Instagram Username Tips: How to Pick the Perfect Handle

Your Instagram Handle Is Your Storefront

With over 2 billion monthly active users, Instagram is often the first place people look for your brand. Your username determines whether they find you — or find a competitor instead.

How Instagram Usernames Work

Maximum 30 characters
Only letters, numbers, periods, and underscores allowed
Case-insensitive (@BrandName and @brandname are the same)
Must be unique across all Instagram accounts
Also reserves your handle on Threads automatically

Tip 1: Match Your Brand Name Exactly

The best Instagram handle is your brand name, period. No modifiers, no abbreviations, no creative spelling. If your brand is Acme, your handle should be @acme.

When your handle matches your brand, people can find you by instinct. They don't need to search — they just type @brandname and you appear.

Tip 2: Keep It Under 15 Characters

Instagram allows 30 characters, but shorter handles perform better:

Easier to type on mobile keyboards
More visible in comments and mentions
Less likely to be misspelled
Consistent with Twitter's 15-character limit

If your brand name is longer than 15 characters, consider whether a shorter brand name might serve you better overall.

Tip 3: Avoid Periods and Underscores

While Instagram allows these characters, they create friction:

People forget them when searching for you
They look cluttered in @mentions
They're easy to miss on small screens
They break the visual flow of your handle

Use them only if absolutely necessary (e.g., your exact brand name is taken and @brandname.co is the only option).

Tip 4: Use Your Display Name for Keywords

Your username should be your brand name. Your display name is where you add context:

Username: @freshbake
Display name: "FreshBake | Artisan Bakery & Café"

The display name is searchable on Instagram, so including relevant keywords (bakery, café, your city) helps people discover you through search.

Tip 5: Claim Your Handle Before Announcing

The moment you decide on a brand name — before announcing it publicly, before printing business cards, before telling anyone — register the Instagram handle. It takes 30 seconds and prevents someone from sniping it.

Tip 6: Check Handle Availability First

Don't fall in love with a brand name only to discover the Instagram handle is taken. Check availability across all platforms before committing to any name.

Tip 7: If Your Ideal Handle Is Taken

In order of preference:

Contact the owner — politely ask if they'd release it
File a trademark claim — if you own the trademark
Use a consistent modifier — @getbrandname or @brandnamehq
Reconsider the brand name — if it's taken on multiple platforms

Whatever modifier you choose, use the same one on every platform.

Tip 8: Optimize Your Profile for Search

Instagram's search algorithm considers:

Your username
Your display name
Your bio
Your content

Make sure your bio includes your location, industry, and primary service/product. This helps you appear in relevant searches even if someone isn't searching your brand name specifically.

Tip 9: Don't Change Your Handle

Once you've established an Instagram presence, changing your handle breaks:

Direct links shared in other contexts
@mentions in existing posts and comments
Bookmarked profile links
User memory and search habits

Choose right the first time. If you must change, announce it prominently and update all external links.

Tip 10: Secure Related Handles

If your handle is @brandname, consider also registering:

@brandname.co (common variation)
@brandnameco (without period)

This prevents impersonators and captures people searching for variations.

Start With a Full Availability Check

Instagram is just one platform. Your brand name needs to work across domains, social media, and trademarks. Use BrandScout to check everything at once — and find a handle that's perfect on Instagram and everywhere else.