What to post on Instagram as a small business

1. Show the finished result

What to photograph or film: Use a clear photo of a finished job or product in use. Give viewers context about the problem it solves.

A fresh look without replacing the whole kitchen. This wrap changed the cupboard finish while keeping the existing units. Thinking about yours? Send us a photo and measurements to discuss options.

Useful next step: A wrapping business: ask for a quote enquiry.

2. Answer one buying question

What to photograph or film: Make a short clip or carousel answering a question you hear before someone books. Keep it specific.

Wondering what to bring to your first consultation? Bring a photo of the result you like, your budget and any questions. We’ll talk through the options before you decide.

Useful next step: A service business: invite a consultation.

3. Show how you work

What to photograph or film: Film one part of your process, explaining why it matters. Avoid revealing customer addresses or private details.

The bit you don’t see in the finished photo: careful preparation. Here’s how we get the surface ready before applying the new finish.

Useful next step: A tradesperson: invite questions about the process.

4. Introduce the person behind the business

What to photograph or film: Use a friendly portrait or short introduction. Explain whom you help and one thing you care about.

Hi, I’m [name], the person behind [business]. I help [customers] with [service] in [area]. If you’re new here, start with our pinned guide to [topic].

Useful next step: A local business: direct visitors to a useful pinned post.

5. Make choosing easier

What to photograph or film: Compare two genuine options using the same lighting and conditions. Explain who each suits.

Matte or gloss? Here are both finishes in the same light. Matte gives a softer look; gloss reflects more light. Save this for your consultation and ask to see real samples.

Useful next step: A product or service business: encourage a considered enquiry.

6. Share a real customer experience

What to photograph or film: With permission, use an actual review and a relevant photo. Keep quotes accurate and do not invent results.

Thank you to [first name, if agreed] for sharing this feedback: “[exact review]”. Here’s the project they’re referring to.

Useful next step: Any business: link to the relevant service.

7. Explain the next step

What to photograph or film: Show how to order, book or enquire. Include the information someone needs before contacting you.

Want an estimate? Send a photo, approximate measurements and your postcode. We’ll explain the next step and whether a visit is needed before a final quote.

Useful next step: A tradesperson: reduce back-and-forth on enquiries.

Build a caption in three parts

1. Opening: name a question, result or problem a customer recognises.
2. Useful detail: explain what happened, what is included or what they should know.
3. One next step: ask them to book, enquire, save or read more. Pick one.

Use plain language and relevant service or location terms. Hashtags can describe the topic, but they are not a substitute for a clear offer. Add readable captions to spoken video and useful alternative text to images where the platform supports it.

Check what brings useful interest

Record the post, format, date, reach and resulting enquiries. Ask new customers how they found you, and separate qualified enquiries from general comments. Review after two weeks; small samples are noisy, so avoid declaring a winner from a single post.

Compare similar posts and change one thing at a time, such as the opening or call to action. Never treat likes as proof of sales.