How to grow on Instagram in 2025

Today, Instagram, is a serious platform for building a following, growing a business, or launching a creator career. Whether you’re a brand looking to reach customers or a creator trying to grow your influence, getting from 0 to 10,000 followers is still one of the most valuable goals out there, a valuable milestone for anyone.

For brands and small businesses, Instagram is where your audience is already hanging out, discovering products, checking reviews, and deciding who to trust. It’s your chance to:

• Build brand awareness
• Drive traffic and sales
• Connect with loyal customers
• Show your product in action, not just in a catalog

For creators and influencers, Instagram is your digital stage. It helps you:

• Share your story and build a personal brand
• Attract partnerships and collabs
• Engage with a community that actually cares
• Turn content into income (without selling your soul)

With this being said, whatever your goal, this guide will walk you through how to:

• Set up your profile to attract the right people
• Create content that gets attention (and keeps it)
• Use Reels, Stories, and Lives to get discovered
• Engage in a way that builds real relationships
• Run Instagram ads (if you’re ready for that step)
• And track what’s working so you can grow faster

Let’s break it all down and get you growing.

I. Optimize your Instagram profile

Think of your Instagram profile like a landing page. When someone clicks your handle, they’ve got just a few seconds to decide: “Do I want to follow this person or not?” Your goal? Make it a clear, confident YES.

Whether you’re a creator or a brand, an optimized profile tells people exactly who you are, what you do, and why they should stick around. Let’s break it down.

1. Username: Keep it simple & searchable

Your username (@handle) should be clean, easy to remember, and relevant to your niche. Avoid random numbers or special characters unless they’re part of your brand. If you can, include a keyword related to what you do, like @thetravelcoach or @greenbeautyco.

Why it matters: People search by keywords on Instagram. A niche-friendly username makes you easier to find.

2. Profile picture: Look legit!

For creators: Use a high-quality, well-lit headshot where your face is clearly visible. Smiling helps.

For brands: Use a sharp, centered version of your logo with a clean background. Make sure it’s legible at small sizes.

Why it matters: Your profile picture shows up in comments, DMs, and Stories. It should instantly feel professional and recognizable.

3. Bio: Get to the Point

You’ve only got 150 characters, make them count.

Use this space to quickly explain:

• Who you are
• What you do or post about
• What makes you different
• A call to action (like “DM me for collabs” or “👇 Shop the collection”)

If you’re promoting anything — products, services, affiliate links — use link in bio tools like Social Cat Link in Bio, to add a mini landing page with multiple links.

Example bios:

✈️ Travel junkie sharing budget-friendly adventures

🧼 Skincare brand | Clean. Simple. Effective.

💡 Helping small biz owners grow on IG | Free guide below 👇

4. Contact info: Make it easy to reach you

If you want brands, customers, or followers to get in touch, don’t make them work for it.

• For creators: Add an email or link to a collab form.
• For businesses: Add email, phone, and location (if local).

Switching to a business or creator account unlocks these contact buttons directly on your profile, super helpful.

5. Use keywords in your name field too

Here’s a little-known hack: the Name field (not your @handle, but the bold text in your profile) is searchable. Add keywords here to improve discoverability.

Examples:

👤 @madelinemoves

Name field: Fitness Coach | Home Workouts

🛍️ @cozycraftstudio

Name field: Handmade Candles & Decor

6. Switch to a business or creator account

Don’t skip this. Switching gives you access to:

• Instagram Insights (track what content performs best)
• Contact buttons (email, directions, phone)
• Access to branded content tools and ad promotions
• Profile category tags (like “Artist” or “Entrepreneur”)

It’s free, takes 30 seconds to set up, and gives you way more control over how your profile works.

7. Your profile should answer these 3 questions

1. Who are you?
2. What kind of content should I expect here?
3. Why should I follow you today, not later?

If your profile doesn’t answer those in under 5 seconds, tweak until it does.

This is our profile.

II. Create high-quality content

Great content is the engine that powers every growth strategy on Instagram. It stops the scroll, sparks conversation, and keeps people pressing the “Follow” button. Below is a deeper dive into each element, so you can turn casual scrollers into loyal fans, whether you’re a brand or a creator.

