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Top 6 Dos and Don’ts of Instagram Branding
Taylor Tunnison • October 14, 2021

Social media platforms like Instagram are great places to start building a brand. The barrier to entry is low, and with over one billion active monthly users, you’re sure to find attentive audiences. In fact, it’s estimated that the number of Instagram users in the United States alone will grow to over 127 million in 2023. The key to success is creating a strategic content plan, posting regularly, and avoiding common pitfalls along the way. The following are some of our top recommendations for branding on Instagram.

1. Do Create Quality Original Content

Content is king, as the saying goes. Because social media platforms are home to billions of users vying for attention, the best material will garner the most engagement. Stand out from the crowds by sharing tips, tricks, and advice specific to your industry. Show what separates you from competitors with a positive, engaging perspective. Share insightful, inspiring, and intelligent ideas that are sure to spark meaningful conversations.

2. Don’t Ever Buy Followers

It may be tempting to pay for extra page followers. Many accounts will send messages boasting about the benefits of partnering with them, but be careful. Social media platforms like Instagram are a breeding ground for bots and scammers. Avoid falling victim to false claims which seem too good to be true. Real, organic growth does take time, but it’s much more beneficial than thousands of fake, inactive followers who add no real value to your brand.

3. Do Customize Content for Instagram

Instagram is a visual platform built for mobile devices. It’s especially well-suited for photos and videos of art, food, interior design, exercise, festivals, interviews, and just about any form of engaging content. In fact, businesses across a variety of industries should be able to tailor their messaging to fit this channel. Audiences want to see what others are doing and how they do it, and they tend to empathize with humanizing content. Consider posting candid photos and videos from around the office or on a jobsite. Show off your company culture by sharing birthday updates, success stories, branded merchandise, and team bonding events.

4. Don’t Steal Content

Distinctive intellectual property can be incredibly influential. While an account may inspire you to act or imitate an idea, resist the urge to repost someone else’s material outright. A brand’s reputation takes years to build and only moments to destroy, so avoid content theft at all costs. If you must repost something, be sure to ask first, give credit to the source, and stay far away from copyrighted material to avoid facing legal action.

5. Do Engage with Your Audience

The best part about social media is that it encourages audience participation. Build brand loyalty by interacting with your followers as often as possible. If someone comments or asks a question, don’t leave them hanging. Instead, take some time at least every few days to thank and provide thoughtful responses anytime another user shows interest. Use the Stories function to promote feedback and give your followers agency via polls and shoutouts. Also, engage with your followers’ own original content to further support your growing community.

6. Don’t Forget to Use Hashtags

Hashtags are especially important on Instagram. They’re used to associate content with trends, topics, and industries, ensuring that it reaches the right audiences. Do some research on popular hashtags with millions of posts and select a few dozen tags to target consistently. You can include them in Stories, post captions, or comment sections to raise awareness and influence wider audiences.


Next to Facebook, Instagram is the largest social media platform in 2021. It’s been around for over a decade, and what began as a channel for artists, foodies, and photographers quickly transformed into a powerful tool for brands to establish themselves. Accounts are free to create, billions of users contribute every month, and there’s no limit to the amount of content one can post. We recommend leveraging this channel to connect directly with those interested in your ideas, products, and services. If you have questions or need help with your social media management, feel free to reach out to see how we can support your business.

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