Welcome to The YYJ Scroll! Where we give you a peek inside everything we’ve learned managing social media for businesses in Victoria, BC.
You’ve got five seconds. That’s how long it takes for a new visitor to glance at your bio and decide if they want to stick around.
Your Instagram bio, your Facebook “About” section, even that short blurb on your Google profile; these are often the first things people see, but they’re also the last things most businesses remember to update - we’ve been guilty of it too!
This week, we’re talking about the small blocks of text that carry big weight: your bios and about pages. Whether you’ve changed locations, added new services, or just evolved as a brand, it’s probably time for a refresh.
We'll walk you through how to make sure your bios are:
Clear
Credible
Community-minded
Action-inspiring
Let’s give your first impression a glow-up.
In this issue:
The Main Event: Is it time to refresh your bio and about page? We’re sharing our tried-and-true checklist for auditing your bios across every platform, removing redundancies and incorporating as many keywords as possible so you can stay consistent, clear, and ready for the right audience.
Bonus Scroll: We’ll walk you through an example Instagram bio to show our process of brainstorming keywords and maximizing space.
Featured Local Profiles: A look at some local businesses that are nailing their about section and using it to connect with their audience, not just describe themselves.
Community Spotlight:
Let’s dive in:
The Main Event:
Is It Time to Refresh Your Bio and About Page?
Is It Time to Refresh Your Bio and About Page?
Your social bios and about pages are often the first thing new visitors read, and in under five seconds, they’re deciding if you’re worth following or contacting.
If your bio hasn’t been touched in a while, this is your sign to give it a second look. A strong bio should:
Not assume people know what you do
Answer basic questions about location and services
Be concise with no redundancies
Include a call to action or link to learn more
On your social media bios, character count is limited, so keep it punchy. Lead with value. Are you a moving company with a passion for people? A spa that puts self-care first? Say it directly.
Instagram is worldwide, so for goodness sake state your location or service area! Get your Instagram profile up and we will walk you through each step to optimize your bio.
Step 1: Your Handle
Many business owners are not aware that you can change your handle - and don’t worry your followers will still be able to find and tag you! Your @handle should be as close to your business name as possible.
If it’s taken, try adding:
A location reference like
yyjorvictoriaA short identifier like
incorltdA dot or underscore between words
Keep it short, clear, and easy to remember
For professionals who are the face of their brand, you could add your name
Step 2: Name Section
This is searchable - use it wisely!
If your handle already says your business name, don’t repeat it here. Repetitions are wasted potential for keywords and searchability.
Instead, include:
Keywords people might search for (e.g., “Hair Stylist YYJ” or “Westshore’s Best Plumbing Services”)
Your personal name if you’re the face of the brand and its not in the handle
Think of this section as your SEO booster.
Step 3: Category
Choose Entrepreneur to unlock Instagram’s full music library for Reels.
Then select “Hide category” to keep your profile looking clean.
This keeps the perks without the clutter.
Step 4: The Bio Itself
We recommend a 4-line format using emojis to guide the reader’s eye.
Each line should serve a purpose:
💼 Services breakdown
🛠️ Your specialty or niche
✨ A short tagline, brand vibe, or accolade
📲 A clear call to action (e.g., “Book below” or “DM to order”)
Keep it short, engaging, and easy to skim.
Step 5: Address Section
Use this space to be as specific as possible, it’s valuable for local SEO.
This is where you list your city or full address if you have a storefront or serve a specific area.
Skip writing location into your bio the repetition is a waste of precious keyword space.
Bonus Scroll: Before & After — The Instagram Bio Glow-Up
Sometimes the easiest way to understand what works is to see it in action. In this Bonus Scroll, we’re showing a side-by-side comparison using a mock profile — one that’s missing key info, and one that’s been fully optimized using the steps we shared.
If you’ve ever wondered what a strong bio really looks like, this quick visual guide will make it crystal clear.
Community Spotlight:
We love shining a light on local creators who are using their platforms for more than just promotion - they’re building real connection and creating impact. This week, we’re featuring @49below for a sweet initiative that caught our eye (and our tastebuds). Their recent collaboration with @qwustenuxun brought a brand-new ice cream flavour to life, and rallied the community to support Healthiest Babies Possible & Early Years in Duncan. It’s the kind of partnership that leaves the community feeling just as good as the dessert tastes — and we’ll definitely be following to see what they serve up next.
That’s a wrap on this week’s edition of The YYJ Scroll. If you’re reworking your bio, let us know about it! We love to chime in and give advice. Always feel free to hit reply on this email to get in touch. We hope this gave you the push and examples you need to get started.
We’ll be back next Saturday with more local content ideas, strategy, tips, and social media wins worth celebrating. If you’ve been enjoying these scrolls, we’d love to hear from you! What’s just as good is if you share it with someone in your circle who might need a little digital tune-up too.
Stay Cool,
The Heron Media Team