1. Shoot in high resolution, every time

If you are already a pro, you have fancy cameras, well, then we think you already know what to do. But because you are just starting, the phone cameras is probably the best and the only option you’ve got. So let’s focus on that

Smartphone cameras are awesome, but the magic happens when you combine them with solid technique. Think of this step as your quick-start checklist for crisp, scroll-stopping visuals.

🔨 Master the lighting

• Natural light is king. Film near a window or step outside whenever you can.
• Golden hour (sunrise + sunset) serves up a soft, warm glow that flatters everything, faces, products, scenery.
• Watch for harsh shadows. Mid-day sun from straight above can leave raccoon eyes and blown-out backgrounds. Step into open shade or use a diffuser if you can’t avoid it.
• Bounce it, don’t blast it. Instead of firing your phone’s built-in flash, grab a cheap reflector (or even a white foam board) to bounce light back onto your subject. Ring lights work too, but keep them at a slight angle to avoid that “deer-in-the-headlights” look.

Brand angle: Macro close-ups in soft natural light show off product texture and details.

Creator angle: Mix polished golden-hour shots with real-life clips under regular daylight to stay authentic.

Caleb is someone who can teach you how to use the perfect lighting.

📐 Nail your composition & framing

• Rule of thirds. Picture a 3×3 grid over your screen and place key elements on the lines or intersections. It instantly feels balanced.
• Leading lines. Roads, stair rails, or countertops draw the viewer’s eye straight to your subject. Use them!
• Symmetry vs. off-center. Center perfectly symmetrical subjects (think doors or flat lays). For everything else, off-center compositions usually feel more dynamic.
• Shoot vertical (9:16). Instagram loves vertical content for Reels and Stories, and viewers are already holding their phones that way.

(Credit to boost your photography)

📳 Stabilize your shots

• Photos: Brace your elbows on a table or hold your phone with both hands to avoid blur, especially in low light.
• Videos: A $20 tripod or a simple phone gimbal beats shaky handheld clips every time. Even resting your phone on a stack of books works.

🎨 Edit like a pro, without going overboard

• Photo apps: Lightroom Mobile, Snapseed, or VSCO let you fine-tune exposure, color, and sharpness.
• Video apps: CapCut, iMovie, or Adobe Premiere Rush handle trimming, transitions, and quick color tweaks on the go. Video editing apps can help not only pros but amateurs as well.
• Keep it subtle. Think “enhance,” not “totally transform.” Over-filtered images look dated and can erode trust.

Remember: killer lighting + thoughtful framing + gentle editing = images and videos that feel polished yet real. Master these basics and everything else, hashtags, captions, even algorithms, works a whole lot better.

2. Craft a recognizable visual aesthetic

A consistent look makes your feed feel intentional and memorable. It doesn’t have to be perfectly “grid-curated,” but having a signature style helps followers recognize your content in a crowded feed.

• Color palette: Pick 2–3 anchor colors (brand hex codes or personal favorites) and let them dominate props, backgrounds, or overlays.
• Fonts & text overlays: Limit yourself to one headline font and one body font. Use the same sizes and placement in Stories and Reels covers.
• Filters & presets: Use a single Lightroom preset or keep adjustments within the same range (e.g., always +10 warmth, +5 contrast).
• Brand assets: Logos, watermarks, or subtle corner tags keep your work identifiable, and deter repost theft.

For us, alternating one video with one post works best. But our account is mostly educational.

3. Mix up formats to beat algorithm fatigue

Posting the same thing daily bores both humans and algorithms. Rotate through these to stay fresh:

4. Write captions that hook, hold, and convert

A killer photo stops the viewer, an engaging caption keeps eyes on your message.

1. Hook (first 125 characters): Ask a question, share a surprising stat, or promise a takeaway.“What if I told you this shot was taken on an iPhone?”
2. Body: Tell a quick story, drop value, or share context. Break long text with line breaks or emojis for readability.
3. Call-to-Action: One clear ask, save, share, comment, tap link-in-bio, or DM you for details. Too many CTAs muddle results.
4. Hashtags & keywords: Sprinkle 3-5 niche hashtags (#OrganicSkincareTips) and 1–2 broad ones (#SmallBusiness). Keep them relevant; spammy tags hurt reach.

CTA examples:

Brand: “Save this reel for your next recipe night!”

