How to Create an Engaging Instagram Post (What I’ve Learned as a Small Business Owner)
Posting on Instagram can so often feel totally overwhelming, I thought consistency alone would grow engagement and when I wasn’t able to post regularly I would end up feeling like a failure, like I wasn’t doing it ‘right’. This then inevitably led me to me not doing it all, the job feeling so big and overwhelming that I couldn’t even start, like if I couldn’t do it like everyone was telling me I should, that there was no point.
And don’t get me wrong the advice is good and I can see the value in it all, but when there is only one of you and you are already doing all the other jobs it can just end up feeling too much.
I will always strive to do my best at whatever I do and this has historically meant I’ve done twice as much as necessary, just to know I’ve done enough. Which is not ideal when your to do list is already too long for one person to complete, let alone do everything ‘perfectly’. It’s something I have been working on for a long time and I have gotten much better at not only identifying what needs my best work and what just needs to get done, but also reducing the expectations I have of myself. This is definitely a work in progress!
It’s also important to work out what is the aim, what is the benefit of that job on the list because if it’s not moving things forward does it really need to be done? And with Instagram I had gotten to the stage of feeling like I just needed to post all the time and I just wanted to increase those likes, to show Instagram that my content was valuable so it would hopefully show it to more people. But recently I have realised that engagement matters more than likes, not just to show the algorithm that my content actually has value but for how it makes me feel about sharing. That connection with others is why I started my business in the first place. To be a part of your stories, your celebrations and special occasions and Instagram is no different.
Over time, I’ve learned that creating an engaging Instagram feed isn’t about posting more, but about posting with intention, connection, and value. Here’s what running my small business has taught me about what has worked for me.
An Unexpected Response To A Post
Recently I posted about feeling overwhelmed. It was a video of me just talking to the camera and sharing how I was feeling. It was heavily edited (I promise!) but it was still 4 minutes long. Now I knew that this was not ideal, that Instagram doesn’t like anything that resembles long form content and that it has been shown that viewers want fast paced impactful content, not a middle aged woman whining on about having too much to do! When I went to post it, Instagram even warned me that it wouldn’t show it to anyone because it was over 3 minutes long. Bitch! Did it not know how long it had taken me to edit?!
But I posted anyway. Because I didn’t have the capacity to spend anymore time on it but also because I knew that taking more out would mean I wasn’t getting across everything I wanted to say on the matter. And this post wasn’t for new followers, I wasn’t really thinking who it was for really (hello no strategy over here) it was just something that I was experiencing and it felt might be relevant to others. So I posted it anyway and never imagined what would happen next.
What I Learnt About Creating Engaging Posts
The response to the post was overwhelming. Quite a lot of my followers are fellow small business owners, so I’ll admit that I had an inkling that it might resonate with some of them. But I honestly didn’t post it with that in mind, I just felt the need to share what was going on in my brain and hoped it might help someone else too. When engagement starts before hitting publish you know you’re onto something. Because the post meant so much to me and I felt so compelled to share, it was inevitable that others might be feeling the same way and engage with that content.
I’ve admitted that there was little to no strategy to this post but I do know that understanding who you are speaking to is vital when it comes to creating engaging posts. I may have posted that reel for me primarily but it has overwhelmingly shown me who a lot of my followers are and and what they connect with, which is so helpful to me going forward. Trial and error all the way!
This doesn’t mean that I’m now just going to post videos of me waffling on about how hard life is, because no one wants that on their feed every day. But it has made it clear that it’s more important to share stories than simply sell. Which is handy because anyone who knows me (and you if you’ve got this far) knows I like to to talk and connect with people, even if it does mean I share a little too much sometimes/most of the time… anyone else?!
But your followers want to see you, know you, feel like they are aren’t just buying from a big faceless corporation. Because let’s face it, they could do that, for cheaper and quicker, but they aren’t, they are following you. Because they want something different, personal, unique and you are the one who is key to that, so showing your personality and authenticity really is the small business dynamite.
Why Engagement Matters on Instagram
Look I’m no Instagram expert, far from it, and there are lots of people who know far better than me what you should be doing to see success on there. But everyone of those people has learnt through trial and error, experimenting with different content, posting times, hooks, the list goes on. And after 12 years of using it for my small business I’ve come to realise I’ve also learnt a lot through trial and error so thought I’d share some of what I think I’ve learnt, just in case it is helpful to some one else.
Engagement builds relationships, not just visibility and it is these relationships that lead to loyal followers and then hopefully customers, because as small businesses we love sharing our story and connecting with our audience, but we are also there to try to increase our income, although that’s not often talked about either (maybe a post for another day).
Connecting to the right audience is vital for this, so posting the content your followers want to engage with is so important. Creating content that your ideal customers want to engage with is obviously essential, but I do also think there needs to be a balance with creating content that feeds your soul too. Because if it doesn’t bring you joy too then it does just end up feeling like a huge, onerous job which will inevitably mean you hit that overwhelm and stop posting the engaging content too.
