Your first 5 posts for your Instagram business page – getting started on social media

Once you’ve set up your Instagram business profile, it’s time to start sharing content that reflects your brand and attracts customers. This guide will help independent retailers plan their first posts and make the most of Instagram from day one.

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Instagram is a picture and video driven social media platform and a great place for independent retailers to showcase their overall feel and personality, as well as highlighting products visually. If you’ve already created your business profile (if not, check out our quick guide here), the next step is to start posting content that helps your business stand out.

Instagram is where impactful and immediate storytelling really shines. It’s perfect for giving customers a visual sense of your brand and your retail space. Used well it can highlight what makes your shop unique, increase footfall and help you reach new customers through discovery features like hashtags and location tags.

Here’s how to make your first few posts count and set a strong tone for your business presence on Instagram.

Start by defining your visual identity and tone

Instagram is all about the look and feel of your brand. Before you post, take a moment to think about your visual identity:

• Are your colours warm and rustic? Clean and modern? Bright and bold?
• Will your tone of voice be chatty, calm, knowledgeable or playful?
• Are you focusing on lifestyle imagery, product close-ups, or in-store moments?

It’s ideal to keep a consistent style from the beginning as it helps your page feel professional and recognisable, however consistent posting will mean if you do take more time to establish a style, with enough posts that style will dominate.

What to focus on when you start posting

Instagram users tend to scroll quickly — so aim to stop the scroll with quality visuals and short, engaging captions.

Key things to focus on:

• High-quality imagery: Well-lit, clear photos are essential. Natural light often works best.
• Consistency: Post regularly — aim for 3–4 times per week to keep momentum.
• Brand personality: Let the tone of your captions and photos reflect who you are.
• Behind-the-scenes content: This performs well and helps people connect with your business.
• Hashtags and location tags: Use relevant, non-spammy hashtags (around 5–10) and always tag your location to reach local users.

Linking Facebook to Instagram – can the posts be the same?

Linking your Facebook and Instagram accounts makes it easy to post in one go — but that doesn’t mean the content should be identical. Small adjustments can make your posts more effective on each platform.

• Instagram is visual-first: Instagram prioritises images over text. Unlike Facebook, where you can lead with a story, Instagram posts should centre around a strong photo or video.
• Keep captions short: Instagram users scroll quickly. Long captions that work on Facebook often go unread on Instagram, so aim for 1–2 short sentences and use emojis or line breaks to keep it readable.
• No clickable links in captions: Instagram doesn’t allow clickable links in post text. Instead, use phrases like “link in bio” instead of “click here” and have your website house any further detail so that you can point people to this link from your bio.
• Use Stories and Reels: Instagram favours Stories and Reels, which are short, informal videos and updates. You can easily repurpose photos as Stories, and while Reels can be more useful once you’re comfortable creating video content, Stories are accessible straight away.
• Tweak tone and hashtags: Instagram tends to be more visual and light in tone. Hashtags play a bigger role in discoverability than on Facebook. Make sure to tag your location where you can and use hashtags.
• Cross-Post, But Tailor: You can post the same content on Facebook and Instagram, it’s just about tweaks like the ones above to help your posts sit well on each platform.

Things to include in posts straight away

Here’s a few things you can include immediately in your Instagram posts that will help achieve a good presence on there:

📍 Your location and opening hours

Always mention where your shop is based, especially in your bio and early captions. Even if many followers are local, new visitors may not know your area well.

🏷️ Tag your shop’s location on posts

Using Instagram’s location tag helps people in your area discover your posts, especially when browsing nearby places.

#️⃣ Use relevant hashtags

Hashtags help more people find your content. Use a mix of product-related, niche-specific, and local hashtags. Aim for 5–10 relevant tags like #ShopLocal[TownName], #IndependentRetailer, or a sector specific tag e.g. #HousewaresUK.

📸 Share clear, well-composed photos

Instagram is a visual platform, so high-quality images are essential. Use natural lighting, avoid cluttered backgrounds, and showcase your products or shop clearly. They don’t have to be professional — just clear, well-framed, and on-brand is great!

🎬 Include a call to action

Encourage people to take the next step; whether it’s visiting your shop, messaging you, or checking your bio link.

👀 Stay consistent in tone and look

Your Instagram grid should feel cohesive. Stick to a consistent tone of voice in your captions and a visual style that reflects your brand — whether that’s bright and modern, cosy and traditional, or anything in between.

Your first five Instagram posts – a suggested plan

Including what to share and why