diff --git a/app/models/enterprise.rb b/app/models/enterprise.rb
index e7f7845098..20f0aba26d 100644
--- a/app/models/enterprise.rb
+++ b/app/models/enterprise.rb
@@ -15,6 +15,7 @@ class Enterprise < ApplicationRecord
     medium: { resize_to_fill: [720, 156] },
     large: { resize_to_fill: [1200, 260] },
   }.freeze
+  VALID_INSTAGRAM_REGEX = %r{\A[a-zA-Z0-9._]{1,30}([^/-]*)\z}
 
   searchable_attributes :sells, :is_primary_producer
   searchable_associations :properties
@@ -99,6 +100,7 @@ class Enterprise < ApplicationRecord
   validate :shopfront_taxons
   validate :shopfront_producers
   validate :enforce_ownership_limit, if: lambda { owner_id_changed? && !owner_id.nil? }
+  validates :instagram, format: { with: VALID_INSTAGRAM_REGEX, message: Spree.t('errors.messages.invalid_instagram_url') }, allow_blank: true
 
   before_validation :initialize_permalink, if: lambda { permalink.nil? }
   before_validation :set_unused_address_fields
@@ -456,7 +458,7 @@ class Enterprise < ApplicationRecord
   end
 
   def correct_instagram_url(url)
-    url && strip_url(url).sub(%r{www.instagram.com/}, '').delete("@")
+    url && strip_url(url.downcase).sub(%r{www.instagram.com/}, '').sub(%r{instagram.com/}, '').delete("@")
   end
 
   def correct_twitter_url(url)
diff --git a/config/locales/en.yml b/config/locales/en.yml
index 9c38d6b867..9bc77724d9 100644
--- a/config/locales/en.yml
+++ b/config/locales/en.yml
@@ -3780,6 +3780,7 @@ See the %{link} to find out more about %{sitename}'s features and to start using
       messages:
         included_price_validation: "cannot be selected unless you have set a Default Tax Zone"
         blank: "can't be blank"
+        invalid_instagram_url: "Must be user name only eg. the_prof"
     layouts:
       admin:
         login_nav:
diff --git a/db/migrate/20221208150521_update_enterprise_instagram_links.rb b/db/migrate/20221208150521_update_enterprise_instagram_links.rb
new file mode 100644
index 0000000000..8bcd7d9b10
--- /dev/null
+++ b/db/migrate/20221208150521_update_enterprise_instagram_links.rb
@@ -0,0 +1,29 @@
+# frozen_string_literal: true
+
+class UpdateEnterpriseInstagramLinks < ActiveRecord::Migration[6.1]
+  class Enterprise < ActiveRecord::Base
+    def strip_url(url)
+      url&.sub(%r{(https?://)?}, '')
+    end
+
+    def correct_instagram_url(url)
+      url && strip_url(url.downcase).sub(%r{www.instagram.com/}, '').sub(%r{instagram.com/},
+                                                                         '').delete("@")
+    end
+
+    def instagram
+      correct_instagram_url self[:instagram]
+    end
+  end
+
+  def up
+    Enterprise.where.not(instagram: nil).find_each do |enterprise|
+      enterprise.update!(instagram: enterprise.instagram)
+      enterprise.save!
+    end
+  end
+
+  def down
+    raise ActiveRecord::IrreversibleMigration
+  end
+end
diff --git a/db/schema.rb b/db/schema.rb
index b38959a8aa..bf1adb58c3 100644
--- a/db/schema.rb
+++ b/db/schema.rb
@@ -10,7 +10,7 @@
 #
 # It's strongly recommended that you check this file into your version control system.
 
-ActiveRecord::Schema.define(version: 2022_11_16_095826) do
+ActiveRecord::Schema.define(version: 2022_12_08_150521) do
 
   # These are extensions that must be enabled in order to support this database
   enable_extension "plpgsql"
diff --git a/spec/migrations/update_enterprise_instagram_links_spec.rb b/spec/migrations/update_enterprise_instagram_links_spec.rb
new file mode 100644
index 0000000000..99a2a770f0
--- /dev/null
+++ b/spec/migrations/update_enterprise_instagram_links_spec.rb
@@ -0,0 +1,39 @@
+# frozen_string_literal: true
+
+require 'spec_helper'
+
+require Rails.root.join('db/migrate/20221208150521_update_enterprise_instagram_links.rb')
+
+describe UpdateEnterpriseInstagramLinks do
+  let!(:enterprise1) { create(:enterprise, instagram: "https://www.instagram.com/happyfarm") }
+
+  let!(:enterprise2) { create(:enterprise, instagram: "@happyfarm") }
+
+  let!(:enterprise3) { create(:enterprise, instagram: "happyfarm") }
+
+  # rubocop:disable Style/NumericLiterals
+
+  let(:current_version) { 20221208150521 }
+
+  # rubocop:enable Style/NumericLiterals
+
+  subject { ActiveRecord::Migrator.new(:up, migrations, current_version).migrate }
+
+  context "when link includes https://www.instagram.com/" do
+    it "removes https://www.instagram.com/" do
+      expect(enterprise1.instagram).to eq("happyfarm")
+    end
+  end
+
+  context "when link includes @" do
+    it "removes @" do
+      expect(enterprise2.instagram).to eq("happyfarm")
+    end
+  end
+
+  context "when link includes only the username" do
+    it "does nothing" do
+      expect(enterprise3.instagram).to eq("happyfarm")
+    end
+  end
+end
diff --git a/spec/models/enterprise_spec.rb b/spec/models/enterprise_spec.rb
index 7a0df9afda..cbc26efa41 100644
--- a/spec/models/enterprise_spec.rb
+++ b/spec/models/enterprise_spec.rb
@@ -155,6 +155,94 @@ describe Enterprise do
       end
     end
 
