What is Instagram marketing? In short, Instagram marketing is the use of Instagram to promote your brand, products or services. It includes everything from organic posts and stories to paid ads, influencer partnerships and in-app shopping features.

What started as a fun photo-sharing app is now a serious marketing platform – and it’s become a cornerstone of digital strategies, not just for big brands, but for small businesses, freelancers and content creators, too. With over 2 billion monthly active users, Instagram is a space to build your brand, connect with your audience and drive engagement.

Whether you’re just getting started in marketing or want to broaden your approach, this guide shows you what Instagram marketing is and what it can do – and how to get results with smart strategies and creative support. And yes, we’ll also show you how to create eye-catching Instagram posts using Adobe Express – fast, easy and on-brand. Ready to dive in?

Why Instagram marketing works.

If you want to know what Instagram marketing is, you need to understand how marketing on Instagram works.

Instagram marketing brings your business directly to where people spend their time – scrolling, discovering, saving and sharing. And with tools like the Instagram ads manager, influencer marketing and in-app shopping, the platform offers multiple ways to turn attention into action. Here’s why Instagram is such a powerful tool for brands and marketers:

• Visual-first format: Whether it’s new products, behind-the-scenes stories or customer reviews – Instagram is built for visual storytelling.
• Built-in business tools: With an Instagram business account, you can access Instagram analytics, run Instagram marketing campaigns, and even add your own Instagram shop.
• Community building: Through stories, reels, lives and comments, Instagram makes it easy to connect with your audience.
• Discovery potential: The Explore page, hashtags and collaborations help new audiences discover your content organically.

8 strategies for businesses on Instagram.

“What is Instagram marketing” is probably not your only question – you presumably also want to learn how to grow your business on the platform. So, let’s have a look at Instagram marketing strategies for businesses.

Sure, every business is different – but successful Instagram marketing strategies tend to share some key ingredients. Below, we break down eight core Instagram marketing strategies that every brand (big or small) should consider:

Instagram marketing strategy 1: Define your goals.

Every strategy starts with a goal. Start by getting clear on what success looks like for your business on Instagram. Are you aiming to push sales? Build brand awareness? Get people to book appointments or sign up for your newsletter? Your objective will shape all your further Instagram marketing efforts.

Tip: If you’re just starting out, don’t try to do everything at once. Focus on one or two key goals and build your Instagram marketing strategy from there.

Instagram marketing strategy 2: Know your audience.

Your followers are not just numbers – they’re real people with habits, interests and expectations. Use Instagram’s built-in analytics (under the “Insights” tab on your business account) to find out when your audience is most active, where they’re located, and which posts they engage with most. This gives you useful information on where, how and when to reach them – and makes your Instagram marketing efforts more purposeful.

Tip: Create audience personas to guide your content decisions. Think about what they need, what entertains them, and what makes them stop scrolling. Unsure how to do this? We got you. Discover our guide on how to create a buyer persona.

Instagram marketing strategy 2: Know your content formats.

Instagram offers a range of content types – each serving a different purpose:

• Regular Instagram posts: Your “usual” way to share photos and videos.
• Instagram reels: Video content, great for visibility and reaching new audiences.
• Instagram stories: Perfect for daily updates, polls, questions and more casual content.
• Carousel posts: Ideal for step-by-step guides, product features or before-and-after stories.
• Live videos: Create real-time engagement through Q&As, product launches or tutorials.

Tip: Test different content formats regularly and check your analytics to see what performs best. This is where you should focus your Instagram marketing efforts.

Instagram marketing strategy 4: Optimise your Instagram profile.

Your Instagram profile is often the first impression someone has of your business. Keep it short, clear and on brand. Include a keyword-rich description, links, and a professional Instagram profile image. You can also add story highlights that make your Instagram stories accessible for a longer period of time.

Tip: Use branded highlight covers to keep your profile looking polished and cohesive. It’s easy – just use the Adobe Express free Instagram story highlight cover creator.

Instagram marketing strategy 5: Use Instagram advertising.

If you mastered the basics of Instagram marketing, you could start to dive into Instagram ads. The Instagram ads manager (via Meta Ads Manager) offers powerful targeting tools to get your content in front of the right people. You can define audiences based on age, location, interests, behaviours and even website visits.

