Instagram for Australian local businesses
For cafés, salons, trades, studios and shops: how to set up the profile, what to post each week and how to turn followers into customers.
Make the profile answer three questions instantly (what you do, where, how to book or buy), post real photos of real work a few times a week, tag your location every time, collaborate with neighbours, and put a small ad budget into your suburb before you spend anything on followers.
Set up the profile to convert
- Name field: include your category and area, for example “Mia’s Pantry · Cafe Brunswick”. The name field is searchable.
- Bio: what you do, where, and one action. “Sourdough, pastries and good coffee. Open 7am daily. Order ahead ↓”.
- Contact buttons: a business account lets you add an address, phone, email and booking buttons. Use them.
- Link: point it at the page people need most: bookings, the menu, your online shop.
- Highlights: menu, prices, location, reviews. These answer the questions people would otherwise DM.
What to post each week
A simple rhythm that works for most local businesses:
| Post | Example |
|---|---|
| The product or work | Today’s cabinet, a finished fade, a new bathroom |
| Behind the scenes | The 5am bake, unpacking stock, a quick how-it’s-made reel |
| People | Staff introductions, a regular (with permission), the team at a local event |
| Practical info | Holiday hours, a new booking link, this week’s special |
Three posts a week plus stories on busy days is plenty. Real photos from your phone usually beat stock images.
Get found locally
- Tag your location on every post and story.
- Use suburb-plus-category hashtags (see our hashtag guide).
- Post when your locals are awake. Our planner helps if you serve more than one state.
- Keep your Google Business Profile up to date as well. Many people find you there first, then check Instagram to see if you look good.
Collaborate with neighbours
Collab posts let two accounts publish one post together, so it appears to both audiences. The coffee roaster and the café, the hairdresser and the makeup artist, the brewery and the food truck. It’s free, and the audience is already local.
Turn followers into customers
- Reply to DMs quickly; for many customers a DM is the booking.
- Give followers a reason: a first-look at new stock, a weekday special mentioned only on Instagram.
- Ask happy customers to tag you, and reshare their stories.
When to spend money
If you have a small budget, boosted posts or ads targeted to a radius around your shop put you in front of real people nearby. That reaches customers. A small follower package can make a brand-new page look less empty in its first weeks, but it won’t bring a single customer through the door, so keep it small and don’t rely on it.
A note on reviews and claims
Don’t post fake reviews or testimonials, and don’t make claims about your popularity you can’t back up. The Australian Consumer Law prohibits misleading conduct, and the ACCC has taken action over fake reviews. Real reviews, shared with permission, are better content anyway.
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