One of the first questions we get from potential clients is almost always the same: should my business even be on Instagram? These days, the answer for most small businesses is yes – but how you use it matters a lot more than just having a profile.
Compared to traditional forms of advertising, social media can put your brand in front of far more eyes than most small businesses could ever afford through ads alone. But with so many platforms to choose from – Facebook, Instagram, TikTok, LinkedIn – where do you even start? The general rule we recommend to clients is to claim a profile on the major platforms, but only actively engage on the one or two that fit your business best. Spreading yourself too thin across every platform usually means doing all of them poorly. Once you have profiles set up, you’ll quickly start to see which platform actually reaches your customers – and that’s where you should be spending your energy.
What Instagram Looks Like Today
Instagram has come a long way from being just a photo-sharing app. Today it’s built around a mix of formats: Reels (short vertical videos, which the platform’s algorithm heavily favors for reach right now), Stories (short-lived photos and videos that disappear after 24 hours), regular feed posts, and Instagram Shopping, which lets businesses tag products directly in posts so customers can browse and buy without leaving the app. Instead of showing followers content in strict chronological order, Instagram’s algorithm decides what to show people based on what they’re likely to engage with – which means consistency and engagement matter more than ever.
How Small Businesses Can Use It Well
You don’t need a professional camera crew to make Instagram work for your business. Short, authentic video – behind-the-scenes clips, quick tips related to your industry, or simply showing your product or service in action – tends to perform far better than polished, ad-like content. Posting consistently matters more than posting constantly; a business that shares quality content a few times a week will typically outperform one that posts daily with no real strategy. And if you sell physical products, setting up Instagram Shopping is one of the easiest ways to turn casual followers into customers.
Every business is different, and what works for one won’t necessarily work for another. But if you’re not on Instagram at all, or you set up a profile years ago and haven’t touched it since, there’s a real opportunity being left on the table. Building a consistent, strategic presence there can absolutely change how customers find and engage with your business.