 

3 types of Instagram accounts

It’s important to understand the difference between the three types of Instagram accounts and choose the right one:

1. Personal account. Most users have personal accounts, which is the default account type for individuals.
2. Creator account. Influencers and content producers can switch to a creator account to access business features designed for their needs. 
3. Business account. Brands and companies selling products or services can use a business account to access insights, ads, and shopping features.

Which Instagram account type is best?

If you already have a personal account, you can convert it to a business account. This may be an ideal move if you already use that account for business, or if you’re the face of your brand. Creators who have personal brands they want to monetize may also switch their personal account to a professional one.

However, some brands benefit from having a distinct branded account separate from its founder. Creating a new account allows you to focus the content and maintain your personal account. You can use your personal account to nudge your followers over to the brand’s account.

In this example, creator Cassey Ho built a strong following for her personal brand, Blogilates. But when she launched her activewear brand, PopFlex, she set up a separate account. This allowed her to keep distinct branding between her two accounts. 

In another example, influencer Katie Sturino launched her brand Megababe under a separate business account. This allows her to continue to post a diversity of body positive content on her creator account and dedicate Megababe’s account to brand content.

How to create an Instagram business account 

Now that you’ve decided which method and account type will work for you. Follow the instructions step by step in the relevant sections below to set up your account. Note that you need a Facebook Business Page to set up an Instagram Business Profile. 

Switching to a business profile from a personal Instagram account

If you plan to convert your personal account, these simple instructions allow you to get a business account right inside your account settings.

1. Tap the menu in the upper right corner in your Instagram profile.
2. Tap “Account type and tools.”
3. Tap “Switch to professional account.”
4. Tap “Continue.”
5. Select a category for your business and tap “Done.”
6. Select Business and tap “Next.”
7. Complete optional steps or tap “X” on the top right corner to return to your profile.

Creating a business account from scratch 

Businesses looking to create an account from scratch can follow the same steps for creating a personal account before switching the account type in settings.

1. Create a new Instagram account from scratch by navigating to the Instagram mobile app and following the signup flow.
2. Choose your username and password and enter your contact info.
3. Set up the account (it will automatically be created as a personal profile).
4. Once you have set up your account, follow the steps in the previous section to switch to a business account.

Access your professional dashboard directly from your Instagram business profile. Within settings, you’ll see new options like Insights, which allows you to track account performance.

Switching to a creator account

If you’re a creator with a business account, consider switching to a creator account. This is similar to a business account but offers unique features such as subscription monetization and access to some commercial audio that’s usually restricted for businesses. 

1. Go to your profile and tap the menu in the upper right corner.
2. Select “Business tools and controls.”
3. Select “Switch account type.”
4. Select “Switch to creator account.”
5. Select “Switch.”

Note: You can also switch from a creator account to a business account following the same steps and tapping “Switch to business account.” 

Adding a new business account to Accounts Center

If you already have a personal account and have created a new business account, you can link these accounts, making it easier to toggle between them.

1. Tap the menu in the upper right corner in your Instagram profile.
2. Tap “Accounts Center.”
3. Tap “Add or remove accounts from this Accounts Center.”
4. Follow steps to link your accounts.

You can also link your Meta Accounts Center with Facebook pages and profiles. This allows you to easily toggle between without logging in and out.

If you change your mind about switching your personal account to a professional account, you can easily change it back in your settings. Take note of the warning before you make the switch back—you’ll lose access to business features when you do.

The benefits of using Instagram for Business

Switching to a business account is a no-brainer for brands. You can convert your account in seconds, and it’s free to do. And, you can access features that super-power your Instagram efforts, from ads to insights to monetization.

Get deep insights

Instagram

Instagram Insights gives you a snapshot into your audience and content performance. This data can be adjusted based on timeframe to help you zero in on your most successful content. As you grow, audience metrics will tell you more about your followers and the content they prefer.

Sell directly to followers

With Instagram’s in-app shopping features, your audience can browse and buy products without ever leaving the app, reducing friction and increasing conversion. You can pair your ecommerce store with your Instagram account using the Facebook and Instagram app for Shopify.

