Grow Your Small Business Using Instagram.. Today!

If your Instagram feels like it has a mind of its own right now, this episode is for you. 

In November 2025 Instagram quietly shifted the way the feed works, showing more recommended content from accounts people do not follow yet. Great for discovery. Confusing for small business owners who suddenly feel invisible.

In this episode of Small Business Growth Addicts I break down what has actually changed, why it has happened, and how to work with the algorithm instead of fighting it. You will learn how to use each content format on Instagram with a clear purpose so your posts are not just “thrown up and hoped for the best” anymore.

I discuss:

• What Instagram’s latest update really means for small business owners
• Why your feed is full of accounts you do not follow and what that means for your content
• The true job of each format
  • Reels = attract new ideal clients
  • Carousels = nurture and convert existing followers
  • Stories = your direct hotline to warm followers
• The ideal weekly mix of attract, nurture, convert content
• Why getting specific about your ideal client has never been more important
• How scroll stopping hooks work and why they are not “icky clickbait”

Resources Mentioned in This Episode

Everything I mentioned in the episode is linked for you below:
Finding Your Ideal Client as a Small Business Owner - Free Podcast Episode
Ideal Client eBook
3 Step Story Strategy - DM me on Instagram
Free Download of my Bestselling Social Media Planner
Should you DIY or Outsource your Social Media - free Podcast Episode

Reels with Hooks mentioned in Episode:
Hook no.1
Hook no.2
Hook no.3

If you are ready to stop posting and praying and start using Instagram with a clear plan, pop your headphones in and let’s get you seen and getting sales.

We would love to welcome you into our incredible mentorship community! All the info & join us here

Thanks to our Growth

• Connect with Amanda on Instagram: @amandahughes.uk
• Growth Addicts Show Notes: Read the blog + grab freebies + guest links
• Small Biz Community: Join Get Seen Get Sales and get the support, strategies & accountability you need to grow your business on social media with confidence. Learn more
• Free Small Business Downloads: Access all of Amanda’s freebies in one place → Get them here
• Exclusive Discounts: Exclusive discounts on Amanda’s favourite small business tools & services → See discounts

