With over 183 million Brazilians connected to the internet and 144 million identities associated with social media in the country, according to the Digital 2025: Brazil report by Meltwater and We Are Social, being present in digital environments is no longer a choice—it’s a necessity for entrepreneurs.
But between likes, filters, and trends, many entrepreneurs still struggle when it comes to creating a professional profile that conveys the essence of their business and engages their target audience. To help with this mission, designer and content creator Caroline Soares, who manages several successful social media profiles such as Yluminarh, a human and organizational development consultancy, and has worked with brands like Disney and Warner, lists the essential elements for those who want a profile that truly functions as a showcase and sales channel.
“Being on social media doesn’t mean being well-positioned. Having a professional profile requires more than just aesthetics: it demands strategy, clarity, and consistency,” emphasizes Caroline.
Check out the expert’s tips:
- Strategic and objective bio:The bio is the profile’s “business card.” It should include what you do, who it’s for, and preferably a call to action. “Many people forget that the bio needs to be clear and inviting. It should quickly answer: who are you and how can you help?” she advises.
- Cohesive visual identity:According to Caroline, a harmonious feed aligned with the brand’s identity conveys professionalism and builds trust. “It’s not about having a perfect feed, but about having an aesthetic that communicates who you are. Colors, fonts, and styles need to complement each other and resonate with the audience you want to reach.”
- Invest in creative content with a touch of humor:To stand out on social media, simply following a ready-made formula isn’t enough—you need to dare to connect authentically. According to Caroline, incorporating humor and creativity into content is a powerful strategy to generate identification and engagement. “When you create something that makes someone smile or think, ‘This is so me!’, the chance of sharing and connection increases significantly,” she explains. This was a winning strategy for the Mona Ácida profile and other projects Caroline has worked on. “Using humor intentionally is a differentiator. It helps translate serious messages in a light and accessible way while naturally reinforcing the brand’s positioning,” she adds.
- Don’t post just for the sake of posting—post with purpose:Posting just to post doesn’t yield results. “Entrepreneurs need to think about content that educates, engages, or sells—in a balanced way. A good profile alternates between showing behind-the-scenes, offering tips, presenting products, and sharing real stories,” she says.
- Organized and functional highlights:Highlights are like store shelves. Caroline recommends organizing them by strategic themes, such as ‘Testimonials,’ ‘Services,’ ‘About Me,’ and ‘FAQs.’ “And it’s worth remembering: the highlight covers are also part of the profile’s design. Don’t forget to apply your visual identity to every possible detail.”
- Calls to action (CTAs):Finally, the expert notes that many profiles fail to encourage interaction. “We need to tell people what we want them to do: comment, save, send a message… Profiles that convert have clear and well-placed CTAs.”
