Instagram for Small Business in 2025 

Key takeaways: 

• Instagram is still one of the strongest platforms for small businesses in 2025. It offers massive reach, daily engagement, and built-in shopping tools that can turn attention into sales. 

• Building a consistent strategy matters more than posting every day. A professional profile, a clear 30-day posting plan, and regular use of Instagram Insights help small businesses grow with purpose. 

• Using the right support tools and connecting Instagram to a professional website or eCommerce store creates a stronger foundation for long-term sales and brand growth. 

With more than 2 billion monthly active users, Instagram remains one of the most effective platforms for small businesses to reach customers, build brand awareness, and drive sales. Features like Reels, Shops, and interactive Stories make it easier than ever to connect with audiences in authentic ways. 

In this guide, we’ll cover everything you need to get started on Instagram, from setting up your account and posting in the first 30 days to making your profile shoppable and tracking results. Along the way, you’ll see real examples and practical tips designed to help you grow on Instagram. 

Why Instagram is still important for small businesses 

Trends in social media shift fast, but Instagram continues to prove its value, thanks to its unique combination of scale, engagement, and business-first features.  

Here’s what makes Instagram indispensable for small brands: 

• Reach and connection   

• Tools built for business   

• Community and trust   

Reach and connection 

With 90% of Instagram users following at least one business account, the platform offers unmatched exposure for small brands, even before posting a single ad. Because users engage daily through likes, shares, and comments, even a small brand can find ways to connect with the right audience. 

Tools built for business 

Instagram helps bridge discovery and sales directly within the app. In 2025, 29% of users make purchases on Instagram, making it the third-most-used social platform for buying.  

Reels push your content to new people, Shops turn browsing into sales, and interactive Stories keep your brand top of mind. These tools work together to move customers from discovery to purchase without leaving the app. 

Community and trust 

One of the best parts about Instagram is how it helps you build real relationships. 50% of users interact with brands on Instagram at least once a day, whether that’s liking a post, leaving a comment, or sending a DM. When you respond and share behind-the-scenes moments, it creates trust and keeps customers coming back. 

How to set up and optimize an Instagram business account 

Before you can start posting content or running ads, you need to set up your Instagram account the right way. Optimizing from the beginning ensures your profile looks professional, builds trust, and gives customers easy ways to contact you.  

Follow these steps to get started: 

• Step 1. Download the app and create an account. 

• Step 2. Switch to a professional account. 

• Step 3. Add contact info and bio details. 

• Step 4. Connect your Facebook page.   

• Step 5. Publish your first post. 

Step 1. Download the app and create an account 

Everything begins with the app itself. You’ll want to sign up in a way that makes your business easy to recognize and keeps your branding consistent across platforms. 

Here’s how to do it: 

1. Download Instagram from the App Store (iOS) or Google Play (Android). 

2. Sign up with your business email, phone number, or Facebook account. 

3. Pick a username that matches your business name so customers can find you easily. 

4. Add a recognizable profile photo (your logo works best). 

5. Keep your username consistent with your website or storefront name. 

Step 2. Switch to a professional account 

Instagram gives you the option to use a personal account, but business owners should switch right away to a professional account. This unlocks essential tools for growth, like insights into how your content performs and the ability to run ads. 

To make the switch, follow these steps: 

1. Go to Settings > Account > Switch to Professional Account. 

2. Choose Business or Creator . 
   Tip: If you’re a solo freelancer who prioritizes personal branding, a Creator account can work. But if your main goal is sales and visibility, Business is the better choice. 
3. Turn on two-factor authentication for added security. 
4. Enable Insights right away so you can track performance from the start. 

Step 3. Add contact info and bio details 

Your bio is the first thing people see when they land on your profile. A strong bio quickly explains what you do, gives people a reason to stick around, and makes it easy to get in touch. 

Here are a few ways to do it: 

• Write a short, clear bio (150 characters). 

• Include a call to action like “Shop now” or “Book your appointment.” 

• Add your website, location, and business category. 

• Use a link-in-bio tool if you need to share multiple links. 

• Add line breaks or emojis to make your bio easier to read. 

Tip: Match the tone of your brand. Playful businesses can lean on emojis and casual language, while professional services may benefit from a clean, minimal approach. 

Step 4. Connect your Facebook page  

Connecting your Instagram to Facebook isn’t required, but it makes managing your marketing much easier. It allows you to handle ads across both platforms, sync messages in one place, and use advanced features like Shops. 

