How to write a captivating social media bio: 10 tips for every platform

 

Lately, I’ve noticed that I’m getting more questions from people who are worried about marketing on social media. It makes sense that these days, businesses are putting a lot more effort into the ‘quick win’ appeal of posting on social media before long-form content. It’s simple, it’s free, and everyone is doing it. Social media is the place where you can most simply connect with your audience, and is very much the first step in getting your brand in front of people.

One of the big questions is about how to write an effective social media bio. Your bio is, after all, the first impression someone gets of your business. It's your digital handshake, your first pitch, your brand’s 30-second elevator speech – all crammed into a few lines.

No pressure, right?

Whether you’re on Instagram, LinkedIn, Facebook, TikTok, or Twitter (sorry, X), your bio needs to quickly tell people who you are, what you do, and why they should care – all while sounding like a real human being. If you get it right, you’ll attract followers who are genuinely interested in what you offer. If you get it wrong? Well, let’s not go there.

Here are 10 practical tips to help you write a bio that actually works, that captures attention, builds credibility, and draws people in, no matter what platform you’re on.

1. Know who you’re talking to

The very first thing to ask yourself is - who’s reading this? Remember, you’re not writing your bio for you, but for your ideal audience. Think about the language you use, the tone, even the emojis (yes, really).

Are you a business coach speaking to female entrepreneurs? A wedding photographer targeting couples? A dog groomer who loves puns? Your audience will determine whether you write “Helping small biz owners scale sustainably” or “Your go-to gal for wedding snaps that make your mother-in-law weep.”

2. Make it clear what you do

This sounds obvious, but you’d be surprised how many bios try to be cute or clever, and end up being completely confusing. If someone lands on your profile, they should know instantly what your business is about.

Use plain, specific language. “Helping wellness brands grow through SEO and content” is clear and powerful. “Magnetising moonlit strategy goddess for soulful elevation”... not so much. Keep the woo if that’s your brand, but make sure it still communicates your offer clearly.

3. Highlight the benefit

What’s in it for your audience?

Instead of just saying “Copywriter for small businesses,” try: “Writing words that turn scrollers into buyers for busy small business owners.” That’s the outcome people care about.

Think: what problem do I solve, and how does that make my customer’s life better?

4. Add a bit of personality

People connect with people. Don’t be afraid to let your personality show in your bio. That might be humour, warmth, or a quirky emoji. A splash of personality makes you more memorable –  it’s a crowded space out there, and allowing your real self to shine makes you stand out above the beige army.

You’re not writing your CV. This isn’t LinkedIn circa 2010. Even if you are on LinkedIn, you can still sound like a human.

5. Include a Call-to-Action

What do you want someone to do after they read your bio?

Follow you? Book a discovery call? Sign up for your newsletter? Click the link in your bio? Make it easy and obvious.

“Grab your free content planner” or “Book a clarity call today” gives your reader a next step. If you don’t tell them what to do, chances are they’ll do nothing.

6. Use keywords (yes, even here)

Social media platforms are search engines. Including relevant keywords in your bio helps your profile show up in search results.

For example, if someone is looking for a “wedding photographer Birmigham” or “freelance graphic designer,” and you’ve included that phrase in your bio, you’re more likely to be found. Think about the terms your ideal client would actually type into the search bar – and sprinkle those in.

7. Keep it short and sweet

On most platforms, you have very limited space – often less than 150 characters. So every word needs to earn its place.

Drop the jargon, cut the filler, and don’t try to cram everything in. Focus on your core message and let the rest of your content (posts, stories, highlights, etc.) do the rest of the talking.

8. Use formatting and emojis strategically

Love them or hate them, emojis can help break up text, draw attention to key points, and add a pop of personality. Use them sparingly and with intention – they’re not decoration, they’re punctuation.

Line breaks, bullet points, and clever formatting also help your bio feel readable and structured, especially on platforms like Instagram where everything’s crammed into a tiny space.

9. Update it regularly

Your business evolves. So should your bio.

Launching a new offer? Running a seasonal promotion? Changing direction? Your bio should reflect that. Think of it as a living piece of content that you can tweak depending on your goals.

A good rule of thumb: review your bios quarterly (or monthly, if you’re a content machine).

10. Customise for each platform

What works on Instagram won’t necessarily work on LinkedIn. Different platforms have different cultures, constraints, and expectations.

On Instagram, you’ve got 150 characters and a visual audience. On LinkedIn, you’ve got more space and a more professional tone. Facebook lets you expand a bit more in the “About” section, while TikTok is all about short, snappy, and sometimes downright silly.

Tailor your tone and structure to fit each one, without losing your voice.

Final thoughts

Your social media bio is small, but so important to get right. It’s often the first point of contact between you and a potential customer, so it needs to work hard. With just a few well-chosen words, you can build trust, communicate value, and invite people into your world.

If writing the perfect bio feels overwhelming – or you’ve rewritten yours 27 times and still hate it – you’re not alone. Copywriting is a craft, and sometimes the shortest pieces are the hardest to write. That’s where a professional (hi, that’s me!) can step in and help translate your brilliance into a bio that does the job.

Remember: your bio isn’t about you – it’s about your audience. Keep them front of mind, be clear, be you, and don’t be afraid to have a little fun with it.

Need help getting your bios just right? Let’s chat. I’d love to help.