If we had to start our brand's Instagram from zero, here's what we'd do

Every brand knows they're "supposed" to be on social media. Fewer can tell you why, or even what to ACTUALLY post once the account exists. In that gap is where many Instagram strategies go to die… not from a lack of effort, but a lack of a plan.

The good news: you don't need to reinvent anything. While there are nuances by industry, the fundamentals are the same. If we were starting a brand account from zero tomorrow, here's the exact plan we’d use:

1. Give people a reason to follow

Before you post a single photo, answer this: why would someone follow us if they never planned to buy from us?

If you can't answer that, your content doesn't have a job yet. Every post should do at least one of the following:

• Educate
• Entertain
• Inspire
• Build community

Your answers here aren't just philosophy- they're the building blocks of your content pillars.

2. Create a content plan

Don't reinvent the wheel every time you sit down to post. Choose 3–5 content pillars - recurring topics you can rotate through. This is what keeps your content balanced and consistent instead of reactive and random.

3. Set up your profile to convert

At minimum, it should have:

• A recognizable profile photo
• A bio that clearly states who you help, what you do, and where you're located
• A clear call to action
• Your website and contact information

If someone lands on your profile after seeing one good post, this is what turns curiosity into a follow - or a click.

4. Commit to posting regularly

Say it with me: consistency beats frequency.

Posting twice a week for a year will beat posting every day for two weeks and disappearing- every time. Pick a cadence you can actually sustain, and stick with it.

5. Prioritize discoverable content

Choose formats that keep people watching, like reels and carousels. The longer someone lingers on your post, the more the algorithm treats it as worth showing to others. More watch time equals more reach.

6. Earn attention before you ask for business

Every post has one job before it has any other job: stop the scroll. Some tips:

• Use a hook- written or visual- in the first two seconds
• Create content people want to share and save, not just like
• Show your process, not just the finished product
• Tell stories instead of promoting product

Attention is earned first. The ask comes later.

7. Instagram rewards interaction

The algorithm can tell when you're actually present and engaging.

• Reply to every comment
• Respond to DMs
• Engage with other local businesses and creators
• Leave comments that say something- not just a generic "Love this!

8. Be patient

Instagram rarely rewards a new account right away, and that's normal, not a sign you're doing it wrong. Expect a stretch of experimenting, learning what resonates, and adjusting. That stretch is the strategy working, not the strategy failing.

One last reminder: Instagram isn't a digital flyer. People don't want to be sold to - they want to follow brands that feel relatable and bring them value. Don't create only content that advertises your business. Create content that earns engagement and attention (like the example on the right above 😉). The business part follows.