Start a New Instagram Account From Scratch (or Refresh Your Current One)

Today we’re diving into something that so many of you have been asking for, how to start (or refresh!) your Instagram from scratch, without all the second guessing. Whether you’re brand new to the platform or you’ve been around a while and just need an account audit, I have tons of practical tips and golden nuggets to help you take the guesswork out of establishing a strong Instagram presence. We’ll walk through everything from the three lines every Instagram bio needs, to what your pinned posts should look like, and how to make your profile truly stand out. Plus, I’ll share some tricks for making engagement work for you right from the start, so you can stop stressing and start building a community that feels like your own little village.

In this episode we’ll be covering:

• How to start and optimize a new or existing Instagram account for business.
• Auditing your Instagram profile, bio, and pinned posts regularly to keep it fresh and up to date.
• Clarifying your unique value and why people would follow or buy from you.
• Tips for writing high-impact Instagram bios and leveraging the name field with keywords.
• Choosing the right profile photo for brands and individuals.
• Why your first three pinned posts are so important and how to choose them.
• Leveraging engagement, following others, and using Instagram Stories to build authentic connections.

Related episodes:

• Episode 010: Turning Testimonials into Engaging Content for More Sales
• Episode 023: Create Content That Pops by Knowing Why People Want to Buy
• Episode 053: Use Customer Insights to Create Reels That Attract and Convert
• Episode 068: Pin-Worthy Instagram Posts That Make Your Audience Feel Right at Home

Join me in the Reels Lab!

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Transcript

Shannon McKinstrie [00:00:00]:
I am your host, Shannon McKinstrie. Welcome to Good Content, the podcast where I remove the never ending content creation, guesswork and overwhelm so that you can actually enjoy being on social media again and growing your business with what has always worked. Good Content. Okay, so this episode was actually a request from one of my followers on Instagram, and I'm actually like, have I not done an episode about stuff starting an Instagram from scratch before? But the other thing is, if you have been on Instagram a while, this is also a really good episode for you because we all need to do little audits of our accounts every once in a while. So hopefully you leave this episode with some fun golden nuggets and I promise you will. So I'm kind of going off the cuff almost. Cause I want to, like, really stress the fact that, like, it should not take you more than.

Shannon McKinstrie [00:00:50]:
Let's see, this might be aggressive to say, but like an hour to get a new Instagram account up and running. Because again, like I always say, it's not that deep. I mean, it is deep because we're selling things, we're building brands. Yes, of course, but this is not a website. This is not a sales page. Like, right? So what I want you to do first, very first and foremost, is go through Instagram right now. And this is actually good for you. If you've had an Instagram account for years, I want you to find like three to five of your favorite creators or accounts that you follow.

Shannon McKinstrie [00:01:13]:
And I don't mean just like funny meme accounts. I mean accounts that, like, you've actually maybe clicked the link to buy their Amazon outfit, you've bought their course, you've bought a house with them. Again, these are people that you probably wouldn't have without Instagram. Okay? So I want you think about like three, some of your favorite people, companies you found that you've bought. Right? Because I always say, like, I hired my bookkeeper from Instagram, I found my hair stylist on Instagram, got a business partner from engaging on Instagram, engaging with hashtags, shout out to Emily. So I want you to do that first. I want you to make a list. Or even if you just want to do it in your mind, if you're type b like me and you're like, I don't want to do all that.

Shannon McKinstrie [00:01:45]:
Just think about it. And I want you to ask yourself, if you told a friend to follow this account, why would you tell them to? And like, in your words, right? So I doubt anyone saying, oh my God, you Gotta follow this realtor because they put pictures of houses up. I mean, unless they're like epic, insane houses, like Chris Loves Julia account or whatever, that's probably not what you're saying. You're probably saying they share the best places to eat around your area. They share the coolest updates. They. They know everything about this area. If you're moving here, you gotta follow them.

Shannon McKinstrie [00:02:13]:
You gotta know they. They will tell you everywhere to go and everything to do and all the events. Or maybe they're like their dog is the star of all their videos or something like that, right? Or they just post really funny, comical house tours. That's why you follow a realtor typically, right? It's not just because they sell houses, I can assure you that. Also think of a graphic designer. You probably don't share a graphic designer because they create websites or create whatever. It's because they share really cool brand inspo. They share the latest and greatest canva things, right?

