5 Things You May Be Getting Wrong on Instagram
Instagram can be a powerful tool for businesses, offering unique opportunities to engage with your audience, build your brand, and grow your reach. But, like any platform, there are nuances that can make or break your success. If you’re managing a small business account and feeling like your efforts aren’t paying off, you might be making some common mistakes. Below are five things you may be getting wrong on Instagram—and tips on how to fix them.
1. Links Don’t Work in Captions
One of the most common misunderstandings about Instagram is the use of links in captions. Unlike other platforms, Instagram does not support clickable links in post or reel captions. Users can’t even copy and paste text from the caption, which means including a URL there doesn’t benefit your engagement.
What you can do instead: Utilize the link in stories function (available for 24 hours) and "Link in Bio" strategy. Place a relevant link in your bio and direct users there from your captions. A link in bio tool will allow you to create a catalog of links for your business. You can also use Instagram Stories to add a link using the sticker function, making it easy for viewers to click. Your caption should include a call to action pointing to where the relevant link is. “Direct link in bio.” “Direct link in stories.” Additionally, sending direct links through Instagram Messenger is a personal way to engage followers and provide them with information they might need. Only do this if they’ve contacted you asking for info on your business!
2. Ignoring Engagement Opportunities
If you’re not replying to comments or direct messages, you’re missing out on the opportunity to create meaningful connections. Instagram is not just about posting—it’s a social platform, and that means interaction is key. Your followers want to feel heard and valued, and responding to comments is an excellent way to build trust and loyalty.
Tip: Make it a habit to check your comments and messages daily. Even a simple "thank you" or a reaction can go a long way in making your audience feel appreciated. Over time, this will help strengthen relationships with your followers and improve your overall engagement rate.
3. Posting Irrelevant Content
Not all content is created equal and posting things that don’t resonate with your target audience can lead to lower engagement. It’s easy to fall into the trap of posting whatever’s trending or content that doesn’t align with your brand’s message, but this can confuse your followers and dilute your brand’s story.
Solution: Know your target audience inside and out. Understand their preferences, interests, and pain points. Craft your posts around content that resonates with them and aligns with your business’s core values. Monitor your analytics to see what types of content get the best response, then adjust your strategy accordingly.
4. Inconsistent Branding and Low-Quality Images
Your Instagram feed is a direct representation of your brand. If you’re using a variety of colors, fonts, or images that don’t match your established branding, you’re creating confusion for your followers. Similarly, low-quality images or poorly designed graphics can make your business appear less professional.
Fix: Stick to a consistent visual and tone style across your Instagram posts. Whether it’s specific color palettes, fonts, or even filters, your brand identity should be instantly recognizable. Invest in quality images—whether that’s through professional photography or ensuring your smartphone photos are well-lit and crisp.
5. Building an Inauthentic Following
In an effort to gain more followers quickly, some businesses resort to buying followers or using bots. While this might inflate your numbers, it’s not an effective long-term strategy. These followers are unlikely to engage with your content or become customers, and Instagram’s algorithm may even penalize accounts with high numbers of fake followers.
Pro tip: Focus on building a genuine, engaged following. Share your brand’s story, be authentic, and show your personality. People want to connect with businesses they can relate to. Remember, having fewer followers who truly care about your brand is far more valuable than a large, disengaged audience.
Overall, Instagram is a dynamic platform with incredible potential for businesses to build authentic connections, grow their reach, and boost sales. But it’s essential to avoid the pitfalls that can limit your success. By understanding how links work, fostering engagement, posting relevant content, maintaining consistent branding, and building an authentic following, you’ll be well on your way to maximizing your business’s Instagram presence. If you need help managing your social media, reach out to Edge Marketing + Design—we’re here to help your brand shine online!
