In today’s hyper-connected world, Instagram isn’t just a platform—it’s a stage where your brand can shine, connect, and grow. For service-based businesses, Instagram offers a unique opportunity to build trust, foster relationships, and elevate your brand’s presence in a way that feels genuine and approachable. But with so many features at your fingertips, how do you craft a strategy that not only amplifies your reach but also stays true to your brand’s core value of approachability?
Let’s dive into how you can harness Instagram’s powerful tools—Posts, Reels, Threads, Stories, and Highlights—to create a brand presence that’s as inviting as it is impactful.
Why Instagram Matters for Your Business
For service-based businesses, Instagram is more than just a visual platform—it’s a community. It’s where you can showcase your expertise, build meaningful connections, and let your brand’s personality shine through. But before you start posting, it’s essential to get clear on your why.
Why Instagram?
Whether your goal is to humanize your brand, engage with potential clients, or showcase your unique value proposition, knowing your purpose will help you craft a strategy that resonates.
Know Your Audience, Speak Their Language
Your Instagram strategy should be grounded in a deep understanding of your audience.
Who are you speaking to?
Knowing who’s on the other side of the screen allows you to tailor your content to their needs, preferences, and pain points. For service-based businesses, where approachability is key, your content should feel like a warm welcome—something that draws people in and makes them feel seen and valued.
Your Toolkit for Success: Instagram’s Core Features
Instagram offers a variety of content formats, each with its own unique strengths. Understanding how to use each—Posts, Reels, Threads, Stories, and Highlights—will help you create a cohesive and engaging brand presence that truly connects with your audience.
1. Posts: The Heartbeat of Your Brand
- What They Are: Posts are the bread and butter of your Instagram profile, featuring photos, carousels, or videos that live on your main grid.
- Strengths: Posts are perfect for showcasing your services, sharing client testimonials, and highlighting your brand’s values. They’re the foundation of your brand’s visual story—what people see when they first visit your profile.
- Strategy: Use posts to tell your brand’s story in a way that feels authentic and inviting. Share insights, success stories, and behind-the-scenes moments that give your audience a real sense of who you are and what you stand for. Make sure every post aligns with your brand’s voice and visual identity.
2. Reels: Bite-Sized Brilliance
- What They Are: Reels are short, snappy videos (up to 90 seconds) designed to be engaging, shareable, and fun.
- Strengths: Reels are a powerful way to showcase your brand’s personality and creativity. They’re highly discoverable, often reaching audiences beyond your followers.
- Strategy: Use Reels to give a quick, engaging look into your business. Whether you’re sharing tips, introducing team members, or showcasing your process, Reels offer a dynamic way to connect with your audience on a more personal level. They’re your chance to be playful, creative, and real.
3. Threads: Storytelling That Sticks
- What They Are: Threads are a series of connected posts or videos that build on a single theme or narrative.
- Strengths: Threads are ideal for deep dives, allowing you to explore topics in more detail and keep your audience engaged over multiple posts.
- Strategy: Use Threads to tell a more comprehensive story—whether it’s a client journey, a case study, or a detailed explanation of your services. Threads let you take your audience on a journey, building trust and showcasing your expertise in a way that’s both informative and engaging.
4. Stories: Real-Time Connection
- What They Are: Stories are temporary posts that disappear after 24 hours, appearing at the top of your followers’ feeds.
- Strengths: Stories are all about spontaneity and real-time engagement. They’re perfect for sharing quick updates, behind-the-scenes content, and interacting directly with your audience.
- Strategy: Use Stories to give your audience a peek behind the curtain. Share day-to-day moments, answer questions, and use interactive features like polls and Q&As to engage your audience in a way that feels personal and immediate. Stories are where your brand’s approachable, human side can truly shine.
5. Highlights: Your Greatest Hits
- What They Are: Highlights are curated collections of Stories that you can save to your profile, making them available indefinitely.
- Strengths: Highlights allow you to extend the life of your best Stories, creating an easy-to-navigate archive of your most important content.
- Strategy: Use Highlights to organize your Stories into categories that reflect your brand’s key messages—like “Client Testimonials,” “Our Process,” or “Behind the Scenes.” Highlights serve as a handy resource for new visitors, helping them quickly understand what your business is all about.
Case Study Success: Service Businesses Owning Instagram
Instagram’s flexibility makes it a powerful tool for service-based businesses to build connections, showcase expertise, and reinforce brand values. Here’s how a few trailblazing brands are doing it right:
@nationalparkservice: Witty and Engaging Posts
- What They Do: The National Park Service (NPS) has turned Instagram into a playground for education and entertainment. Their posts, featuring breathtaking park imagery, are paired with humorous, memorable captions that communicate important safety tips.
- Why It Works: By blending humor with education, the NPS makes critical information more engaging and shareable. Their posts don’t just inform—they entertain, building a loyal community of followers who love the mix of wit and wisdom.
@bewellbykelly: Thought Leadership Through Reels
- What She Does: Kelly LeVeque, a leading nutritionist and wellness expert, uses Reels to promote her podcast and position herself as a thought leader in the wellness space. Her Reels offer quick, actionable insights that are both informative and engaging.