Creator: “Comment 🎧 if you want the full playlist!”

Just speak normally. People are getting smarter, so stop trying to sell them all the time!

5. Repurpose and recycle your best performers

Creating from scratch daily is exhausting, and unnecessary. Let data guide you:

• Identify winners: Use Insights to find posts with top reach, saves, or shares.
• Reformat:
  • Turn a viral Reel into a 10-slide Carousel with deeper tips.
  • Pull quotes from a Live and overlay them on branded graphics.
  • Compile top FAQs from Stories into an evergreen highlight.
• Update & repost: Refresh captions, swap cover images, or add new stats to keep evergreen content current, Instagram won’t penalize you for well-timed repeats.

6. Stay consistent without burning out

• Batch-create: Film or shoot multiple pieces in one session and use schedule tools like Later or Buffer.
• Content pillars: Define 3–4 recurring themes (e.g., Tutorial Tuesday, Customer Story, Product Drop, Personal Story) so brainstorming is faster.
• Posting cadence: Quality > quantity. Start with 3–4 solid posts a week and ramp up only if you can maintain standards.
• Analytics checkpoint: Review metrics every 14 days. Double down on what’s working and drop what’s not.

III. Engage with your audience

Engagement is a conversation! If you want people to care about your content (and keep coming back), you have to show them you care first.

Whether you’re a brand or a creator, engagement is the difference between just having followers and building a real community. And the algorithm? It loves engagement, too. When people comment, reply, or share your content, Instagram sees your account as more valuable, and shows it to more people.

Here’s how to start building real connections on the app:

1. Respond to comments and DMs: like, actually respond

When someone takes time to leave a comment or message, reply. Even a quick “Thanks so much!” or a follow-up question can keep the convo going.

• Creators: Use DMs to connect with followers who reply to Stories. It makes them feel seen, and turns casual viewers into superfans.
• Brands: Responding to product questions, order updates, or feedback quickly shows you’re trustworthy and human (yes, even as a business).

Bonus: The more replies your post gets, the more Instagram boosts its visibility. So even selfishly, it’s worth it.

2. Ask questions in your captions

Want more comments? Give people something to say. Questions invite replies, and replies invite reach.

Try:

• “Which one would you pick, A or B?”
• “What’s your go-to skincare tip?”
• “Have you tried this yet?”
• “Tag someone who needs to see this!”

Pro tip: Place the question near the top of the caption so people see it without having to hit “more.”

3. Run a giveaway or contest

Giveaways aren’t just for influencers with 100K followers. A simple prize, like a free product, a shoutout, or even a small gift card, can drive major engagement.

Rules can be simple:

• Like this post
• Follow [your account]
• Tag 1–3 friends
• Bonus: Share to Stories

Keep the prize relevant to your audience. A niche-focused reward brings followers who are genuinely interested in what you do, not just freebie hunters.

4. Collaborate with others in your niche

Teaming up with others is one of the fastest ways to reach new (but aligned) audiences.

Options:

• Co-create a Reel or Carousel
• Go Live together and talk about something your shared audiences care about
• Do Story takeovers or swap shoutouts
• Tag each other in themed challenges

Creators: Partner with other creators in your space, even micro-influencers.

Brands: Work with influencers, ambassadors, or complementary businesses (e.g. a skincare brand + a wellness coach).

5. Use Instagram stories to stay personal & present

Stories let you show the “real you”, unfiltered, unedited, and spontaneous. That’s exactly what followers want more of.

What to post:

• Behind the scenes of your day or creative process
• Polls, Q&As, quizzes (stickers boost engagement fast)
• Countdown to launches, events, or new drops
• Reactions to trends or comments
• Raw thoughts, tips, or “talking head” clips

Don’t overthink it. Stories disappear in 24 hours, so it’s a great place to be real, not perfect.

This guy here, Steven Mellor, can teach you more about IG stories, captions, engagement etc.

6. Growth Tip: Relationships > Reach

Consistent interaction builds loyalty, and loyal followers bring more followers. People talk, share, and invite others when they feel connected to you. So treat every comment like a handshake, every DM like a conversation, and every post like the start of something longer-term.