Run ad campaigns 

Instagram ads can expose your brand to new followers and potential customers through powerful targeting capabilities. Analytics built into the ad platform help you keep tabs on what’s working so you can double down on your most successful ads.

Ads like these above from Knix and Casper look like regular Instagram posts in users’ feeds, with the exception of a small “Sponsored” tag and a direct link to the advertisers’ store.

Add more details to your profile

Switching to a business account means you can super-power your profile with more information and more ways to get in touch. Add a retail address, contact information, and, for creators, a subscribe option.

In the example above, The Herbivorous Butcher and Revol Cares both took advantage of extra features of professional accounts, adding buttons and dropdown options like Shop, Email, Sign Up, and Order Food.

4 tips for making the most of your Instagram business account 

Brand your profile

Like your website or a store display, Instagram marketing is an opportunity to surface your brand to new eyes. Use a branded profile photo or logo and other identifying elements (slogan, brand voice) that help new visitors understand your brand values and aesthetic. 

In this example, Frank Darling not only used a branded profile picture (its own logo), it also created a set of matching icons that serve as covers for its Story Highlights. 

Take advantage of the available features

Business accounts get more out of Instagram bios, with the ability to add location, address, and type of business without taking up precious character count. Also, try adding Instagram shopping and, for creators, Instagram Subscriptions. It's also worth offering customer support through Instagram DMs to help customers get real time answers to their questions. 

Plan your content

While it’s tempting to jump on every Instagram trend or share every exciting moment in your entrepreneurial journey, consider the overall story you are telling.

Publish the types of content that resonate most with your target customer. And, consider the overall vibe of your content grid. Is it cohesive? Does it reflect your brand?

In the above examples, brands Freedom Moses and SuzyQ Doughnuts both consider the overall feed aesthetic when posting content. Consistent type treatments and color palettes make these brands feel professional.

Consider your target audience

With a personal account, your posting habits are often related to what you like. Business accounts should consider, however, the content their target audience likes. If the goal of your Instagram account is to increase brand awareness, grow your audience, or drive sales, consider what content will help you achieve that. 

One study found that certain content types perform better overall than others, with funny, creative, and informative content taking the top three spots. 

Statista

However, this data represents Instagram users overall and may not match your target audience’s preferences. Test content types and formats like Instagram Stories and Reels, and analyze which resonates best with your followers. 

How to grow your business account 

With your business account set up and a plan for moving forward, you can start to consider the bigger picture: how will you grow your account to help meet business goals? Alongside monitoring your insights and adjusting your content strategy accordingly, there are more ways to grow your small business on Instagram.

The Bellagio Hotel in Las Vegas partnered with influencer Timothy Pakron of Mississippi Vegan to promote its brunch features.

• Try Instagram ads. Instagram ads look like organic posts and appear with them in the feed. Ads can get you more reach and help you target specific audiences by demographic and interests.
• Use relevant hashtags. Research hashtags that are trending at the moment or in your industry and use only those that match your content and brand. This can attract more Instagram followers by giving your content more reach.
• Engage in partnerships. Partnering with other complementary brands can be a win-win for both brands. Choose partners wisely and ensure you share similar audiences to gain reach with the right people. Run a co-hosted giveaway or launch a collab product. 
• Leverage the power of influencers. Even smaller influencers can give your brand a boost. Find those that are genuinely excited about your brand so that the partnership feels genuine.

Building an Instagram business from the ground up 

Now that you’ve set up your new professional account, it’s time to put its digital marketing features to work! Instagram can be a valuable tool for brands that take advantage of its power to build awareness, foster connections with users, and drive sales.

Instagram business account FAQ

Can I create an Instagram business account without a personal account?

Yes, you can create a business Instagram account without a personal account. Start by setting up a new personal account from the Instagram app. Then, head to your settings and tap Switch to professional account. Follow the prompts to convert the new account to a business or creator account.

Are Instagram business accounts free?

Yes, business accounts on Instagram are free to set up and use. Instagram ads are a paid feature of business accounts. You can also pay for Meta Verified status on eligible Instagram pages.

Can you have a personal and business Instagram account?

Yes, you can have a personal and business Instagram account. You can manage both along with your Facebook account from Meta’s Accounts Center inside the app.