The bad news about succeeding with Instagram

Earlier this month we shared a blog about SEO (you can catch up here if you missed it). We started with SEO because it’s the question we get most often from small Norfolk businesses. The second? Social media.

So, today let’s talk about Instagram. Some of what follows applies to other platforms too, but Instagram is the one we’re asked about the most.

It’s easy to see why. Around half of the UK has an account (although not everyone is active), it’s simple to use, and it’s a visual platform - perfect for telling stories and showing off what makes your business special. For many businesses, it feels like a natural fit.

So far, so promising.

But here’s the bit where we have to be honest with you. People often come to us asking for shortcuts (tips, tricks, hacks and ways to “game” the system).The truth is that there aren’t really any shortcuts. Yes, there are things you can do to make your posts stronger. But ultimately, success on Instagram comes down to hard work and consistency.

You’re (probably) not going viral 

A lot of people also hold on to the dream of going “viral.” You know the kind of post that suddenly takes off, reaches hundreds of thousands of people, and racks up the likes, comments, and shares. It does happen - but it’s rare - and even rarer for small businesses.

In reality, Instagram’s most viral posts tend to come from celebrities (Messi, Ronaldo, and Taylor Swift feature heavily in Instagram’s most popular posts). Every now and then a cute kid makes it. And once, an egg.

So, while it’s fun to dream about, going viral isn’t a strategy. Luckily, that doesn’t mean Instagram isn’t a really powerful tool for small Norfolk businesses. In fact, there are plenty of ways to use it well. As with everything in marketing, it all starts with knowing your audience.

Who are you talking to?

Ask yourself: who are you trying to reach? What do you want them to think, feel, or do after seeing your posts? And how does Instagram fit into your bigger marketing picture?

In the UK, the biggest group of Instagram users are 25-34 year olds, and there are slightly more women than men. That doesn’t mean it won’t work if your customers are older, younger, or different. It just means you need to think about whether Instagram is where your people are hanging out.

Get the basics right

Once you’ve answered those questions, it’s worth taking a fresh look at the basics. Is it obvious what you do from your profile picture and bio? Does your bio explain why someone should follow you? Do you have a link that takes people somewhere useful, like your website or shop? Is it clear where your business is located? Those little details matter more than you might think.

Next comes the rhythm of posting. Three to five times a week is a good aim. Some people love posting in the moment, others prefer scheduling in batches (we’ll talk about scheduling tools in a future blog). 

There’s no right answer - just whatever keeps you consistent.

Make the most of instagram’s features

As you get more confident, start experimenting with Stories. They’re quick, casual, and they’re a good way of keeping your name in front of people without the pressure of a “perfect” post. If you create something that lasts longer than 24 hours, you can always save it as a Highlight.

Reels are another useful tool. They don’t have to be complicated. Aim for short, entertaining, useful clips which often get more reach than photos. These can be anything from quick tips, behind-the-scenes moments, or simple how-tos. If you’re looking for the closest thing to a “hack,” using trending audio is it. Note however that using trending audio can be a bit complicated - especially if you are using a business account. This blog provides a useful overview if you’re interested. 

Don’t forget the grid itself.

New visitors may land on your profile before ever seeing an individual post. Does your feed feel like it belongs to the same business? Are your colours, fonts, and tone consistent? Imagine arriving as a first-time visitor - what impression would you leave with?

If there’s content on your grid that’s useful for newcomers or something you’re especially proud of, pin it to the top. Think of pinned posts as a mini-website: they’re a quick way for new visitors to learn about your business and see what matters most.

Use carousels to stop the scroll.

A carousel post (multiple images or videos users can swipe through) works like a digital slideshow. One of the strengths of the carousel is that it changes the way we scroll (from up to down to left to right). It's a simple way to stop people 'mindlessly' scrolling and encourages deeper engagement with your content.

Tag your locations.

Adding a location to your post or Reel is a simple visibility boost. Don't be too specific or to broad - “North Norfolk,” “Norfolk,” or “Norwich” are the kind of sweet spots you are aiming for. You might come across some claims of a 79% engagement boost just through using location tags. We think that might be (very) optimistic, but there’s no doubt location tags make your content easier to discover by people searching those places, helping you reach a wider and more relevant audience.

Hashtags still matter.

They’re not as powerful on Instagram as on platforms like X (Twitter), but hashtags still act as keywords, categorising your content and extending your reach. To get the most from them, mix it up: use broad, niche, branded, and community hashtags rather than just the most popular ones. This helps you connect with specific audiences and spark more meaningful interaction.

Build your community

Don’t be shy about mentioning other businesses, partners, or even customers - it’s a great way to grow your reach.

But here’s the part we think matters most: community. You probably won’t go viral. But you can build a group of people who really do cheer you on. Often they’re people you know in real life, or other small businesses in your area. Their support is worth far more than a one-off viral hit. So spend some time connecting with fellow small businesses in real life - if you’re looking to expand your network, our free monthly meet-ups could be a good place to start. Head over to the Community page of our website for more details.

The golden rule? Give back what you’d like to receive. If someone likes or comments on your post, take the time to return the favour. Reply to comments, answer DMs, and show up for the people who show up for you. It doesn’t mean being glued to your phone - just being present in the same way you’d be present for a conversation in person.

In fact, if you only remember one thing, let it be this: success on Instagram isn’t just about what you post. It’s about how you connect. Think of your time there in thirds - a third posting, a third engaging with others, and a third responding to people who reach out to you. That balance is where the real results lie.

Instagram isn’t magic. It won’t transform your business overnight, and it won’t hand you instant fame. But it can help you build trust, showcase your work, reach new people, and stay connected with the people who matter most to your business.

It’s less about chasing numbers and more about showing up - consistently, authentically, and with a willingness to join the conversation. Do that, and while you might never rival Ronaldo or Taylor Swift, you’ll create something much more valuable: a loyal community that actually cares about what you do.

As ever, we’re really only scratching the surface in these blogs. Keep an eye on future blogs, subscribe to Navigator (our monthly newsletter) and come along to our free small business meet-ups in Cromer. Visit the Community page on our website to find out more.