Here’s how you can connect it: 

1. Go to Settings > Account > Sharing to Other Apps. 

2. Link your Facebook Page to unlock Shops and cross-platform tools. 

3. Enable cross-posting so your Facebook content automatically appears on Instagram. 

4. Manage everything through Meta Business Suite for convenience. 

Step 5. Publish your first post 

An empty feed can make your profile look inactive, so it’s best to publish right away. Your first post doesn’t need to be perfect. Think of it as a friendly introduction that sets the tone for what followers can expect. 

Here’s what you can do: 

• Post a welcome message, a behind-the-scenes photo, or a product highlight. 

• Keep the caption short and personal, introducing your brand. 

• Add 3–5 relevant hashtags to boost visibility. 

• Share the post to your Story for extra reach. 

What to post in your first 30 days 

Once your account is set up and your first post is live, the next step is keeping the momentum going. The first 30 days are about showing up consistently, giving people a sense of your brand’s personality, and setting clear expectations for what kind of content you’ll share. Posting regularly helps you appear active and trustworthy right away. 

Here’s what you can focus on:  

• Reels and stories for visibility 

• Carousel posts to showcase products/services 

• Engaging captions and thoughtful hashtag use 

Reels and stories for visibility 

If you want to get noticed quickly, Reels and Stories are your best bet. Instagram’s algorithm heavily favors short-form video, which means Reels often reach people who don’t even follow you yet. Stories, on the other hand, help you stay top of mind with the followers you already have. 

• Use trending audio to increase your chances of being discovered. 

• Add interactive stickers (polls, quizzes, questions) in Stories to spark engagement. 

• Share behind-the-scenes clips to make your brand feel more approachable. 

Carousel posts to showcase products/services 

Carousels are great for showing depth — whether it’s multiple angles of a product, a step-by-step process, or a short tutorial. Because users swipe through multiple slides, these posts often generate higher engagement rates. 

• Show before-and-after results of your services. 

• Highlight product features across multiple slides. 

• End with a call to action like “Swipe to shop” or “Save this tip.” 

Engaging captions and thoughtful hashtag use 

Your visuals may catch someone’s eye, but captions and hashtags give them a reason to stick around. Captions are where you can tell your story, share your personality, and prompt action. Hashtags, meanwhile, expand your reach by placing your post in front of people browsing specific topics. 

• Write captions that ask questions to encourage comments. 

• Use a mix of broad and niche hashtags (10–15 is a safe range). 

• Test different caption lengths — both short, punchy lines and longer story-style posts. 

If you’d like a step-by-step breakdown, our beginner’s guide to Instagram hashtags covers how to choose the right ones and use them effectively. 

To keep momentum, it helps to plan your posts in advance. A simple 30-day calendar ensures you don’t fall into the trap of posting only when you have time or inspiration. By mixing content types each week, you’ll create a balanced feed that educates, entertains, and sells. 

Here’s an example of how a simple 4-week calendar could look: 

• Week 1. Intro post about your business + one Reel. 

• Week 2. Carousel showing products/services + two Stories. 

• Week 3. Customer testimonial post + one behind-the-scenes Reel. 

• Week 4. Educational carousel or tip + a giveaway announcement. 

Tips for creating great content 

Creating content on Instagram is about posting with purpose. The strongest brands tell a story, use the right formats, and follow simple creative basics that make their posts stand out. Here are some practical tips to keep in mind: 

• Create storytelling through imagery 

• Use video content 

• Learn photography basics 

• Join trending events 

Create storytelling through imagery 

Your visuals should tell a story. Think about the mood you want your brand to create. A fitness studio might use dynamic action shots to show energy, while a café could lean on cozy lifestyle imagery to make people feel at home. Align your photos and videos with your brand’s values so that every post feels consistent. 

Use video content 

Video is the most engaging format on Instagram, especially short-form Reels. Use it to show behind-the-scenes moments, quick tutorials, or even customer stories. If you’re a restaurant, film a 15-second “day in the kitchen.” If you’re a boutique, post a styling tip Reel. Short, authentic clips often perform better than polished ads. 

Learn photography basics 

Even without professional equipment, you can create eye-catching photos. Good lighting is the biggest factor and natural light near a window often works best. Pay attention to composition: shoot at flattering angles, keep backgrounds clean, and use consistent colors or props. For example, food brands get better results when they photograph dishes from above under bright, even light. 

Join trending events 

Tapping into cultural moments can help your brand feel timely and relatable. Post for recurring hashtags like #ThrowbackThursday, or create content around seasonal campaigns like back-to-school or holidays. Trend participation doesn’t have to feel forced, just pick the ones that naturally fit your brand. 

