Instagram is one of today's most popular hangouts, and it's no longer just young people posting filtered photos of their desserts. Businesses are here in force, using visual content marketing to draw in new customers and nurture a loyal following.
And it's crowded. Just being on Instagram won't win you followers.
So how do you rise above the noise and take the Instagram scene by storm?
First, convert your account to an Instagram Business (or Creator) account so you can access analytics and add call-to-action buttons. And know this: one thing has changed more than anything else since lists like this first appeared: Reels. Short vertical videos are now the main way Instagram shows your content to people who don't already follow you, so video belongs at the center of your strategy (much more on that in #9). With that in mind, here are 12 ways to get noticed.
1. Post Regularly
This is rule #1 for building a following: show up consistently so your audience knows your business is here to stay. Mix in time-sensitive offers, fresh photos and Reels, behind-the-scenes peeks, and product highlights. Daily can feel overwhelming at first, so if that's too much, start with two or three times a week (including at least one Reel) and build up.
2. Post Thoughtfully
On Instagram it's quality and quantity. Once you commit to posting consistently, make sure each post is useful and enticing. Give people something to look forward to, whether it's how-to tips, insider info, special offers, contests, or simply striking visuals. Plan ahead by adding your Instagram content to your editorial calendar.
3. Use High-Quality Photos and Video
This may seem obvious, but it matters: the quality of your visuals is what makes someone stop scrolling or keep going. Keep your subject in clear focus and your background uncluttered, and shoot video vertically and well-lit for Reels. A quick edit to adjust brightness, contrast, and sharpness can make a real difference.
4. Use Keywords (and a Few Hashtags)
Hashtags used to be the key to discovery, but Instagram has shifted: it now works more like a search engine, so the words in your captions, bio, and on-screen text matter more than piles of hashtags. Write naturally about what people actually search for. If you sell bright purple socks, work in phrases like "fun socks" and "gift ideas." A handful of genuinely relevant hashtags can still help, but don't rely on them the way you once could.
For example, here's a post from the national chain Applebee's that uses a relevant hashtag for #NationalComfortFoodDay.
This next post features a touching image but misses a chance to tie into a #VeteransDay or #freemeal moment, and to use keywords people might be searching.
5. Optimize Your Bio
Don't skimp on your bio. This is where you concisely say what your business does, why it matters to customers, and your tagline if it fits, using terms people actually search. Add a link to your website (Instagram now lets you include several), plus a clear call to action to come visit.
6. Use Clear, Enticing Calls to Action
Give your followers something to do with every post: read more on your blog, check out a new product, share with a friend, vote in a poll. The brand MeUndies, for example, uses multiple calls to action right in its bio (tag to be featured, tap to shop) alongside the message, call, and email buttons.
7. Watch Your Analytics
You have to test and measure to find the "sweet spot" for your audience, and that spot shifts over time. Keep an eye on your Instagram Insights: which posts (and which Reels) get the most reach and engagement? Was it the content, the format, or the timing? Insights also show when your followers are online, so you can post when they're most likely to see it.
8. Don't Over-Automate
Some businesses use automated comments or blast the same generic comment across hundreds of profiles for quick exposure. Users see right through it, and Instagram penalizes spammy behavior. Don't do it. The whole point of social media is to be real, approachable, and interactive: post with intention, comment conversationally, and respond sincerely.
9. Lead with Reels (Your #1 Growth Lever)
If you do one thing from this list, do this. Reels, short, vertical videos, are how Instagram surfaces your content to people who don't follow you yet, which makes them your single best tool for growing your audience. They don't have to be fancy: a quick product demo, a designer introducing a new feature, a behind-the-scenes moment, or a simple tip all work.
A few Reels basics: hook viewers in the first second or two, keep it short and punchy, use trending audio when it fits, and add captions and on-screen keywords. Post Reels consistently, not just once in a while. Instagram Stories are still useful for staying top-of-mind with your existing followers (they show along the top of the feed), but Reels are what bring new people in.
10. Participate in the Conversation
To grow your own following, engage with others, even competitors. Watch your feed for chances to leave thoughtful comments, ask questions, or answer them to show your expertise. People in the conversation often follow you back to hear more.
On your own account, reply to as many comments and DMs as you can, especially the ones asking for a response. It takes time, but engagement signals matter to the algorithm, and it keeps your brand feeling human and connected. Use search to find the kinds of accounts and topics you want to engage with, comment meaningfully, and thank your followers for their responses, even asking them questions to keep the conversation going.
11. Cross-Post Thoughtfully
If you're also on Facebook (it's built into Meta's tools), X, or other platforms, you can reuse an announcement, offer, or call to action, but adjust the language, length, and visuals to fit Instagram's tone. You know your audience on each channel, so match the wording to their personality. And remember, not every post is worth cross-posting: an offer that lands on Facebook might fall flat on Instagram, where a different highlight could make a bigger splash.
12. Use Paid Ads to Give Yourself a Boost
Especially when you're new, a little advertising can pay off by promoting your posts or profile. Instagram ads (created through Meta Ads Manager) let you put sponsored photo or video posts, including Reels ads, prominently in your target audience's feeds. You can start with a small test budget or go bigger with a broad push. Paid social is a fast way to get in front of the right people while your organic following grows.
It may feel like a lot to juggle, which is exactly why social media isn't just an add-on to your marketing; it's a commitment, and one that pays off. Businesses once fought to get into the malls because that's where people gathered. Instagram is today's hangout, and if you put in the time to engage the right audience, you can become the talk of the virtual town.
Social media management is a big job. Want to make sure you're consistently putting your best foot forward, keeping up with analytics, and running profitable ad campaigns? Contact i7 Marketing at 844-777-7794 for a quote.
Social media is one of the essentials of small business online marketing. See the full guide for the others.
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