Discover the potential of this social network to boost local businesses and attract customers.
Instagram has become one of the most powerful platforms at our disposal to connect brands and people. Its format, which prioritizes images (whether static or animated), the diversity of content it allows and its ability to foster active communities make it an indispensable tool for any company looking to gain visibility, establish genuine relationships with its audience and increase sales.
At Dispromèdia we have been successfully advising small and medium enterprises (SMEs) in the strategic use of social networks for five years. That's why, day after day, we witness Instagram's ability to transform a business' digital presence when used strategically. That's why we've put together a simple and up-to-date Instagram Basics Guide, which you can request for free if you want to go even deeper.
How does Instagram work today?
Instagram is a visual social network where content is displayed based on users' interests and behavior within the app. In other words, the famous algorithm is responsible for deciding which posts are shown to us based on our preferences and the actions we take on the social network run by American entrepreneur Adam Mosseri (@mosseri). We recommend that you follow his account to keep up to date with all the latest news on Instagram.
In other words, not all the posts we make reach all our followers, as the algorithm mainly rewards:
- Actual interaction (comments, replies, replies, saves).
- Viewing time, especially on Reels.
- Consistency and thematic relevance.
- Content that adds value and sparks conversation.
You can consult the analysis recently published by Metricool on how the algorithm currently works to better understand how it works
We must also keep in mind that Instagram periodically introduces changes in the algorithm and that we must adapt to them in order not to be left behind. To give just one example, do you remember that last year Instagram changed the size of the feed thumbnails and made them vertical? It's just one example of the continuous updates that take place on the platform. Therefore, you should be aware that what works today may no longer work tomorrow.
Although social networks have lost much of their social function - their original purpose was to connect people - and have become content platforms, they are a tool that companies must understand in order not to lose competitiveness against our competitors.
Why Instagram is a powerful marketing tool for SMEs
Unlike other platforms, Instagram offers small businesses a megaphone to reach their audience on the same level as big brands. In theory, this social network, which brings together more than two billion users worldwide, opens a huge window of opportunity for any type of company or business, whether it is a sole trader or a multinational (in practice, we will see that the resources available and, above all, the knowledge of the tool itself determine the results). Nevertheless, SMEs can take advantage of it if we play our cards right.
Some of its main advantages are:
Visual power that generates confidence
Images and videos make it possible to show products, services and processes in an attractive and approachable way. In addition, honest and natural content is increasingly effective.
2. Organic reach with real growth potential
Reels (and now also carousels or publications with several images) are a very powerful gateway to reach people who are not yet familiar with our business. You can find more information about the formats supported by Instagram and their dimensions in this article from the Trecebits portal.
3. Direct relationship with customers
Stories, private messages (DMs) or surveys are Instagram tools that allow you to talk directly with users, resolve doubts and offer a quick service.
4. The ability to convert followers into customers
With a clear strategy, Instagram can help us generate web traffic, bookings, sales and inquiries.
For example, the printable educational resources store Petits de Poble, developed with our own web content creation and management platform, Ebasnet, has been using Instagram for a long time to advertise its products, which are already used by hundreds and hundreds of teachers from all over Catalonia and other parts of Spain.Basic recommendations to get off to a good start
If you've just opened an Instagram account, are thinking about doing so or are reviewing your company's presence on this social network, these guidelines will be useful:
1. Post carefully, not just frequently
Plan your content according to the objectives you want to achieve: inform, inspire, educate or sell. Avoid posting out of obligation.
2. Use formats that work
Carousels are still a great way to gain reach. Especially useful when you want to offer step-by-step guides, talk about common mistakes or provide checklists, carousels generate a lot of saves and help position you as an authority.
3. Use hashtags wisely
Today, hashtags are tools to categorize content, not to achieve virality. Therefore , their use should be limited and sensible. You should use between three and five (in fact, the application itself has already started to limit the number) and they should be specific and useful to provide context. We recommend you take a look at Trecebits' article "How many hashtags should be used on Instagram" and watch (and save) this Metricool Reel to find out how they currently work:
4. Optimize your bio and improve the consistency of your profile
Explain what you do, for whom and what you offer. And, above all, maintain a consistent graphic style.
5. Publish strategically and measure results
Without objectives, there is no return. Therefore, the first step is to stop and think about what we want to achieve and, from there, define the content strategy we will follow before developing a content plan. Gone are the days of publishing when we have time!
If you don't know where to start and you already have an Instagram account, we recommend that you analyze the metrics provided by the tool. They will help you see what's working and what needs to be adjusted. If you need it, our Communication and Marketing department can advise you.
Why it is important to post strategically
Many companies post on Instagram without a plan and then conclude that "it doesn't work". But the reality is:
- Instagram does work, but it requires consistency and clear objectives.
- The algorithm recognizes accounts that post consistent content targeted to their audience.
- Scattered actions generate limited reach; structured strategies generate results.
If you need ideas, we recommend this article published on the Hootsuite blog, where you will find many useful tips
Want to go deeper? Request our "Beginner's Guide to Instagram."
This article is just an introduction. In our Beginner's Guide to Instagram you will find:
- Information on how the algorithm works.
- Updated recommendations for 2026.
- Specific tips for SMEs.
- Examples of content that works.
- Best practices checklist.
- Ideas for converting followers into customers.
- ... and much more!
It's a guide designed to help you grow your account the smart way.
Need professional help? Let's talk!
At Dispromèdia we have a Communication and Marketing department that manages social networks, writes content, designs graphic identities, creates digital strategies, performs audits and analyzes the performance of your account to optimize the results you get on social networks.