How to make your profile shoppable 

Once you’ve built up some posting momentum, the next step is to make your profile work harder for you. By turning on shopping features, you can let customers browse products or even buy directly in the app. 

Here’s how you can set it up:  

• Step 1. Get approved for shopping 

• Step 2. Set up shop features 

• Step 3. Make buying easy with checkout 

• Step 4. Optimize your shop for conversions 

Step 1. Get approved for shopping 

Before you get into product tagging, Instagram needs to verify that your account is eligible. This step helps customers trust the shopping experience on the platform. Once you’re approved, you unlock features that make selling much easier. 

Here’s what you need to do to get your account approved: 

1. Go to Settings > Business > Set Up Shop and follow the approval process. 

2. Make sure you’re selling physical products that meet Instagram’s commerce policies. 

3. Connect your account to a Facebook Shop or an approved eCommerce platform (like Shopify or WooCommerce). 

4. Upload your product catalog through Meta Business Suite. 

5. Double-check that shopping features are available in your country. 

Step 2. Set up shop features 

Once approved, it’s time to turn your profile into something more interactive. Instagram gives you a few powerful tools to do this: product tags and action buttons. Together, they make it easier for people to go from discovering your brand to taking action. 

Follow these steps to activate your shop features: 

1. Turn on product tagging so you can link items directly in posts, Stories, and Reels. 

2. Add action buttons (like “Book Now,” “Order Food,” or “Call”) to give followers clear next steps. 

3. Test each tag and button to make sure they work smoothly before promoting them. 

Step 3. Make buying easy with checkout 

Even when people love what they see, complicated checkout processes can scare them off. That’s why Instagram Checkout is such a game-changer—it keeps the buying process completely inside the app. Customers can add items to their cart, pay, and track their order without ever switching platforms. Here’s how:  

• Enable Instagram Checkout in your Commerce settings. 

• Tag products in posts, Stories, and Reels that link directly to checkout. 

• Remind followers that they can save payment info for faster repeat purchases. 

• Monitor orders and provide updates, all within Instagram’s system. 

Step 4. Optimize your shop for conversions 

Simply turning shopping features on isn’t enough, you’ll get the best results by fine-tuning how your shop looks and functions. 

To get the best results from your shop, try these optimization tips: 

• Use high-quality product images with clean backgrounds and multiple angles. 

• Write short, benefit-driven product descriptions that highlight why the item is worth buying. 

• Feature bestsellers or seasonal products in Stories with product tags to push urgency. 

Instagram’s shopping tools are powerful, but you’ll also want a strong foundation. Our step-by-step eCommerce site guide walks you through creating a website that complements your Instagram shop. 

Instagram growth strategies that work in 2025 

Once your profile looks professional and you’ve built up some content, it’s time to focus on growth. Instagram’s algorithm rewards businesses that stay active, experiment with features, and create content people interact with.  

Here are proven ways small businesses can grow their audience this year: 

• Leverage reels and trending audio 

• Collaborate with micro-influencers and local creators 

• Use geotags and local hashtags for discovery 

• Run contests and giveaways 

Leverage reels and trending audio 

Short-form video is at the heart of Instagram’s growth engine. Reels are shown to people beyond your followers, making them one of the best tools for discovery. 

• Use trending sounds and music to increase your chances of being featured. 

• Post Reels consistently—even one or two per week can boost reach. 

• Add captions or text overlays to make content accessible and engaging. 

Collaborate with micro-influencers and local creators 

You don’t need celebrity influencers to make an impact. Partnering with smaller creators who have strong local or niche followings often delivers higher engagement. 

• Look for micro-influencers (1k–50k followers) who align with your brand values. 

• Offer free products or small payments in exchange for authentic content. 

• Partner with creators to co-host giveaways or live Q&As. 

Use geotags and local hashtags for discovery 

If your business serves a local area, geotags and niche hashtags can make you visible to people nearby. They also help your posts appear when users search for businesses like yours in their city. 

• Tag your city, neighborhood, or even landmarks in posts. 

• Mix broad hashtags (#shoplocal) with niche ones (#NYCcoffee, #AustinFitness). 

• Encourage customers to tag your location when sharing their own posts. 

Run contests and giveaways 

Giveaways are a classic growth tactic because they create excitement and encourage sharing. When done well, they can bring in new followers and build goodwill. 

• Keep rules simple (e.g., “Follow us, like this post, and tag a friend”). 

• Offer a prize that’s relevant to your business, not just something trendy. 

