The COVID-19 pandemic has had a devastating impact on small businesses worldwide. Lockdowns have forced many to shut down permanently, while those still operating are struggling. Facebook’s latest Global State of Small Business Report reveals that approximately 25% of 30,000 surveyed small businesses closed between January and May this year. Additionally, two-thirds of businesses still open are experiencing significantly reduced sales compared to last year.

Image credit: Time Magazine To boost morale, I’ve compiled a list of inspiring Instagram accounts from diverse small businesses for your viewing pleasure, to follow, and to spark ideas for your own posts. In this article, I will:

• Showcase real-world post examples from small businesses in finance, health, restaurants, the arts, and more.
• Highlight key takeaways for impactful Instagram marketing.
• Offer tips on incorporating safety and positivity into your marketing messages.

Observe what draws you to these specific accounts. Even if they’re not in your industry, consider how you can adapt similar content and creative strategies for your business.

Why seek small business inspiration on Instagram?

Businesses still operating must adapt, revise offerings, explore new avenues, embrace creative risks, and share varied, engaging content to survive. Instagram, with its versatility and features, is an ideal platform to facilitate this evolution. It enables businesses to:

• Keep customers and followers updated during this tumultuous year.
• Generate business through organic and paid advertising.
• Promote their business locally.

Inspirational small business Instagram accounts to follow

Achieve these goals and more through regular posts, Instagram Stories, longer IGTV videos, and Instagram Live events. Let’s explore various IG content strategies that have proven successful for small businesses, inspiring both customers and fellow entrepreneurs.

1. BlackRock (finance)

I haven’t come across an Instagram account, especially in finance, with such well-crafted, diverse, and engaging content as BlackRock. They authentically reflect their company culture, and if I were a job seeker or a customer, I’d be drawn to their genuine portrayal of a trusted, employee- and community-driven, diverse, and accomplished business. Their high-quality posts showcase employee stories, company events, and their community give-back initiatives. It’s genuinely inspiring. Their engagement speaks for itself.

2. Kristin Damstetter (wellness)

Our client Kristin Damstetter’s Instagram feed is a haven for those seeking mental well-being, mindfulness, and meditation. As you’ll see, it’s calming, on-brand, and seamlessly complements her website. She expertly organizes her Instagram Stories into categories, making it easy for new and existing followers to access her insights on meditation, journaling, and more. Her background as a former art teacher who integrates mindfulness practices into education creates a compelling story that resonates with her audience.

3. WORK (fitness)

Gyms and fitness centers have been among the hardest hit during the pandemic. As they navigate reopening with safety measures, it’s inspiring to witness their resilience. What better way than through videos showcasing their efforts? WORK in Orange County excels at sharing video content that motivates viewers to work out and potentially subscribe to their online workout programs.

4. Tradesman (coffee)

Being an avid coffee enthusiast, Tradesman in Boston immediately captivated me. Their Instagram is a testament to exceptional photography and strategic content curation. Their visually appealing feed and tantalizingly unique menu are a feast for the eyes. They strategically intersperse multi-photo posts with individual ones, enticing users to explore their feed further. My friend in Boston, Casie Gillette, was so enticed by their pastries (especially the red velvet croissants) that she went out of her way to find them. It was worth it. See for yourself:

5. Dark Horse Coffee Roasters

Choosing just one example was tough. San Diego’s Dark Horse Coffee Roasters deserves recognition for their excellent coffee and exceptional customer service, even on Instagram. Their account provides real-time updates, crucial for service businesses in this unpredictable year.

6. Rabecca Onassis Boutique

Rabecca Onassis Boutique in Seattle boasts a beautiful feed that’s not just visually appealing but also successful in driving business. My friend Hannah Glazko, a regular customer, raves about this boutique. They expertly combine static images and videos showcasing new arrivals, styled and worn by diverse individuals. This creates a fun, colorful, and relatable experience. Showcasing your product on a variety of people in a relatable way can broaden your reach and attract more customers.

7. El Arroyo (restaurant)

For restaurant marketing in the COVID-19 era, showcase your most appetizing dishes and drinks. Share videos of your space, your friendly staff, the ambiance, takeout options (if they’ve changed), and highlight the COVID-19 safety measures you’ve implemented to make customers feel safe.

While mouthwatering food photos attract customers, you don’t always need them to succeed on Instagram. You’ve probably seen a photo of an El Arroyo sign while browsing online. This popular Mexican restaurant in Austin leverages humor to engage audiences, gain followers, and drive business by sharing witty messages on their sign.

8. Squee Club (restaurant)

Another effective strategy is posting your COVID-19 safety protocols. Share easy-to-understand, step-by-step details in your Stories and save them to your profile for easy access. Squee Club provides a great example:

9. Future’s Past (the arts)

For those in photography, film, music, or the arts, Future’s Past impresses with its creative content curation. They actively support local artists through initiatives like their “Unfiltered Fridays” posts on their Feed and IGTV.

10. Fox and Plume (photography)

Photographers faced significant challenges with postponed and canceled events. However, many adapted, using longer lenses and practicing social distancing. If you have a unique style, showcase it consistently, as Fox and Plume does. Her feed beautifully captures her signature style as she photographs diverse individuals across various life events.

11. Stacie Larsen (photography)

Utah photographer Stacie Larsen maintains a visually appealing feed by posting in sets of three throughout the week. Patterns, especially in threes, enhance memorability.

12. Ruby and Revolver (jewelry)

For one-person shops selling unique, handcrafted items, visually compelling content is paramount. High-quality photography drives engagement, sharing, and sales. Ruby and Revolver exemplifies this with her stunning, handcrafted jewelry. Her Instagram posts consistently sell out her inventory. Invest in captivating images, videos, and engaging captions. If your inventory is limited, pay attention to what resonates most with your audience and restock accordingly to boost sales.

13. 1502 Candle Co.

1502 Candle Co runs another creative and inspiring Instagram account. She offers tutorials on various topics, like how to clean candle containers effectively without ruining your nails. Create engaging tutorials using Stories and IGTV, and save them to your profile for later viewing. Providing helpful content without aggressively pushing products can make a lasting impression and convert viewers into customers.

14. Cute Nail Studio

Hair salons, nail parlors, barbershops, lash extension studios, and other beauty businesses can leverage Instagram to visually showcase their expertise. Cute Nail Studio is a prime example with its vibrant feed and helpful, business-focused saved Stories. They also feature customer reviews, building trust and attracting new clients who value authentic feedback.

Key takeaways from these SMB Instagram accounts

We can glean valuable insights from these brands and small businesses to inspire our own Instagram strategies. Here’s a recap:

• Share employee stories, company events, and your contributions to the community.
• Organize your Stories into categories for easy navigation.
• Strategically arrange your photos to encourage users to explore your feed further.
• Present your product in relatable ways to broaden your reach and drive sales.
• Go beyond product photos; share videos showcasing your space, staff, ambiance, and more.
• Clearly communicate your COVID-19 safety protocols to reassure customers.
• Use patterns, especially in threes, to enhance memorability.
• Feature customer reviews to build trust and attract new clients.

Draw inspiration and take action

Now is the time for creativity. Stand out, keep your audience informed, and not just survive, but thrive. Leverage these examples and others you encounter on Instagram to create an authentic and engaging presence that attracts customers and elevates your business.