Suppose you’re a small business owner in Staines, Ashford, Egham or anywhere nearby. In that case, you already know the power of word-of-mouth in a tight-knit community. But what if you could amplify that same local buzz across a platform that over a billion people use monthly?
Instagram has quickly become one of the most important marketing tools for small businesses. From sharing your latest products or services to building trust with your audience, it’s a platform where creativity meets strategy, and local businesses can shine as brightly as big brands.
Instagram is mighty because it offers an opportunity to show the face behind the business. Whether you’re running a coffee shop in Chertsey, a salon in Sunbury, or a home services brand in Shepperton, the ability to tell your story visually allows you to connect with potential customers on a more personal level. In a town like Staines, where community values matter, personal connection can be what sets you apart.
The first step is getting your profile right. It may seem obvious, but many businesses still overlook the basics. Your Instagram profile should communicate what your company does, who you serve, and how to contact you. Use your logo for your profile picture so people instantly recognise your brand, and write a short, snappy bio that captures your personality. It’s also worth including a link to your website or booking page so followers can immediately take action.
From there, it’s all about the content. One of the most effective ways to build an engaged audience is by sharing what makes your business unique. Think about what your customers would want to see. Behind-the-scenes clips of your team in action, shots of your products being made or used, customer testimonials, day-in-the-life stories—this kind of content makes people feel involved, like they’re part of your journey.
And don’t worry if you’re not a professional photographer. You can create visually strong content from your phone with natural light and practice. What matters most is consistency and authenticity. Don’t be afraid to show the real you. Some of the most engaging local Instagram accounts we’ve seen are those that lean into their personality and embrace the community around them.
Instagram Stories and Reels are particularly useful for small businesses, especially when trying to keep content current and engaging. Stories are great for quick updates, promoting flash offers, or simply reminding people you’re open and ready for business. Reels, however, are where you can get a bit more creative. Whether it’s a how-to video, a staff favourite product review, or a fun trend adapted to your business, Reels help you get discovered by a wider audience, especially when paired with well-chosen local hashtags.
Hashtags are one of the most underused tools by small businesses on Instagram. Depending on your niche, including terms like #StainesBusiness, #SurreyFoodies, or #AshfordHair can help your posts appear in relevant searches. The aim isn’t to reach everyone, but the right people—those who are already looking for businesses like yours.
Another powerful tactic often overlooked is engaging with other local accounts. Instagram is not just about broadcasting—it’s about building relationships. Comment on posts from nearby businesses, share their content when relevant, and join in with local events or campaigns. Not only does this increase your visibility, but it also helps build a network of mutual support in the area. That sense of community online often translates into referrals and collaborations offline.
It’s also worth considering the potential of local micro-influencers. These are individuals in your area with a decent following—say between 1,000 and 10,000 people—and who already talk about what your customers are interested in. For a relatively low cost (or sometimes just a free product or service), they can help introduce your brand to a new, engaged audience. And because their following is more niche, their recommendations often carry more weight.
One thing that sets successful Instagram accounts apart is responsiveness. When someone comments on your post or sends a message, reply quickly. That personal touch goes a long way. Think of your Instagram account as an extension of your customer service. It’s where first impressions are made, questions get answered, and relationships begin.
Tracking your performance is key, too. Instagram offers built-in insights that show how your posts and Stories are performing. Pay attention to what’s getting the most engagement—likes, comments, or shares—and use that to guide your content moving forward. You might notice that posts with your team in them do better than product shots, or that Reels drive more followers than Stories. These insights are a goldmine if you take the time to review them regularly.
At The Bright Click, we work with many small businesses across Surrey and the surrounding areas. One thing we’ve seen time and time again is this: When local businesses use Instagram with purpose and personality, they deliver. It’s not about flashy content or huge budgets—it’s about being real, showing up consistently, and using the platform to build genuine connections.
So if you’re a small business in or around Staines wondering whether Instagram is worth the effort, the answer is yes—if you’re willing to show up, speak directly to your audience, and tell your story in a way that feels local, human, and true to your brand. Done right, Instagram doesn’t just help people find you—it helps them remember you.