Quick gut check.

Scroll your last 9 Instagram posts. Be honest — how many of them are basically doing the same job?

Most small businesses accidentally fall into one of these traps:

• Only posting promotions
• Only posting trends
• Only posting behind-the-scenes
• Or only posting tips

And then wondering why growth feels… flat.

Why balance matters more than brilliance

Instagram doesn’t reward one-note feeds anymore.

Accounts that grow steadily tend to rotate between four different content jobs, giving the algorithm and your audience what they need.

Miss one, and something quietly breaks.

The 4 types of content your account actually needs

1. Trust-building content

This is where people decide: “This person knows what they’re talking about.”

Think:

• Experience-based advice
• Calm opinions
• “Here’s how I’d approach this” posts

This can be great content for trust, or for conversion – or sometimes both. You need it!

2. Problem-solving content

This is your save-worthy stuff. Practical. Specific. Immediately useful.

• “Do this instead of that”
• “If you’re stuck with X, try this”
• “Here’s what actually works”

Instagram prioritises content that keeps people on the platform; saves and replays matter here. And people trust those that show them that they can help. A quick-win is worth it’s weight in gold.

3. Human / relatable content

This is where people feel connected to you, not just your expertise. Behind-the-scenes. Light humour. Real moments. Not forced vulnerability, just recognisable humanity.

For me, this is often things about parenthood, or running a business. For some, it could be about pets, or TV shows you love, or having ADHD… basically anything that makes you relatable. You’ve probably heard the story about the lawyer who loved avocados and would often mention them, leading to her being tagged in anything avocado-related… a bit weird now, but at the height of the “avocado and toast phenomenon”, that was a win!

This content builds loyalty, not just reach.

4. Visibility-driving content

This is the stuff that brings new people in. Trends. Dances. Shareable moments.
It doesn’t need to sell, it needs to travel.

The mistake? Relying on this alone and hoping it does everything.

Why most accounts only post one type

Most people have one of these that they find easiest – so they gravitate to that. It feels safe. They’ve seen others do well with it, or they’ve taken a course that says that one type really works… so they go all out on it.

But growth happens when these four types work together.

Visibility without trust doesn’t convert.
Education without humanity doesn’t stick.
Relatability without clarity doesn’t sell.

A quick self-audit (do this now)

Look at your last 9 posts:

• How many build trust?
• How many solve a problem?
• How many show personality?
• How many are designed to reach new people?

If one bucket is overflowing and another is empty, that’s your friction point.

The good news

You don’t need more content, you need better distribution.

Once you know which role each post plays, planning gets easier, faster, and far less emotional.

Inside the membership, we plan content in a way that naturally hits all four types each week — so your feed feels balanced, intentional, and sustainable without overthinking it.

No guessing. No random posting.
Just content that knows what it’s there to do.