Your Instagram bio has about 150 characters to answer three questions for a stranger: what do you do, who is it for, and what should I do next? A bio that answers all three turns profile visits into enquiries. This guide gives you a simple formula, 10 examples for Singapore businesses and a short checklist.
Where people look first
When someone finds you through a post, a Reel or a hashtag, they usually tap your profile before they message you. They read your name, your bio and your link, and glance at your recent posts. Instagram's help centre says the bio can be up to 150 characters, so every word has to earn its place.
What goes where
| Part | What to put there |
|---|---|
| Display name | Your brand plus what you do, for example "Lim's Bakes |
| Username | Short, easy to say out loud, no extra symbols or numbers |
| Category | Pick the one closest to your business, for example "Bakery" or "Hair salon". It shows above your bio on professional accounts |
| Bio | What you do, who for, one proof point and one next step |
| Link | One link that does one job, such as a wa.me WhatsApp link or your booking page |
| Contact buttons | Add phone, email or directions in your professional account settings if people visit in person |
A simple formula
Use four short lines. Each line is separated by a line break, which keeps the bio easy to scan.
- What you do and for whom. "Custom cakes for birthdays and weddings"
- Where. "Tampines, Singapore" (or "Islandwide delivery")
- A proof point or reason to choose you. "Halal-friendly ingredients" or "Orders open every Monday". Only use claims you can back up.
- The next step. "Order on WhatsApp 👇"
Buffer's guide to Instagram bios recommends finishing with a clear call to action that points to your link, using a verb such as "book", "order" or "message".
10 examples for Singapore businesses
Replace the details with your own. Each fits in 150 characters or fewer.
- Cafe: "Specialty coffee + brunch in Tiong Bahru ☕\nOpen Tue to Sun, 8am to 5pm\nMenu and directions 👇"
- Home baker: "Custom cakes and cookies, baked in Bedok 🎂\nOrders open every Monday\nOrder on WhatsApp 👇"
- Hair salon: "Cuts, colour and treatments in Jurong East\nBook 7 days a week\nTap to book 👇"
- Tuition centre: "Primary and secondary Maths and Science, Woodlands\nSmall classes, max 8 students\nBook a trial class 👇"
- Renovation firm: "HDB and condo renovation in Singapore 🏠\nFixed quotes, written timelines\nGet a quote on WhatsApp 👇"
- Online shop: "Handmade candles from Singapore 🕯️\nShips in 2 to 3 working days\nShop and reviews 👇"
- Personal trainer: "1-to-1 and small-group training in Punggol 💪\nBeginners welcome\nBook a free consult 👇"
- Clinic or therapist: "Physiotherapy in Novena\nMon to Sat, by appointment\nBook online or call 👇"
- Photographer: "Family and newborn photography in Singapore 📸\nStudio and outdoor sessions\nCheck dates 👇"
- Marketing or design freelancer: "Posts, websites and ads for Singapore small businesses\nAll on WhatsApp, no meetings\nMessage us 👇"
Do not copy a line you cannot stand behind. If you say "max 8 students", your classes must have no more than 8.
Use the link field well
Instagram lets you add a website or link to your profile, and says that a # or @ in your bio becomes a live link to a hashtag page or another profile (Instagram announcement). Two practical tips:
- Send enquiries to one place. If you answer on WhatsApp, link to your WhatsApp chat with a
https://wa.me/65XXXXXXXXlink. Our WhatsApp Business setup guide shows how to prepare the chat for customers. - Keep links current. Remove an old promotion link as soon as it ends. A dead link loses enquiries quietly.
Common mistakes
- Only your brand name. "Sweet Studio" tells a stranger nothing. Say what you sell.
- Quotes and slogans. Pretty lines use up characters without telling people what to do.
- No next step. Always say what to do: book, order, message.
- Too many hashtags. One branded hashtag at most. Save the rest for your posts.
- A bio that does not match your posts. If your bio says "wedding cakes" but your feed shows only cupcakes, people hesitate.
5-minute checklist
- Display name says what you do.
- Category is set.
- Bio has what, where and a next step.
- Link goes to the place where you answer enquiries.
- Your last 9 posts match your bio.
Then check it on your phone. Most of your visitors will see it on a small screen, where long lines wrap awkwardly.
Test it for two weeks
A bio is easy to change, so treat it as a small experiment. Write down your profile visits and the number of messages you get each week from Instagram. Change one thing, such as the last line, and leave it alone for two weeks. If messages go up, keep it. If they stay flat, try a different next step, for example "Message us for a quote" instead of "Link below". Change only one line at a time, or you will not know what made the difference.
Make the posts match the bio
A good bio gets the tap. Your recent posts decide whether people message you. Our 30 Instagram post ideas will help you fill the grid, and when to post shows how to find your best times. If you would rather hand it over, our social media management plans cover planning, design and scheduling, all done over WhatsApp.
Frequently asked questions
How long can an Instagram bio be?
Up to 150 characters, according to Instagram's help centre. Your display name has a separate, shorter limit, so use it for what you do, not just your brand.
Should I put my WhatsApp number in my bio?
If you want enquiries on WhatsApp, yes. Use the website or contact field for a wa.me link so people tap once and the chat opens. Only share a number you are happy to receive messages on.
How often should I change my bio?
Review it once a month. Update it when you launch an offer, change opening hours or notice that people keep asking the same question in your messages.
Do emojis help in a business bio?
A few can make lines easier to scan, and they save characters. Use them as bullets or dividers, not as decoration on every word.
Sources
- Instagram Help Centre: How do I add a bio or a website to my profile?
- Instagram: Introducing hashtag and profile links in bio
- Buffer: How to write an Instagram bio
Figures from third-party sources are as published at the time of writing and are not independently verified. Check current prices and rules before you decide.
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