In early March, Matt Southern was one of the first to be informed about a new in-app feature on Instagram: Local Business Profile Pages.
I highly recommend reading that article, as he does a great job explaining the earliest examples and insights into this new feature.
These local business pages are essentially the equivalent of a fusion between Google’s Local Knowledge Panels and Instagram. Much of the information displayed is similar to what you would find on a Google My Business account.
Before you rush to Instagram to claim your business’s local business profile page, note that this feature is not yet officially released. Not every user can see or claim a local business profile on Instagram.
However, they are definitely on the horizon, and these small leaks confirm that.
While we may not be able to play with our own local business profile page yet, there’s a lot we can do to prepare for the time when this feature becomes more widespread and official.
Dissecting an Instagram Local Business Profile Page
Before we start, let’s dissect one of these pages to understand its anatomy and what exactly is included in one of these local business profiles.
One of the screenshots provided to Southern when he inquired about these pages reveals much basic information about the business:
- Address
- Business category or type
- Hours
- Price range
- Website
- Phone number
We also see the Instagram handle for the business’s account, their profile picture/icon, and a couple of posts.
These are the three most recent posts shared by the account.
I found an example showing that video thumbnails won’t be included in the selection of the three most recent posts; only images will count. This is crucial information as most content creators are moving towards video.
Now that we understand the workings of an Instagram local profile, we can start making preparations.
Check Your Facebook Business Profile
In one screenshot, we see the “Claim” button. Southern explains that users can claim a business profile page if they also have access to the business’s Facebook page. This ensures that businesses control who can claim their Instagram local business profile.
We can assume that the basic information will be extracted from our Facebook business pages. Therefore, you’ll want to double-check that all of your information is current and accurate.
This is especially important for businesses with multiple locations, as incorrect information could cause confusion; for instance, information for a Boston store could end up listed for a New York location.
More Scrutiny for What You Post to Instagram
It’s uncertain if a business will ever have the option to pin images in the three slots shown on the local profile, or if it will always show the last three pictures posted. Assuming the latter, this creates interesting dilemmas regarding what you post on your business’s Instagram page.
Take a closer look at The Harding Tavern’s local page. The first image is great, showing the restaurant’s bar in the background and a cocktail in the foreground. The middle image, while not directly related to the restaurant’s offerings, shows it as a place to watch a March Madness game, which might attract customers. The last image, however, doesn’t provide insight into the restaurant and could confuse visitors. It looks more like a brewery’s post.
Businesses should think about appealing to their current social media audience and using this tool to attract new customers. This means being mindful of every post and the message it conveys. Heavily scrutinizing the top three most recent posts that will appear on the local profile is crucial.
Get in the Habit of Posting Instagram Stories
Instagram local profile pages don’t offer a lot of room to draw visitors in, aside from those three recent pictures. Therefore, regularly posting Instagram Stories is crucial.
Instagram users often prefer checking stories rather than profiles while browsing. Stories don’t interrupt the browsing experience; once a story is over, users return to the content they were viewing.
Put yourself in the shoes of an Instagram user browsing local businesses. Would you rather click into each profile to learn more, or quickly watch a few stories without disrupting your browsing experience? Many users will choose the second option due to the popularity of Instagram Stories.
According to Instagram, over 500 million user accounts watch an Instagram Story every day. When Instagram officially rolls out this feature, you want to be ready.
Start reworking your Instagram posting strategy with the tips above to ensure you are prepared to claim your local business profile page.
More Resources:
- 11 Ways to Promote a Local Business on Instagram
- 4 Strategies to Find Instagram Influencers Best Suited for Your Business
- How Instagram’s Algorithm Works & Instavids That Show Best Practices
Image Credits
Screenshots #1-2 taken by Raj Nijjer, March 2019
Screenshots #3-5 taken by the author, April 2019
