A young smiling woman with long, dark hair sits at a table and types on a laptop. She sits in a large room next to a wall of windows that look out over several buildings.
Social media bios are not one-size-fits-all. Your company is reaching different audiences on different platforms, and its social media bios should be tailored with that in mind. — Getty Images/GaudiLab

A well-done social media bio will increase clicks to your website and boost your follower count. It provides basic information about your business, hints at your brand story, and includes a call to action (CTA). Your business bio also helps your account show up when users perform a search on social media.

However, in most cases, you have limited space to convey everything, ranging from 80 characters on TikTok to 2,000 on a LinkedIn company page. Use these tips to craft an effective bio that drives action and connects your brand to potential customers.

Gather key information for your company’s social media bio

Before writing your brand’s social media bio, assemble general information and talking points (your elevator pitch) about your business. It helps to have these in one spot, especially if you’re writing more than one bio. Generally, your social bios should look and sound similar but not identical. Also, consider answering a common question in your bio by adding your business hours or where you ship.

Sprout Social recommended including:

  • Your rand name, products, and services.
  • Your location, if applicable.
  • Your niche or industry.
  • A link to your website or landing page.
  • A call to action (CTA).
  • Keywords.
  • Profile and header images.

[Read more: A Quick Guide to Social Media Branding]

Add personality to common bio templates

A social media bio isn’t merely a list of your products or accomplishments. It should tell a succinct story and give users a reason to follow your brand or check out your site. You could also regularly update your bio to celebrate holidays or launch products. Use bio templates to format your bio. For instance, a typical one-liner includes a problem faced by your target audience, the solution, and the reward (or how they feel after your product or service solves their issue).

Use your brand’s social bios to:

  • Describe what you sell or your solution.
  • Talk about your mission or vision.
  • Use your unique selling proposition (USP) or tagline.
  • Explain your differentiators.
  • Illustrate how you help people.

Tailor your approach to the social media platform

Differences exist between social channels. Not just requirements, like character counts, but how consumers use the platforms. Potential customers may see your advertisement on Facebook but pop over to Instagram to shop for your products or turn to LinkedIn to see if you have any job openings. Consequently, your brand bio will look different on LinkedIn compared to Pinterest or Twitter.

After writing your social media bio, check it out on desktop and mobile devices. Is it easy to read and visually appealing?

Think about consumer intent, then create a social media bio that meets their needs while aligning with your social media marketing strategy. For instance, before someone follows your brand on Pinterest or YouTube, they want to know what content you produce and share. LinkedIn followers look for businesses in an industry relevant to their company or career.

[Read more: How to Choose the Best Social Platforms for Your Business]

Optimize your bio for search

Social bios with branded keywords or locations may appear in Google search results. Likewise, social media users perform searches to find interesting brands to follow and products or services related to their interests. In short, keywords help you reach your target audience on social networks.

Review the terms you’ve identified as important to your brand as part of your search engine optimization (SEO) strategy for social media. Then conversationally insert keywords, using location-based terms when relevant. For example, Hootsuite said LinkedIn users should “incorporate your most relevant keyword in your Page’s tagline and About section.”

In addition, Hootsuite suggested using social SEO tools, such as:

  • Hootsuite Insights powered by Brandwatch.
  • Google Analytics.
  • Semrush Keyword Magic Tool.
  • Social networks’ search bars.
  • Google Trends.

See how your social bio appears visually

After writing your social media bio, check it out on desktop and mobile devices. Is it easy to read and visually appealing? If not, consider using emoji bullets to break up the text—but put a space between the emoji and the words next to it. Otherwise, it might not show up in searches for those terms. One or two hashtags can improve searchability and make the terms stand out in your bio. Lastly, avoid adding long URLs. Instead, use Bitly to shorten links.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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