Instagram: What works, what doesn’t
and why your face matters more than your feed!
by Lori Thompson
- May 1, 2025
Let’s get one thing straight: Instagram isn’t dead. It’s just grown up—and so should your strategy.
Instagram is no longer just a pretty place for cute animal photos and vacation pics. It’s where real businesses grow real audiences—and yes, real revenue—if they’re showing up the right way. The scroll is still strong, but gone are the days when a polished grid and a #blessed caption were enough.
So, what does work in 2025?
Real over perfect. That filter-heavy, overly curated, no-pore look? People scroll right past it. We’re in the age of relatable. Imperfect photos, real-life moments, raw captions—that’s what pulls people in. Think less “look at me” and more “here’s what I’m learning/doing/figuring out.”
Storytelling wins. Right now, it’s all about showing up with realness. Strategic captions like The Butterfly Effect, They Don’t Know…, and This Is What They Mean When They Say… aren’t just trendy hooks—they’re connection builders. They spark curiosity, encourage sharing, and make people feel something. That’s the human touch. That’s where views turn into value.
Carousels and Reels that offer real value are leading the way. Go beyond pretty quotes—think step-by-step tips, before-and-afters, checklists, and swipe-worthy insights your audience wants to save and share.
Mix short and long Reels—but focus on retention. Meta’s algorithm heavily favours watch time. Getting viewers to stay past the 10-second mark sends a strong signal your content is worth watching. If they scroll away early, that tells the algorithm it’s not. So it’s not about the “perfect” length—it’s about keeping them watching.
Show your face. Hate to break it to you, but your logo isn’t doing the heavy lifting. People connect with people. Whether it’s a selfie, a Story, or a short Reel of you talking to camera—face-forward content builds trust like nothing else. Authenticity still wins.
Stories are still gold. This is where relationships happen—not sales, but connection. Polls, quick tips, behind-the-scenes, messy Mondays, dog videos… all fair game. Just keep it consistent.
Value-first captions. No one’s stopping to read a caption that starts with “Happy Monday!” Hook them right away, drop something they didn’t know, and finish with a reason to comment or DM. It’s not a journal entry—it’s a conversation starter.
So, what does not work in 2025?
Posting and ghosting. If you’re dropping a post and logging off, you’re missing the point. Engagement is a two-way street. Reply. React. Be a human. Be social.
Hiding behind stock photos. They’re fine occasionally—but if your feed is 90% beige flat lays and Canva templates, you’re blending in, not standing out.
Looking like everyone else with Canva. Canva’s great in a pinch, but overused templates, stretched logos, and clunky spacing start to chip away at your credibility. When everyone’s using the same fonts and colours… no one stands out. It’s a tool—not a strategy.
Only talking about your business. If every post is a promo, people tune out. Mix in personal stories, behind-the-scenes, useful tips or even a hot take. Your audience needs a reason to stick around—not just shop.
Let your photos do the talking. Show off your work and your people — let authenticity speak for itself. Keep logos soft, minimal, or transparent. Contact info? Keep it classy in the bio and caption — not stamped across your image like a business card.
Thinking “link in bio” is enough. Unless someone already wants what you’re selling, they’re not going to click. Give people a reason first. Be direct: “DM me,” “Comment for the link,” or “Tap to book.” One clear action, right in the caption.
Don’t forget about Meta
Yes—you should absolutely still be on Facebook. Connect your Instagram and Facebook accounts so people can tag you in local groups, business directories and neighbourhood shout-outs. When people love what you do, they’ll promote you—but only if they can find you.
Final words
Instagram in 2025 is about depth over dazzle. It’s not about shouting louder—it’s about showing up smarter. Be consistent. Be human. And for goodness’ sake, show your face once in a while.
Even if it’s just like that little Jack Russell peeking out of the paper—imperfect, curious, and fully present—that’s the stuff that gets noticed.
Because on today’s Instagram, connection converts.
Yours in success,
Lori.
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