PipeflowNot just any followers, but the right ones
For a small business, what counts is not the number under the profile picture but who is behind it. A bakery in Freistadt gains little if people from Brazil follow it. Three hundred people from the area who like buying fresh bread, on the other hand, are real value.
Keep this goal in mind for everything that follows: you want to reach people who could buy from you, recommend you or work for you.
Why bought followers do harm
Buying followers is tempting because it is fast. But it is a bad idea:
- They don't react: Bought accounts don't like, comment or buy anything. That makes your posts look less interesting to Instagram.
- They distort your insights: You no longer know what your real followers are interested in.
- They break the rules: Instagram prohibits artificially collecting followers or likes and regularly removes fake accounts.
- People notice: Anyone who looks more closely quickly sees when many followers are not real people. That costs trust.
Your profile as an invitation
When someone lands on your profile, they decide within seconds whether to follow you. Your profile should answer three questions: Who are you? Where are you? Why is it worth following you?
An example bio: „Painting business in Linz and the surrounding area. Here we share colour ideas, before and after shots and tips for your home.“ That way every visitor knows straight away what to expect. More in the guide Optimising your Instagram profile.
Draw attention to Instagram offline
The easiest new followers are people who already know you. Your customers often don't even know you are on Instagram. Tell them:
- A QR code at the till, on the menu, in the waiting room or on the company van.
- On invoices and quotes, a short note with your Instagram name.
- In your email signature and on your website, clearly visible rather than hidden at the very bottom.
- In conversation: „We often show finished projects on Instagram, feel free to have a look.“
Content that invites people to follow
People follow when they want more of something. A single nice post is rarely enough for that. More convincing is a profile where you can see: there is regularly something here that interests me.
Recurring topics make this work, for example a care tip every Tuesday at the bike shop, the weekend dish every Friday at the inn, or once a month a common question from the dental practice, answered simply. You will find ideas in the content ideas for small businesses.
To help new people find your account at all, reels and posts that get saved or sent on are useful. How that works is covered in the guide More views on Instagram.
Connect locally
For regional businesses in particular, the neighbourhood on Instagram is worth its weight in gold. Follow other businesses, clubs, your municipality and local pages in your area, and now and then leave a meaningful comment there.
Joint projects are even better: the flower shop decorates the café, the photographer accompanies the hair salon on a shoot, the plumber works with the tiler on a bathroom. With a joint post, the followers of both businesses see the result. Also tag your location so people from the area can find you.
Talk to your followers
Anyone who follows you and asks a question wants an answer. Reply to comments and messages quickly and kindly. That builds a bond, and Instagram sees that your account is alive.
Now and then, ask your followers for their opinion too: which of two new cakes should go in the display? What should the next tip be about? People like being asked.
Giveaways and advertising, in moderation
Giveaways can bring many followers in the short term. But often the people who follow are only interested in the prize and leave again afterwards. If you run one, choose a prize that only appeals to your real target group, such as a voucher for your business, and write clear terms of participation.
Paid advertising on Instagram is a legitimate way to reach people in your region in a targeted way. But it doesn't replace a good profile and regular posts. Start with the free options and then consider whether advertising is worth it.