IV. Use Instagram ads strategically

Let’s assume you are at the point where you’ve nailed your content, your profile looks great, and people are starting to engage, but growth still feels a bit slow. That’s where Instagram ads come in. When used right, ads can give your account or product a serious boost by getting your content in front of thousands of new, targeted people.

But throwing money at ads without a plan? That’s how you burn your budget with little to show for it.

Let’s walk through how to make Instagram ads actually work for you.

1. Know exactly who you’re targeting

Before you even start building your ad, figure out who you’re trying to reach. Instagram’s ad platform (via Meta Ads Manager) lets you get super specific with:

• Demographics – age, gender, location
• Interests – travel, skincare, fitness, tech, etc.
• Behaviors – people who shop online, engage with similar accounts, follow specific pages

The more targeted you are, the more likely your ad will reach people who actually car, and convert.

💡 Brand tip: Target audiences that mirror your best existing customers.

💡 Creator tip: Focus on users who follow similar creators or are in relevant interest categories.

2. Choose the right ad format

Instagram offers several ad formats, and each works best in different situations. Match the format to your goal:

• Photo Ads: Clean, high-quality images with a clear message, great for showcasing products or brand visuals.
• Video Ads: Perfect for tutorials, behind-the-scenes clips, or product demos. Short and attention-grabbing works best.
• Carousel Ads: Multiple images or videos in one post, ideal for showing off product features, before/after shots, or step-by-step content.
• Stories Ads: Full-screen, vertical, and fast-paced, ideal for limited-time offers, flash sales, or announcements.

Make your ad feel like a natural part of the feed. If it looks too much like an ad, people scroll right past it.

3. Write copy that gets to the point

Good ad copy is like a good caption: short, clear, and benefit-driven.

• Start with a hook – grab attention in the first line
• Highlight the value – what’s in it for the viewer?
• End with a clear CTA – “Shop now,” “Learn more,” “Watch the full video,” “Follow for more”

Avoid jargon or fluff, just say what the offer is and why it matters.

4. Match the Look to Your Organic Content

If your ad looks totally different from your usual posts, it might confuse people or feel out of place. Keep the visual style of your ads consistent with your feed:

• Use the same colors, fonts, or photo style
• Include your logo or tag if you normally do
• Make sure the tone feels aligned with your brand voice

This helps your ad feel more trustworthy, and helps new people recognize your brand when they visit your profile.

5. Track performance and adjust

Once your ad is running, don’t just let it sit. Check performance in Instagram Insights or Meta Ads Manager regularly.

Keep an eye on:

• Reach & impressions – how many people are seeing your ad
• Clicks or taps – how many are engaging
• Cost per result – how much you’re spending per click, view, or conversion
• Follows or conversions – is your ad doing what it was supposed to?

If something’s not working, tweak it: try a new visual, rewrite your CTA, or test a different audience.

💡 Ads only work if your organic content does

Ads can bring people in, but if your profile, content, or bio isn’t on point, they’ll bounce. Before you run ads, make sure your recent posts are strong, your bio is clear, and your feed gives people a reason to stick around.

Because no ad in the world can fix a profile that doesn’t convert.

V. Track progress and adjust your strategy

You’ve been posting, engaging, maybe even running a few ads, awesome. But how do you know if it’s actually working?

Here’s the thing: if you’re not tracking your performance, you’re just guessing. And guesswork doesn’t grow accounts. The real growth comes when you look at the numbers, figure out what’s working (and what’s not), and adjust as you go.

✅ Key metrics you need to watch

You don’t need to become a data nerd, but checking a few key numbers regularly will help you make smarter decisions:

📈 Follower growth rate

Are your followers increasing consistently or did things stall?

• A steady climb = your content and engagement are landing well.
• A plateau or drop = time to mix up your content or re-engage.

Tip: Compare month over month to see what changed when your numbers shifted.

💬 Engagement rate

Likes, comments, shares, and saves matter more than vanity metrics. A smaller account with high engagement is more valuable than a huge one with crickets.

You can always use our engagement calculator rate, however, if you want to do it yourself, this is how to calculate it:

(Likes + Comments + Saves) ÷ Followers × 100 = Engagement Rate %

Aim for 2–6% as a healthy average, but this varies by niche.

Pro tip for creators: Brands care more about engagement than your follower count.

