Use this toolkit to help your business shine during the holidays.

Instagram is a place for business.

On Instagram, your customers are part of the 800 million accounts that are active every month.1 And, the holidays are the perfect time to reach them. No matter what type of business you have, come join the 25 million other businesses that are reaching their customers through Instagram.2


accounts check out a Business Profile each day3

2 in 3

of Business Profile visits are from non-followers4

1 in 3

small businesses on Instagram say they built their business using the platform5


of small businesses on Instagram say that they have increased sales because of Instagram6

Whether you want to learn how to create content, use Instagram Stories or collaborate with other businesses to reach your customers, use this toolkit as your guide.

Stand out with Instagram.

From capturing a story to figuring out what to post, stand out to your customers with these quick tips on creating content from businesses around the world. And make sure you convert to a Business Profile to better understand who views your posts to help grow your business.

Stand Out with Business Insights

Watch how Indonesian shoe shop, Port Blue Shoes, uses Instagram Business Tools to see how well its posts perform.

Stand Out with product photography

See how Berlin-based, Type Hype, uses natural lighting to capture the perfect product shot.

Stand Out with diverse content

Learn how to diversify your feed with tips from Australian travel guide company, While Away Guides.

Stand Out with Instagram Stories

Get tips on how to share an Instagram Story with Paris-based business, Dear Muesli.

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People love stories from businesses.

Over 300 million use Instagram Stories every day. Within this, over half of Instagram businesses create stories each month, and the community is watching—with one-third of the most viewed stories coming from businesses.7 So whether you're showing off ugly sweaters or the making of the perfect gingerbread house, this immersive format is a great way to reach people during the holidays.

Four tips for sharing Instagram Stories:

1. Try something new

Tease new products, take viewers behind the scenes or play with creative tools like face filters, drawing tools and the polling sticker to get real-time feedback with your story

2. Get creative

Share a combination of photos and videos to bring your story to life. Use features within stories, like Boomerang and Hyperlapse, to create engaging content.

3. Time is on your side

Since stories only last for 24 hours, take advantage by running flash sales, share sneak peeks or offer limited-time deals.

4. Think about sound

60% of stories are viewed with sound on, so create content that sounds as good as it looks.8

Businesses help businesses, too.

When businesses collaborate on Instagram, they share their brand with new people they may not have reached otherwise. And with 96% of businesses following another business, collaborations between businesses are happening more and more.9 Watch how these three companies collaborated on Instagram.

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I wanted a unique way to connect with our customer, and I feel like there's no better way to do than with Instagram Live. You're able to connect with customers instantaneously.
It's always a good idea to collaborate with another business on Instagram. It gives you credibility when you link your name to another brand that has credibility. And it's just a great exchange of ideas.
We use stories to tell our story. Our daily life, what happens in our labs. It really lets people see what happens at a start-up. For feed, we focus on the first six pictures, so people can get a feeling of who we are in just a thumb scroll. Both make it easier to make a direct connection with people who follow us.

Instagram Business profile example
Q: How do I get my business verified?

Answer: Right now, only some public figures, celebrities and brands have verified badges. It's not currently possible to request a verified badge.

Tip for Businesses:If your account doesn't have a verified badge, there are other ways to help let people know that you're authentic. Three tips we recommend to demonstrate authenticity are:

1. Complete a description in your Instagram Profile bio to tell potential customers more about your business

2. Use stories to provide a behind the scenes look at your business.

3. Encourage customers to tag your business in their posts so people can see posts from customers using your product or service.

Instagram feed example
Q: How does feed on Instagram work and does it work differently for content from businesses?

Answer: Instagram uses an algorithmic feed ranking system to determine the order in which people see photos and videos. The algorithm relies on a variety of signals to surface content a person is interested in. Since we've rolled out personalized feed, one key learning is people respond to great content regardless of whether it's from friends or a brand they are passionate about.

Tip for Businesses: Experiment with video or posts that feature multiple photos or videos as they are great formats to tell your business' story by sharing more information in an engaging experience.

Explore on Instagram
Q: What shows up in Explore?

Answer: Posts are surfaced algorithmically based on things like the people you follow or the posts you like. You may also see video channels, which include posts from a mixture of accounts based on topics we think you'll enjoy.

Tip for Businesses: Look to reach more people by using hashtags in your caption and adding a location tag to your post. Our hashtag and location pages feature public posts and stories that have been shared with the corresponding hashtag or location.

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Q: What is shopping on Instagram and how do I get access to the feature?

Answer: Shopping is now available to all eligible and approved US businesses that have an Instagram Business Profile and a Facebook Shop. You can easily set up a Facebook Shop through Shopify or BigCommerce platforms or directly on your Facebook Page. The shopping feature allows businesses to tag up to 5 products on an Instagram post, helping potential customers learn more about products and visit the businesses' website. Shopping will start expanding to eligible businesses outside of the US in 2018.

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Q:How do I access my Business Insights?

Answer: Once you've converted to a Business Profile, Insights are accessible by clicking the “View Insights” button below your post or tapping on the chart icon in the top right corner of the screen when you are in your profile.

In the coming weeks, we'll be rolling out an updated version of our post insights that shows you metrics about where your post was seen (ex. Feed or Explore) and what actions the post drove (ex. profile visits). These are accessible by clicking the “View Insights” buttons below each post.

Get started

Whether you're creating content, sharing stories or doing a collaboration with another business, use Instagram to reach your community this holiday season.

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