Hey there,
With the rise of TikTok, Instagram has lost some of its dominance in the social media landscape. Still, the image-sharing app (nowadays more of a reel-sharing one) currently hosts more than 2B active monthly users, slightly more than TikTok and significantly more than LinkedIn. (source)
Instagram is also great for coworking spaces, with its content variety, location targeting, and advertising opportunities.
This is why it's a common strategy for many independent coworking spaces to maintain an Instagram presence.
Today, I have prepared a quick, essential checklist that you must follow if you want to have a successful Instagram profile. (which you can download as a PDF at the end of this newsletter)
Of course, Instagram isn't a perfect marketing channel.
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Plus, at the end of this newsletter, you will also find an exclusive discount code for the COMS - Community Managers Summit on September 4th, 2025, in Brighton 🇬🇧
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Basic Account Setup 👤
□ Switch to a Business or Creator account: Access analytics, promotional tools, and profile enhancements
□ Connect to a Facebook page: Optional but recommended for ads and integrations
□ Add public business info: Email, phone number, and your space's location
□ Choose a fitting business category such as “Community” or “Community Organization"
□ Choose a recognizable @username and display name: Helps with search visibility
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Bio Optimization ✍️
□ Write a compelling 150-character bio: Tell your space's story and what makes it special
□ Include primary and secondary keywords: Helps with discoverability (e.g., "Coworking space", “Shared office”, “Shared desks”, “Event space”, etc.)
□ Use emojis & line breaks: Nobody likes reading long plain texts on Instagram 😉
□ Add a call-to-action (CTA) at the end, pointing to your bio links under the caption
(e.g., "Free trial day 👇", “See our space", etc.)
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Links 🔗
□ Use a trackable link service like linktree or linkin.bio to include more organized and visual links, instead of using Instagram's clunky native link builder
□ Update them regularly and adapt to current (seasonal) promotions and new information
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Branding and Visuals 🖌️
□ Maintain your space's brand identity: This will not only improve how your profile is perceived when opened, but will create a familiar emotional feeling with each post (more on creating a brand identity in the next weeks)
□ Create and organize story highlights
□ Create branded header images for each story highlight: See betahaus Berlin's story highlights as inspiration
□ Use a high-quality square logo as a profile picture
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Engagement 🚀
Creating an organic community on Instagram is not an easy task, and these are just some basic recommendations that you can follow to stay relevant if you don't want to invest too much time and resources.
□ Ideally publish 3-5 posts a week, and 1-2 stories a day: Here are some content ideas if you are feeling stuck 😬
□ Plan your posts in advance and follow a calendar: More on content calendars next week
□ Use a post-scheduling tool (like Later) to help you schedule posts ahead of time
□ Engage in comments and DMs, and actively interact with other profiles
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Maintenance and Analytics 📊
□ Update your information regularly
□ Check your links and refresh them
□ Use Instagram Insights or tools like Hootsuite to see what works, how people interact with your page, or which links they follow
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PDF: Instagram Profile Checklist 👇
Click on the checklist to download it as a PDF
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COMS - The Community Managers Summit
Thanks to our friends from COWORKIES, who provided the subscribers of this newsletter with an exclusive discount code for the first COMS summit, this September 4th in Projects, Brighton 🇬🇧
Use code EARLY10 for 10% off.
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The topic for next week is:
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Reply to this email if you have any questions, disagree with something I said, or have a suggestion for a collaboration/future topic. I'm always happy to stay in touch.
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See you next Wednesday and happy coworking! 🥳
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Harzer Str. 39
Berlin, 12059, Germany
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