Tip: If you’re new to social media advertising, start small with sponsored posts and low budgets. This will help you to get a feeling for how everything works. You can also read our guide on social media advertising.

Instagram marketing strategy 6: Collaborate with influencers.

Partnerships are a powerful growth tool. Influencer marketing on Instagram can help you tap into trusted voices within your niche. But collaborations don’t have to be high-budget – partnering with small influencers or complementary brands for joint posts or giveaways can be just as effective.

Tip: Learn about the types of social media influencers in our social media influencer guide.

Instagram marketing strategy 7: Find (and keep) your style.

Consistency builds recognition. A defined visual style – using the same filters, colour palette, fonts and layout choices – makes your brand instantly recognisable. This doesn’t mean every post looks the same, but they should feel like part of the same brand world.

Tip: Use Adobe Express to create branded templates for posts, stories and reels. This saves time and keeps your visuals on-brand.

Instagram marketing strategy 8: Engage with intention.

Engagement is a two-way street. Responding to comments, answering DMs and acknowledging mentions helps build trust and signals to the algorithm that your account is active and valuable.

Tip: Set aside 15–20 minutes a day to engage with your audience – and don’t forget to interact with other accounts in your niche, too.

Tips for creating engaging Instagram content.

It’s one thing to post, but it’s another to create content that actually gets noticed. These tips will help you stop the scroll and build a stronger presence on Instagram:

• Focus on value: Whether it’s education, entertainment or inspiration – every Instagram post should offer something to your audience.
• Use motion: Videos and animated posts grab attention. Try to create Instagram reels or add animated text to static images.
• Add text overlays: Great for silent viewing and inclusivity, especially in stories and reels.
• Tell stories: Use captions to share context, customer experiences or behind-the-scenes insights.
• Show faces: Content with real people (especially smiling ones) tends to perform better.
• Keep it short: Attention spans are short. Say what you need to say in the first few seconds (or sentences).
• Post consistently: Whether it’s three times a week or daily, stick to a rhythm your audience can count on.
• Test and learn: Review Instagram analytics, see what works, and adapt your content plan.

A key element of creating better Instagram content is having the right tools by your side – and that’s where Adobe Express comes in.

Create Instagram posts with Adobe Express.

With Adobe Express, designing scroll-stopping Instagram posts doesn’t require design skills – just a good idea and a few clicks. Here’s how to create your next Instagram post with Adobe Express:

1. Open Adobe Express and log in or sign up for free if you don’t have an account, or head directly to to the Instagram post maker.
2. Get started by choosing an Instagram post template, uploading your own content, selecting stock content or using AI to generate an image or a template.
3. Add your own images, text, logos and brand colours to customise your design. You can even make you Instagram post move by adding animations.
4. Export your Instagram post in the right format for your feed, stories or reels.
5. Now share your work – and watch the likes come in.

Try Adobe Express for free now

Good to know.

Does Instagram marketing work?

Instagram marketing works well for businesses of all sizes. When done right, it helps build brand trust, reach new audiences and drive conversions.

How do I use Instagram for business?

Using Instagram for business starts with switching to a professional account. Once set up, optimise your profile with a strong bio, branded highlights and a clear call-to-action. Plan your content strategy around your business goals, post consistently, and use Instagram analytics to learn what works. Learn more in our guide “How to use Instagram for business”.

How do I advertise on Instagram?

To advertise on Instagram, you’ll need a business or creator account. From there, head to the Instagram ads manager via Meta Ads Manager, where you can set your campaign goal – whether that’s traffic, sales or engagement. Choose your target audience based on demographics, interests or behaviours, select your preferred ad format (feed, story, reel), and define your budget. You can also track performance in real time and adjust as needed.

Can you use Adobe Express for free?

You can! Adobe Express offers a free plan that includes everything you need to get started. You’ll get access to thousands of professionally designed templates, images, videos and design elements to add to your designs, Adobe Fonts, and basic editing tools for images and videos. It’s ideal for creating professional Instagram content quickly – without needing a design background or a big budget.