Shannon McKinstrie [00:02:43]:
Or they take you through the journey of how to create and you're like, I want to be one too. And they're showing you how to do it. So I really want you to think about that. You don't follow, like, I don't follow Diet Coke, right? Even if you like Diet Coke, you're not gonna follow their Instagram just because you like Diet Coke typically. Maybe you're just that much of a fanatic then, yeah, you're probably gonna follow them because their content's funny, it makes you feel seen, it's fun content to share with your other Diet Coke friends, right? Or maybe you do follow boutiques and really all they do share is the clothes. But maybe they have really good deals that you can only get on Instagram. There's reasons you're following an Instagram account. So I want you to ask yourself, why are people going to want to follow you? And you might even want to lean on someone that you trust that will be brutally honest.

Shannon McKinstrie [00:03:21]:
Like, for me, it's my husband or my mentor, Sara. Like, they'll tell me, like, so really ask, why is it that people want to follow you? That's the first place to start. The other place is why do they want to buy from you? So you need to answer those two things, because what I always say all the time is messaging. Before social, before you post anything, before you create a bio, before anything, you need to know why people buy from you and why they're going to want to follow you. Also, a lot of it comes to what is it you want to share? Because you I don't want you sharing content that isn't going to be fun. The content you share needs to be rooted in your life for most of you, because if it, if it isn't, you're not, it's not going to get posted. I can promise you that. The tips I share, the reason there's, it's so easy for me to post is because it's stuff that either just came up in a coaching call, something that someone just asked me, or I'm repurposing something, or it's something I'm super stoked to talk about.

Shannon McKinstrie [00:04:05]:
I don't share every Instagram update because you guys don't need to know every Instagram update. I only share one because I'm excited to share it. Do you know what I'm saying? And a lot of the Diet Cokes of the world, the American Eagle accounts, the Taco Bell accounts, all those big brands, a lot of what they're posting it actually a really good example. If you sell a product, go look at Scrub Daddy. They basically, anytime there is a fun pop culture trend on TikTok or Instagram, they run with it. Run with it. So that's why people follow Scrub Daddy, because their social media is funny, right? Like, they don't follow it because they need a new sponge. They can go to the store and get it, right? So with that said, think about it.

Shannon McKinstrie [00:04:37]:
Are you gonna be creating lots of funny content, more so storytelling? What is it you can do? All of it. By the way, you guys know that the four H's I mix all four in almost every week on my account. But at the end of the day, the reason I know people follow me isn't just for my Instagram tips. It's because I share tips from a place that isn't going to burn you out. And I share a lot of my life. So even people who aren't growing on Instagram, I hear from people all the time and I think it's so funny. They're like, I don't even need your tips. I just like following your content about X, you know, XYZ or looking at your stories.

Shannon McKinstrie [00:05:06]:
So again, I know why people like to follow me. It's because I've asked. Um, so once you get going, you can do that. But for now, before you start posting, you gotta really get in touch with and it's, you know, it's self awareness at the end of the day. But again, you can ask ChatGPT. Why would someone want to want to follow a plumber? Why would someone want to follow a cat rescue, right? It's like ask yourself that and then you can help. That helps you understand what to put in your bio and what content to post. Okay? So next, after you've done that research and you know again, why people buy from you.

Shannon McKinstrie [00:05:32]:
Like I always say, you're not buying perfume, you're buying a scent that when you walk by, people ask what you're wearing, right? For me, when we built our beach house, I didn't build a beach house. I built a place that makes me feel like I'm in my childhood again. It makes me feel like me when I'm there. I feel a thousand percent Shannon. It takes me back to childhood and I get to now also have a place to have my friends and family. So again, what are the feelings and the desires underneath? Just, oh, they want a candle, oh, they want a course. Oh, they want real estate, they want a necklace. What is the reasoning behind it? Self expression, et cetera.

Shannon McKinstrie [00:06:06]:
So know all those things before you start posting because you're gonna save yourself so much frustration and all that. So next, your bio. Okay, so there is this, you know, plant creator, right? And her bio, and she has almost a million followers. Her bio. I think the first line just says helping you tend your garden. Something like that. And she puts Atlanta right. I always tell people, put your location in your bio.

Shannon McKinstrie [00:06:26]:
Her content goes to people all over the world who are interested in plants and gardening. She has her location because we like to place people. So she's a perfect example of when I tell people why you need to put your location. I have my location. In mine, I just have a little pin drop emoji that says nc. The first line in my bio is very basic. Just like helping you grow and sell on Instagram. I find it boring.

Shannon McKinstrie [00:06:43]:
I hate my bio, right? I love creating bios. It's almost like when home organizers come over, I'm like, oh. They're like, oh, I love organizing other people's stuff, but not my own. I'm the same. I'm like, I like helping everyone else with their bios, but mine, I'm like, so if you need help with your bio, lean on chat. GPT, of course. But I really want you to encourage you. The first line needs to basically say what, what they get outta your account.