- Why It Works: Reels help Kelly reach a wider audience by delivering bite-sized content that’s easy to digest and share. By consistently sharing high-value content, she reinforces her authority and connects with her audience in a way that’s approachable and impactful.
@sharonsaysso: Educating Through Stories and Highlights
- What She Does: Sharon McMahon, known as “America’s Government Teacher,” uses Stories and Highlights to break down complex government topics into easy-to-understand segments. She saves these educational gems in Highlights, creating a valuable resource for her followers.
- Why It Works: Sharon’s use of Stories allows her to engage with her audience in real-time, answering questions and demystifying the workings of government. Her Highlights serve as a go-to reference for her community, cementing her role as a trusted, approachable educator.
@madeline_moves: A Masterclass in Multi-Tool Engagement
- What She Does: Madeline, a fitness influencer and creator of the “Moves” app, uses the full suite of Instagram tools—Posts, Reels, Stories, and Highlights—to showcase her fitness programs, share personal insights, and engage with her community.
- Why It Works: Madeline’s comprehensive use of Instagram’s features allows her to create a vibrant, inclusive community. Whether she’s sharing workout tips, personal updates, or user-generated content, Madeline keeps her audience engaged and inspired, all while staying true to her brand’s approachable, positive vibe.
Crafting an Approachable Brand
Profile Photo:
Your profile photo is your first handshake with potential clients. Make it warm, welcoming, and reflective of your brand’s personality. Whether it’s a logo or a friendly headshot, it should make people feel like they’re in the right place.
Bio:
Your Instagram bio is your brand’s elevator pitch. Keep it clear, concise, and compelling. Let people know exactly what you do and how you can help them. Don’t forget to include a call to action—invite them to learn more, book a consultation, or explore your services.
Link:
(Unpopular opinion: Your Instagram bio doesn’t need to link to your Home Page.) In fact, it might not be the best place to send your followers. Your bio link is prime real estate—it’s where your audience takes the next step with your brand. Sure, you can use a tool like Linktree to offer multiple links, but don’t overdo it. Focus on the most valuable actions—whether that’s driving traffic to a specific landing page, your latest content, or a key service. Keep it simple, intentional, and always aligned with your current goals.
Highlights:
Organize your Highlights like a well-curated portfolio. Use them to showcase key aspects of your business—client success stories, how your process works, or a peek into your day-to-day. Highlights are a great way to make sure your best content stays front and center.
Content That Resonates
What to Post:
Your content should be a reflection of your brand’s heart and soul. Focus on what makes your business unique, and share it in a way that feels authentic and engaging.
- Introduce Yourself and Your Team: Use Posts and Stories to put faces to your brand. Share photos and videos that introduce your team, showcase your work, and give your audience a sense of who you are. This builds trust and makes your business feel more human.
- Show Behind the Scenes: Reels and Stories are perfect for giving your audience a behind-the-scenes look at your business. Whether it’s a day in the life, a project in progress, or a sneak peek at something new, this content helps people feel connected and involved.
- Engage Directly: Use Stories to interact with your audience in real-time. Ask questions, run polls, and invite people to share their thoughts. This kind of engagement shows that you value your audience’s input and are open to conversation.
- Share Your Expertise: Threads and Posts are your go-to for sharing in-depth content that demonstrates your expertise. Whether you’re offering tips, explaining your services, or sharing a client case study, make sure your content is valuable and easy to digest.
Are Hashtags Still A Thing?
Hashtags are the unsung heroes of Instagram, acting as the bridge that connects your content with a broader audience. They’re more than just trendy phrases—they’re strategic tools that increase the visibility of your posts, making it easier for potential clients to discover your brand.
So, how do you select the best hashtags for your brand?
Start by considering what’s most relevant to your business and audience:
- Branded hashtags: Create a unique hashtag that represents your brand or campaign, like #YourBrandName. This helps build a community around your content and encourages user-generated posts.
- Industry-specific hashtags: Use hashtags that are common within your industry, such as #webdesign, #fitnesscoach, or #wellness. These connect you with people searching for services like yours.
- Location-based hashtags: If your business is tied to a specific location, include hashtags like #NYCbusiness or #LAservices to attract local clients.
- Value-driven hashtags: Reflect your brand’s core values with hashtags like #ClientFocused, #SustainableBusiness, or #ApproachableBrand. These resonate with like-minded individuals who prioritize the same principles.
- Trending hashtags: Occasionally, tapping into popular, trending hashtags can boost visibility, but ensure they’re relevant to your content to maintain authenticity.
By thoughtfully selecting a mix of these hashtags, you can increase your content’s discoverability, engage with a targeted audience, and enhance your brand’s presence on Instagram.
Bringing It All Home
Instagram is your stage, and you’re the star. For service-based businesses, it’s a place where you can showcase your expertise, build connections, and reinforce your brand’s commitment to approachability. By using Instagram’s features strategically, you can create a brand presence that’s not only visually cohesive but also deeply engaging.
Remember, Instagram isn’t just about showing what you do—it’s about sharing who you are.
It’s about building relationships, one post, reel, or story at a time. By staying true to your brand’s voice and values, you can elevate your reach, connect with your audience, and create a lasting impact. The tools are all there—now it’s time to use them to tell your story in a way that resonates and inspires.
