5 Steps For Your Best Brand Bio
First impressions don’t only happen in the real world.
It happens online too and, for brands, one of the first impressions that online users have, lie in the text next to your profile picture.
The impact that your brand can have in those few short lines could mean turning an online user mindlessly scrolling through social media into your next customer making a purchase through the link in your bio.
While your bio doesn’t need to be your entire About Me page, this section of your online presence should have a firm purpose in telling users who you are in a nutshell, while also guiding them to take some kind of action instead of lengthy descriptions that a user will skim over.
To help you craft an effective one, we put together the five steps to your best brand bio. These are the questions you need to ask yourself when creating a bio that sticks:
1. What will your brand bio accomplish?
You only have one moment to make a first impression, and when it comes to online impressions, that moment is less than two-tenths of a second. Just like when you are meeting someone in person for the first time, the desire to make a good first impression comes naturally. So for your online first impression, one question to ask yourself is: what do you want this first impression to accomplish?
Because you are limited by character space, your brand bio needs to get to the point but still reflect your online presence and best brand experience. There is no need to provide a long list of all the products and services you offer, or the history of your business. Rather, use your brand bio as a way to accomplish a particular goal you have in mind – increase website traffic, build awareness through a branded hashtag, or share your latest offerings.
You can also use your brand bio to clearly state what it is that you do or the value you can bring the user. Not everyone who comes across your social media page may know the purpose of your brand. Your brand bio is a great way to clarify that. Nando’s South Africa uses their Twitter bio to explain who they are and what they are well-known for, in one sentence, and included another Nando’s social media account and email address for their customers to get more direct assistance. As fun and famous as the Nando’s Twitter page is, they also haven’t neglected to leave a point of contact for users who may have a more serious tweet to say.
2. What action should the user take?
25.5% of website referrals come from social networks. This means that the all important “Link In Bio” can do wonders for not just increasing website traffic, but also increasing conversions to truly see your ROI. Since Instagram introduced the ability to add links and hashtags that users can click on in your bio, this is a great way to direct users to take a particular action. Want them to sign up for a newsletter? Need to take registrations for a webinar you’re hosting? Use the last line in your bio to direct the user to the specific action you want them to take.
For online stores, like Jumia in Nigeria, using the link in your bio to direct your users to your store drives website traffic and increases awareness to what your brand has to offer the user. In this case, Jumia uses their last line to to raise awareness on the deals their website has to offer via their link.
Using hashtags, particularly branded hashtags, in your brand bio is another great way to increase brand awareness as well as get your audience involved in creating authentic user-generated content that you can use to re-share across your own pages and accounts. Using branded hashtags like this gives your audience the opportunity to be a part of your brand. From #MRPMyStyle for fashion fans to fitness fanatics who choose to be #ForeverFaster, this is a free way for your brand to make use of user-generated content while giving your followers free publicity.
3. Will a singular bio work across all platforms?
Each social media platform has its own character limit, and while you may want to utilise all 160 characters on Twitter, being heavy on text across the social media board may not always be a winning solution.
Remember that online users have a tendency to scan the text that they read, with only 16% of people actually reading online text word-for-word. A platform like Instagram is about the visuals, so use more of an aesthetically eye-catching approach to your bio such as pipes or bars, spaced out words or bullet points. Adidas Women keeps their bio clean by using pipes and simple dashes, and a mix of upper and lower cases.
One thing to remember about platforms like Instagram and Twitter is that they also act as search engine tools, so you want to have keywords in your brand bio to increase your visibility. African skincare brand, Corium Skincare, uses the word “skincare” twice in their Instagram brand bio. As a result, they appear in the top 5 brands listed when you enter this word in the Search section.
Top Tip: Have fun using emojis
Using emojis in your bio adds a creative aspect to your brand bio, which in turn shows off a more fun and friendly online brand persona. By adding colour in your brand bio through emojis, you also add some interest to your online personality – a welcome change from the more formal style you may use on your website, landing pages or other marketing channels.
An example of this is Superbalist on Instagram. Superbalist’s feed and website has all the aesthetic feels to it, but take a look at their bio and you’ll see the fun use of emojis. Each line has an emoji related to the text that precedes it, adding extra personality to the brand that is refreshing compared to what you usually see on their feed.
4. How often should you change your bio?
Social media, just like trends and technology, is always changing. Your brand bio can also do the same. As your brand grows and evolves, keep your audience engaged in your growth my updating your social media presence through your brand bio.
If you’re hosting a new campaign or competition, let your audience know in your brand bio. This is a great way to stay relevant and keep followers interacting in your brand. Takealot has used the current 2019 Rugby World Cup to promote a new campaign on their brand bio. This is an example of how you can change your bio according to an event, time period or new initiative you may be launching.
Take it a step further and add variety to your logo during a specific marketing campaign. Momentum recently did this during their #NoApologyForMySuccess campaign in August, where they turned the “M” in their name upside down for Women’s Month. While the campaign was aimed at everyone who wanted to share their success stories, it was really an encouragement for women to be unafraid to share their stories of success and accomplishments.
5. What about company pages on LinkedIn and Facebook?
Instead of having a brand bio, these two platforms make use of the “About” page to give you more characters for going into detail about your brand, its history and the brand values behind your business. In essence, LinkedIn and Facebook give you a better space to articulate your business better.
Brand bios, especially on LinkedIn and Facebook, should be descriptive and professional. This is where you can now give users more insight into your products or services, your key achievements and all your contact details. But just like Instagram, you can also added a branded hashtag to continue driving brand awareness. Even though the hashtag isn’t clickable in this section, it gives users a hashtag to use to add to their posts when interacting with your brand.
With LinkedIn, there are over 570 million users, making it the largest professional platform in the world. This gives your brand a large opportunity to drive more brand awareness, share your updates and improve your online presence.
Because LinkedIn is less about images, and more text heavy, use the ‘About’ page to hook users in through the words you use. 365DigiSales does this by telling users everything they need to know about who they are through alliterations, bold lettering for emphasis and trendy words that fit the digital age. Effectively, your LinkedIn About page should answer:
- Who are you?
- Where are you based?
- What do you offer?
- What are your values?
- What is your brand voice?
- How can people learn more about you?
Want to get insight into your own brand awareness on news and social media? Request a free demo from the Meltwater Africa Team today.