Instagram Marketing Guide for Local Australian Businesses
Instagram has grown from a photo-sharing app into a powerful marketing platform with over one billion monthly active users worldwide. In Australia, it is one of the most popular social media platforms, particularly among adults aged 18 to 44.
For local businesses — especially those with a visual product or service — Instagram offers an excellent way to build brand awareness, showcase your work, and connect with local customers. Whether you run a cafe in Parramatta, a beauty salon in Castle Hill, or a landscaping business in the Hills District, Instagram can help you grow.
This guide covers everything you need to know to use Instagram effectively for your local business.
Setting Up Your Instagram Business Account
If you are still using a personal account for your business, switch to a Business account immediately. It is free and unlocks essential features.
How to Switch
- Go to Settings in the Instagram app
- Select Account
- Tap “Switch to Professional Account”
- Choose “Business”
- Connect your Facebook Business Page (recommended)
- Fill in your contact information
Optimise Your Profile
Your profile is your shop window on Instagram. Make every element count.
Profile photo: Use your logo or a clear, recognisable image. Keep it simple — it appears very small on most screens.
Business name: Use your actual business name so people can find you.
Username: Keep it simple and consistent with your other platforms. Avoid numbers and underscores if possible.
Bio: You have 150 characters to tell people what you do and why they should follow you. Include:
- What your business does
- Your location (Western Sydney, Hills District, etc.)
- A call to action
Example bio: “Handcrafted cakes for every occasion. Western Sydney delivery. Order your next celebration cake below.”
Website link: Add your website URL. This is the only clickable link on your profile (outside of Stories), so make it count. Consider using a link tool like Linktree if you need to direct people to multiple pages.
Contact buttons: Add your phone number, email, and physical address so customers can reach you directly.
Content Strategy: What to Post
The key to Instagram success is posting content that your audience genuinely wants to see. Here are content categories that work well for local businesses.
Showcase Your Work
This is the foundation of your Instagram content. Show what you do.
- A builder could post completed renovations
- A restaurant could share beautifully plated dishes
- A florist could display fresh arrangements
- A personal trainer could share client transformations (with permission)
Behind the Scenes
People love seeing how things are made, built, or done. Behind-the-scenes content humanises your brand and builds connection.
- Your morning setup routine
- Your team at work
- The process behind your product or service
- How you source materials or ingredients
Tips and Educational Content
Share your expertise in bite-sized posts. This positions you as a knowledgeable professional and provides value beyond just selling.
- Quick tips related to your industry
- Common mistakes people make
- How-to posts or mini tutorials
- Myth-busting in your field
Customer Features
Share customer photos, testimonials, and stories (always with permission). This is powerful social proof.
- Repost customer photos and tag them
- Share reviews as graphic posts
- Feature customer stories in your captions
Team and Culture
Introduce your team members, celebrate milestones, and share your business culture. People buy from people, not faceless businesses.
Local Content
Show that you are part of your local community.
- Feature local landmarks or events
- Collaborate with other local businesses
- Share local news relevant to your audience
Instagram Stories
Stories are temporary posts that disappear after 24 hours. They appear at the top of the Instagram app and are viewed by a significant portion of your followers.
Why Stories Matter
- Stories have higher engagement than feed posts
- They feel more casual and personal
- Interactive features (polls, questions, quizzes) boost engagement
- They keep your business visible at the top of the app
Story Ideas
- Daily behind-the-scenes moments
- Quick tips or mini how-tos
- Customer testimonials or reviews
- Polls and questions to engage your audience
- Announcements and promotions
- Before and after reveals
- “A day in the life” series
Story Highlights
You can save Stories to permanent Highlights on your profile. Create Highlights for:
- Your services
- Reviews and testimonials
- FAQs
- Behind the scenes
- Portfolio or gallery
- Promotions and offers
Instagram Reels
Reels are short-form videos (up to 30 seconds currently, though Instagram keeps expanding this). They are Instagram’s answer to TikTok and receive significant algorithmic promotion — meaning Reels can reach people who do not yet follow you.