👀 Reach & impressions

• Reach = unique accounts that saw your post
• Impressions = total views (including repeat views)

High impressions with low engagement? Your content may not be resonating.

Low reach? Time to test new formats like Reels or tweak your hashtags.

🧭 Profile visits & website clicks

How many people are clicking through to your profile or tapping your link? These are signs that your content is doing its job, sparking interest.

For businesses: If people are visiting but not clicking the link, revisit your bio and call-to-action.

💾 Top-performing posts by saves & shares

Likes are nice, but saves and shares show that your content meant something.

• Saves = your post was valuable enough to revisit
• Shares = your post was good enough to pass on

Check which posts get the most of these, then do more of that type of content.

🛠 Tools to make it easier

Instagram’s built-in Insights (available for business/creator accounts) gives you a solid overview of most of these metrics. But if you want to dig deeper or stay more organized, check out:

• Later – for post scheduling + basic performance reports
• Metricool – for visual analytics and competitor tracking
• HypeAuditor – for influencer analytics and audience quality checks
• Notion or Google Sheets – for manual monthly tracking if you’re old school

📅 Check in monthly

Don’t obsess over numbers daily. Growth takes time. Set a monthly “strategy check-in” to:

• Review your top posts
• See which formats or topics performed best
• Adjust your posting schedule or content pillars
• Drop what’s not working
• Double down on what is

💡 Remember: What gets measured gets improved

The goal isn’t just to grow, it’s to grow with intention. Tracking your progress helps you create more of what actuallyconnects, converts, and builds a loyal audience.

VI. Learn from others in your niche

You don’t need to reinvent the wheel to grow on Instagram. A lot of what works is already out there, and the smart move is to study it, break it down, and adapt it to fit your style.

This isn’t about copying. It’s about observing patterns, figuring out what resonates with audiences in your space, and putting your own spin on it. Whether you’re a business or a creator, there’s a ton to learn just by paying attention.

What to look for when studying similar accounts?

Start by following 5–10 other accounts in your niche that are doing really well. Not just huge accounts, look for those with solid engagement and a clear identity.

Then dig into these 4 areas:

1. Posting frequency

How often do they post? Once a day? A few times a week? Are they showing up daily in Stories or going Live regularly?

• If their engagement is strong, note their rhythm.
• If you’re posting way more (or less) with weaker results, it might be time to rethink your schedule.

Consistency beats volume, better to post 3 great times a week than daily with filler content.

2. Visual & caption style

What kind of vibe do they give off?

• Are their photos clean and minimal, or bold and colorful?
• Are their captions short and punchy, or long and story-driven?
• Do they use emojis? Humor? Personal storytelling?

This helps you get clear on what tone works in your niche, and how yours can stand out without clashing.

Brand tip: Does their brand feel premium, playful, or educational? How do they communicate that visually?

3. Engagement tactics

Watch how they interact with their audience:

• Do they respond to comments?
• Use polls or Q&As in Stories?
• Run giveaways or start conversations in captions?
• Go Live regularly or repost UGC (user-generated content)?

Look at how they keep their followers talking, and think about how you can do the same in your own voice.

4. Content themes that perform well

Take note of their top-performing content, you can usually tell based on views, comments, or how often it’s saved/shared.

Are they posting:

• Educational tips or how-to guides?
• Entertaining Reels with trending sounds?
• Behind-the-scenes moments or personal stories?
• Product reviews or testimonials?

Now ask: What do your people want to see? Can you deliver something similar, but in your own format and voice?

5. Growth hack: Don’t copy. Adapt.

The goal here isn’t to blend in, it’s to learn the rules so you can play your own version of the game. Take what works, tweak it, and apply it in a way that aligns with your goals, values, and personality.

You’re not just building a page, you’re building a presence. One that stands out, connects with your people, and grows over time.

🏁 Conclusion

Growing your Instagram following isn’t about shortcuts, it’s about consistency, creativity, and connection.

Here’s your recap:

• Optimize your profile
• Post high-quality, consistent content
• Engage deeply with your audience
• Use ads to scale faster
• Track what’s working, and double down on it
• Keep learning, testing, and adapting

🎯 Final reminder: Your first 10K followers are the hardest, but also the most important. They lay the foundation for everything to come.