Transcript

SPEAKER_01: 0:00

Hi, hello, welcome. I'm Amanda Hood, your host of Small Business Growth Addicts. I escaped the corporate world after 12 months of a side hustle which turned into my full-time income. Fast forward 10 years and I'm running not my first but my second small business, and this time around it's with a passion to share all that I know, all that I've learned, and all that I'm still learning with fellow small business owners. As the title of the show suggests, I am addicted to growing my business and I know you are too. Growth means different things to different people though, and that's why we talk about a whole host of subjects on growth addicts. Whether that's in a solo episode, just me or with one of my many autumn guests. Between us we share advice, tips, and real-life entrepreneurial experience. So grab a pen, a puppet, and a biscuit, obviously, and get ready to grow that small business of yours. This is Small Business Growth Addicts. Hello and welcome to another episode of Growth Addicts. Hope wherever you're listening, you're having a great day. Wherever in the world you're listening to is today, thank you for being here. So today I'm going to talk about Instagram. I think I can say with 100% confidence that 100% of the business owners I work with or have in my community or have in my world in one way or the other use Instagram for their small business. They use it to market their small business. I feel like I can say that really confidently. They seem to sort of dabble in other platforms like Facebook and LinkedIn, TikTok, maybe even a bit of YouTube, but Instagram seems to be a place where they're all generally consistent. However, it doesn't come with its frustrations, I know. I'm often told from small business owners that the algorithm changes a lot and they don't know what they're doing and what was working last month is not working anymore. They're not getting new followers, no one's commenting, can't remember the last time you know it generated a sale. So every now and again, when there is a significant change to the Instagram algorithm that we become aware of, then I like to do a little podcast episode update. And it's actually always one of the most popular episodes. So again, that backs up my confidence that I'm pretty sure you're all using Instagram. So the last update I did was March 2025. So that must have been the last time there was any sort of significant algorithm change, big Al, as I like to call them. And we're now in November 2025, and there has been another one. So I know a lot of people think this algorithm changes on the daily, but it really honestly doesn't. People's behaviours change, user behaviours change, and so that's why we need to keep up. If you are listening to this and you're already in a member of my GetSeneKit Sales mentorship community, then you will be doing this already because we have been doing this already. The get seen get sales method is in the group and it follows the sort of new algorithm changes anyway, so you don't actually have anything to worry about. But if you're not part of my community already and you're wondering what on earth is going on in Instagram right now, then I'm going to fill you in. Okay, so like I say, we're in November 2025, and our esteemed head of Instagram at the minute, Adam Massery, has announced a new change where Instagram are now showing us more recommended content in our feeds. So what you've probably noticed in the past few weeks is that when you log on to Instagram, your feed is what comes up first, the bit where you have a nice scroll, and you're probably noticing that you're seeing more accounts that you don't follow pop up than ones that you do follow already, which can be frustrating. And of course, from a small business owner point of view, it can be worrying as well because you're thinking, well, if I'm not seeing the content of accounts that I've actually chosen to follow, then the people who've chosen to follow me, my business account, are also not seeing my posts. So then scream into the void. What do we do? Don't worry, I've got the answer. Now, first up, what recommended content means and why Instagram have made this change. Now, like any good business should do, Instagram are looking at the data and following their users' lead. So the people who are using Instagram, the data is telling Instagram that the people that are using Instagram are mostly interacting with recommended content. And that is when a reel pops up on your feed from someone you don't follow, maybe it's a bit of fun, or maybe it's something really meaningful, or just something you can really relate to and you like that or comment that. So most users are interacting with recommended content, which is primarily reels from accounts they don't already follow. So Instagram, like I say, are just doing what any good business should do, leading with the data, and they're changing that up. So if they're thinking if our users want to see more recommended content, then we will show them more recommended content. Now I did actually count. Yes, I'm that sad. Yes, I study social media platforms to that sort of depth. I did count last week when I was scrolling my feed out of 10 posts that I was showing, only four were from accounts that I already follow. So six of those were accounts that I don't follow already. So they were recommended content. And Instagram's recommending those to me based on content that I interact with regularly, you know. So it's this whole user experience. And if you think about it, if you take your business out of the equation for a second and think of yourself as a user from Instagram, that is quite a nice experience. You're seeing a mix of content from accounts you do follow, and you're seeing more recommended content from accounts you don't follow, so that you can grow your following and you can grow your interests and you can expand on the things you're interested in by seeing similar stuff from other people that you've not seen before. So it is a good thing. It is a good thing. Now, what that means for small business owners like us is that we have to adapt. And I'm not going to dress that up because I'm not here to sugarcoat anything, I'm here to help, and we have to adapt. We have to ride these waves of change when they come or get left behind. But the good news is it's really easy to do. You just have to know how Instagram works, and that's what I'm going to tell you today. Let's pause for a second to hear a word from our sponsors.

