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Why your Instagram bio is costing you bookings
I've been reviewing Instagram profiles this week as part of The SET Formula launch, and there's a pattern I keep seeing: talented DJs with solid content, good mixes, professional photos... and bios that say absolutely nothing.
"DJ • Music Lover • Ibiza 🎧"
"House Music DJ | Bookings: email below"
"Living life through music 🎶"
These bios aren't wrong. They're just invisible.
THIS WEEK'S INSIGHT:
Your bio isn't an introduction. It's a filter. When a promoter lands on your profile at 2am scrolling through recommendations, or someone discovers you through a Reel, they're making a snap decision: "Is this person relevant to me?"
You've got 2-3 seconds before they bounce. Your bio needs to answer three questions immediately:
- What makes you different? (Not just "DJ" - what KIND of DJ?)
- Who is this for? (Promoters? Fans? Other DJs?)
- What should I do next? (Clear action step)
Most DJs treat their bio like a resume. The ones getting booked treat it like a pitch.
THE BREAKDOWN:
Generic bio: "DJ & Producer | House Music 🎧"
Problem: Says nothing. There are 10,000 DJs who could write this.
Positioned bio: "Soulful house DJ • 35 years deep • Fridays on Beachgrooves Radio"
Why it works: Specific genre, credibility signal, recurring show (proof of authority).
The formula isn't complicated:
- Line 1: Your specific positioning (genre + unique angle)
- Line 2: Credibility or social proof (years, radio show, notable gigs)
- Line 3: Clear CTA (link to mixes, DM for bookings, newsletter signup)
FOR DJs:
Audit your bio this week. Does it tell someone why they should follow you specifically? If I covered your name, would your bio be interchangeable with 50 other DJs in your genre?
FOR BUSINESS OWNERS:
Same principle applies. "Marketing Agency" tells me nothing. Tell us what you do, how you will help me, and what I need to do next.
FOR EVERYONE:
Your bio is prime real estate. Stop using it for inspirational quotes or listing every genre you've ever played. Use it to position yourself clearly.
WHAT'S SPINNING:
Tool: Instagram has announced the first update to its separate Edits video editing app of 2026, with new internal linking to other IG accounts, new video effects, storyboard updates, and more.
The main addition of note is Reels and IG links in clips created in Edits, so you can cross-connect to other content in the app.
Trend to watch: Major Algorithm Shift
This is crucial strategic info: Instagram now prioritises Saves and Shares over Likes. This means your content strategy needs to shift toward creating "save-worthy" content like DJ tips, venue directories, or track recommendations that people want to revisit.
Account inspiration: @realblackcoffee - His bio is a masterclass: "GRAMMY® AWARD WINNING ARTIST" (immediate credibility) + link to big show in London. Clear, confident, tells you exactly who he is.
THE SPIN:
This is Week 1 of The SET Formula breaking down the "S" - Story. Your bio is the first chapter of that story. Next week, we're diving into Execution - how to create content that positions you for bookings, not just likes.
If you want the complete Bio Optimisation checklist + the full 90-day SET Formula roadmap just click the link below:
Keep your business on tempo,
Paul Hutchinson
Estepona, Spain, 35 years deep in soulful house
P.S. - This Friday I'm on Beachgrooves Radio 11-12 CET with a fresh soulful house mix. Perfect soundtrack for your bio rewrite session.
Listen again to last weeks show here:
