While content creators can use almost any popular song on Instagram, business accounts are severely limited in their choice of music. At first glance, this is a technical detail, but in reality it can affect how easily a brand engages in trends and the reach of its content.
Imagine coming across a trend that fits your product perfectly. It has the right dynamics, fits your brand, and you’re already imagining how you’re going to work it. You open the music library, click on a song… And? Instagram will tell you that you can’t use it.
It’s not the app’s fault. This is due to licensing rules.
Two account categories, two different options
Instagram distinguishes between creative (Creator) and corporate (Business) accounts. Content creators have access to a significantly wider music library, including many current hits, film scores and popular sounds. Corporate accounts can only use music for which the platform has secured licenses for commercial use as well.
The reason is copyright. Licenses that allow music to be used by ordinary users or content creators often do not cover commercial use by brands and businesses. As a result, many music trends remain simply unavailable for corporate profiles.
Why sound matters
Music on Instagram is no longer just a backdrop. Sounds become part of trends that users actively seek out and engage with. Although Meta has never disclosed exactly how its algorithm works, popular sounds can increase the chances of content reaching a wider audience.
If a business can’t use the same sound as most creators, it misses out on the opportunity to easily be part of the viral trend. But that doesn’t mean he has to stay away.
There is a solution
Not all trends are based on well-known songs.
Original audio (“Original audio”) or custom recordings are available for all types of accounts. That’s why more and more trends based on your own spoken word, authentic sounds or simple effects instead of popular songs have appeared recently.
Many successful formats, for example various transitions, creative product videos or carousels, work just as well without trendy music. It is licensing restrictions that motivate brands to look for more original ways to engage.
Is it worth changing the account type?
Some companies are considering switching from a Business account to a Creator account, which offers a wider selection of music but retains most of the analytical tools. However, such a decision depends on the nature of the business and how they use the account.
In many cases, it is not even necessary to change the account. A more effective strategy may be to follow trends that use original sound or work without music altogether. Such formats tend to be equally attractive for brands and many times offer more room for creativity.
So what now?
If Instagram tells you that your business account can’t use your favorite song, it doesn’t mean you’re doing something wrong. These are licensing restrictions that apply to most brands.
Instead of trying to copy every musical trend, it is therefore worthwhile to focus on formats built on original sound, own creativity and quality content. These are the ones that can help your brand stand out more than another video with the same song that is used all over Instagram.