SPEAKER_00: 6:03

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SPEAKER_01: 6:25

Now, first of all, before you do anything, you know what I'm going to say. You have to know your ideal client. Always, always, always have to know your ideal client. So if it's been a while since you touched on that, or if you've never really touched on it and you've been sort of winging it, your target audiences, people who want to lose weight, I want you to drill down into that more. It's more important than ever because if we want to get in front of the people that we want to speak to, our ideal clients, we're going to have to be specific. That's something that's working really well on Instagram just now. So, first of all we want to be super clear on our ideal client. If you need any help with that, I'm going to link to a previous episode where I discussed how to figure out who your ideal client is. I've got an ebook on it. And again, if you're part of my GetSeen Get Sales community, or if you're thinking of becoming a part of GetSeen Get Sales, my ebook is free within your membership in there. So basically, if you're a member of the GSGS community, you get access to everything. Everything that I've put out to the world is yours. So I will put some links to some help with Ideal Client in the show notes if you need them. Okay. That's the first step. Next up, we need to understand the content formats that are available to us on Instagram and what they do. So they are not all equal. We've got reels, we've got single grid images, single images on your grid. We've got carousel posts, we've got stories. They are not all equal. They do not all reach your existing followers. They do not all reach non-followers. We have to understand these platforms. It's such a part of the reason why I created GetSeen Get Sales in the community in the first place, is because where are we going to get this information from? As business owners out there doing our thing, you are awesome at what you do. You are awesome at teaching yoga. You are awesome at making candles. You are awesome at web design. I know you're awesome at that. But when it comes to using the biggest platform in the world, which is free by the way, to promote your small business on there and get seen and get sales. If we don't have a trusted resource to go to for that information, how are we going to know? And so that was a huge, huge driver behind why I set up my get seen, get sales community, which at its heart is a social media mentorship group. You get everything you need and the support you need to get seen and get sales on social media. Absolutely. And also loads of other things as well. We talk about web design and email marketing and we sort of fill in the gaps as well around social media marketing in the way of masterclasses and guides and stuff. But at its absolute core, I help you and support you and give you what you need to get seen, get sales on social media. And it works. And it works because I do the research, I do the studying, I find out what's happening and I'll let you know. And then when there's changes like this as well, either check that we are in alignment with the changes or we mix things up. And my GSGS guys are the first to know. So, content formats. Let's talk about reels first. Reels are what are being primarily shown now to non-followers. That's this recommended content that we spoke about that pops up in your feed where you're scrolling, scrolling, scrolling, and you see some reels from accounts that you don't already follow. That is primarily reels. Reals are primarily shown to non-followers. Carousel posts and single image grid posts. So that's when you're posting to your main grid, stays there forever, unless you decide to delete or archive it, it will live there forever. And carousel is where there's multiple slides, single image as it sounds, is when there's single image. Now I'm going to just take single image off the table just now and put it in the bin, okay? Because it gets you very little reach. And using a carousel, even with just two slides, will instantly double your reach. The reason that happens is because if you're scrolling and see a carousel and you don't swipe to the second slide, you keep scrolling. The next time you open Instagram up, scroll, you will see the second slide of that carousel. That's how it works. So by using a carousel that has to have at least two slides over a single image post, you're instantly doubling your chance of that post being seen. If you know me by now, you'll know that I love social media. It's how I've grown my businesses, and now I want to help you do the same. That's why I created Get Seen Get Sales, my mentor group for small business owners who want to get seen online and actually attract followers that convert to customers. Inside you'll get weekly content prompts, live workshops, and support on everything you need to grow confidently on social media. If you're feeling stuck, overwhelmed, or just ready to do things differently, I've got you. Head to smallbusinessgrowthaddicts.com to join us. Now, reels, as I say, are primarily shown to non-followers. Carousels are primarily shown to existing followers. You