Engaging content also encourages trust and brand loyalty. When people feel like they know you, what you stand for, your values as a business they are more likely to move through that funnel to make a purchase. Seeing the behind the scenes, the love and care that goes into what we do helps people get invested in the story first and then hopefully the product.
And conversations matter more than follower numbers, every time. I’ve been on Instagram for at least 12 years now and have not even reached 6000 followers. Do I sometimes wish I had more followers? Of course. But would I want those at a loss to the connection I get from the conversations I have on there with my loyal crew, absolutely not. It’s hard not to get swept up in the vanity metrics sometimes and follower count can be important if you want to work with brands etc but I think even then, brands are more keen to work with people with better engagement these days rather than millions of followers.
Content That Has Improved My Engagement
So what do you actually need to post? As I’ve said already I am no expert in this, just sharing my personal experience, but here are some types of content that have worked for me, where I have seen the greatest engagement.
Behind-the-scenes moments - in the studio, packing orders, juggling running the business around my kids, tidying up, preparing for events (this always gets good engagement) and any processes that enable people to feel like they are getting a sneak peek into the life of a small business owner. People are nosey!
Process and creation content - drawing and designing, making products, packaging products, development of new products etc
Educational or helpful posts - this one I find harder as I often feel like everyone else knows more than me, but I am coming to realise that I know a little so when I can share a little of nuggets of wisdom, even if just my experience, like my latest post, it can be the content that gets the greatest connection.
Asking questions in captions - but they have to make someone want to answer, to take 2 minutes out of their day to respond. Ones that have worked for me are ones that ask for their opinion or take on the content, asking for a response if they relate, what would they add or what their own experience has been. Short and direct work best and I often put mine in the first comment on the post to create immediate engagement. It can also be helpful to answer your own question to get the ball rolling!
Relatable small business experiences - don’t be afraid to share the stuff that doesn’t work too! Some of my most engaged posts have have been sharing failures. I once posted a video of me unpacking tea towels that had been folded incorrectly because I had failed to instruct my supplier correctly and it’s had over 300,000 views so far. Who knew!
Small Changes That Made a Big Difference
Writing captions that invite conversation - we’ve discussed that I like to talk and this means that often I feel like my Instagram captions are too long. But I also know that when you tell a story that resonates more people are likely to respond, to join the conversation and that is where the real magic lies!
Using intentional visuals over perfect ones - the tea towel video I mentioned earlier was filmed in the spur of the moment because I was excited to open the box but thought I’d better film it in case I could use it for content. I was in my ‘work clothes’, hair unwashed, no make up so not ideal! But it turns out that often the realer the better, the less polished or staged content often performs the best.
Posting consistently rather than perfectly - this one is HARD and I don’t manage it all the time (hello impromptu 6 months off last year) but I do know that everything works better when I am consistent. So working on letting go of the perfectionist tendencies in me to allow for consistency instead. Maybe I’ll do an update on this one in a few months to see how I’m getting on!
Responding to comments and messages quickly - this is key. I always try to make sure I have capacity within the first half an hour to respond to comments because it definitely makes a difference to how many more people might see that post.
What an Engaging Instagram Post Looks Like
Clear message or takeaway - get to the point! Not often my forte but people need to know what they’re getting quickly and clearly.
Emotional or relatable hook - you don’t have to be looking for sympathy with every post, but a hook that will connect on an emotional level is always preferable for engagement. If your content can make people feel something you’re onto a winner!
Value for the audience - what is the point of the post? what are people getting? I sometimes forget to ask these questions when creating content, just posting on the hoof and whatever is ready to go, but whenever I am more intentional with it’s purpose is when the engagement is greater.
Strong caption + call to interact - clear and concise but with feeling is my usual aim with captions with some call for action, whether it be to comment or interact with the post or beyond.
Key Lessons I’ll Keep Using
Connection beats perfection - anyone want to join a perfectionsists anonymous club?! But seriously I think I need this on a sticker on my planner.
Authentic content performs better long-term - authenticity is the key, be yourself and the audience will not only come but they will be engaged in you and what you do.
Engagement grows through trust - build trust through honesty, transparency and authenticity and it will all feel just a little bit easier, I promise.
Learning and adapting is part of the process - embrace the journey because no one is getting everything right all the time. You learn more from mistakes than getting it right.
Follow along for more behind-the-scenes small business insights and creative inspiration.
FAQ
What makes an Instagram post engaging?
An engaging post encourages interaction through storytelling, helpful content, or questions that invite conversation.
How can small businesses increase Instagram engagement?
Focus on authentic content, consistent posting, and creating value rather than purely promotional posts.
Do captions really affect engagement?
Yes. Captions that ask questions or share relatable experiences encourage comments and interaction.
How often should I post on Instagram for engagement?
Consistency matters more than frequency. Posting regularly with intention helps build audience trust over time.
