Stop Selling on Instagram. Start Providing Value.
Let’s be honest: Instagram has become an extremely crowded marketplace. Scroll for five seconds and you’ll pass a dozen product promos, flash sales, discount codes, and influencer #ads. The platform that once felt inspiring now often feels like walking through a mall with 500 people shouting at you to “Buy this now!” And most of us? We’ve tuned out.
If you’re a brand still pushing products like it’s 2017, it’s time to pause and rethink your strategy. Because the brands winning on Instagram today aren’t selling. They’re providing value. Brands are educating, entertaining, storytelling, and building trust. And yes, that trust converts better than any “final hours” banner ever could.
Here’s why the old-school sales pitch isn’t working anymore, and what to do instead.
The Algorithm Doesn’t Favor Sales Anymore
Instagram (and Meta overall) wants users to stay on the platform as long as possible. Purely promotional posts? They don’t stop the scroll. They don’t spark engagement. And they definitely don’t encourage users to linger. So, Instagram buries them. Also that “link in bio” tagline is a direct call to action to leave the platform. If you think Instagram isn’t picking up on that in the copy of your posts, think again.
On the other hand, value-based content like tutorials, behind-the-scenes peeks, relatable memes, or thoughtful captions, get shared, saved, and commented on. That tells the algorithm, “This is worth showing to more people.” The more valuable your content is, the more visible your brand becomes.
People Aren’t on Instagram to Shop
Sure, there are exceptions. We’ve all been caught up in those late-night rabbit holes where you find the perfect bag or a new kitchen gadget. But most users open the app to connect, decompress, and maybe even escape their day for a moment. If your brand only shows up to push product, you’re missing the opportunity to meet your audience where they actually are.
Instead of asking, “How can I sell this product?” try asking, “Why would someone care about this today?” Then speak to that.
Value Creates Brand Affinity
If someone learns something from you, laughs with you, or sees themselves in your story, they’re more likely to stick around. That loyalty doesn’t just impact engagement, it impacts conversions, word-of-mouth, and long-term growth.
Let’s say you sell skincare. Which of these posts do you think your audience would save?
A flat lay of your new serum with a discount code.
A reel breaking down three tips to improve skin texture and how your serum fits in.
The second post provides value up front. It shows you care about your customer’s life, not just their wallet. And that kind of empathy drives real connection. As you position your business as an expert in your space, your audience will become more loyal and will trust your recommendations and products.
Not All ROI Is Immediate
Here’s the hard truth: when you shift from selling to providing value, your conversions might dip for a minute. But what you gain is so much more valuable: attention, trust, loyalty, and a real community. Wouldn’t you rather have loyal, long-term customers than one-off sales?
When you become a go-to source for your audience, whether it’s for tips, inspiration, or insight, you stay top of mind. And when they are ready to buy, you’re the first place they go. That’s long-term ROI and brand value.
So What Does “Providing Value” Actually Look Like?
Let’s get specific. Below we’ve listed a few ways to pivot your content strategy. Of course, tailor these concepts to your business or industry.
Educate. Share how-to’s, tips, or bust common myths in your industry.
Entertain. Humor, relatability, and personality go a long way. Not everything in marketing has to be so serious.
Inspire. Showcase the lifestyle your product fits into, not just the product.
Share stories. From founders to customers, real people are more compelling than product shots.
Be useful. Solve a problem, answer a question, give something away for free (like knowledge).
Remember: your content doesn’t always need to tie directly back to a product. Not everything should have a CTA. Just show up for your audience in ways that feel real and generous. Why would someone follow your account? It’s likely not just for your product.
The Brands That Win Will Be the Ones That Provide Value
We’re in a new era of marketing where trust is earned, not bought. Where community is stronger than reach. And where the most successful brands aren’t always the loudest or the largest, but the most helpful.
So if you’re wondering why your Instagram sales and outbound traffic have slowed, maybe it’s time to stop asking how to sell more and start asking how to provide value to your audience.
Because the more value you give away, the more you’ll get back.
And your followers? They’ll thank you for it.