see a difference already, and then we're going to talk about the strategy, how to use that afterwards. Then we've got stories. Stories are pretty much almost exclusively shown to only your existing followers. See where I'm going here? So we started this conversation in a bit of a panic thinking if I'm being shown content from accounts I don't follow already, my followers are also being shown content from accounts they don't follow already. How are they going to see my content? It's all about the type format of content that you use. That is the three main content formats on Instagram. I want you to know about, I want you to know how to use. And reels are what we call attraction content. So obviously, as part of your strategy for using social media as a platform to get seen and get sales for your business, we want to continuously grow that. We want to continuously bring new ideal clients into our world. And reels are the content that can do that. So when you're creating a reel, have a think. I want you to save this episode for the next time you're doing your content planning. Have a think about what you want that reel to do, bearing in mind who it will be shown to. This reel is going to be shown to people who do not already follow you. Okay. So when we're creating this reel, get into your ideal client's head. They've opened up their phone, they've opened up Instagram, they're scrolling through. What do you want them to see if they're seeing you for the very first time? What do they want to see if they're seeing you for the very first time? So you should always be creating your posts with purpose. Each post should have a purpose and it should be a mix of attraction content to grow and bring new ideal clients into our world. We should have some nurturing content. This is the juicy middle part of content that I often see being overlooked, but please don't overlook it because it's so powerful. And this is where carousels come in. So what I mean by nurturing is nurturing the relationship with our existing followers. So think of the journey that followers been on. They've opened up Instagram, they've seen your reel. Oh, don't follow them. I can relate to that real. I like that reel. They've had a look at the real, they've liked the real, they've then had to be look at your profile from your bio. They can see that they belong in your world because at the top you would say, you know, who you help, what you do, what you offer, where you are, if that's applicable. So then they hit follow. Boom, they're in your world. So now we need to nurture that relationship with them. We need to give them what they followed along for. So they're following along because they want to learn more about you. They want to learn more about your business, they want to learn more about what you offer. If you're a service-based business, they want to know about the sort of results you get for the clients, students that you work with. If you're product-based, they want to know more about the product that you offer. How is it made? Where is it made? Why is yours different? Why should they be buying yours? This is your juicy, juicy nurturing content. And when you do juicy, juicy nurturing content, right? The next part, conversion content, where we convert from a follower to a paying customer or client or student or whatever it might be, the hard work has already been done for you. Sales decisions are made so often in the nurturing part, and they're just waiting for the right time to buy, they feel like I've got to know her, I've got to know him, I've got to know a bit more about those candles are made from coconut wax and they're really safe to burn in the house, and their fragrance is essential oils, and it's all derived from plants. And I like the sound of this. So the more you're giving out content like that in the middle, when you do post to say, I've got an offer on, you're getting a free essential oil with your candle this week, boom, you're already top of mind, you're already in their head to buy the decision that's already been made. You're just waiting for the perfect opportunity. And we use carousels for both of them. So we use carousels for nurture and we use carousels for convert because they're shown primarily to our existing followers. It's so important, so important to understand that every content format is not the same. Then we've got stories. Stories are a gold mine because where I'm saying reels are primarily shown to non-followers, carousels are primarily shown to existing followers. I'm saying primarily because they are also a small percentage of reels are shown to existing followers. Small percentage of carousels are shown to non-followers. But with stories, stories are almost exclusively only shown to your existing followers. Stories on Instagram are literally a hotline, a direct hotline to your existing followers. I mean, how cool is that? And if we're not using them, you're missing out. Let's pause there for a second to hear a word from our incredible sponsors today. Not only are they awesome businesses, they also enable me to continue to provide the podcast and all the incredible information that it comes with for free for you.