Shannon McKinstrie [00:07:03]:
And now that you've asked yourself, why do people follow you? And you know, what is it you wanna create and put out there in the world? You know what that first line should be, hopefully. And then that second line obviously accolades some your location, maybe even Getting more in depth. Like, it's like the subtitle of your. The first line of your bio and then the third, put a call to action it encourage what's in that link below so that they click it. So that's it. One, two, three. Again, I don't want you spending hours on your bio. No reason to.

Shannon McKinstrie [00:07:29]:
If you think your bio sucks, throw it in a chatgpt. Say, I think my bio sucks. I would like a better version. This is what I do. And maybe if you have testimonials already, throw in some Testimonials and let ChatGPT say, give me 10. So there you go. And you can change your bio anytime. So again, I don't want you stressing about that.

Shannon McKinstrie [00:07:44]:
Now your name field, this is really important. And again, this is good if you're just starting on Instagram or you've been doing it a while. That name field, I'm not talking your username. Your username should obviously be something that's easy to get found too. But that name field, whew. Instagram's SEO is getting better and better every day. That name field needs to say what they would search in Google. So mine says my name because I am verified.

Shannon McKinstrie [00:08:04]:
And you have to have your first, last name in that name field. Then I have a little bracket line and I put Instagram Social strategist. Whatever is in there, I can't remember, I change it sometimes. If you're a realtor, it needs to have the city state. So let's say your username is John Smith Realty. The name field needs to be, I guess, John Smith. And then say real estate agent or realtor in. If you're in Raleigh at the Triangle or Cary Real estate.

Shannon McKinstrie [00:08:27]:
Right. Get really specific. Sacramento, Sacramento's. They're not looking up Sacramento's number one realtor. They're probably just looking up Sacramento real estate. So that's what you need to put in the bio. You can say number one or voted this or 20 or whatever. Okay, so that name field is so, so, so important.

Shannon McKinstrie [00:08:43]:
Put key words, not what you think they're searching. Now what you think's cute, what they're searching. Okay, so there you go. Now you've got your bio. You know why people are buying. You know why people want to follow you. You're good to go. Your photo, the profile photo should be your face.

Shannon McKinstrie [00:08:57]:
But if you're a big time, you're a brand, you're a boutique, you can have your logo. But if it's just you, I'm begging you, your Face. Okay? We are hardwired to recognize and respond to faces. So do it, do it, do it. Next up, as soon as you start, I want you to create three posts off the bat. And these are going to be your pinned posts. I want you to think of a website. At the top of most websites, you got about me, services, products, whatever it is, offerings, right? And then you usually have blog or something like that, right? Maybe it's events.

Shannon McKinstrie [00:09:24]:
That's what I want your pin post to be. So one pin post needs to be about you, your story. This could be a carousel. This could be a founder story, an origin story. I have one pin if you need ideas. It just didn't about me or about our place or why we started. Right? Something that they go, okay, this is what they do. This is why they're passionate about it.

Shannon McKinstrie [00:09:39]:
This is why I care. I'm following. Okay, so second pin something that converts. This could be. Now, I don't want to see a testimonial graphic as a pin post. Promise me. Okay. I always tell people for testimonials, either talk to the camera and tell the story yourself or you can.

Shannon McKinstrie [00:09:58]:
It could be a picture of the product or maybe a reel of saying pov, you found the perfect blah, blah, blah. And now you never have to worry about whatever, whatever. Again, it's your product. Okay? In the caption you're going to say, and don't just take it from us. And then in the caption you can put the testimonial and say comment, blah, blah, blah. I'll send you the link. It doesn't need to be salesy. The actual reel itself in the caption, sales it up.

Shannon McKinstrie [00:10:18]:
Sales it up. Let's say you are a lifestyle brand and you do have like an Amazon storefront. What's something right now that everyone's being like, comment, they're commenting dress, dress, dress, or whatever. That should be pins, right? And then you can change it every week if you want. So that's something that converts. The third pin is going to be like a blog, blog, events, whatever. It is something that is community driven. So that is something that could be a fun reel that's doing really well that helping people get to know you.

Shannon McKinstrie [00:10:44]:
It could be something helpful. It can kind of. It's that third one is kind of like whatever you feel like needs to be there. Like I said, it could be a really high performing reel that you had. It could be a funny reel, it could be more about you or just something that's doing well right now. So there you go. Now, at least when people go to your profile, once you're posting, they at least know what you do. You're in Stories.

Shannon McKinstrie [00:11:04]:
Please be in Stories. I've got podcasts on Stories and maybe we talk about stories next week. I freaking love stories. I tell everyone. I wouldn't have a business without Instagram stories. Okay, so there you go. Now you've got your pretty profile. It tells people what you do.

