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Failure is a tough pill to swallow, especially after investing so much time and effort. 

It took me a while to write this post because I’m not used to expressing my failures out loud for everyone to hear. 

But as frustrating as it was, the lessons I’ve learned from my two failed Instagram pages were invaluable. 

These weren’t just casual pages—they were attempts to build a presence, connect with an audience, and grow something meaningful. While they didn’t work out as planned, each failure offered insights that helped me become better at understanding what it really takes to succeed on Instagram.

In this post, I’m sharing the key lessons I’ve learned, from the importance of showing a human side to the reality of slow organic growth. 

Whether you’re just starting out or feel stuck in your own Instagram journey, I hope you can learn something from this post that will fuel you to keep going. 

Let’s get into it. 

Lesson 1 – You need to show a face

I know we’re in this era of faceless accounts and faceless aesthetics, which is fine. But to be very honest, if you’re a business owner and you want to have a successful Instagram presence, one that lasts, you’re going to have to show something. 

In order for your audience to feel any worthwhile emotions towards your business, they need to be able to connect with you and your business. They need a face they can trust. 

Think about it. When you’re talking to customer service, won’t you rather speak to an actual human being than an automated bot? 

That’s how customers feel towards business; they would rather deal with a business they know has a human behind it than just pretty aesthetics. 

I understand the anxiety and discomfort that comes with social media, and I even get that being the “face” of a brand or business might not be your thing. 

You don’t have to spend hours on Instagram live or show your face in every post or story. But people should be able to put a face to your business. 

In some cases, the face doesn’t even have to be yours. If you, as a small business owner, have the resources, you can hire a content creator or social media manager to represent your brand to the public. 

The point is that your strength as a small business relies on your ability to build a small but committed and dedicated audience. To do that, you need to show up in some form or capacity. 

Lesson 2 – Organic growth is slow

Listen, one thing you need to know about growing on Instagram is that it’s going to be slow. I know lots of people out there would say otherwise, but it is. 

The odds of you getting thousands of followers in your first few weeks are slim, and I’m not saying this to discourage you; I’m saying it so you have reasonable expectations. 

The first time I decided to create an Instagram page for my marketing business, I thought I just needed to post every week for a couple of weeks, and the followers would start flooding in, but I was so wrong. 

Because I didn’t see the numbers I was expecting, I became discouraged and decided that my content wasn’t good enough, so I should quit, which I did. 

I regret that because if I had kept at it regardless of my follower count, I’m sure I would have seen growth.

These days, everyone promises instant gratification and quick results, so when you start something and it doesn’t automatically become successful, you think you’re doing something wrong and give up. 

Don’t make the same mistake I did. Everything worthwhile takes time, and organic growth takes time and effort. 

Plus, honestly, you shouldn’t even focus on your follower count that much. I’m not saying it’s not important; I’m just saying it’s not the most important metric on Instagram. 

When growing your Instagram page, don’t think of it as a race you need to finish fast. It’s not about getting your first 10K followers. It is about your business’s relationship with your audience. 

Building a lasting Instagram presence is like nurturing a relationship—it takes time. It’s not just about the quantity of followers; it’s about the quality. I’ve seen situations where a business has many followers but still struggles to convert them. 

You don’t want that to be your business. 

Instead of stressing about how fast your page is growing, focus on cultivating a community that cares about your brand. Share content that genuinely resonates with your audience. Show them why they should trust you and engage with your content. Your goal should be long-term sustainability, not fleeting virality.

Lesson 3 – Look at your competitors, but not too much

One thing I really suffered from was comparison paralysis and content overload. I was taking in so much content from other people in my niche that I felt very overwhelmed and just over it. 

Because I was taking in so much content, I felt like everything I wanted to say had already been said, and no one would want to listen to me as a newbie when there were other seasoned experts in my field. 

This line of thinking really messed with my confidence and creativity. I was constantly comparing myself and my content to competitors in my niche who had been doing this for years. Of course, I felt inadequate. 

Now, I’m not saying don’t conduct competitor analysis or don’t look for inspiration from others; I’m just saying do it in moderation. It’s tempting to spend hours scrolling through your competitors’ pages, comparing their successes to your own. I get it.

 But this can be a slippery slope.

While it’s beneficial to monitor industry trends, too much focus on your competitors isn’t good for you or your business. You may copy them rather than create a unique voice for your brand, or worse, you may feel less than, like I did. 

Be knowledgeable about what other businesses are doing and what is happening in your industry, but focus on building your page in a way that feels authentic to you and your audience.

Lesson 4 – It takes more effort than you think

As a business owner, I hope you understand the power of social media and what it can do for you. 

