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Is Instagram marketing worth it in 2024?

We’ve all wondered — is Instagram marketing even worth it anymore? Especially with the constant algorithm changes and challenges of reaching new people.

The truth is, there’s no one-size-fits-all answer (like most things in life!). Ultimately, the decision to use Instagram for your business is yours.

But before we jump into the nitty-gritty, let’s take a sec to appreciate the magic of Instagram! Just a few years ago, building a brand and connecting with potential customers was a whole different ball game.

With Instagram in your pocket, you can showcase your amazing work, connect with like-minded people, and build a thriving community — all for free!

(YES IT’S STILL TOTALLY POSSIBLE) Pretty darn cool, right?

That said, there are tons of fantastic ways to build your brand online (website, blog, Pinterest, the whole social media buffet!), Instagram holds a pretty special place in the marketing world — and it’s not going anywhere. 

Think about it: would you rather wade through a paragraph about a delicious new restaurant, or see a mouthwatering video that makes your stomach growl?

Instagram is the perfect place to showcase your products, services, and brand personality in a way that’s engaging and easy to digest (pun intended for foodies!)

But isn’t everyone OVER IT?

Let’s address the elephant in the room: some people feel like Instagram isn’t what it used to be. Algorithm changes and increased competition can make it feel frustrating to grow your audience. 

Here’s the good news: millions of users are still logging in daily, actively searching for new brands and businesses to follow. 

The key is understanding how the platform works and adapting your strategy accordingly.

Here are some things to think about:

Your communication style

What kind of content creation gets you fired up? Do you love crafting witty captions and fiddling with graphics? Are you a natural storyteller who thrives on video? Or maybe writing is your jam!

The best content comes from a place of authenticity, so focus on the formats where you shine. If video makes you break out in hives, there are plenty of ways to succeed in the digital world without it. (Um, have you considered Pinterest?!)

Your ideal client

How does your perfect fit person consume content? Are they glued to their Instagram feeds, or are they more likely to be found on Pinterest or LinkedIn? Maybe they prefer in-person networking events. Once you know where your people hang out online, you can tailor your content strategy to reach them.


How do you ensure that it’s worth the effort (or dollars) that you’re putting into it? That comes down to using as many parts of the platform as possible.


  • Don’t underestimate the power of Stories! They’re a fantastic tool for behind-the-scenes glimpses, real-time interaction with your audience, and promoting your latest blog post or product launch. Plus, Stories are a great way to build relationships and keep your followers engaged between feed posts.
  • You won’t NOT see any results without using stories, but while you’re here and while you’re committed, video is going to get you to your goals much faster.


  • Reels are short, engaging video clips that are perfect for grabbing attention and showcasing your personality. This is the part of the platform that you want to use if you’re trying to bump up your reach on Instagram.

    Even if you’re not necessarily trying to reach NEW people… your content will still be pushed out to more of your existing community if you use all parts of the platform.
  • PS: You don’t need fancy transitions or dance routines. Face-to-cam content and bite-sized tips & tricks do great on Reels, just make sure you have a captivating hook!


  • If you were to check your explore feed right now (the little magnifying glass that lets you see content from folks you don’t follow), you’d see more carousel posts than reels… so these are also a great way to reach new people!

    They also give you more chances to be seen in the feed by folks that follow you — did you ever notice that sometimes you see the second slide instead of the first on a carousel? That’s because you missed it the first time around.

    *Adam Mosseri confirmed this in a video right here.

The key to Instagram success lies in utilizing the entire platform, not just focusing on one aspect. Full disclosure: I haven’t done a live video in years, BUT my insights definitely look a lot better when I’m not neglecting my stories. My story insights also get a boost when I’m posting reels. Experiment with different formats, track your results, and see what resonates most with your community!


Instagram offers built-in analytics that allow you to track key metrics like reach, engagement, and website clicks. If you know what to look at, you can get a really good idea of how to optimize your strategy from month-to-month or (better yet) quarter-to-quarter.

Here’s a breakdown of some key metrics to keep an eye on:


Think of Reach like planting seeds of brand awareness. It tells you how many people your content potentially landed on – basically, the number of virtual gardens your message sprouted in.

The wider you scatter your seeds (think diverse hashtags, engaging captions), the more people will see your amazing content and what your brand is all about!


Engagement is all about how your audience interacts with your posts.

Imagine it as the number of people who stop to admire your amazing plants (your content), ask questions about how you care for them (your brand), and maybe even decide to plant some of their own (become loyal customers)!

Likes, comments, shares, and saves all contribute to your engagement score.

The more people engage with your post, the more interested they are in what you’ve grown.

Let’s say you’ve nurtured a particularly beautiful plant (a product or service) AREN’T THEY ALL THOUGH and shared it on Instagram with a link to your website. External link taps tell you how many people clicked that link to learn more about the plant or potentially buy it.

This metric is crucial if you’re driving traffic to your website or online store!

Profile Visits

Profile visits tell you how many people wandered over to your garden (your Instagram profile) after seeing your post.

Imagine them peering over the fence, intrigued by your beautiful plants and wanting to see what else you’ve cultivated!

This metric helps you understand if your posts are catching attention and encouraging viewers to learn more about the garden you’ve created (your brand).

Total Followers

The number of followers you have can be a bit like the size of your garden – it’s tempting to want a sprawling landscape.

But here’s the truth: a garden overflowing with weeds (unengaged followers) isn’t nearly as valuable as a smaller group of plant enthusiasts who truly appreciate your taste and care for your flowers (your brand).

Focus on attracting quality followers who are genuinely interested in what you have to offer, and they’ll be more likely to become loyal customers and help your garden flourish.

So, is Instagram marketing worth it for your business?


While there’s no magic bullet, investing time and creativity into Instagram marketing can (still!) be a game-changer for your brand.

Remember, it’s a marathon, not a sprint. Be patient, experiment with different formats, track your results, and have fun cultivating a thriving online presence!

Let’s address the elephant in the room: some people feel like Instagram isn’t what it used to be. Algorithm changes and increased competition can make it feel frustrating to grow your audience. 

Here’s the good news: millions of users are still logging in daily, actively searching for new brands and businesses to follow. The key is understanding how the platform works and adapting your strategy accordingly.

I'm Doreen, and I know what it's like to scour blogs for the answers to my (many, many) questions. Much like yourself, I'm a scrappy, curious business owner.

There are less stressful ways to get your service to the people that need it most, so I'm here to bring you the practical, down-to-earth marketing advice that you need. 

Every day, I work with a team that shares my passion for helping you connect with your perfect fit clients — and every day, YOU inspire the crap out of all of us. Thanks for being here!