Instagram has undoubtedly become every business owner’s favorite platform, and with the not so recent introduction of the business feature, a lot of business owners have naturally made the switch to business profiles, making it easier to track page insights and all that; or does it? I have personal reservations about switching to a business profile on Instagram, and I’ll share these in this post. Here’s three important things I feel every business owner should know before making the switch from personal page to a business profile on Instagram.
1. Your Follower Growth Drops
So I first made the switch back in December 2016 when the feature was introduced, and while it was a cool new inexperience, I noticed that the follow rate on the pages I managed dropped significantly. I went from having at least 150+ new followers to having a meager 50+, and I think this had something to do with Facebook algorithms and all. Once I switched back to a personal profile, I was happy to see my follow rate increase; phew!
2. Your Page’s Visibility Reduces
With the monetization of Facebook and Instagram, and the increase in the number of brands and businesses advertising on both platforms, business pages on Instagram become less visible, depending on the amount you spend on ads as a business owner. Facebook is also trying to give its regular users control over the type of content they see on their feed, and so, if you make the switch to a business profile, your page will no longer be as visible to users as it used to be, and this could hurt whatever efforts you have put into building your page, – especially for those who have little or no ads budget – it’s safer to operate your business page as a personal account.
3. Insights Are Now Available To Regular Accounts
I have noticed, at least among Nigerian business owners on Instagram, that the main reason why a good number of brands make the switch, is to be able to track page growth and user engagement on the page, as these are key metrics to understanding what content works for your page. Well, there’s good news for you; you do not have to make the switch to a business profile just to see insights. Regular pages on Instagram now have access to page insights, and so you can actively see what posts/content engage your audience the most.
Making the switch to a business profile does have its own perks though, as business owners can add extensions to their business pages, making it easy for prospective customers to reach the business, however it is important to realize that at the moment, Facebook is more concerned about making all the bucks they can from Ads, even if it hurts your brand’s visibility, and it is way better to be safe than sorry.