+    describe "prevent a wrong instagram link pattern" do
+      it "invalidates the instagram attribute https://facebook.com/user" do
+        e = build(:enterprise, instagram: 'https://facebook.com/user')
+        expect(e).to_not be_valid
+      end
+
+      it "invalidates the instagram attribute tagram.com/user" do
+        e = build(:enterprise, instagram: 'tagram.com/user')
+        expect(e).to_not be_valid
+      end
+
+      it "invalidates the instagram attribute https://instagram.com/user/preferences" do
+        e = build(:enterprise, instagram: 'https://instagram.com/user/preferences')
+        expect(e).to_not be_valid
+      end
+
+      it "invalidates the instagram attribute https://instagram.com/user/" do
+        e = build(:enterprise, instagram: 'https://instagram.com/user/')
+        expect(e).to_not be_valid
+      end
+
+      it "invalidates the instagram attribute https://instagram.com/user-user" do
+        e = build(:enterprise, instagram: 'https://instagram.com/user-user')
+        expect(e).to_not be_valid
+      end
+    end
+
+    describe "Verify accepted instagram url pattern" do
+      it "validates empty instagram attribute" do
+        e = build(:enterprise, instagram: '')
+        expect(e).to be_valid
+        expect(e.instagram).to eq ""
+      end
+
+      it "validates the instagram attribute @my_user" do
+        e = build(:enterprise, instagram: '@my_user')
+        expect(e).to be_valid
+        expect(e.instagram).to eq "my_user"
+      end
+
+      it "validates the instagram attribute user" do
+        e = build(:enterprise, instagram: 'user')
+        expect(e).to be_valid
+        expect(e.instagram).to eq "user"
+      end
+
+      it "validates the instagram attribute my_www5.example" do
+        e = build(:enterprise, instagram: 'my_www5.example')
+        expect(e).to be_valid
+        expect(e.instagram).to eq "my_www5.example"
+      end
+
+      it "validates the instagram attribute http://instagram.com/user" do
+        e = build(:enterprise, instagram: 'http://instagram.com/user')
+        expect(e).to be_valid
+        expect(e.instagram).to eq "user"
+      end
+
+      it "validates the instagram attribute https://www.instagram.com/user" do
+        e = build(:enterprise, instagram: 'https://www.instagram.com/user')
+        expect(e).to be_valid
+        expect(e.instagram).to eq "user"
+      end
+
+      it "validates the instagram attribute instagram.com/@user" do
+        e = build(:enterprise, instagram: 'instagram.com/@user')
+        expect(e).to be_valid
+        expect(e.instagram).to eq "user"
+      end
+
+      it "validates the instagram attribute Https://www.Instagram.com/@User" do
+        e = build(:enterprise, instagram: 'Https://www.Instagram.com/@User')
+        expect(e).to be_valid
+        expect(e.instagram).to eq "user"
+      end
+
+      it "validates the instagram attribute instagram.com/user" do
+        e = build(:enterprise, instagram: 'instagram.com/user')
+        expect(e).to be_valid
+        expect(e.instagram).to eq "user"
+      end
+
+      it "renders the expected pattern" do
+        e = build(:enterprise, instagram: 'instagram.com/user')
+        expect(e.instagram).to eq "user"
+      end
+    end
+
     describe "preferred_shopfront_taxon_order" do
       it "empty strings are valid" do
         enterprise = build(:enterprise, preferred_shopfront_taxon_order: "")
diff --git a/spec/system/consumer/registration_spec.rb b/spec/system/consumer/registration_spec.rb
index 1ccb014ce2..17329c3169 100644
--- a/spec/system/consumer/registration_spec.rb
+++ b/spec/system/consumer/registration_spec.rb
@@ -136,7 +136,7 @@ describe "Registration", js: true do
       expect(e.facebook).to eq "FaCeBoOk"
       expect(e.linkedin).to eq "LiNkEdIn"
       expect(e.twitter).to eq "TwItTeR"
-      expect(e.instagram).to eq "InStAgRaM"
+      expect(e.instagram).to eq "instagram"
 
       click_link "Go to Enterprise Dashboard"
       expect(page).to have_content "CHOOSE YOUR PACKAGE"