With over 183 million Brazilians connected to the internet and 144 million identities associated with social networks 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 is a necessity for those who are entrepreneurs.
But amidst 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 with their target audience. To assist in this mission, the designer and content creator Caroline Soares, who manages several successful profiles on social media platforms such as Yluminarh, a consulting company in human and organizational development, and has worked for brands like Disney and Warner, lists the essential elements for those who want to have a profile that truly functions as a showcase and sales channel.
“Being on social networks doesn’t mean being well-positioned. Having a professional profile requires more than just beautiful aesthetics: it needs strategy, clarity, and consistency”, emphasizes Caroline.
Check out the tips pointed out by the specialist:
- Strategic and concise Bio: the bio is the ‘business card’ of the profile. It should contain what you do, who it’s for, preferably with 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.
- Coherent 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 resonate with each other and with the audience you want to reach.”
- Bet on content with creativity and a touch of humor: to stand out on social media, it’s not enough to follow a ready-made formula – you need to dare and connect authentically. According to Caroline, injecting humor and creativity into content is a powerful strategy to generate identification and engagement. “When you create something that brings a smile or makes the person think ‘this is so me!’ the chances of sharing and connection increase significantly,” she explains. This was a sure bet on the profile of Mona Ácida and also in other projects that Caroline produced. “Using humor intentionally is a differential. It helps to translate serious messages in a light and accessible way, besides reinforcing the brand positioning naturally,” she concludes.
- Don’t post just for the sake of posting, post with purpose: publishing just for the sake of publishing 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, giving tips, presenting products, and telling real stories,” she states.
- Organized and functional highlights: highlights are like shelves in a store. Caroline recommends that they be organized by strategic themes, such as: ‘Testimonials,’ ‘Services,’ ‘About me,’ and ‘FAQs.’ “And it’s worth remembering: highlight covers are also part of the profile’s design. Don’t forget to apply your visual identity to every possible detail.”
- Call-to-action (CTA): finally, the specialist points out 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-positioned CTAs.”
