How to Get Intentional with Instagram and Create Content That Actually Works
We’ve all heard the advice: “Just post consistently!” when it comes to social media.
But if you’re anything like me (or the small business owners I work with every day), you’ve probably hit that point where you’re showing up… and still wondering if it’s doing anything.
Before we dive too deep into the strategy, let me introduce myself. 👋
I’m Payton, a social media strategist, full-time traveler in a converted skoolie, and someone deeply rooted in faith.
I believe business should feel aligned, not overwhelming and, and that Instagram can be a place for connection, not just performance. I work with small business owners who want to show up with intention, build genuine relationships, and grow a community that actually brings in clients.
Let’s get into it!
Here’s the truth: consistency does matter, but intentionality is what actually moves the needle.
If I were starting from scratch on Instagram specifically, ready to ditch the fluff and show up with content that truly connects, here’s exactly what I’d do. 👇
7 Things I’d Do If I Were Starting From Scratch on Instagram
1. I’d stop creating for the algorithm and start creating for my people
One of the biggest mistakes I see? Business owners trying to “hack” Instagram instead of just… connecting. (Seems silly right?)
You can follow all the big names, the people who seem to have Instagram figured out, but the truth is that you can never really catch up.
The algorithm is always changing. But what stays the same is the reason people follow and engage: they want to feel seen, supported, and spoken to.
So before I even think about content formats or audio trends, I’d ask:
What does my audience need right now?
What are they struggling with or searching for?
How can I show up like a real human, not a billboard?
Spoiler: this is the kind of content that builds trust (and trust is what leads to sales).
2. I’d build a strategy that fits my actual life
Posting daily sounds great… until you’re juggling client work, family life, or running a whole business.
Instead of setting myself up for burnout, I’d get real about what’s doable and sustainable for me. (Especially when we hit the road to travel full-time in June, yeah that changed things!)
Maybe that’s 2 Reels a week and 1 Story day.
Maybe it’s batching all of it once a month.
Maybe it changes during a busy season, and friend, that’s okay.
Strategy doesn’t mean strict. It means intentional, with your time, your energy, and your message.
3. I’d map out content pillars that make sense
You don’t need to start from scratch every week. When you have 3–5 content pillars that reflect your offers, values, and personality, it makes content creation so much easier.
If I was getting intentional, my pillars might look like:
Behind-the-scenes of running a business on the road
Social media tips that don’t revolve around virality
Encouragement for burnt-out business owners
Client results & transformations
Lifestyle & faith-driven reflections
These would guide my content, so I’m never staring at a blinking cursor thinking, “What do I even say today?”
4. I’d show up in Stories like I show up for a friend
Real talk: Stories are where the magic happens.
People want to know you. Not just what you sell, but how you talk, what you care about, what makes you laugh, and how you move through hard days.
I’d start using my Stories to:
Share real-time thoughts, wins, and challenges
Ask genuine questions (and respond to answers!)
Use polls and sliders to keep things interactive
Invite DMs and continue convos in real life
The more personal, the better. No need for perfect lighting or a rehearsed script, just show up.(even if it takes a few tries)
5. I’d prioritize engagement just as much as posting
Here’s the part most people skip: your content isn’t the end of the conversation, it’s the start.
I’d carve out time each week to:
Reply to comments and DMs thoughtfully
Engage with people I actually want in my community
Follow up with new followers, leads, and those who responded to Stories
This is how you turn followers into friends, and friends into clients.
6. I’d track the right metrics
Spoiler: Views don’t always equal results.
Instead of obsessing over likes or reach, I’d look at:
Which posts started conversations
What content led to profile clicks or DMs
How often are people saving or sharing my posts
What feedback I’m getting from actual humans
Because when someone says, “I feel like you’re in my head,” that’s the kind of content that keeps them coming back—and buying.
7. I’d give myself permission to experiment
Some posts will flop. Some Reels will land differently than expected. Some seasons will feel slow.
And that’s normal.
If I was truly getting intentional with Instagram, I’d allow space for creativity, play, and figuring it out as I go. That’s how I’ve grown my own business (from my skoolie, no less), and how I support my clients in growing theirs, without burning out or selling their soul to the algorithm.
Ready to make Instagram actually work for your business?
If you’re nodding along and thinking, “Yes, I want this, but I don’t know where to start,” I got you.
I offer free Instagram audits where we hop on a 30-minute call and review your profile, your content, and your strategy. You’ll walk away with personalized, action-packed recommendations that’ll help you feel clear and capable on the app again.
You don’t need viral content. You need aligned content.
Let’s build that together!
Rooting for you always,
Payton
Social media strategist, Cheez-It lover, and full-time skoolie dweller.