Instagram Best Practices for Entrepreneurs Who Are Marketing on Instagram

Today we’re talking about Instagram - not in a “hack the algorithm” way, not in a “post every day until you die” way - but in a grounded, strategic, let’s actually use this platform properly way.

Marketing on Instagram is not my main go-to for growth, and that might surprise some people. These days my feed is mostly made up of stuff repurposed from my long-form content channels - this blog/podcast!

But I’m inspired to talk about this because, as you know, I’m back in school studying digital marketing and SEO - and what’s shocking me is how many entrepreneurs still don’t understand the basics of how Instagram actually works.

I’m talking about smart, capable business owners: wellness coaches, travel agents, creatives, realtors, small business owners — people already running businesses — who are posting online without knowing best practices or worse doing so with zero structure or strategy.

So this is the episode and blog I wish every entrepreneur could read before they hit “post.”

Instagram 101: Understanding the Basics - Where Is Your Audience?

We’re starting here because it’s the most important thing — and the thing most people skip. This is the Instagram for dummies part of the conversation.

Instagram is not the right platform for everyone.

And yet, entrepreneurs constantly choose platforms based on what they like instead of where their audience actually spends time.

Here’s a simple breakdown:

• Boomers & Gen X: Instagram, Facebook, YouTube

• Millennials: Instagram, Pinterest, TikTok (mostly for consumer behavior)

• Gen Z: TikTok, YouTube Shorts, fast-paced video platforms

• Local businesses: Facebook Groups, Instagram geo-search, Google Business Profile

• Coaches & personal brands: Instagram + YouTube

If your ideal client is a 55-year-old woman looking for holistic menopause support, she is not scrolling TikTok for marketing tips. She’s on Facebook, Instagram, and YouTube.

Choosing platforms intentionally matters because it affects:

• how you communicate

• what formats you prioritize

• how you structure your content calendar

This is Instagram 101, and it matters more than trends. If you are struggling with growing your presence on here - you might just be on the wrong platform!

Instagram Tips #2: Content Formats - What to Use & Why 

Here’s an Instagram tip: it’s is no longer a photo-only app. It’s a full content ecosystem: Reels, Carousels, Stories, Lives, Broadcast Channels, Notes, Collabs, Ads.

Reels = reach

If you want new eyeballs on your brand, you need reels. They don’t need to be complicated. Simple talking-to-camera videos are currently outperforming trends.

If you have the bandwidth - making sure you do captions and on-screen hooks is key as is a clover photo too boot!

Carousels = engagement

This is where your tips, frameworks, before/after, case studies, and education live. Carousels get the most saves, which signals to Instagram that the content is valuable.

Stories = relationship building

This is where connection happens: Behind the scenes, offers, polls, vulnerable moments, client results, day-in-the-life, reminders.

Stories are where people decide whether they trust you enough to buy from you.

Static images = consistency + aesthetic

Still useful. Still relevant. But they should be clean, intentional, and high quality.

Lives = depth

Perfect for launches, Q&As, mini trainings. You don’t need to do them often, but occasionally they work very well for warm leads.

Instagram 101: Proper Sizes, Specs, and Technical Basics

If your posts look blurry or cropped, it’s hurting your brand - period. Just last week I saw a coach attempt the old “giant square” with the wrong sized images. With the “giant square”, the goal is to make a profile page look like one large, cohesive image when viewed in the 3x3 layout of the profile's main feed. But she made it in square images (1080x1080) not the newer size of 1080x 1920 and so it just didn’t translate. 

Here are the 2025 recommended sizes:

• Reels & Stories: 1080 × 1920 (9:16)

• Static posts: 1080 × 1350 (4:5)

• Carousels: 1080 × 1350 (4:5) is ideal

• Profile photo: 320 × 320

• Alt text: ALWAYS add it

Technical consistency is an underrated trust builder. People assume bad design = bad business.

Instagram Tips #3: Captions That Actually Work (With an AI Reality Check)

Captions are not dead. But they absolutely have to be strategic. Instagram captions can be up to 2,200 characters, but long captions don’t automatically mean engagement.

What matters most is:

1. The Hook

Your first 1–2 lines have to make someone tap “more.” If you don’t grab them immediately, they won’t stick around.

2. Clarity Over Clever

Shorter, clearer captions that include a human perspective outperform generic ones. That’s because people connect with people, not with perfectly polished sentences no one could have written unless you fed them the same prompt every day.

Which brings us to…

Using AI Without Creating Vanilla Content

Look, I use AI. You use AI. Pretty much everybody uses AI now. But If you’re just asking AI to write your captions - without adding your original ideas, personality, and perspective: your content is going to sound like everyone else’s content. Plain, vanilla, interchangeable.

Here’s the smarter way to use AI:

Step 1: Start with your voice, your insight, your message.

Step 2: Feed that into AI and ask it to refine, polish, or expand it without changing your point of view.

That’s exactly what I’m doing in this podcast: I brought the ideas, I brought the experience, and then I used tools to help shape the final structure - not to invent the content for me.

That’s how you avoid generic, boring captions that trend for a week and then disappear into algorithm purgatory.

Sprout Social–Based Caption Tips

Here are some caption techniques that match current best practices from Sprout Social and also align with your grounded marketing perspective:

Ask direct questions: People respond to questions because it invites them to engage. Examples:

• “What’s the biggest challenge you’re facing with Instagram right now?”

• “Which type of post helped you most this week?”

Include one clear call to action: This can be:

• Comment

• Save for later

• DM me the word XXX

• Click the link in bio

Use a small number of relevant hashtags: Sprout Social recommends 3–5 well-chosen hashtags instead of filling every slot. Too many tags can actually decrease engagement.

Mix in emojis thoughtfully: They help break up text and make captions more scannable — but don’t replace actual words or clarity.

Putting It Into Practice - A Simple Caption Formula

Here’s a ready-to-use format that works well for both engagement and growth:

Hook (1 sentence) 

Value (2–3 lines) 

Engagement Prompt (1 line) 

CTA (1 line) Hashtags (3–5 relevant)

Example:

Struggling to grow your Instagram without posting every day? You don’t need quantity - you need strategy and clarity. What’s the #1 thing holding your Instagram back right now? Comment below and I’ll respond. #InstagramStrategy #BusinessGrowth #MarketingTips

You can tweak that for your voice - but this structure works because it aligns with how people actually behave on the platform.

Instagram 101: Links, Calls to Action, and Platform Behavior

Instagram still; in 2025 - does NOT allow clickable links in captions or comments. People still try.

And every time someone drops a full URL into their caption, a digital marketer somewhere cries.

Here’s what works instead:

Link in bio (Linktree, Beacons, Stan Store)

Still effective if it's clean and minimal.

Story link stickers

The highest converting place for links on Instagram.

DM automations

Tools like ManyChat send people a link when they comment a keyword. This boosts engagement AND automates lead gen.

Pinned posts with directions

“DM me the word START” “Comment GUIDE and I’ll send it to you”

Calls to action should be simple, clear, and actionable. Most people over-explain. Your audience just wants to know what to do next.

Instagram Tips #3: Posting Frequency – What Actually Works

One of the most common things I hear from business owners is: “How often do I actually need to post on Instagram to work?” Here’s the honest, strategic version - backed by data and real experience.

Quality over Quantity

Sprout Social’s data shows that posting more often doesn’t automatically equal better engagement: posting smart does. In fact, brands today are publishing fewer posts across networks overall while seeing higher engagement - pointing to quality over quantity.

What the Data Suggests

Sprout Social’s research on Instagram indicates:

• Posting about 1–2 feed posts per day is average for many brands, but this varies by business size and audience behavior.

• Consistency matters more than exact frequency. Showing up regularly builds visibility and trust.