• Announce winners publicly to build trust and transparency. 

To put these tactics into context with broader industry shifts, check out our 2025 social media marketing trends. It highlights how AI, automation, and evolving user behavior are shaping engagement. 

Tools to save time and improve results 

Managing Instagram doesn’t have to take over your schedule. With the right tools, you can plan posts, edit videos, track results, and make your profile more effective. There’s no need to spend hours every day. 

Here are some tools you can use: 

Tool type	Examples	How it helps small businesses
Scheduling Apps	Later, Buffer, Hootsuite, Planoly, Meta Business Suite	Schedule posts in advance, keep a consistent posting rhythm, and preview your feed layout.
Link-in-Bio Tools	Linktree, Beacons, Koji, Tap.bio, Campsite	Share multiple links from one bio, customize the design, and update links quickly during promos.
Editing Apps	CapCut, InShot, Canva, Adobe Express, VN Video Editor	Create Reels with captions, effects, and transitions without pro-level software.
Analytics Tools	Instagram Insights, Sprout Social, Iconosquare, Socialbakers, Metricool	Track performance across Reels, Stories, and carousels; identify top posts; monitor growth trends.

Small businesses often juggle tasks like design, scheduling, editing, and analytics. For tools that help streamline your workflow, see our content marketing guide. 

How to measure success on Instagram 

Posting regularly is great, but how do you know if it’s working? That’s where analytics come in. Instagram gives you built-in tools to track performance so you can see what’s resonating with your audience and what’s not. Paying attention to a few key numbers will help you post smarter instead of just posting more. 

Key metrics to track 

Not every number matters. Focusing on the right metrics helps you avoid overwhelm and stay aligned with your business goals. Here are some key metrics to monitor: 

• Reach. The number of unique accounts that saw your post. A good sign of whether your content is breaking out beyond your followers. 

• Engagement rate. Likes, comments, shares, and saves compared to how many people saw the post. This shows how much your audience cares about your content. 

• Completion rate. For stories and Reels, how many people watch until the end. High completion rates usually mean your content is entertaining or useful. 

• Click-through rate (CTR). The percentage of users who click your bio link or action buttons. This connects Instagram activity to real-world actions like sales or bookings. 

• Product tag taps. If you’re using shopping features, this shows how often people tap product tags in your posts. 

Interpreting analytics to refine strategy 

Numbers are only valuable if you use them to make better decisions. Review your analytics regularly and adjust based on the patterns you see. 

• Double down on content types with the highest reach or saves. 

• Adjust posting times if engagement is consistently low. 

• Test different content styles (short vs. long captions, photos vs. Reels) to see what performs best. 

• Use Insights to identify your top-performing posts and repurpose them into new formats. 

How businesses use Instagram 

There’s no single formula for success on Instagram. Some brands stand out with polished product photos, while others lean into storytelling, tutorials, or community building.  

Here are five real-world examples of how businesses are using Instagram in 2025: 

Showcasing products in creative ways 

Glossier has built a strong Instagram identity through clean, minimal product shots and lifestyle imagery that blends seamlessly into a follower’s feed. Their approach makes products feel both aspirational and accessible. 

Highlighting craftsmanship and quality 

Allbirds emphasizes sustainability and design by zooming in on the details—think close-ups of fabrics, stitching, and materials. Their posts remind followers that the brand’s value lies not just in style but also in thoughtful craftsmanship. 

Building connection through behind-the-scenes content 

Ben & Jerry’s often pulls back the curtain with factory tours, new flavor development sneak peeks, and employee spotlights. These posts showcase the human side of the company and make the brand feel approachable and community-driven. 

Driving engagement with reels and tutorials 

Sephora uses Reels to deliver quick makeup tutorials, skincare tips, and product demos. Each video provides value while subtly encouraging purchases, making education and sales work together. 

Turning Instagram into a storefront 

Nike seamlessly integrates shopping into its posts by tagging products in Reels and carousels. Followers can move from watching an athlete demo new gear to purchasing it in just a couple of taps. This shows how Instagram’s commerce features can turn attention into action. 

Grow your small business on Instagram today 

Instagram gives small businesses one of the best opportunities to connect with customers, build trust, and drive sales in 2025. With billions of users and easy-to-use tools like Reels, Shops, and product tagging, you can reach the right audience and grow your brand without needing a massive budget. 

The most important step is to simply get started. Set up your account, post consistently, and keep learning as you go. And when you’re ready to strengthen your digital presence beyond Instagram, our website builder and professional services can help you create a great website that supports your social media growth. 

Frequently asked questions