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Let me be real with you: if you ask me what’s working on Instagram right now, I’ll tell you the truth — I have no idea. And that’s because I don’t do social media. My marketing heart belongs to email and long-form content, and an overarching ecosystem. But I know you still may want to show up on Instagram, and probably are asking questions like “When is the Best Time to Post on Instagram?”. So, I brought in someone who does know what’s working: Serena Waller, founder of Dande Agency and host of the Swell Social Hour podcast.

She’s your new social media guardian angel. Serena works with wedding pros and creatives, helping them simplify their Instagram marketing with systems, strategy, and sanity-saving tips. And today? She’s breaking it all down for us.

If you’re a course creator trying to figure out whether Instagram is even worth your time—or how to make it more worth your time—this one’s for you.

Links and Resources Mentioned in This Episode:

• Checkout the Chasing Simple Content Planner to align your content with your business goals!!
• Action Step: Check your analytics from Instagram for 30-, 60-, and 90-days. Figure out what has been working in your audience, and if you have time repurpose some longer form content into short form Instagram worthy content.
• Serena’s Business Book Rec: Who Not How: The Formula to Achieve Bigger Goals Through Accelerating Teamwork  by Dan Sullivan
• Serena’s Leisure Book Rec: All the Colors of the Dark by Chris Whitaker
• Find us on Instagram and tell us what you thought of this episode: @mrsamandawarfield and @dandeagency

First Things First: Know Your Goal

Before you dive into what content to post or how often to post it, you need to know what role Instagram plays in your business. Serena says this is everything.

Ask yourself:

• Do I want to grow my audience?
  
• Do I want to stay visible to the audience I already have?
  
• Do I want to build connection and deepen trust?
  

Spoiler: the answer isn’t always all three. Depending on your business model, service suite, and where your leads are coming from, Instagram might just be a visibility tool or a way to repurpose existing content.

And that’s okay.

What’s Actually Working on Instagram Right Now?

If you’re trying to grow, connect, or just keep the lights on with your Instagram presence, here are the strategies Serena says are actually working right now:

1. Trial Reels

These are reels that Instagram shows only to people who don’t already follow you. They’re basically your secret tool for growth. They don’t show up on your grid unless you choose to add them later, and they work like a cold audience ad: “Hey stranger, here’s what I offer.”

2. Series-Based Content

Break one longer piece of content into multiple posts (hello repurposing!). Think: part 1, part 2, part 3. It keeps people coming back for more.

3. Raw, Unfiltered Content

Forget the curated perfection. Authentic, behind-the-scenes moments are trending. Think casual Reels, honest captions, and vulnerable stories.

4. Stories for Visibility

This one surprised me: Instagram stories are now being shown to strangers. They used to just nurture your current followers. Now they can help you grow, too. Even more reason to show up.

5. Collab Posts

Co-posting with another account (hello, new audiences!) is a fast-track strategy for increasing your reach.

Match Your Strategy to Your Goal

Depending on your goal, here’s what you should focus on:

If your goal is growth:

• Prioritize trial reels and collab posts
  
• Post at least 3 times a week (but more = better)
  
• Use SEO-rich captions and alt text
  

If your goal is visibility:

• Show up regularly in Stories and on your grid
  
• Create shareable content (think: relatable quotes, useful tips, or fun carousels)
  
• Use carousels and vertical posts—skip the single graphics
  

If your goal is connection:

• Get social in the DMs (it actually boosts your algorithm too!)
  
• Share personal stories, client wins, or hot takes
  
• Be consistent and authentic in your voice and presence
  

How Often Should You Be Posting?

Serena says: 3x a week minimum if you want results. But that doesn’t mean 3 new reels, carousels, and stories every single week from scratch.

You can:

• Take one blog post and turn it into 3-4 Instagram posts
  
• Pull a snippet from your podcast and turn it into a reel
  
• Create a behind-the-scenes story from the same day you record your YouTube video

And if you’re just getting started? One reel and one post per week, both repurposed from other content you’re already creating, is enough.

What to Avoid on Instagram in 2025

Serena sees these mistakes all the time:

• Single images or graphics (they’re out. Carousels are in.)
  
• Square formats (go portrait/vertical instead)
  
• No alt text or SEO in captions
  
• Not using Instagram’s built-in features like links, tags, collabs, or integrated calendar tools

Also? Don’t ignore your analytics. They tell you everything you need to know about what’s working and what’s not.

Simple Reels That Are Still Worth It

Reels don’t have to take hours. Here are three quick ideas:

• Answer FAQs on camera or with text overlays
  
• Talk about your process or why you do things the way you do
  
• Repurpose a blog post into a 15-30 second tip
  

Trending audio is fun, but not required. Don’t overthink it. Just show up.

Serena’s Top Tips for Solopreneurs

• Start with one long-form piece of content and break it into multiple Instagram posts.
  
• Focus on one reel and one grid post per week if that’s all you can do.
  
• Check your analytics every 30, 60, and 90 days to see what’s actually resonating.
  

And remember: social media isn’t one-size-fits-all. Let your business model and personal capacity lead the way.

Want Support With Your Instagram Strategy?

If you’re ready to hand it off, Serena and the Dande Agency offer done-for-you services and social media systems built around your goals. Or if you’re not ready to outsource yet, her $8/month Swell Socialite subscription delivers trending audio ideas to your inbox each week.

Start with a conversation by DMing Serena on Instagram @dandeagency or visit dandeagency.com to learn more.

Your Next Step

Not sure what to do next? Pick ONE of these actions to take this week:

1. Check your Instagram analytics and look at the last 90 days
   
2. Repurpose one blog post into three Instagram posts
   
3. Record one simple reel answering a frequently asked question

If you’re craving even more structure, make sure to join the Content Planning Bootcamp Challenge and get your content strategy simplified.

Because you don’t need to do more.

You just need to do what matters—with intention.

Meet Serena Waller

Retired wedding planner and your taco loving, coffee drinking, nap obsessed boy mom, Serena is the Founder/CEO of Dande Agency, where her team helps wedding pros & creatives establish social media systems and strategies that make marketing less complicated and more consistent. She’s also the host of the Swell Social Hour Podcast – your guide to the tides of social media marketing (and more).

Podcast: Swell Social Hour

Instagram: @dandeagency