top of page
Giant Strelitzia Nicolai



Instagram has a substantial 2.4 million users in Ireland (2024) with a broad range of ages accessing the platform. The largest user group is aged 25-34 (27.6%), then age 35-44 (22%) age18-24 accounts for 24.5% and ages 45-54 at 14.5%.



By choosing both Instagram and Facebook, you will make your business available to the widest general audience of decision makers on social media.

You can choose to run Instagram for your business / practice very effectively on its own. However, if you choose to run Facebook in addition to your Instagram account, not only will it open you to a wider audience but you can link these accounts and run them together to save a lot of time & effort.


Once you set up a Facebook or Instagram account, you can link the other during the setup phase of the second account and it will share the details across.

If you have decided to use both Facebook & Instagram for business and have linked them together, it’s a good idea to use Meta Business Suite to manage it all in one place, schedule your content, reply to messages and monitor your performance.


Read on to find out how to set up an Instagram account...


To create an Instagram account, simply download the app to your phone (it is intended as a mobile phone app rather then desktop use) and follow the signup procedure.

If you already have a Facebook account...

  1. Download the Instagram app from the App Store (iPhone) or Google Play Store (Android).

  2. Once the app is installed, tap to open it.

  3. Tap Create New Account and enter your email address or mobile number, then tap Next. Note: If you sign up with email, make sure you enter your email address correctly and choose an email address that only you can access. If you log out and forget your password, you'll need to be able to access your email to get back into your Instagram account.

  4. Enter the confirmation code sent to your email address or mobile number, then tap Next.

  5. Create a password, then tap Next.

  6. Enter your birthday, then tap Next.

  7. Add your name, then tap Next.

  8. Create a username - use your business / practice name so that you can be searched for and be found easily. Then tap Next.

  9. Read Instagram’s terms and policies, then tap , if you agree to the terms, to create your account.

  10. Add a profile picture, then tap . If you’d like to add a profile picture later, tap Next.

  11. If you want to share your profile picture as your first post, tap the toggle, then tap Next.

If you have a Facebook Account already, follow these instructions:


  1. Download the Instagram app from the App Store (iPhone) or Google Play Store (Android).

  2. Once the app is installed, tap to open it.

  3. If your Facebook account shows, you can:

    • Tap Continue as [name] to learn more about what happens when you create an Instagram account with your Facebook account.

    • Choose not to use your Facebook account and tap Create new account, then follow the steps above to create a new Instagram account.

  4. To create an Instagram account with your Facebook account, tap Yes, continue, then tap Next to sync your name, profile picture and avatar across apps. Note: You’ll be prompted to log into your Facebook account if you're currently logged out.

  5. If you'd like to create an Instagram account without your Facebook account, tap Continue without Facebook.

  6. Create a username, then tap Next.

  7. Read Instagram’s terms and policies, then tap I agree, if you agree to the terms, to create your account.


You may be asked to save your login info. If you choose to save your login information, you won’t need to enter it the next time you log back into your account.



Turning Your Instagram Account Into A Business Account


Once your Instagram account is set up, convert it to a business account:


  1. From your profile, tap the hamburger (three lines) menu icon in the upper-right corner.

  2. Tap Settings and privacy. Then, scroll down until you see the Account type and tools menu.

  3. Next, click Switch to a professional account to change the account you’re logged into into an Instagram business account.

  4. Tap Continue (you may need to tap it multiple times as Instagram previews the available features of a professional account).

  5. Select a Category and use the slider to choose whether to show it on your profile, then tap Done.

  6. Choose Business and tap Next.

  7. Use the slider to opt in or out of promotional emails from Instagram for professional accounts, then tap Next.

  8. Add or edit relevant contact details, then use the slider to choose whether to show your contact information on your profile, then tap Next (or tap Don’t use my contact info to skip this step).

  9. If you plan to connect your Instagram business account with a Facebook business page, follow the prompts to connect your account to your Facebook Page.

  10. Next, you’ll be prompted to add additional features to your account, like telling Instagram your goals, adding details to your portfolio, and growing your audience. This is optional and you can always return to it later. Tap the X in the top left corner to close this window and return to your profile.



