So, you’ve set up an Instagram account for your small business, you're creating posts, you've gained a few followers—and you’re waiting for the magic to happen. But instead of sales rolling in, it feels like you’re yelling into the void!

Don’t worry; you’re not alone. Many small businesses hit Instagram with the best of intentions but fall into a few common traps that end up stalling their progress. Here are five big Instagram mistakes I see all the time—and how to dodge them like a pro.

1. Not being crystal clear who you are speaking to

Instagram is a big place, and while you might not think it, not everyone is your ideal customer. One of the biggest mistakes small businesses make is not getting specific enough about who they want to reach. When you’re speaking to everyone, you're speaking to no one.

The Fix: Get clear on your ideal customer. Think of who benefits most from your product or service, get specific with their interests, their needs, and even their Instagram habits. Being clear on this helps you create content that speaks directly to them, making them more likely to connect with you (and buy from you)

2. Not mixing up your content

If your Instagram feed is looking more like a 24/7 sales advert, it might be time to rethink your approach. Yes, your business is there to sell, but Instagram is a social platform first and foremost. Constantly pushing products or services without giving anything in return can make followers feel like they’re just a number in your customer list.

The Fix: Aim for a good mix! A good guide is to look at your last 10 posts (excluding pinned posts) roughly 5 of them should be attraction posts, think fun, relatable, shareable posts, 3 of them should be nurturing i.e. designed to inspire, educate or inform and lastly, only around 2 of them should be there to convert i.e. directly sell. This way, you’re building a relationship, not just bombarding followers with ads. Share useful tips, showcase customer stories, give sneak peeks into your processes—then, when it’s time for a sales post, your audience will be far more receptive

3. Ignoring analytics

Instagram has a pretty incredible analytics tool in professional dashboard. A lot of small business owners don't take the time to review these insights which means missing out on valuable info about what’s working, what isn’t, and who’s actually engaging with your content.

The Fix: Check your analytics weekly. Yes, weekly! Look at which posts are performing best, your follower follows/unfollows and other patterns that can help you post smarter. Analytics can be like a sat nav guiding you toward the content your followers want most. So don’t fly blind—let those numbers help you!

4. Posting inconsistently

One week, it’s posts galore, the next, nothing. While everyone’s juggling a million things (I get it!) posting inconsistently can mean losing momentum with your followers.

The Fix: Create a simple posting schedule and stick to it. Even if it’s just twice or three times a week, consistent posting keeps you top of mind with your followers and builds trust over time. Planning and scheduling posts ahead of time (perhaps with my Sunday Club Social Media Planner?) can be a lifesaver here, helping you keep content flowing even on the busiest of days

5. Not using hashtags (or putting them in the wrong place)

Hashtags help Instagram categorise your post so that they know who to show it to, but many businesses don't use them at all or are putting them in the comments of their posts where they will do literally nothing.

The Fix: Use a handful of hashtags that are relevant to the posts itself/your business. Spend a little time researching hashtags your ideal customers might follow. Or, look at what competitors in your space are using for some inspiration! And always, ALWAYS, put hashtags in your caption, at the bottom, under your main text. Putting them in the comments will do absolutely nothing for your post. Instagram doesn't categorise posts based on the contents of the comments, imagine if they did? Anyone could hijack your post with hashtags!

Every small business can thrive on Instagram, but avoiding these common mistakes can be the difference between feeling stuck and seeing real results.

Remember, it’s not about being perfect—it’s about understanding what works and staying consistent with it. So go on, put these fixes into practice, and watch your Instagram start working for you!

Until next time,

Amanda