For Australian small businesses, Instagram is no longer just a place for holiday snaps; it is a digital shopfront where customers discover, research, and contact local brands. Switching to a professional account unlocks essential features like contact buttons, performance insights, and the ability to run targeted ads to reach locals in your suburb.
Prerequisites: What You’ll Need
Before we dive in, ensure you have the following ready:- A smartphone with the Instagram app installed.
- An existing personal Instagram account (or you can create a new one during the process).
- A Facebook Business Page (highly recommended for full functionality, though not strictly mandatory for the initial switch).
- Your business details: A professional email address, Australian phone number, and physical address (if applicable).
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Step 1: Open Your Profile Settings
Launch the Instagram app on your mobile device. Tap your profile picture in the bottom right corner to go to your profile. Then, tap the three horizontal lines (the 'hamburger' menu) in the top right corner.- Screenshot Description: You should see a sidebar or full-screen menu appear with options like 'Settings and privacy', 'Your activity', and 'Archive'.
Step 2: Access Account Type Tools
Scroll down until you see the section titled 'For professionals'. Tap on 'Account type and tools'. If you are using an older version of the app, you may need to go to 'Settings and privacy' > 'Account' > 'Switch to Professional Account'.Step 3: Select 'Professional Account'
Tap on 'Switch to professional account'. Instagram will show you a few onboarding screens explaining the benefits of a professional account, such as learning about your followers and reaching more customers. Tap 'Continue' through these screens.Step 4: Choose Your Category
You will now be asked to select a category that best describes your business. Use the search bar to find specific Australian niches like 'Real Estate Agency', 'Plumbing Service', or 'Café'.- Pro Tip: Toggle the 'Display on profile' switch to 'On' if you want your category to appear under your name on your bio. This helps with local SEO and immediate brand recognition.
Step 5: Select 'Business' (Not Creator)
You will be given two choices: Creator or Business.- Creator: Best for influencers, public figures, and content producers.
- Business: Best for local retailers, service providers, and brands.
Step 6: Review Your Contact Information
Instagram will pull in details from your account. Ensure your business email and phone number are correct.- Australian Context: Ensure your phone number includes the area code or is in the correct mobile format (e.g., 04XX XXX XXX). If you have a physical shop in Brisbane or elsewhere, add the address here so a 'Directions' button appears on your profile.
Step 7: Connect to Facebook (Optional but Recommended)
You will be prompted to connect your Instagram to a Facebook Page. If you have a Facebook Page for your business, select it here. This allows you to share posts across both platforms simultaneously and is required if you want to use the Meta Business Suite for scheduling.Warning: You must be an Admin of the Facebook Page to link it. If you aren't ready for this step, you can tap 'Don't connect to a Facebook Page now'.
Step 8: Complete Your Professional Profile
Instagram will now guide you through a 'Set Up Your Professional Account' checklist. This includes:- Complete your bio: Write a clear, concise description of what you do. Include your 'Why' and a call to action.
- Get inspired: Follow other successful businesses in your industry.
- Grow your audience: Invite friends or share your new profile link.
Step 9: Set Up an Action Button
Go back to your main profile and tap 'Edit Profile'. Look for 'Action Buttons'. Depending on your business, you can add buttons like 'Order Food' (via UberEats/DoorDash), 'Book Now' (via booking software), or 'Reserve'. For most Aussie service businesses, a simple 'Contact' button with your phone and email is the best starting point.Step 10: Explore Insights
Now that you are a Business account, you will see a 'Professional Dashboard' link at the top of your profile. Tap this to see your 'Insights'. This is where you can see how many people saw your posts, which suburbs your followers live in, and what time of day they are most active.---
Common Mistakes to Avoid
- Using a Private Account: Business accounts cannot be private. If you switch to Business, your posts will be visible to everyone. This is essential for growth!
- Vague Bios: Don't just put your name. Use keywords like "Brisbane Wedding Photographer" so you show up in Instagram's search results.
- Ignoring the Link in Bio: You only get one clickable link (unless you use a tool like Linktree). Make sure it points to your website or a specific landing page.
Pro Tips for Australian Businesses
- Local Tagging: Always use 'Location Tags' on your posts and stories. Tagging 'Brisbane', 'Gold Coast', or your specific suburb helps the algorithm show your content to nearby potential customers.
- ABN and Legitimacy: While Instagram doesn't require an ABN to set up a profile, having your business name match your registered Australian Business Name builds trust with local consumers.
- Optimise for 'Save': Instagram's algorithm loves 'Saves'. Post helpful tips (e.g., "5 Tips for Maintaining Your Gutters in Summer") that people will want to save for later.
Troubleshooting
- "I don't see the option to switch": Ensure your app is updated to the latest version via the App Store or Google Play Store.
- "My Facebook Page isn't showing up": Ensure you are logged into the correct Facebook account on your phone's Facebook app and that you have 'Admin' permissions on that Page.
- "I want to switch back": You can switch back to a personal account at any time in the same 'Account type and tools' menu, but be warned: you will lose all your analytics data permanently.
Next Steps
Now that your Business Account is live, it’s time to start creating content that converts. Your next steps should be:- Creating your first 3-6 grid posts so your profile doesn't look empty.
- Setting up 'Highlights' to showcase your services or products.
- Linking your Instagram to your website.
If you need help developing a content strategy that actually brings in leads for your Brisbane business, the team at Local Marketing Group is here to help. Contact us today to discuss our social media management packages.