Shannon McKinstrie [00:11:16]:
And make sure there's a website to click on, even if it is your Facebook page, even if it is an article you're written up in. Right now there is a little hack Google Instagram's guidelines, but I have never been able to find something that I could get in trouble for it. I'm sure maybe larger brands could, but I'm gonna encourage you to do the professional account. At least professional or creator, if you do the professional account and you still want the music. Like, if you're a real estate agent, you're fine. If you're a. I don't know. I'm sure there's some sort of rules, but every rule I've looked at from Instagram says it's okay as long as you're not using the audios as like a way to, like it's not the main portion of the reel.

Shannon McKinstrie [00:11:52]:
It's like, you know, obviously you're using the audio as a background, not like the. The content itself. And you can't run ads with any sort of licensed music, obviously, but as far as like trends and stuff, you're okay. So what I do with my professional account, go to Edit profile and then go to your business category and change it to entrepreneur and then you can turn the display off so it doesn't say entrepreneur in your bio. Because if you're. If that's not your title and you're fine and you'll get all the music. Okay, next, I want you to follow some people. I know a lot of people don't like to follow people.

Shannon McKinstrie [00:12:21]:
I don't understand because honestly, that's how I built it in the beginning was following people and engaging with them. Now if you don't think they're gonna follow you back, then, yeah, you don't have to follow them. But especially if it's like, I don't know, other business owners, you know, in your area or like you belong to a co working space, like, follow them, engage with them. I tell everyone, when you're first starting to grow, get as social as you can. That shows Instagram that you're involved and that you're being social. And you're trying to build a community. So think of businesses that your people are following and engage with those posts and follow a few accounts that align with your brand or that you enjoy following and you know will likely follow you back. Those are just a few little extra things I would do.

Shannon McKinstrie [00:13:01]:
But other than that, once you've got those three things up and yeah, throw em right up back to back, there's no rules. So anyway, this was a longer episode, but I just wanna make sure it's. This is a great way to audit your account, make sure that your profile is optimized. But like I said, do not hold back and be like, I have nothing to say. I have at least get those three up. And then ideally I would love for you to have like, you know, spend the next six days doing a post so that you have nine posts up so that they see, oh wow, like they're pretty consistent, they're new and, and follow the four H's right? And even if you don't want to do all four, do at least two to three so that you know, you mix up your content and keep thinking about those accounts that you love to follow. And when you see content that grabs your attention. If you're brand new to Instagram, the biggest tip I can give you, create a save collection of reels that grab your attention.

Shannon McKinstrie [00:13:46]:
Make you want to go to their bio, make you want to click, make you want to buy and study it and be like, why did that get me? How did they hook me so fast? What was it about the editing? What was it about the copy? And then you'll start kind of, kind of learning how you use the app and that's how other people use the app too. That's exactly what I do in the Reels Lab and what I teach everyone and why the hooks and captions I give them, it's what I see doing well and I just remix it my own so we're not copying anyone. And then I go, here, delivered, here you go. So that's what I would do. Make sure your profile is optimized to the fullest with keywords. And even in your bio you want to sprinkle in keywords. And then of course those three pin posts also need those keywords too. And I will encourage you with your post to add your location.

Shannon McKinstrie [00:14:26]:
That helps too. And like I said, the la. The very last thing, which is probably the most powerful thing of all, is just get social because you will start commenting on posts and they'll click on it, click on your comment to go to your page and see who you are. It happens all the time. And like I said, I've gotten people following me from random comments I've left on posts about Diet Coke or, like, silly funny things I'll comment on. People will like it, and then sometimes it becomes a top comment and people follow me. It's crazy. So trust me, do not think of Instagram as this big, scary thing.

Shannon McKinstrie [00:14:54]:
Think of it as a community. You're building your village and it's just like having, like, think of it as a brick and mortar, like I always say. And I know I didn't talk stories a lot, but we're going to talk about that next week. But definitely, especially when you're first starting your account, make sure your stories are active so that if people are curious, they go, I say it all the time and I'll end it on this. Think of your Instagram profile as a storefront. Your bio is your signage, your grid are the windows that they're peeking in. Do they want to come in? What's the vibe? What do they sell? And then your stories are the open door, that cha ching, that register. That's where those connections are built.

Shannon McKinstrie [00:15:26]:
So there you go. That is exactly what I would do if I was start working with someone and first start getting their Instagram off the ground. I love you, friend. I hope this was helpful. Be sure to come back next week for stories. I'm going to go in. Love you, friend.