The Best Types of Posts for Small Businesses on Instagram

At Lillian Purge, we specialise in Local SEO Services and have created an inspirational guide to The best types of posts for small businesses on Instagram, showing you what gets real engagement and results.

When I look at how small businesses use Instagram one thing becomes clear very quickly. Many businesses post content because they feel they have to, not because they have a strategy. In my opinion Instagram works best when you understand what types of posts actually get attention, build trust and convert viewers into customers. The platform is not just about pretty pictures any more. It is about communication, storytelling and value.

Below are the best types of posts I recommend for small businesses. These work consistently across industries including trades, solicitors, gyms, salons, cafes, local shops and service providers.

1. Short educational posts that answer common questions

Educational posts build authority faster than anything else. When people learn from you they trust you. I believe short, simple explanations are ideal because they feel helpful and save users time.

Examples:

• “Three signs your boiler needs servicing”

• “How to prepare for your first tattoo session”

• “What happens at a first meeting with a solicitor”

• “Five things to check before choosing a local builder”

These posts position your business as knowledgeable and reliable which encourages people to come back for more.

2. Before and after transformations

People love results. They want to see the difference you make. Before and after posts work particularly well for:

• trades

• salons

• fitness coaches

• home improvement businesses

• cleaning companies

• dental and aesthetics clinics

In my experience these posts outperform standard photos because they tell a complete story in one image.

3. Behind the scenes content that feels personal

Behind the scenes posts humanise your business. They show the real people, the real processes and the effort behind what you do. This type of content builds trust because it breaks the barrier between business and viewer.

Examples:

• a builder walking through a project

• a solicitor explaining how they prepare for a meeting

• a baker showing early morning prep

• a tattoo artist sketching designs

• a gym owner setting up equipment before opening

People connect with authenticity. Behind the scenes content gives them exactly that.

4. Client stories and testimonials

Nothing sells better than a happy customer. In my opinion social proof on Instagram is one of the strongest ways to increase enquiries.

You can share:

• screenshot testimonials

• video testimonials

• short quotes over branded backgrounds

• a story post explaining a client journey

Make it personal but keep confidentiality where needed. Even anonymised testimonials build trust.

5. Reels that show quick tips or relatable moments

Instagram is pushing Reels heavily. Short videos get more reach because they are easier to consume and share. You do not need fancy editing. Your phone and good lighting are enough.

Ideas:

• quick repair hack

• legal myth busting

• a 15 second fitness routine

• a product demonstration

• a relatable business moment

I believe Reels should be part of every small business strategy because they offer huge reach without needing paid ads.

6. FAQs presented creatively

Every business receives repeat questions. These questions make brilliant content because they help your audience understand your service.

Examples:

• “Do I need a solicitor to remortgage”

• “How often should I service my boiler”

• “What age can you start PT sessions”

Turn these FAQs into:

• carousel posts

• short Reels

• infographics

• quick tip captions

These posts bring valuable traffic because they answer the exact questions people already have.

7. Local community posts

Instagram rewards accounts that behave like part of a community. If you serve a local audience you should show involvement in the area.

Examples:

• attending local events

• supporting charities

• celebrating other local businesses

• sharing important local news

• recommending places or services

Local posts signal that you are active in your community which builds loyalty and helps with local SEO indirectly.

8. Story driven posts inspired by creators like Mat Armstrong

One of the reasons creators like Mat Armstrong grow so quickly is storytelling. His posts are not random. They take you on a journey.

Small businesses can use the same principle.

Ideas:

• the story behind a project

• the story of how your business started

• a problem you solved for a client

• a challenge you overcame

• the step by step process behind a service

Stories create emotion. Emotion drives engagement. Engagement boosts your visibility.

9. Carousel posts that teach something step by step

Carousels perform extremely well because users spend longer on them which improves engagement.

Examples:

• “How probate works in five simple steps”

• “How to prepare your home for a renovation crew”

• “What to expect at your first PT session”

• “Five mistakes people make when hiring a solicitor”

I believe carousel posts are one of the best formats for delivering value on Instagram.

10. Promotional posts done sparingly and tastefully

You can promote sales, offers or announcements but I always recommend following the 80/20 rule. Eighty per cent value and twenty per cent promotion. This keeps the audience engaged rather than feeling sold to.

Examples:

• seasonal offers

• product launches

• limited time discounts

• workshop announcements

Promotional posts work best when surrounded by educational and trust building content.

11. Ask me anything style Q&A posts

These work extremely well for service based businesses. You invite your audience to ask questions and you reply either in comments or follow up Reels.

Q&A posts make you approachable and authoritative at the same time.

12. Team introductions and personality posts

People buy from people. Introducing your team or sharing small personality driven content helps viewers feel comfortable with you.

Ideas:

• meet the team carousel

• fun fact posts

• a day in the life

• team achievements

• birthdays or milestones

These posts help audiences feel connected which improves long term loyalty.

13. Process walkthroughs

Show how your service works. This removes uncertainty and encourages action.

For example:

• a conveyancing timeline explained in a Reel

• how a tattoo stencil is prepared

• how a boiler servicing appointment works

• the PT consultation process

People avoid businesses they do not understand. Process walkthroughs solve that problem.

14. Bold opinions or myth busting posts

These posts make you stand out. They show confidence and expertise.

Examples:

• “Why you should never rush a home survey”

• “Three legal myths that cause huge problems”

• “Why cutting calories too low ruins progress”

Opinion posts encourage comments which drives visibility.

Bringing Everything Together

When I look at the small businesses that grow the fastest on Instagram the pattern is always the same. They are consistent. They educate. They show the human side of their brand. They use storytelling. They post content that feels helpful rather than salesy. They mix Reels, carousels, testimonials and behind the scenes moments. They speak directly to the people in their community.

In my opinion Instagram is not about perfection. It is about clarity, trust and connection. If your posts help people understand who you are and what you do they will remember you when they need you.

We have also written in depth articles on Instagram Ads vs Facebook Ads: which works better for local businesses? and How Much Does it Cost to Advertise on Instagram as well as our Instagram Hub to give you further guidance.