Optimising Your Profile (So Brands Can Actually Find You)
Let’s be real. Profile optimisation sounds dry. But if you're a content creator trying to connect with brands or build a community, it’s essential.
The big question: how do we make your profile easy for brands to find and still connect with your audience?
Let's Start With the Venn Diagram
Imagine a Venn diagram. There are three overlapping circles:
What you love
What brands love
What earns money
What you love:
This is your passion. The stuff you create because it lights you up.
It’s the heart of your platform and your creative DNA.
What brands love:
This can vary, but mostly it comes down to high-performing content.
I really believe that if your views and engagement are strong, brands will overlook whether your content is perfectly polished. They want results.
What earns money:
This one feels a bit yuck to think about sometimes.
No one wants to put “money” at the centre of creativity, but rent is real. You’ve got to be able to support yourself.
Now, these three don’t always overlap neatly.
But when they do—that’s the sweet spot.
That’s where we want your profile to sit.
That’s what we optimise for.
What Even Is SEO?
SEO means Search Engine Optimisation. Sounds techy, but it's just about making sure people can find you when they search.
Think of it like this: when someone types something into Instagram, TikTok, or even Google, how likely is it that your profile will pop up?
Search engines—and even social media platforms—look at things like your name tag, your bio, your captions, and your content to figure out where you belong and who to show you to.
The better your SEO, the easier it is for the right people (brands and audience) to find you.
The Display Name Is Doing The Most
Image: What goes where?
This is probably the biggest thing that helps you get found.
Your name tag—like the actual display name on your profile—is searchable. It’s what shows up in the results.
I know we all want our profiles to look aesthetic.
But sometimes “aesthetic” isn’t the same as “searchable.”
What should go in your name tag:
Something about what you do (e.g. nails, beauty, skincare)
The word "creator" (seriously, it helps)
Your location (especially if you’re in a place with events or PR stuff—like Sydney)
Example:
If your name is Emily and you do bridal hair and makeup in Sydney, your name tag could be:
Emily | Bridal Hair and Makeup | Sydney
Don’t overstuff it though. Something like:
Emily | Australia Sydney Bridal Professional Makeup Hair Times
It’s hard to read, and no one’s searching that exact combo.
Keep it to two or three keywords max.
And be careful: you can only change your name tag every 14 days.
So don’t test random things unless you’re sure.
Your Bio Should Back It Up
Your bio is where you explain what you're about.
It should give people a quick idea of:
What you create
What your niche is
Where you’re based
And very importantly: your email address
Please, please put your email in your bio.
The email button doesn't always work (especially on desktop). Make it easy for marketers to copy and paste it.
You can also use this space to share your skin type (if you’re in beauty), your content format (like GRWM, reviews, gameplay), or just a little bit more about your vibe.
Don’t Make People Guess
If a woman with acne comes across my profile, I want her to know right away that I talk about acne. I don’t want her to guess.
Same goes for brands. If you want them to find you, don’t make them do the work. Spell it out.
I know the idea of “optimising content” can feel icky or like you’re selling out, but it’s not about that.
It’s about reducing brain strain.
Let people connect without needing to overthink.
And if someone looks at your profile and thinks “oh this isn’t for me,” that’s actually okay.
The goal isn’t to appeal to everyone. It’s to connect with the people who do resonate.
Real Examples From My Friends
Image: Examples I love
Here are some profiles I love:
Celeste
Display name: Celeste | Sydney Content Creator
Why it works: She shows up in searches for Sydney and for “content creator.” Easy.
Razia Moe
Display name: Razia Moe | Skincare and Beauty
She’s put “Sydney” in her bio, which helps for local search. And people know her niche right away.
Praise
Display name: Praise | Beauty Content Creator
She includes “Queensland, Australia” in her bio and, like the others, has her email right there.
Tick, tick, tick!
Search Yourself
Try this: search the terms you’re thinking about using. Look at the accounts that show up. Are those the kind of creators you want to show up next to?
If yes—great. If not, maybe try different wording.
Final Thoughts
Optimising your profile doesn’t mean being fake. It’s not about making yourself look perfect. It’s just about making things clear.
You want to connect with people. So make that easy.
Show your face. Be honest about what makes you unique. Say what you do. And let your content speak without needing a full investigation.
