Using Instagram and Facebook for business comes down to three jobs: set up the accounts properly, post content your customers want to see on a schedule you can keep, and turn the attention you get into conversations and sales. Most businesses do the second job half-heartedly and skip the first and third entirely.

This guide covers all three. It focuses on organic growth, meaning what you can achieve without paying for ads, because that’s where most small businesses should start and where a lot of them get stuck.

Should a business be on both Instagram and Facebook?

For most consumer-facing businesses, yes. Both are owned by Meta, so you can manage them together, publish to both from one place and handle messages from one inbox. The audiences overlap but behave differently.

• Instagram is visual and discovery-driven. People browse Reels, Stories and the Explore tab, and many use it to check out a brand before buying.
• Facebook is strong for local businesses, community groups, events, reviews and longer posts. Many customers still look up a business’s Facebook Page to check hours, photos and recommendations.

If you only have time for one, pick the one where your customers already spend time. Ask a few of them. Their answer is more useful than any general advice.

How do you set up Instagram and Facebook for business correctly?

Create a Facebook Page, not a personal profile

Businesses should use a Facebook Page. Pages give you insights, a business inbox, the ability to add team members with different roles, and access to Meta’s business tools. Running a business from a personal profile limits all of that.

Switch Instagram to a professional account

In Instagram’s settings you can switch to a professional account and choose Business or Creator. Most companies should choose Business. It unlocks insights, contact buttons, a category label and the option to connect to your Facebook Page.

Connect them in Meta Business Suite

Meta Business Suite lets you link your Facebook Page and Instagram account, schedule posts to both, see combined insights and answer Messenger, Instagram and Facebook comments from one inbox. Connecting early saves a lot of tab-switching later.

Fill in every profile field

• A clear profile photo, usually your logo, readable at small sizes.
• A bio that says what you do, who it’s for and what to do next, in plain words.
• A link to your website, ideally a page built for social visitors rather than your home page.
• Contact options: phone, email, WhatsApp or booking button, whichever you actually answer.
• Business hours, category and service area where relevant.

Keep your name, logo and colours consistent across both platforms. We cover why in The Role of Visual Identity in Social Media Branding.

What should a business post on Instagram and Facebook?

Post content that helps, shows or proves something to your customers. A simple mix works for most businesses:

• Helpful posts: tips, how-tos, answers to common customer questions, short tutorials.
• Behind-the-scenes posts: your team, your process, how a product is made or a project comes together.
• Proof posts: finished work, real customer reviews you have permission to share, before-and-after shots.
• Offer posts: new products, services, availability, events. Keep these to a minority of what you publish.

If every post is an offer, people stop paying attention. If no post is an offer, people enjoy your content but never buy.

Which formats work best?

Each format has a different job:

• Reels and short videos are the main way to reach people who don’t follow you yet.
• Carousels are good for step-by-step tips and get saved and shared.
• Stories keep you in front of existing followers and suit quick updates, polls and questions.
• Facebook posts and Groups suit longer updates, community discussion and local events.

Test formats yourself. What works for a bakery won’t be what works for a software company.

How often should a business post?

Post as often as you can keep up with good quality for months, not weeks. A steady schedule of a few posts a week beats a burst of daily posts followed by silence. Consistency helps you build a habit and gives you enough data to see what’s working.

Batch your content. Spend one session planning and creating a week or two of posts, then schedule them in Meta Business Suite. That leaves your daily time for replying to comments and messages, which matters just as much.

How do you grow followers organically?

• Be specific about who you’re for. Content aimed at “everyone” rarely reaches anyone in particular.
• Hook in the first second. For Reels, open with the result, the problem or a clear question, not a logo intro.
• Write captions that add something. Explain the why behind the photo, answer a question or tell people what to do next.
• Use relevant hashtags and keywords. Instagram search reads captions and profile text, so describe what you do in the words customers would search.
• Reply to every comment and message. Conversations signal that your content is worth showing, and they turn followers into customers.
• Collaborate. Partner with complementary local businesses or creators on joint posts, giveaways or events.
• Cross-promote. Add your social links to your website, email signature and packaging.

For more ideas, see Boost Engagement Without Paid Ads.

How do you turn followers into customers?

Attention only matters if it leads somewhere. Make the next step obvious and easy:

1. Clear calls to action. Tell people what to do: send a message, book a call, visit the shop, tap the link.
2. Fast replies. People who message a business on Instagram or Messenger often expect a quick answer. Set up saved replies for common questions and an away message for out-of-hours.
3. A landing page that matches. If a post talks about one service, the link should go to that service, not your home page.
4. Shopping features where they fit. Retail businesses can connect a product catalogue so followers can browse products from posts.
5. Capture contact details. Offer a useful guide, discount or consultation in exchange for an email so you can follow up beyond the platform.
6. Track every lead. Log where each inquiry came from so you know which posts and channels bring real business, not just likes.

Which Instagram and Facebook metrics actually matter?

Both platforms give you insights in the app and in Meta Business Suite. Focus on:

• Reach from non-followers: is your content finding new people?
• Saves and shares: strong signs people found a post useful.
• Profile visits and link clicks: are people curious enough to learn more?
• Messages and inquiries: the closest number to revenue on social.
• Follower growth over time: useful, but only alongside the numbers above.

Review once a month. Find your best few posts, work out why they worked and make more like them. Our guide to essential social media KPIs goes deeper.

Common mistakes businesses make on Instagram and Facebook

• Posting without a plan, then judging the platform on random results.
• Ignoring comments and DMs, which are often where sales start.
• Buying followers. Fake accounts don’t buy anything and can hurt how your real content performs.
• Copying trends that don’t fit your brand. Use trends when you can make them relevant to what you sell.
• Relying only on social. Accounts can be restricted or hacked. Keep your website and email list as channels you own. We explain how social fits into the bigger picture in our digital marketing strategy playbook.
• Weak account security. Turn on two-factor authentication and give team members only the access they need through Meta Business Suite.

Frequently asked questions

Is Instagram or Facebook better for business?

It depends on your audience. Instagram suits visual brands and discovery. Facebook is strong for local businesses, communities, events and reviews. Many businesses use both and manage them together in Meta Business Suite.

Can a business grow on Instagram without paid ads?

Yes, with consistent, useful content, active replies to comments and messages, and a clear focus on a specific audience. Growth is usually slower than with ads, but it builds an audience you don’t have to keep paying to reach.

What is Meta Business Suite?

Meta Business Suite is Meta’s free tool for managing a Facebook Page and connected Instagram account. It handles post scheduling, a shared inbox for messages and comments, and insights for both platforms.

How many hashtags should I use on Instagram?

Use a few that accurately describe the post and your niche rather than a long list of generic tags. Clear keywords in your caption and profile help people find you through search.

How do I know if social media is working for my business?

Track messages, inquiries, link clicks and sales that come from social, not just likes and followers. If those numbers grow over a few months, it’s working.

Want help with your social presence?

If you’d like your Instagram and Facebook set up properly, connected to a website that converts, and supported by a content plan you can keep up, Diligent Creators helps businesses with social media, digital marketing and web development. Get in touch and tell us where you’re stuck.