Your Instagram game plan: Simple steps to give your business a boost

If social media makes your eyes glaze over, you’re not alone. As a wedding pro, you’ve mastered your craft — but mastering the art of Instagram can feel like a full-time gig of its own. As a social media expert, I’m here to give you an Instagram game plan to give your business a boost without feeling like you’re working a whole extra job.

Here’s the truth: You don’t need to be 20-something, an influencer, or a comedian to make Instagram work for you. It’s best to shift your mindset: this isn’t social media like your personal accounts, this is a digital storefront. A space that helps couples to find you, learn about your business, and get to know your work.

A few small tweaks to your profile and posting can make all the difference. I’ll help you show up with ease, authenticity, and the confidence you need.

When it comes to TikTok, it’s a little “same-same but different”. The content from Instagram can be transferred over to TikTok and will get traffic and start building your audience. But as the average Australian couple still relies heavily on Instagram to plan their wedding, mastering this platform first should be the priority.

Find out more about my experience.

Your profile (aka your digital storefront)

This is the first impression that couples will have of you and your brand. Make it clear, professional, and unmistakably you.

What are the profile must-haves?

• Profile photo: Use your logo or a clean image that can timelessly represent your brand.
• Bio: A short, keyword-rich description of what you do and where you do it: “Melbourne-based wedding florist creating romantic, garden-inspired arrangements🌿”
• Contact details: Turn on Instagram’s built-in email, phone, and directions buttons.
• Link in bio: Point to your website, Easy Weddings storefront, or a link page with multiple options.

What are some of the nice-to-haves?

• Emojis used as dot points are a way to add warmth and personality, instead of being so ‘business-forward’: 🌸🎥💍
• Story highlights: Real Weddings, Our Team, Behind the Scenes and Reviews are all great options.
• Your location in the bio will make it easier for local couples to find you and give you quality leads.

Quick test: If someone lands on your profile for the first time, can they instantly tell what you offer, where you’re based, and how to book you?

Write captions that sound like you

There’s marketing jargon that can sell a product in Instagram captions, but the most effective ones sound like you are talking to your couples.

How can you do that? Keep them short and friendly (100 – 150 words is ideal). Write the way you’d speak in person. Be warm, professional, approachable, and conversational.

Tips for writing the perfect caption:

• Use a consistent tone of voice – it gives a familiarity.
• Sprinkle in natural keywords (“Melbourne celebrant” and “modern wedding cakes”) to help people find you.
• Using emojis is an art form. Sprinkle them artfully to give personality and fun pops in the caption. But remember: there is a fine line between not enough and too many.

Fun fact: Instagram captions are now ranked on Google! Keep that in mind when writing them, and make sure that your captions are relevant to your business.

 

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A post shared by Easy Weddings (@easyweddings)

This caption gets to the point, is fun and also searchable. 

What to post (and what to stop stressing about)

Try not to overthink your Instagram strategy and reinvent the wheel. You don’t need to post daily, you can focus on the content types that help couples really see what you can do for them.

Mix the types of posts you do, as they can serve different purposes.

Reels: Great for showing movement and energy. From setups coming together, a quick styling tip that you might have, or a fun ‘before and after’, Reels are a “show, don’t tell” medium.

Tip: Don’t get caught up in perfection – Gen Z loves authenticity. Natural light, no filters, forgoing high-end production for an end product that’s truly you.

 

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A post shared by Evolve – For Weddings (@evolve.wed)

Carousels: This is a mini storyboard or a way to show variety.

Example: “My favourite bouquets from 2025” or “Our favourite songs that fill every dancefloor”.

 

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A post shared by Easy Weddings (@easyweddings)

Single images: A single image still has its place, but the algorithm favours movement and multiple images. The single image shots have become the supporting act.

 

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A post shared by Easy Weddings (@easyweddings)

Learn some tools to do the heavy lifting

You don’t have to do it all manually anymore. Hiring a videographer and a graphic designer and an animator and buy music rights? That’s not necessary. There are plenty of tools that make content creation faster (and way less painful):

• Canva – for easy, on-brand templates.
• CapCut – for quick Reels with trending sounds.
• ChatGPT – for caption ideas or brainstorming content topics
• Meta Business Suite or Later – for scheduling posts in advance.

Remember: consistency beats perfection. It’s better to post twice a week for months than every day for a week and then burn out.

Engagement is relationship building

Conversation is two-way, right? When someone comments or messages you, it’s not just engagement – this is a potential business relationship blossoming.

Respond to DMs and comments like you would in person: Keep it friendly, helpful, and genuine. Comment on other suppliers’ posts as well! It can help you build a community and increase your visibility.

Tip: If you get a negative comment, respond professionally or delete it if it’s spam or explicit. Keep your space positive and human!

Overall look and feel

A beautiful and effective Instagram profile is one that builds brand recognition. But this doesn’t mean that everything has to look identical. Stick to a consistent tone, colour palette, and work on cohesive editing that reflects your brand without making it seem like the same post over and over again.

Balance polished content with real moments — behind-the-scenes shots, team photos, snippets from real weddings. That authenticity is what couples connect with most.

Show up regularly (not relentlessly)

There is no magic number for posting. The simple rule is that it’s good to show up consistently but not if you don’t have anything to say.

A general rule of thumb:

• In-feed posts: 2–3 per week is a great start.
• Stories: Try for one a day, or a few a week. Even small moments: a coffee before setup, a quick tip, a flower delivery. It’s about keeping your brand visible.

When it comes to Instagram, it should be considered an extension of your branding and marketing. It’s a great storytelling platform that you can use to ‘show, not tell’ people all about your business and you! A little bit of information can go a long way.

But the most important thing to remember on Instagram is to have fun! Stop reaching for perfection; in fact, show your imperfections. Your website and storefront are for perfect, Instagram is for you, with all (well, some of) your flaws! Pull the couples in and give them a reason to stay.

Looking for more for your business? We can help! Reach out to our team today.

As the Head of Social & Marketing Campaigns at Easy Weddings and Venue Crew, Emma leads innovative initiatives that connect engaged couples with top wedding vendors across Australia and the UK. With 10+ years’ experience across social media, paid digital campaigns, content strategy, and influencer marketing, Emma has worked with a diverse portfolio of brands, from global fashion and beauty labels to hospitality and lifestyle businesses. A passionate advocate for the wedding industry, Emma thrives on creativity, collaboration, and data-driven strategy to help brands grow and connect with their audiences in meaningful ways.