In the bio section, you have up to 150 characters to describe your business or practice. Write this in the tone you wish to convey to your target audience – welcoming, professional, warm, educational etc.


Develop your profile further with business/practice information and imagery to make it align with your branding & website:


  • Profile pic: Most brands use their logo. Your profile photo should be 320 x 320 pixels.

  • Link in bio: Link to your website, your latest blog post or a Linktree (to allow for multiple links).

  • Contact information: If you didn’t add contact info during your account creation, you can do so at any time by tapping Edit profile. Instagram will then add a Contact button to your profile.

  • Story highlights and covers: Instagram Story highlights are another way to maximise your profile presence by providing more information about your business/practice and services. Organise Stories into saved collections, then add a design with Highlight Covers.


Psychotherapist Example:
Jane White is a Tipperary-based accredited Psychotherapist with extensive experience in treating clients with OCD, eating disorders, depression and anxiety.
(136 characters)

At this stage, you should change your account status to a professional account. If you have been using a personal Instagram account, you can add a new professional account.
In the menu on your profile, go to Settings/Account and choose between ‘Switch to Professional Account’ to use your existing or ‘Add new Professional Account’ to add a practice specific account (see right).


When you switch to a business account on Instagram, you’ll be asked if you’d like to connect a Facebook Page. If you choose this option, you can sync all the business information you have on your FB business page with your Insta account.


SAMPLE SETUP (existing / old content - mix with new)

It is important to add what you do to your Instagram name / handle if not already in your business or practice name. This simple step is so important for search purposes.

Example 1:
Jane White Psychotherapy

Example 3:

Ballymore Accountants

Example 3:

New Horizons Coaching


Add your website address and complete the bio section. Here you have 150 characters to succinctly describe your services. Populate your bio with your priority services - this will allow you to be found when audiences are searching for the services you wish to highlight the most.

Updates made on one app will appear on the other app. You will also be able to view all Instagram comments and direct messages from your Facebook page inbox, saving a lot of time.

Most importantly, you can share your Instagram posts to your Facebook page and vice versa, so once set up is complete, you can manage two key social media accounts for the time it takes to manage one!

If the Page you’d like to connect is not showing in the drop down from your profile, it may be because you are not an admin of that Page. Check your FB Page’s settings and make sure you have permission to add that Page to your Instagram business profile.

Complete your Instagram profile details:
Under the Public business information section, complete the fields as follows:


At a basic level, Instagram account holders post images and video with accompanying captions, hashtags etc.


A simple post will contain one image, some text and optional features such as hashtags and references to links - see image right.

Reels are short videos that are a single clip or multiple clips together.

Stories are a selection of images and videos that last 24 hours on your profile. Additional features such as polls, direct message buttons and filters can be used and depending on your account status, you can add a swipe up link (soon to be stickers). They are extremely popular - one in three stories results in a direct message.    
If you have numerous updates in a day, perhaps a conference or key topic, stories are a great way to group them together, and you can save them as a highlight on your profile that people can refer back to.

We recommend using posts to start with and when you feel comfortable, move on to reels and stories. It’s best to use a mix of both over the long term.

Content Creation will be covered in detail in Module 3.

Remember, you can use the same post across both your Facebook and Instagram business accounts - an amazing time saver.




No particular days

40 characters per post?

2-3 hashtags within body, more at end if needed

Need to be relevant




125 characters max per post

3-5 hashtags

Need to be relevant





8am-10.30 am

Tues + Thurs

1-3 posts per week

Line by line to increase readability

2-5 hashtags

200-300 words


Content is all of the messaging that comes from your Instagram account - posts, stories, ‘lives’ etc.


You don’t have to be an expert ‘content creator’ to develop a successful Instagram account, you just need to be organised.


The Content Strategy Module (M3) will bring together themes, topics and tools for you to use to create your content plan, so that you have a balance of interesting, attractive content that your audience will enjoy and target audiences will be attracted to.

bottom of page