SPEAKER_00: 16:19

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SPEAKER_01: 17:00

And again, within my Get Seen Get Sales community, I have a really simple three-step daily repeatable strategy that you can use on stories each day. It's part of the content pack that lands in the group every week with hooks and prompts and caption starters and call to action ideas. This really juicy pack that lands every Thursday morning for the following week to give you time to plan your content aligned with your business goals. But yeah, as part of that, we've got this really simple three-step daily repeatable story strategy. And you know what? I'm going to pop it in the show notes for you. I'm going to pop that page in the show notes for you because please, if you're not using stories, please start today. It doesn't have to be hard, it can be really easy. This three-step process is like show up and say hi and add a poll, get that interaction in the next slide. Talk about what you offer. I'll add a link to buy or ask any questions, you know, that kind of thing. So we're getting our nurture, our conversion, and then back to nurture, show them a sort of personal thing out in your dog walk. What did you see today? It's so simple but so effective. So yeah, as a freebie for you guys today, I'm going to pop that in the show notes for you today. So enjoy. Now we know what has shifted on Instagram recently, why Instagram have done it and what it means. Now we know the importance of understanding the three main content formats on Instagram and how to use them, how to plan our content with purpose using them. If you want to focus on growth, then you want your reels if you really want to focus on nurture, carousels, conversion, carousels, and stories. And of course, over the course of the week, you want to have a nice mix of these things. I generally say around 50% attraction content, 30% nurture, 20% convert with daily nurturing and conversion in stories as well. And this all is really easy to plan. I have a 60-minute content planning method. It ties in with my planner. So I have a physical planner you can buy on Amazon. It's only£19.99 for the year. It's an annual planner that's yours. Or you can get a free download. Again, I will link to the show notes for that. Using this planner helps you sit down weekly and use everything you're learning today about content formats on Instagram and the planning process to plan content for the week in under 60 minutes, less than an hour, to know exactly that you are planning posts with purpose that are aligned with your business goal. So if you have a workshop you want to sell that week, you know you're going to have to get your conversion content in there. You know what you'll be talking about in stories, you know who you want to attract, and you can plan your content in line with that. I've got 30 free hooks for you as well. Again, I'll link to that in the show notes. So within the show notes, you can get a free download of my Amazon number one best-selling social media planner, replug there. You can get 30 free content hooks that are divided up into attract, nurture, convert, the three-step story from my content pack. I'm going to give you all of that free in the show notes today. Please take advantage of them. Go and use them. Mark out an hour for yourself and sit down and do some planning. And oh my gosh, does social media marketing get to become easy after that? So easy. So easy. Now that we know all of that, there's something else I really need you to know about what is working well on Instagram just now. Hooks. Now, hooks are not awkward, clickbaity-headline-y hooks. Hooks are simply a gateway to your story. That's the way I see it. And storytelling, storytelling is huge. Storytelling on Instagram is huge. I'm going to say right now, but it's always been huge. Storytelling gives us that human connection that I think more than anything right now on social media, we're craving in a world of AI. I'm starting to see the AI captions drop off and the human captions come back in, which is nice. Now, what is a hook? A hook is something that's going to stop your scroll, particularly on reels, because again, let's think about reels. Reels are being shown to non-followers. So your ideal clients opened Instagram, having a scroll, see your reel pop up. This is a sad fact. You've got three seconds to stop the scroll. It's a busy world out there. So I would say a text hook is a definite something that pops up instantly. Instantly. So they scroll to your reel and the text is there instantly, for they can quickly scan it. That calls them out, call them as your ideal client, speak to them directly. You want them to feel as if they're looking around thinking, can she see me? Like that really speaking to me. Like I can't not watch this. I can't not go and look at their profile. And hooks can do that really easily. That's how powerful a good hook can be. You can also have visual hooks as well. Visual hooks are something that sort of catch the eye. You might come in from the side of the screen or pop up. But if you're not into the theatric sides as much or don't want to be spending a lot of time on reels where you're showing a story over video going through, which means multiple clips and whatnot, a good powerful text hook is going to do that for you. And like I say, you can get 30 text hooks completely free of charge. It's just in the show notes that work, that are tried and tested. They have worked and they still work right now. And I'm going to go through some with you on the episode today as well. I'll give you some links to some reels where I've actually used these to show you that they work and show you it's nice to see lived examples sometimes as well, isn't it? Quick pause from our conversation because I'm wondering how you'd feel if I told you I could give you a free£50 today. Yep, if you've been thinking about moving your business bank account or perhaps you don't have a business bank account yet, I can highly recommend Monzo. And if you open an account with them via the link in today's show notes, you get a free£50. Monzo are free to bank with, I bank with them personally. It's so easy to use, and also they won Best Business Banking Provider in the UK in 2024. So if you don't have a business bank account yet or you're looking to change from where you are just now to free business banking and£50 in your account, head over to spawbusinessgrowthadicts.com for the link and enjoy. Your text has to be specific, relatable, and has to be instant. Bear that in mind. Now some of the reels I'm going to share with you below are exactly this, they're specific. So one I shared just recently because we are in November now here. It's coming up to the Christmas time. So I've shared a reel recently that says this, doesn't get more specific than this. The video is just me doing a little selfie video on the beach with a cup of hot chocolate. The text on screen says, I'm a busy small business owner with five-year-old twins, a husband, a dog, and grown-up nieces and nephews. Do you offer something that would help with my Christmas shopping? If so, drop it in the comments, please. I'm shopping right now. Now I only posted that the other day. It's got 120 comments, 74 