• Peak engagement days tend to be Tuesdays through Thursdays, especially late morning to early afternoon.

What Most Entrepreneurs Are Getting Wrong When Marketing on Instagram

Here’s the honest list… the things I see over and over:

Posting randomly with no plan

Their content calendar is “whatever I think of today.”

Only posting education

People don’t connect with walking encyclopedias.

Not selling enough

Your audience won’t magically know what you offer.

No clear niche or message

If you sound like everyone else, you blend into the background.

Using blurry screenshots instead of clean graphics

It looks amateur, and audiences feel it.

Not paying attention to Insights

Data tells you exactly what’s working. People ignore it and keep guessing.

Relying ONLY on Instagram

This is the biggest one. Instagram is not your business. It’s a tool. You still need a website, a list, and a real brand.

What to Do Instead: The Simple Plan

Here’s the Instagram strategy I recommend for most entrepreneurs:

1. Pick 2–3 content pillars

Examples: 

• education 

• authority 

• personal story 

• behind-the-scenes 

• sales

2. Create weekly non-negotiables:

• 1 carousel that teaches something

• 1 reel that increases reach

• 1 story series that builds trust

• 1 sales CTA or offer reminder

4. Track what your audience actually engages with

Instagram literally shows you what your people want. Listen to that.

Instagram 101 Strategy: The 3 Pinned Post Framework

I want to close this episode with one of the most basic, effective strategies I teach almost every single client I work with, and I’m always surprised by how many businesses still aren’t using it.

It’s the three pinned post strategy.

These are three intentional posts you pin to the top of your Instagram profile so that when a new person - a potential client, customer, or collaborator - lands on your page, they can immediately understand what your business is about without scrolling for ten minutes.

Most people will decide whether they’re interested in you within seconds of landing on your profile. Pinned posts help you control that first impression.

Pinned Post #1: About Me / Founder Story

Who you are. Why you do this work. What gives you credibility. Human details people remember.

Pinned Post #2: Services or Offerings

A carousel outlining:

• what you offer

• who it’s for

• how to learn more

Clarity sells.

Pinned Post #3: Clear Next Step

This third pinned post is where strategy really comes in. This post should give a new visitor a clear way to take action - ideally off the app.

This might be:

• a free guide or opt-in

• a podcast episode

• a blog post

• a newsletter signup

• a discovery call invitation

The goal here is simple: Move people from Instagram → your business ecosystem.

Because yes; Instagram is about connection. Yes; it’s about conversation and visibility.

But as a business owner, the intention is not to keep people trapped on the app forever.

The intention is to:

• bring them onto your email list

• deepen the relationship

• build trust over time

• and eventually convert them into a paying customer

Instagram is the front door. Your website, email list, and offers are the house.

Why This Strategy Works So Well

This three pinned post strategy works because it:

• removes confusion

• builds trust quickly

• answers the most common questions upfront

• makes your profile feel intentional and professional

• supports both connection and conversion

It also works quietly in the background for you.

Even when you’re not posting every day. Even when you’re not running a launch. Even when someone finds you weeks or months later.

Final Thoughts: Marketing on Instagram Doesn’t Need to Be Complicated

Instagram doesn’t need to be overwhelming. But it does need to be intentional.

If you do nothing else:

• clean up your profile

• pin the right posts

• make it clear who you help and what to do next

That alone will dramatically improve how Instagram works for your business.

And if you want help implementing this - not trends, not fluff, but real strategy - that’s exactly the work I do inside Rebel Soul Media.

Digital Marketing Made Simple

Looking for more applicable tools and inspiration? My weekly newsletter might be just what you need to get started. Digital Marketing Made Simple was created for business owners who are tired of guessing, trend-chasing, and trying to duct-tape their marketing together while also running a real life. I’ve spent years directing complex productions in television and building businesses in the wellness space. My job now is to simplify what feels complicated; and help you build something steady, sustainable, and true.

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