Instagram Marketing: How to Make the Most of the Platform for Your Business

With over 2 billion monthly users, Instagram has become one of the most powerful online platforms for marketing. It's no longer just a place to share vacation photos with friends — it's where people go to get discovered, discover others, and find inspiration.

Many potential clients reach out to me seeking ways to improve their Instagram strategy, aiming to reach a broader audience with their products or services. But is Instagram the right platform for every type of business? And how can you make your offering stand out in a space that often feels oversaturated?

In this post, we’ll explore Instagram marketing and how you can use the platform effectively to grow your business and maximize your reach.

Do I need an Instagram account for my business?

According to Statista, Instagram ranks as the second most preferred social media platform among users, who spend an average of 12 hours per month on the app. Of these users, almost 63% use it to discover or follow brands, products, or services.

In other words, this platform has enormous potential for any type of business to reach potential customers and build a relationship of trust with them. Is it easy? Not necessarily. To reach your ideal customers, you need to understand your audience, be consistent, and follow a strong marketing plan.

What is Instagram Marketing?

Instagram marketing involves using the platform to increase brand awareness, grow your audience, reach potential customers, and drive sales. You can use different strategies for this:

• Organic content: Creating attractive, organic content that reflects your brand’s personality. This helps build trust with your followers, reach a wider target audience, and generate sales.

• Paid content: Creating online advertising campaigns that help you reach a larger number of potential customers by promoting your product or service to a predefined audience.

• Influencer collaborations: Partnering with influencers who can promote your brand, product, or service.

• Instagram Shopping: Allowing your followers to buy directly on Instagram without needing to visit your website.

  
  

A solid Instagram marketing strategy can combine several of the above approaches or focus on just one. It all depends on your business goals and budget.

Steps to Build a Strong Instagram Profile

To build a strong brand on Instagram and promote your product or service effectively, it’s important to create a community of users who share your values and interests. Your Instagram profile should be an extension of your business and align with your brand identity. Otherwise, you risk losing credibility and being perceived as inauthentic.

Here are some practical tips to get started:

Optimize Your Profile

Did you know that search engine optimization (SEO) principles also apply to Instagram? That’s why it’s important that your profile includes keywords your potential clients are likely to use when searching for your product or service.

Your profile should align with your brand. Whether you run an online store or a physical shop, your Instagram name and image should reflect your brand identity. For example, if your brand color is olive green — in your logo, website, and visuals — then your Instagram should follow the same tone.

Your Instagram bio should be short, clear, and communicate your product or service effectively. Use relevant keywords in your bio and username whenever possible. You can also include relevant hashtags. The easier it is for users to find and understand what you offer, the more likely they are to engage with your content.

Create a Content Strategy

Once your profile is optimized for visibility, it's time to plan how to reach, engage, and interact with your followers.

I always tell my clients that the best way to achieve their Instagram goals is to create a solid organic content strategy.

Here are a few key points to consider:

• Identify your goals and objectives: Define your KPIs to measure success. Are you aiming for more followers, more sales, or better engagement?

• Create content pillars: Mix different content types based on your message while staying true to your brand's essence. For example, you can alternate between educational and inspirational content.

• Build a content calendar: Plan your posts in advance, ensuring each one contributes to your goals and includes special moments like offers, holidays, or interactive events for your followers.

  
  

Design a Hashtag Strategy

Although many people think otherwise, hashtags are still a great way to reach your target audience — and even a broader one. A recent study by Optimoclick revealed that posts with more than 11 hashtags see increased user interaction.

So, what hashtags should you use? I recommend combining specific hashtags with more general ones. Just make sure they’re relevant to your niche and business.

Use Different Formats Based on Your Content

On Instagram, each post format serves a different purpose. Choosing the right format is key for a successful content strategy and for grabbing the algorithm’s attention.

Let’s take a moment to address the (often dreaded) algorithm.

In short, Instagram's algorithm prioritizes content based on user interaction (likes, comments, watch time) and content relevance. It shows what it believes you’ll find most interesting. However, it is also important to stay updated on current trends. If Reels are trending, you should use them as much as possible. If posts are more effective at the moment, then focus on creating eye-catching visual content in post format.

(I’ll dive deeper into the algorithm in a future article.)

Now let’s look at the different Instagram formats and how each can support your organic marketing strategy:

• Feed posts (photo/video): Ideal for showcasing products or visual testimonials. Example: A stunning plate if you run a restaurant.

• Carousels: Perfect for educational content or storytelling in multiple steps. Example: "5 Tips to Improve Your Skin" for a wellness brand.

• Reels: Short videos with the highest organic reach — ideal for trends, tutorials, or entertaining content. Example: A before-and-after transformation if you run a hair salon.

• Stories: Great for temporary content, polls, quick interactions, or sharing behind-the-scenes. Example: “How we make our handbags.” for a bag designer.

• Lives: Best for connecting in real time, answering questions, or launching products. Example: A live session explaining the value of a product or service.

• Guides: Useful for grouping content around specific topics. Example: “Top Haircare Products” if you own a hair salon.

  
  

Start Conversations and Give Feedback

Communication through social media is key — it's a direct channel between you and your customers. For your business, it’s a way to listen to what they need, what they like, and what they’d change. Active listening helps you better understand and adapt to your audience.

Transparent, honest communication also boosts your brand’s credibility, making you appear more sincere and trustworthy — both to current and potential clients.

Can You Run Organic Instagram Campaigns?

Instagram allows you to run paid ad campaigns targeting your ideal audience — a great opportunity to increase brand awareness.

But there’s also another way to reach more people: organic campaigns. These usually involve contests or giveaways where users can win something related to your product or service while helping your account grow.

For example, you could run a giveaway for a free career coaching session. To participate, users must follow your account and tag three friends in the comments who might be interested. This helps you gain new followers and expand your reach.

It’s common to co-host these campaigns with another account. For example, a lactation consultant and a baby product brand could partner to give away a bundle of products.

The goal is to reach a wider audience, raise brand awareness, and gain new followers — all while offering something of value.

How Much Time Should You Invest in Instagram?

This is one of the most frequently asked questions I get from clients.

Running an active Instagram account takes effort. You need time to plan your strategy, stick to your content calendar, respond to comments and questions, and create content in various formats.

That’s why it’s important to dedicate a few hours each day to manage your account, so it remains valuable and top-of-mind for your audience.

Many small businesses struggle to keep up, which is why working with a social media expert can be a valuable investment to strengthen your online presence.

Final Thoughts

In summary, when it comes to organic Instagram marketing, the key is to fully leverage the platform's tools while staying true to your brand's essence. Keep your visuals consistent, maintain honest communication, and tailor your content to your audience’s interests and needs.

Remember: beyond algorithms and trends, what truly makes a difference is the authenticity with which you connect with your community.

If you found this post helpful, feel free to share it or drop your questions in the comments. See you in the next one as we continue exploring the world of digital marketing together!