How to Rebrand Your Instagram Account: Complete Guide for 2025
TL;DR - Quick Answer
8 min readTips you can use today. What works and what doesn't.
Quick Answer: Rebrand Your Instagram
The basics: Update username (if needed) → New profile photo → Rewrite bio → Refresh highlights → Archive off-brand posts → Announce the change
Expect some unfollows. That's normal. The right followers will stay.
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Good Reasons
Bad Reasons
- You're bored (content is still relevant)
- Copying a competitor
- Chasing a trend that doesn't fit
- Avoiding the work of consistent posting
- Low engagement alone (fix content first)
Your engagement dropped. Should you rebrand?
💡 Tip: Think carefully before selecting your answer!
Step 1: Define Your New Brand
Before changing anything, answer these:
Identity:
- What do you want to be known for?
- What makes you different?
- What are your core values?
Audience:
- Who is your ideal follower now?
- What problems do they have?
- Where else do they spend time?
Content:
- What 3-5 topics will you cover?
- What formats work best?
- How often will you post?
Step 2: Change Your Username (Maybe)
Change it if:
- It doesn't reflect your new direction
- It's confusing or hard to spell
- You're changing business names
- Starting completely fresh
Keep it if:
- It's recognizable
- It's short and memorable
- It works for both old and new direction
Username Best Practices
Keep It Short
Under 15 characters ideal
Easy to Spell
No confusion about letters
Skip Numbers
Avoid underscores if possible
Include Keywords
Your niche if it fits naturally
To change your username: Edit Profile → Username → Save
Your old username becomes available immediately. Grab a placeholder account if you want to keep it.
Step 3: Update Your Profile
Profile Picture
Personal brands: Clear headshot with good lighting
Businesses: Logo that reads well at small size
Bio Formula
Line 1: What you do / who you help
Line 2: What makes you different
Line 3: Call to action
Line 4: Link invitation
Example:
Helping busy moms meal prep in 30 min
Registered dietitian | 10+ years
👇 Free meal prep guide
linktr.ee/yourname
You're rebranding from travel to food content. Should you delete your old bio immediately?
💡 Tip: Think carefully before selecting your answer!
Step 4: Refresh Highlights
What to Archive
- Old topics you're leaving behind
- Outdated information
- Stories that don't fit new brand
New Highlight Ideas
Make new covers that match your updated visual style.
Step 5: Audit Your Posts
Archive These
- Posts that don't fit new direction
- Low quality older content
- Outdated information
- Off-brand visuals
Keep These
- Evergreen content that still applies
- High performers that fit new brand
- Personal milestones (if personal brand)
- Content showing your journey
How to archive: Open post → Three dots → Archive
You can restore archived posts anytime.
Step 6: Announce the Change
Don't just change everything silently. Tell your followers.
Announcement Ideas
Carousel post:
- Slide 1: "I have big news"
- Slide 2: What's changing
- Slide 3: Why you're changing
- Slide 4: What they can expect
- Slide 5: How it benefits them
- Slide 6: "Stay with me"
Reels:
- Before/after transformation
- "A day in my new life"
- Introduce yourself to new followers
Stories:
- Tease the change beforehand
- Go Live to discuss it
- Answer questions
You're expecting some unfollows during your rebrand. Is this bad?
💡 Tip: Think carefully before selecting your answer!
After the Rebrand
First 30 Days
Week 1:
- Post 1 announcement
- Daily Stories explaining the change
- 2-3 posts in new direction
Weeks 2-4:
- Post consistently (3-5x per week)
- Mix content types
- Heavy engagement in Stories
- Build community in comments
Track These Metrics
Common Mistakes
Changing too much too fast Phase changes over 2-4 weeks instead.
Not explaining the change Over-communicate your why.
Inconsistent posting after Post more during transition, not less.
Abandoning what worked Keep successful formats, update topics.
Waiting for perfection Done beats perfect. Iterate as you go.
Rebrand Checklist
- Defined new direction and audience
- Updated username (if needed)
- New profile picture
- Rewritten bio
- Refreshed highlights
- Archived off-brand posts
- Created announcement content
- Posted consistently for 30 days
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