Instagram remains a powerhouse in the social media marketing world, boasting over 2.5 billion monthly active users as of 2025. With such a massive,
engaged audience, businesses that tap into Instagram marketing can increase brand awareness, drive traffic, boost conversions, and build lasting customer relationships.
But it’s no longer enough to just have an Instagram business profile. To compete on the platform in 2025, your profile needs to be optimized and backed by a data-driven, creative strategy. Here are the latest Instagram marketing tips to help your business succeed.
1. Use a Professional Account (Business or Creator)
Make sure your account is set to Professional, either a Business or Creator account. Both offer advanced features like:
- Instagram Insights (now powered by Meta AI for predictive performance)
- Access to Instagram’s Creator Marketplace
- Clickable links in Stories and bios
- Broadcast Channels (great for real-time updates)
- Shoppable posts and in-app checkout
- Action buttons (Book, Reserve, Get Tickets)
- Auto-scheduling and cross-posting with Facebook or Threads
2. Define Your Audience and Goals
Random content doesn’t convert. Start with crystal-clear goals (brand awareness, lead gen, website traffic, sales) and define your ideal audience. Use demographic data, behavior patterns, and persona mapping to guide your content calendar, post formats, and ad targeting.
3. Optimize Your Profile for Search and Sales
Instagram now functions like a visual search engine. Optimization matters more than ever:
- Name/Username: Match your brand and include keywords.
- Bio: Clear, keyword-rich, and include a CTA.
- Link in bio: Use tools like Linktree, Later, or Shopify’s link feature to guide traffic.
- Contact + Action buttons: Let users book, call, or shop in one tap.
- Broadcast Channels: Start one to keep followers looped in on offers and updates.
4. Get Verified (or Use Meta Verified)
Verification boosts trust. In 2025, Meta Verified includes account support, impersonation protection, and increased reach. Apply through Meta's central dashboard, especially if you’re
investing in content or ads.
5. Prioritize Vertical Video
Video still dominates, and Reels continue to outperform photos in reach and engagement. But today, native, unpolished videos with personality are outperforming high-production content. Use Reels to:
- Tell quick stories
- Show behind-the-scenes
- Introduce team members or products
- Share testimonials
Use trending audio, on-screen captions, and jump cuts to stay competitive.
6. Use Stories to Build Connections
Instagram Stories remain a staple for day-to-day engagement. New interactive features in 2025 like:
- “Vote with Emojis” stickers
- AI-generated story suggestions
- Enhanced Story Links
These help
keep your audience involved. Stories are ideal for sharing UGC, flash sales, and timely updates.
7. Engage with Reels Trends (But Stay On-Brand)
Reels aren’t just about dancing or lip-syncs anymore. They’re for micro-education, storytelling, and community-building. Follow niche trends, but give them your own spin. Consistency, not virality, drives long-term growth.
8. Write Relatable, Value-Driven Captions
Whether it’s one line or a full story, your captions should educate, entertain, or inspire. Use hooks in the first sentence to stop the scroll. Emojis, line breaks, and storytelling structure make your text more readable.
9. Use Smart Hashtags and Keyword Strategy
Instagram now supports keyword-based search, meaning hashtags are just one part of discovery. In 2025:
- Use 3–5 relevant hashtags per post
- Include natural language keywords in your captions
- Tag products, people, and locations when relevant
10. Post When Your Audience Is Most Active
Use Instagram’s updated Insights to find your unique optimal post times, which are typically mid-morning to early afternoon on weekdays. Don’t post just when you’re ready; post when your audience is online.
11. Engage Proactively
Instagram’s algorithm still favors engagement. Go beyond replying to comments by DMing new followers, asking questions in Stories, and leaving thoughtful comments on niche accounts. Start or join conversations to increase visibility.
12. Experiment with Paid Ads and Collabs
Instagram ads are smarter than ever with AI-assisted targeting and cross-platform syncing. Test formats like:
- Reels Ads
- Story Ads
- Influencer whitelisting through Creator Marketplace
- Product tagging for seamless shopping
Don’t forget: nano- and micro-influencers often get better ROI than big names.
13. Track Analytics and Adapt Fast
Instagram Insights and Meta Business Suite now offer real-time trend predictions and deeper metrics. Watch for:
- Reach vs. engagement vs. saves
- Reels drop-off rates
- Tap-forward and tap-back in Stories
- Link clicks and sticker taps
These insights should directly influence your content calendar and paid ad strategy.
Grow Your Instagram Audience and Sales
Instagram marketing offers a variety of benefits, but if your business profile isn’t set up properly and you don’t have a strategy, then you’re not using the platform to its full potential. With these Instagram marketing essentials, your business will have a solid foundation to grow your audience and sales from one of the most popular social networks in the world.
Editor’s Note: This post was originally published in October 2020 and updated in July 2025 to reflect the latest Instagram trends and features.