PipeflowThe account types at a glance
Instagram distinguishes between private and professional accounts. Professional accounts come in two forms: business and creator. Depending on the app version and language, they may be labelled slightly differently in the interface, for example “Company” instead of business.
So the question of business or creator only comes up once you've decided to run your account professionally. For a business, that almost always makes sense, because only then do you get statistics and contact features.
What both professional accounts have in common
Many basic features are the same or very similar for both account types. Instagram keeps adjusting the details, though, so this overview is deliberately kept general:
- Statistics: you can see how many accounts your posts reach and how they react.
- Public profile: both versions are publicly visible, so a private profile isn't possible.
- Category: you can choose a category that appears under your name.
- Advertising: you can promote posts and run ads.
- Contact: depending on your settings, visitors can reach you via buttons on your profile.
What the business account is meant for
The business account is aimed at companies, shops, brands and organisations. In other words, anyone who sells something or offers a service and presents themselves as a business, not as an individual.
An important point for everyday use: many external tools for scheduling posts, analysing statistics or managing several channels work with professional accounts. For some, the business account is the best-supported option. Which account types a tool supports is stated in its instructions. Check that before you commit.
The business account is also a good fit if several people look after the account, such as the owner and a member of staff who enjoys taking photos. The account then stands for the business and not for one particular person.
What the creator account is meant for
The creator account is meant for people who are the focus themselves: content creators, artists, photographers, coaches, in other words people who turn themselves into the brand. Instagram offers this group some of its own tools, for example around partnerships with brands.
One difference that's often mentioned concerns music: for business accounts, the choice of music for reels and stories is often limited, because different rights apply to commercial use. The best way to see how big the difference is for you is directly in the app. And whether you may use a piece of music to promote your business is a question of rights, not just of what the app offers.
So for a hairdresser who works alone and presents herself as a person, the creator account can be a good fit. For a salon with a team, less so.
How to decide
A simple rule of thumb: if the business is in the foreground, choose business. If you as a person are in the foreground and the business is basically you, creator can fit. A few examples:
- Bakery, café, flower shop: business, because the shop with its address and opening hours is the focus.
- Electrician, joinery, plumber: business, because customers want to call or message quickly.
- Physiotherapy practice, tax adviser: business, because the practice or firm is the point of contact. Also follow the relevant professional rules, such as no promises of cures or success.
- Self-employed photographer, personal trainer: Creator can fit when the person is the brand.
- Unsure: Choose Business. For a business, you can hardly go wrong with it.
What the account type won't do for you
Some people hope the right account type alone will bring more enquiries. It won't. It unlocks features, but whether people follow your business is decided elsewhere: by a clear profile, by posts that show what you can do, and by whether you turn up regularly.
A joinery with a Business account that last posted six months ago gains little from it. The same joinery, showing a finished piece of furniture every week, briefly explaining which wood was used and answering questions, builds trust step by step. A post could sound like this: “Freshly oiled and ready for handover: a dining table made from local oak. We're already looking forward to the faces tomorrow. #joinery #solidwood”
So don't spend too long on the question of account type. Make a sensible decision, set up your profile properly and then put your energy into the content.
You can switch at any time
The decision isn't final. In the settings, in the area for professional accounts, you'll find the option to switch account type. The exact menu item is named slightly differently depending on the app version, and searching in the settings helps you find it.
Before you switch, check two things: will all the tools you've connected to Instagram still work afterwards? And will the contact details in your profile stay the way you want them? After switching, it's worth taking a quick look at your own profile, ideally from a visitor's point of view.