Use this toolkit to help your business shine.

On Instagram, your customers are part of the one billion accounts that are active every month.1 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

One third

of the most viewed Stories on Instagram come from businesses.5

Whether you want to learn how to set up Shopping on Instagram, create Instagram Stories or get answers to common questions use this toolkit as your guide.

Get business done with Instagram Direct

People reach out to businesses through Instagram Direct every day. Direct allows people to go from visual discovery to learning more about the businesses they love in just a few taps.

Say that you're open for business

Let people know that they can contact you through Instagram by responding to comments, replying to direct messages, and driving people to message you from Instagram Stories and feed captions.

Easily manage your inbox

Instagram now provides the ability for business profiles to easily filter messages and flag important ones so that you don't miss anything. Soon, you’ll also be able to offer quick replies to answer commonly asked questions.

Be responsive and authentic

People love hearing about your business, your products or services and learning more. Respond authentically and be responsive in order to move customers towards real business outcomes like sales or store visits.

Instagram Business profile example
Instagram Business profile example
Give customers a new way to shop

Shopping on Instagram turns your business into a visual storefront for our community of 1 billion to explore your best products with a single tap.6 Get tips for using the shopping feature on Instagram here.

Highlight products

Choose photos you'd like to feature, tag up to five products per image or up to twenty products per carousel, add filters or captions and you're done. You can also save drafts or preview your posts. Learn how to set up your shop on Instagram here.

Make pricing easy to find

Shopping posts give people quick access to pricing and product details both within the Instagram feed and via the Shop tab on a business profile. By tapping on a post, people can take the next step to learn more about products that inspire them from the businesses they love.

Drive people to your website from Instagram

After someone has learned more about a product they like through a shopping post, they can tap “Shop Now” to go directly to your website.

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 switch 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 your feed

See how Paris-based @DearMuesli organizes their Instagram feed to reflect their brand and share new information with customers.

Stand out with timely content

Learn how Paris-based @blooms_france creates photos and videos that connect to events happening in the world around them to make their posts relevant for followers.

Stand out with messages

Watch how @ClassyClaws in Vancouver, BC creates a community and stays connected with followers through messaging.

Something Went Wrong
We're having trouble playing this video.
People love stories from businesses.

Over 400 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

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

Inspire Action with Instagram Stories

Use Highlights to save your favorite Instagram Stories

Learn how London-based @SliderCuts uses the new Highlights feature to save and share their favorite stories with followers on their business profile.

Stories drive business

São Paolo-based @CanseideserGato posts to both Facebook and Instagram to connect with their followers. They use stories to bring their products to life for customers to drive sales.


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.

Something Went Wrong
We're having trouble playing this video.
Q: What are Actions and how can I get add actions to my business profile?

Answer: Actions allow you to tap into what people are naturally doing on the platform and connect with potential customers interested in your business. With Actions, people can easily discover your brand, and also shop, reserve restaurant, and book tickets seamlessly without leaving the app. Instagram and our partners will support actions for Food and Beverage, Health and Beauty, and Ticketing companies, with actions coming to more industries in the future. Learn more about how to add action buttons to your business profile here.

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.

Something Went Wrong
We're having trouble playing this video.
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.

Follow us on @instagramforbusiness

For the latest news, tips and stories
from our vibrant community of businesses.