The Complete Guide to Setting Up Your Instagram Business Account

With 2 billion monthly active users globally, Instagram isn't just a social platform, it's a powerful business tool that small Australian businesses can't afford to ignore.

Here's what makes Instagram particularly valuable for small businesses: you actually have an advantage over the big brands. Smaller accounts with under 10,000 followers see 35% higher Story reach rates than larger corporate accounts, giving you better visibility with your audience.

To make sure Instagram works for you, you need a proper Instagram Business account to unlock these opportunities. A personal profile simply won't cut it. Business accounts provide the tools you'll need, like detailed analytics, direct contact options, shopping integration, and professional advertising capabilities that personal accounts can't access.

The setup only takes 30-45 minutes, and you'll immediately notice the difference in how customers can find and contact your business. With 50% of Instagram users interacting with brands at least once daily, having a professional presence isn't optional, it's essential.

This guide will show you exactly how to set up a proper business account that gives you the tools you need to connect with customers on Instagram.

Create an Instagram account

01▸Open Instagram and tap "Sign up".

02▸Enter the client-owned email, create a password, enter full name and username, then tap "Sign up".

Note: Use a client-owned email you can access now (avoid agency emails) to receive the verification code later on.

03▸Next, add your birthday and click "Next".

04▸You should have received the email verification code by now. Enter it and tap "Next".

Note: If the code hasn’t arrived, check the email "Spam" folder or tap "Resend Code". You should advance to the password screen; codes can take a few minutes to arrive.

That's it! You now have an Instagram account!

Complete profile in Edit profile

01▸Go to your "Profile" and tap "Edit profile".

02▸Tap "Change photo" and upload the square logo. It is recommended to also update the bio description here (limited to 150 characters) with a value proposition plus a call to action.

Note: Use the 1024×1024 square logo and centre it within the circular crop. Avoid text-heavy images that get cut off.

03▸Next, click "See more in Accounts Centre".

04▸Select the correct Instagram account and update "Name" and "Username" to the business name.

05▸Now, go to the Instagram app on your mobile phone and add the company website > "Profile" > "Edit Profile" > "Links" > "Add external link" > "Done". This can only be done on a mobile phone.

Switch to Professional (Business)

Why switch to a Professional Business account?

Converting to a business profile unlocks powerful tools that personal accounts simply don't have access to. You'll gain detailed analytics to track your audience and post performance, professional contact options that make it easy for customers to reach you, and access to Instagram's advertising platform for future growth. Most importantly, business accounts appear more credible and trustworthy to potential customers, essential for building your brand's professional reputation on the platform.

01▸Open the profile menu (☰) and tap "Settings".

02▸Scroll down to "For professionals" > Tap "Account type and tools" > "Switch to professional account".

03▸Select "Business" and tap "Next" twice.

04▸Next, search and select the closest category that describes the business. You can change this later. Pick a clear, broad category if unsure. Click "Done" and then "Continue" to switch to a professional account.

Note: (Optional) Tick the box above to show the category on the profile.

05▸Now, provide the public business information, such as email, contact number, and location address > Click "Save" > "Done".

Note: (Optional) Tick the box above to show the contact info on the profile.

06▸By now, you should see "Professional dashboard" at the top of your profile. Click on it to view "Insights". That's it!