likes. It has been shared multiple times. I can't get into those stats just now. Another platform has actually been sharing every business who has commented. It's it's gone nuts. It's gone nuts. I mean, that is how specific that is. Like I say, I'm going to put this hook and this reel in the show notes for you to see it in action, but that's how specific I'm talking. You could adapt that one as well, especially at this time of year. Put your Christmas spin on it. How can you use that to bring your ideal clients together? Another hook that I'll share in the show notes for you. I heard you're a small business owner looking for more followers and maybe a new client today. You're in the right place. You can use that. I heard you're a name your ideal client looking for. What are they looking for? Assure them they're in the right place. I mean, when you see that sort of scroll stopping hook, it'd be very hard to ignore if you feel like it's speaking directly to you. Another reel that I'll share in the show notes as well. I've done one where I'm dropping the kids off at school. I don't show my kids' faces on social media, so it's just their backs walking up the path. And it's saying, okay, mums who do drop off and pickup, see this specific there. Are we all in agreement that school time is not real lifetime? One hour school time equals five minutes real time. Yeah. So that reel is doing brilliantly well for engagement, for views, for reach all across the board for new followers. Because I'm being totally specific. You can use this hook to, okay, ideal client. Are we all in agreement that scenario? I'm going to link that in as well. Okay, so quick recap because I feel like I've given you a lot of information there, but I do not want this to be overwhelming. It's just important that you're armed with the information. Because, like I said at the start of this episode, if we don't know, we don't know. And so you'll just continue to put posts out there thinking that they're either all seeing non-followers or they're all seeing existing followers, they're all growing, they're all nurturing, they're all converting, whatever. If you have lost your way with your strategy for Instagram or you've just never really had one and sort of posted and prayed, please go and listen to this episode, take notes, take the freebies that are in the show notes, grab them, do the work. And I promise, I promise that using social media for your small business gets to become easy, fun, and profitable. And if you do need additional support, please come and find me. The link to my mentorship community is in the show notes as well. Come and find me there. And if DIYing, if doing your social media marketing is not for you, and if you have tried these things, you have tried to get support and it's just not working out for you, there's just some sort of disconnect, think about outsourcing your social media as well. You know, and I say that as a mentor who helps people, who helps small business owners grow and get seen on social media. But I understand that it's not for everyone, even with all the help in the world, it's not for everyone. So if you do need support with that, please go and seek it. Go and seek it because social media is a powerful, powerful place to market your business, but it has to be done right. It has to be done right. So if it's really not working for you, have a think about outsourcing it. I do have another episode. I will link to that again. Oh my gosh, I'm putting a ton of links in these show notes for you. I better write these down or I'll forget. I did an episode with a digital marketing agency and we talked about DIY and version outsourcing your social media. So I'm going to link to that as well. Going to link to that as well. So this is a whole workshop for you today, this podcast episode, and all of the links that are available in the show notes, but I'm going to break it down so that it doesn't feel quite as overwhelming just before we wrap up. So what's happened is basically Instagram have had a bit of an algorithm change based on the data that they have available to them. Their data is telling them that us as users are interacting mostly with recommended content. And that's mostly reels that they're showing us from accounts that we don't already follow. So they're just taking the lead on the data and they're starting to show us more recommended content. As a small business owner, to ride this wave, we have to get on board and adapt. And that means using the content formats that are available to us as they're intended. Reals are intended to be shown primarily to non-followers. So we want to use reels to bring in new ideal clients into our world. And the idea is that a new ideal client will see the reel for the first time and like it so much that they follow along. That's what we're aiming for there. We want to use carousels to nurture and convert. That's where we're either telling them more about us, telling them more about our business, about our behind the scenes, and with conversion content that we're actually directly asking for the sale. We're telling them we have an offer on, we're telling them we have a new class coming up, we're telling them the date, we're telling them exactly how to book. You can comment, book below, and I'll send you the link or head to the link in bio, whatever your method is. Make sure you get a clear call to action in there as well when it comes to conversion. So you make it very easy for the customer to buy. We are utilizing stories as the direct hotline to our existing followers because they are pretty much almost exclusively shown to existing followers. They're a direct hotline to our existing followers. So that's what we're going to start using if we're not already, the content formats for exactly how they're intended to reach the people we want to reach to align with the business goals that we have. I hope that's been helpful. If you have any questions, please come and find me on Instagram, amandahughes.uk. I love receiving DMs about the podcast. I love receiving questions because if you have a question, it's highly likely someone else has the same question. So please don't be shy. Please drop over a DM to ask me if I've missed anything or you want me to elaborate on anything, I would be more than happy to do so. And if you love this episode and you have a small business owner friend who's also struggling with Instagram just now, please share, send them the link, ask them to have a listen and dive into everything that we've discussed today and let me know how you get on. Okay, until next time, I will speak to you soon. Thank you so much for joining us today for another episode of Small Business Growth Addicts. I hope today's episode has given you inspiration and tangible tips that you can use to grow your small business in a way that feels right for you. If you love today's episode, please head Over to smallbusinessgrowthadicts.com and check out today's show notes where you can find details of our wonderful guests, sponsors, discounts, freebies, and so much more. Please also don't forget to leave a review today. Reviews are invaluable to us to help us get the show out there. Every single one is read and very much appreciated. Until next time.