Instagram Strategy: Essential Dos and Don'ts Part 2

In part one, we covered the foundational do’s and don’ts of building an effective Instagram strategy. In this follow-up, I want to zoom in on some very common mistakes I see small business owners and service providers making – often without realising the impact they’re having.

If Instagram feels like a lot of effort for very little return, one (or more) of these could be the reason.

Don’t only post what you want to see

It’s easy to fall into the trap of creating content based purely on your own interests, opinions or aesthetic preferences.

But a strong Instagram strategy is audience-led, not creator-led.

Before posting, ask yourself:

• Does this solve a problem for my audience?

• Does this answer a question they’re asking?

• Does this support their next step?

Your content should still sound like you – but it needs to be created with your audience front of mind.

Don’t use unrelated hashtags

Hashtags aren’t about reach at all costs – they’re about relevance.

Using broad or unrelated hashtags might give you a temporary spike in impressions, but it won’t attract the right people. Worse, it can confuse the algorithm about who your content is actually for.

Instead, focus on:

• Industry-specific hashtags

• Niche or service-based hashtags

• Location-based hashtags (if relevant)

Quality always beats quantity when it comes to hashtags.

Don’t boost posts just for a reach boost

Boosting posts can feel like an easy win, but without a clear strategy it’s often money wasted.

Boosting for reach alone doesn’t guarantee:

• Engagement

• Website clicks

• Enquiries or sales

If you’re going to use paid promotion, it should be tied to a specific goal and supported by strong messaging and a clear call to action.

Don’t post long captions that don’t actually say anything

Long captions aren’t the problem – fluffy captions are.

If a caption is long but lacks clarity, value or direction, people simply won’t read it.

Every caption should have:

• A clear point

• A reason for your audience to keep reading

• A takeaway or next step

Say less, but say it with intention.

Don’t lose what makes you unique

Trying to blend in with others in your industry is one of the quickest ways to become forgettable.

Your tone, perspective, experience and values are what make people choose you.

If your content could be posted by anyone in your industry, it’s worth revisiting how you’re positioning yourself.

Don’t leave your bio blank (or vague)

Your bio is one of the most important pieces of real estate on your profile – and it’s often overlooked.

A strong bio should clearly communicate:

• Who you help

• How you help them

• What to do next

If someone lands on your profile and can’t immediately tell what you do, you’re likely losing potential followers and clients.

Don’t get stuck trying to stick to a rigid schedule

Consistency matters – but rigidity doesn’t.

Forcing yourself into a posting schedule that doesn’t fit your life or business usually leads to burnout or inconsistency.

Instead of focusing on a perfect schedule, focus on building a system:

• Batch content when you can

• Reuse and repurpose posts

• Set realistic expectations

A flexible system will always outperform a strict schedule you can’t maintain.

Don’t post template content without making it your own

Templates are tools, not shortcuts.

Posting template content without editing it to reflect your voice, brand and audience makes your content feel generic – and your audience can tell.

Use templates to save time, but always:

• Rewrite captions in your own tone

• Adjust examples to suit your audience

• Align visuals with your brand

Your content should sound like you, not like everyone else.

Final thoughts

Instagram strategy isn’t about doing everything perfectly – it’s about avoiding the habits that quietly undermine your efforts.

When you focus on relevance, clarity and authenticity, your content becomes far more effective (and far less exhausting).

If you want support identifying what’s holding your Instagram strategy back – and how to fix it – this is exactly what I help my coaching clients work through.