And I truly hope you don’t think building your brand or business on Instagram is as simple as posting nice pictures. 

There are careers and professions dedicated to social media marketing, and businesses and individuals make thousands of dollars from Instagram alone. 

It’s more than just posting pictures. It requires time, effort, planning, strategy, and dedication. I really need you to understand that. 

Behind every post is a strategy—thinking about how your Instagram page aligns with your overall business and marketing plans, creating your content pillars, finding the right posting frequency, understanding your audience, brainstorming content ideas, figuring out a hashtag strategy, and keeping up with comments and direct messages.

 All of this takes time. 

Then there’s the content creation itself: from shooting and editing photos to writing engaging captions and ensuring everything aligns with your brand’s voice. 

It’s a full-time job!

To be successful, you need to treat your Instagram page like a part of your business, not a side project. This means dedicating time and effort every day to keep your content fresh and your audience engaged.

As a small business owner, I know this might not be what you want to hear, but it’s the truth, and you need to be prepared to dedicate the necessary time and resources to see great results. 

Lesson 5 – There are no new thoughts, just different voices 

Remember earlier when I said I felt like everything has already been said? 

Let’s talk about that.

When was the last time you heard of a brand-new idea? I mean completely new, never before heard, seen, or thought of. It’s been a while, right? 

As a business owner, every idea seems to be done, and every market is saturated. The same can be said of Instagram. With millions of Instagram users creating content every day, it can feel impossible to come up with something new or groundbreaking. 

Here’s a hard truth: there probably isn’t anything completely new left to say. But that doesn’t mean you can’t stand out.

What makes you unique is your voice—the way you present your ideas, your personality, and how you connect with your audience. 

Your story, experiences, and perspective are what set you apart. Don’t worry about reinventing the wheel; focus on making your content yours. 

Ask yourself, what can I bring to this conversation? How can I express it in a way that’s authentic to me?

That is how you find success on Instagram and any other social platform.

Lesson 6 – Yes, you need to engage, but not how you think

I’m going to be completely honest here. When I tried to grow my Instagram page, there was one thing I didn’t like doing at all, and it was engaging.

I understood how important engaging was for growth and community building, but I didn’t like doing it cause it always felt forced and insincere. 

And I didn’t realize it then, but it felt that way because I was doing it wrong. 

Engaging with others on Instagram is not just about replying to every comment or liking every post that mentions your brand. Real engagement happens when you build relationships with your followers.

Instead of just responding to comments with emojis or generic replies, I should have tried to start conversations. 

You need to ask your followers questions, comment on their posts meaningfully, and get to know them. 

The key is to build a community that feels valued, not just a follower count. When your audience feels like they know you, they’re more likely to stick around and engage consistently.

Lesson 7- Aesthetics matter to a point

The key thing I want you to take from this lesson is the “to a point” part. 

There’s no denying that Instagram is a visual platform. Beautiful, cohesive feeds grab attention and can make a strong first impression, and so you should put some time and thought into how you want your page to look. 

However, don’t let aesthetics be the only focus of your strategy.

You can have the most beautiful feed in the world, but if your content doesn’t provide value, people won’t stick around. Make sure the look of your Instagram page matches your business/brand’s style. Find the balance between aesthetics and substance. 

Yes, your posts should look good, but they should also serve a purpose for your audience. 

At the end of the day, it’s not just about what your feed looks like—it’s about what your feed feels like to your followers.

Lesson 8 – Consistency is not enough; you need consistently good quality 

There’s a lot of emphasis on consistency when creating content on Instagram. And while that’s a valid point, consistency alone won’t guarantee success. You can consistently post bad content that no one likes.

It is not enough just to post consistently; you also need to maintain a high level of quality in each post.

Don’t fall into the trap of posting just for the sake of it. 

Every post should serve a purpose, whether that’s building your brand’s story, educating your audience, or driving engagement.

 If you’re constantly pushing out mediocre content just to keep up with your posting schedule, you’re not doing your brand any favors. 

Take the time to make sure each post reflects the quality your audience expects and deserves.

P.S If Instagram is not the only social platform you want to use to grow your small business, check out two of my other posts, where I show you how to use Pinterest to get Leads and increase your views on Pinterest. 

And there you have it.

 Two failed Instagram pages taught me some hard but valuable lessons. Success on Instagram isn’t about shortcuts or quick wins—it’s about building a genuine, long-term relationship with your audience.

It requires showing up authentically, putting in the effort, and providing value consistently.

If you’re willing to learn, adapt, and keep going despite setbacks, your Instagram page has the potential to become a powerful tool for your business. 

Let me know in the comments which lesson resonated with you the most.