Stop Trying To Sell on Instagram: Build Community, Not Just Customers

Gone are the days when a pretty product photo and a catchy caption could rack up sales on Instagram. If you're still stuck in that aesthetic-first mindset, here's your wake-up call: Instagram isn't your product catalog - it's your community hub.

Today's users aren't logging in to be sold to - they're logging in to connect. So if you're still just pushing products, you're not only behind… you're invisible.

Let’s break down how the platform has changed and what smart brands are doing instead.

Instagram’s Glow-Up: From Visual Shopfront to Social Hub

Back in 2015? Filters, flat lays, and highly curated feeds ruled the game. Every brand was aiming for that "perfect grid" aesthetic, chasing likes with every high-res product post.

Fast forward to today - users scroll right past those shiny images. Why? Because Instagram has shifted from being a digital gallery to a dynamic social space. People crave realness, not retail.

Here's what's changed:

• The algorithm favours engagement, not aesthetics. Stories, Reels, and carousels with conversation-starters get more reach than static, overly-edited images.

• Authenticity is the new influence. Perfect is boring. Messy is memorable. Consumers trust brands that show up, not just show off.

• People buy from people, not pixels. A personal story in a Reel will outperform a slick product demo every time.

  
  

Why Selling Straight-Up Doesn’t Work Anymore

Let’s get one thing straight: people don’t go on Instagram to shop - they go to scroll, laugh, learn, and connect. Shopping might happen along the way, but it’s a byproduct, not the mission.

What makes hard-selling flop?

• It feels out of place. Instagram’s culture is social, not salesy.

• It lacks depth. A product photo with “link in bio” isn’t a story - it’s an ad.

• It kills engagement. People won’t comment on or share a post that’s clearly just pushing product.

If all you’re doing is shouting “Buy this!”, you’re not inviting anyone to stay, chat, or connect.

So... What Actually Works in 2025?

Let’s talk solutions. Here’s how to pivot from seller to storyteller - and build a tribe that actually wants to stick around.

1. Create for Community, Not Just Content

Your followers want to belong, not just buy. Start asking: What would make someone want to talk to us, share us, or feel part of our world?

• Host Q&As on Stories

• Share behind-the-scenes Reels

• Ask questions in captions

• Feature customer testimonials or DMs (with permission!)

2. Prioritise UGC Over Professional Product Pics

User-generated content is king. Nothing builds trust like seeing a real person using your product in their everyday life.

Encourage your audience to tag you, then share their content. It's not just social proof - it's free, powerful marketing.

3. Be Present in the DMs and Comments

Slide into those DMs - but not with a sales pitch. With gratitude, questions, support, or just a friendly “thanks for the tag!”

Every interaction is a relationship opportunity. NB!!!

4. Tell Stories, Don’t Just Drop Features

Instead of saying “Our candle burns for 50 hours,” say:"Ever had a candle that made your Sunday feel like a spa day? That’s what we made this for."

People buy feelings, not features.

5. Lean Into Reels and Stories

Reels are the gateway drug to brand discovery in 2025. Keep them lo-fi, real, and fun. Think less "commercial," more "TikTok with purpose."

• Tell customer stories

• Share founder insights

• Show product fails and wins

• Hop on relevant trends with a brand twist

Brands Who Are Nailing It

Let’s give credit where credit’s due - some brands aren’t just riding the wave, they’re defining it. These trailblazers have cracked the Instagram code by ditching the hard sell and building real relationships:

• SULT – This brand doesn’t just post; it invites. From raw, honest behind-the-scenes content to real-time convos in comments, SULT brings their community into every part of the journey. You don’t just follow them - you feel like you belong.

• Good Girl Snacks – Think bold, funny, and super real. Good Girl Snacks brings personality to every post and story. They don’t just highlight the snack - they highlight the snacker. Expect customer shoutouts, candid team moments, and a ton of playful, interactive content.

• Glossier – Builds community by resharing customer content and actively asking for feedback. Their audience feels like collaborators, not consumers.

  
  

These brands aren’t talking at their audience. They’re talking with them - and more importantly, listening.

FAQs :)

Q: Do I need to stop selling completely on Instagram? Nope! Just stop leading with the sale. Lead with value, connection, and storytelling. Then let the product follow.

Q: How do I know if I’m connecting enough with my audience? Look at your engagement. Are people commenting, sharing, DM’ing? If not, it’s time to ask more questions and listen harder.

Q: Should I still care about aesthetics at all? A consistent vibe is helpful, but don't let it become a barrier to posting. Real over perfect - every time!

Real Talk Before You Log Off

If your Instagram strategy still revolves around polished pictures and product drops, you're not just playing an old game - you’re playing the wrong one. The brands winning in 2025 (and in my opinion, for a very, very long time in the future) are the ones building communities, not just customer lists.

Talk with your people. Share your real voice. Celebrate your fans. Learn from your followers.

And most of all, ditch the pitch - because connection converts better than any caption ever will.

Lauren x