Here's the thing about Instagram content that most small business owners get wrong: they either post random pretty pictures or obvious sales pitches, and wonder why nothing converts. Enji's learned from thousands of small businesses that the content that actually builds businesses follows a specific formula. **Educational content should make up about 40% of your posts.
** Share tips, tutorials, quick wins, or insights that actually help your audience solve problems. If you're a wedding planner, post about timeline tips or vendor selection advice. If you're a business coach, share frameworks for decision-making or productivity hacks. This content positions you as the expert and gives people a taste of what working with you would be like.
Behind-the-scenes content builds the trust that converts followers into customers. Show your process, your workspace, your team, or how you actually deliver results for clients. People buy from humans, not logos, so let your personality shine through. This content helps people feel like they already know you before they ever inquire about your services.
Social proof content is your secret weapon for conversion. Share customer testimonials, case studies, before-and-after transformations, or client spotlight posts. This content does the selling for you by showing real results from real people. Use Stories highlights to make this content easy to find for potential customers checking out your profile.
Strategic product or service showcases work when they focus on benefits, not features. Instead of just posting a photo of your product, show it solving a real problem or being used in context. Share the story behind why you created it or how it changes your customers' lives.
Value-first content builds long-term relationships. Your content should help your audience whether they buy from you or not. This approach builds trust and positions you as generous and knowledgeable, making people more likely to choose you when they're ready to purchase.
Story-driven content performs better than static information. Instead of just listing tips, wrap them in a client story or personal experience. Instead of just showing a product, tell the story of how it came to be or how it's changed someone's life. Stories stick with people and make your brand memorable. The goal isn't to go viral—it's to consistently provide value that builds trust and demonstrates expertise.
When someone is ready to hire a business in your industry, you want to be the obvious choice because they've been learning from you and trusting you for months.
