How to Use Instagram for Business (Without Losing Your Mind or Your Weekend)
So you’ve decided it’s time to get serious about using Instagram for your business. Maybe your cousin’s dog groomer is getting leads from Reels, or maybe you’ve just realised your last post was from 2021. Either way - good move. Instagram isn’t just for sunsets, smoothie bowls, or that friend who overshares… it’s a powerhouse for brand awareness, connection, and yep - actual sales!
But like anything in marketing, what works for one business won’t always work for another. Selling handmade candles to cozy-loving millennials? You (naturally) need a completely different vibe than marketing accounting software to CFOs. That’s why this post breaks it down into two mini-guides in one: Instagram for B2C and Instagram for B2B.
Let’s dig in.
Part 1: Instagram for B2C - Sell Without Being Salesy
B2C on Instagram is such a crucial piece of the content marketing puzzle. This space is all about visual storytelling, entertainment, and building a lifestyle around your product or service ~ it’s about showing your audience who they can be when they purchase your product or service.
Post ideas that work
Behind-the-scenes content: Show your process, your workspace, or even your messy desk. People love seeing the “real” behind the polished. Even if it doesn’t feel that interesting to you, remember that your audience doesn’t know anything about how your products are made, what your team is like, the current running joke in the office. Show them just a small piece of it, and they’ll start to feel like they’re part of the brand.
Customer stories: UGC (user-generated content) is gold. Reshare photos of customers using your products and sprinkle in testimonials. A feed filled with customers wearing your products; stories sharing your customer’s own content is like a friend’s product recommendation - you’ll take that over an ad any day. Want to learn more about UGC? We’ve got a whole blog post on it here.
Reels & trending audio: Whether we like it or not, video wins. It tends to see higher views, engagement and interest from all audiences. So create a few reels a month (at least) and use trending sounds to show off your products or do a quick how-to. It doesn’t need to be highly produced, just valuable to your audience. Show them something they’ll care about.
Founder stories: People buy people, and these days, founder-led brands are really reaping the benefits. You don’t have to become the face of your company, but showing up every now and then, whether it’s a Founder Day in the Ljfe or a quick Why I Started, can be really effective.
Visual storytelling: Use this platform to show your audience what your brand can give them. Selling swimwear? Showcase beach-front views and sunsets. Selling coffee? Build an aesthetic morning routine video, all around the coffee. It’s about creating a scene that users feeling emotional connected to, and a community they want to be a part of.
Captions that convert
Okay, so you’ve got the content ready - but what’s the caption? Are we using hashtags still? How long should it be? These are all the questions I regularly hear from my clients, and I get it. What’s trending and dare-I-say-it cool on Instagram is constantly shifting. Right now, the general consensus is to ask questions, use emojis to break up the text, include a soft CTA and no more than 5 relevant hashtags.
Struggling with the CTA? Think along these lines:
“Which one would you choose?”
“Tag a friend who needs this!”
“Shop now through the link in bio.”
Key metrics to watch
Saves and shares: People saving your content = future buyers.
Story views & replies: Stories are your place to get casual, poll your audience, and do quick promo without spamming your grid.
Any link clicks, DMs or comments: evidence that your community is actively engaging with you.
Part 2: Instagram for B2B – Yes, It Can Work
Let’s bust a myth: B2B on Instagram isn’t just a sad graveyard of stock images and “Thought Leadership Mondays.” (Please, no.) Done right, it can build authority, show personality, and attract your ideal clients or partners.
What to post for B2B audiences
Team culture: Show the humans behind the business. Office moments, team wins, conferences - you name it. Anything that gives an insight into the team a potential client could be working with, and a feel for the company culture.
Short, snappy insights: Share quick tips or stats that help your audience do their job better. This is great for engagement - take the larger pieces of content you have (like guides, blogs, case studies) and break them down into bite-size pieces for a carousel or Reel series. Make it easy to digest and engage with.
Case studies & client results: Keep it visual. Think before/after charts, quote cards, or carousel posts explaining a transformation. Visual results perform really well on this platform.
Event clips and PR: Featured in a trade magazine? Held a Breakfast Briefing event? Be sure to use Instagram to showcase these moments in a fun, casual way. It’s great for community building.
Tips for your tone of voice
Instagram is a little more relaxed than LinkedIn. So while you want to sound professional, you also want to sound human. Write like someone who knows their stuff and still makes time for coffee breaks. Think of it like the networking chat, after the main presentation - you have a hot drink (or wine) in hand, things are a little more relaxed, and you can connect with your peers as the genuine people they are.
Metrics worth tracking
Follower growth: It’s not always a key indicator of success, but it is good to be aware of how fast your audience growing (and who’s following you)
DMs and comments: Are you getting questions sent in DMs, or comments from your community? This is all brilliant for your engagement rate, so keep an eye on this.
Profile visits and website clicks: Is your content prompting people to learn more? Are they seeing something and choosing to visit a link or your profile? This is a great sign that your resonating with your audience!
Making Instagram Work for B2B and B2C
Stay consistent, but don’t burn out. 3x a week is great. Daily? Only if you have the bandwidth.
Use hashtags wisely. A mix of niche and popular ones keeps you discoverable and help to tell Instagram what your content is about.
Make your bio work for you. Keep it simple with what you do + who you help, with a link to your website.
Let’s talk Instagram strategy
Whether you’re selling bath bombs or bookkeeping software, Instagram can be a powerful channel - if you’re strategic about it. Not sure where to start? Or ready to fine-tune what you’ve already built?
Let’s talk about your Instagram strategy, and how we can make it work for your business.