Why Reels Matter for Local Business
- Instagram is heavily promoting Reels, giving them more visibility than regular posts
- They can reach new audiences beyond your existing followers
- Short videos are engaging and shareable
Reel Ideas for Local Business
- Quick tutorials or demonstrations
- Before and after transformations
- Time-lapse videos of your process
- Day-in-the-life content
- Trending audio with a relevant twist for your business
Tips for Creating Reels
- Keep them short and punchy
- Use trending audio when relevant
- Add text overlay for people watching without sound
- Focus on providing value or entertainment
- Post consistently (aim for two to three Reels per week)
Hashtag Strategy
Hashtags help people discover your content. A good hashtag strategy mixes different types.
Local Hashtags
These connect you with your local community:
- #WesternSydney
- #HillsDistrict
- #CastleHill
- #Parramatta
- #SydneyLocal
- #SydneySmallBusiness
Industry Hashtags
Relevant to your specific business:
- #AustralianMade (for product businesses)
- #SydneyFoodie (for food businesses)
- #HomeRenovation (for builders and renovators)
Branded Hashtags
Create your own hashtag for customers to use:
- #YourBusinessName
- #YourBrandSlogan
How Many Hashtags to Use
Instagram allows up to 30 hashtags per post, but quality matters more than quantity. Use 10 to 20 relevant hashtags per post. Mix popular, medium, and niche hashtags.
Growing Your Following
Post Consistently
Aim for at least three to five feed posts per week and daily Stories. Consistency is more important than volume.
Engage Genuinely
- Respond to every comment and DM
- Like and comment on other local businesses’ posts
- Engage with your target audience’s content
- Join conversations in your local community
Use Location Tags
Tag your location on every post and Story. This makes your content discoverable to people browsing that location.
Collaborate With Other Local Businesses
Partner with complementary businesses for cross-promotion. A cafe might collaborate with a local baker, or a gym might partner with a nutritionist.
Run Giveaways and Competitions
Occasional giveaways can boost engagement and attract new followers. Partner with another local business to expand your reach.
Share User-Generated Content
When customers post about your business, share their content (with permission and credit). This encourages others to do the same.
Instagram Analytics
Your Business account gives you access to Instagram Insights. Check these regularly:
Key Metrics
- Reach: How many unique accounts saw your content
- Impressions: Total number of times your content was viewed
- Engagement rate: Likes, comments, saves, and shares relative to your reach
- Profile visits: How many people visited your profile
- Website clicks: How many people clicked your bio link
- Follower growth: Net new followers over time
When to Post
Insights also shows you when your followers are most active. Schedule your posts for those peak times for maximum visibility.
Common Instagram Mistakes for Businesses
- Inconsistent posting: Going silent for weeks kills your reach and engagement.
- Only posting promotions: Follow the value-first rule. Most content should inform or entertain.
- Ignoring Stories and Reels: Feed posts alone are not enough in 2021. Use all content formats.
- Buying followers: Fake followers do not buy from you and hurt your engagement rate.
- Poor photo quality: Instagram is a visual platform. Dark, blurry, or cluttered photos will not perform.
- Not engaging with others: Instagram rewards two-way engagement. If you only post but never interact, your reach will suffer.
- Neglecting your bio: Your bio is prime real estate. Make it clear, compelling, and actionable.
Getting Started This Week
- Switch to a Business account if you have not already
- Optimise your profile with a clear bio, contact information, and website link
- Plan your first week of content (three to five posts plus daily Stories)
- Create your hashtag list with a mix of local, industry, and branded hashtags
- Engage with 10 local businesses or potential customers each day
- Try creating your first Reel
Instagram is a marathon, not a sprint. Focus on consistency, quality, and genuine engagement with your local community, and the results will come.
If you need help setting up your Instagram strategy or integrating it with your website, our team is here to help Western Sydney businesses make the most of social media.
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Ashish Ganda is the founder of Ganda Tech Services, a Sydney-based technology consultancy helping Australian businesses grow through cloud, web, and mobile solutions.