Why Most Brisbane Shop Owners Hate Instagram (And Why They’re Right)
I’ve sat down with dozens of retail owners from Fortitude Valley to Chermside, and the story is always the same. They spend an hour every morning trying to find the 'perfect' photo, they stress over what to write, they post it, and then... nothing. Maybe a few likes from their mum or their competitors, but the till doesn't ring.
If you feel like Instagram is a giant time-suck that doesn't actually put money in your bank account, you’re probably right. But it’s not because Instagram doesn’t work; it’s because you’re likely making the same five mistakes that every other small business owner makes.
In this guide, I’m going to be blunt. I’m going to tell you what to stop doing, what to start doing, and how to make sure that every minute you spend on your phone actually helps you win more customers instead of just chasing vanity numbers.
Mistake #1: Treating Your Feed Like a Catalog
Nobody goes on Instagram to look at a boring brochure. If your feed is just product shot after product shot with a price tag, people will scroll right past you.
The Reality: People buy from people.
I worked with a boutique owner in Paddington who was struggling. Her photos were professional, white backgrounds, very clean—and totally ignored. We changed one thing: we put her in the photos. We showed her unpacking boxes, talking about why she chose a specific fabric, and even showing the 'messy' side of the shop.
The Result: Her enquiries tripled in two weeks. Why? Because customers felt they knew her. They weren't just buying a dress; they were buying from her.
What to do instead: Show your face. Yes, I know you hate being on camera. Do it anyway. Show the behind-the-scenes. People love seeing how the sausage is made. Talk about the problems your products solve. Don't just show a hammer; show the fixed shelf.
Mistake #2: Chasing Likes Instead of Dollars
'Likes' don't pay the rent. I see shop owners getting excited because a post got 100 likes, but when I ask if anyone walked into the shop because of it, they go quiet.
If you want to turn shop visitors into customers, your Instagram needs to be a bridge, not an island. Every post should have a clear goal: 1. Get them to click the link in your bio. 2. Get them to send you a direct message (DM). 3. Get them to walk through your front door.
The Blunt Truth: If a post doesn't have a 'Call to Action' (telling people exactly what to do next), you've wasted your time.
Mistake #3: Ignoring the 'Local' in Local Business
You aren't Amazon. You don't need followers in New York or London. You need people in Brisbane who can actually visit your shop.
One of the biggest mistakes I see is local shops using generic hashtags like #fashion or #giftideas. You are competing with the whole world when you do that. You’ll get likes from bots in Russia, but no one from Coorparoo will see you.
How to fix it: Use location tags on every single post and story. Use local hashtags: #BrisbaneAnyday, #BrisbaneRetail, #YourSuburbName. Engage with other local businesses. Comment on the local coffee shop’s posts. Be a part of the community.
Mistake #4: Thinking You Need a Professional Photographer
I’ve seen business owners spend thousands on professional photoshoots, only for the photos to look 'too perfect' and get ignored.
In 2024, 'authentic' beats 'polished' every time. Your iPhone (or Android) is more than good enough. The best performing content is usually a raw, handheld video of a shop owner showing off a new arrival. It feels real. It feels like a recommendation from a friend, not an ad from a corporation.
Cost Tip: Stop paying for fancy shoots. Spend that money on a decent ring light ($50) and a tripod ($30). That’s all you need.
Mistake #5: Ghosting Your Followers
If someone walked into your shop and said, "I love this display!", would you turn your back and walk away? Of course not.
But that’s what you do when you don't reply to comments or DMs. Instagram rewards engagement. If you talk to people, Google and Instagram 'see' that you are a popular spot and will show your posts to more people.
The 10-Minute Rule: Spend 10 minutes a day replying to every single comment. Even if it’s just a 'Thank you!'. It builds loyalty and it makes people more likely to get inside your shop the next time they are nearby.
How Long Until You See Results?
Instagram is not a 'get rich quick' scheme. If you start doing these things today, you won't have a line out the door tomorrow.
Weeks 1-4: You’ll notice more people engaging with your posts. Months 2-3: You’ll start hearing customers say, "I saw this on your Instagram."
- Months 6+: You’ll have a reliable stream of new customers who already trust you before they even walk in.
What Should You Do First?
1. Audit your bio: Does it say exactly where you are in Brisbane and what time you open? If not, change it now. 2. Post a video of yourself: Introduce yourself and tell people one thing you love about your shop. 3. Stop using 'marketing speak': Talk like you’re talking to a mate over a beer at the Brewhouse.
Is it Worth Paying for Help?
If you have more money than time, yes. But don't hire a 'Social Media Manager' who just promises 'brand awareness'. Hire someone who talks about foot traffic and sales.
At Local Marketing Group, we don't care about how pretty your grid looks if your bank account is empty. We focus on the stuff that actually moves the needle for Brisbane retailers.
Ready to stop guessing and start growing? Contact us at Local Marketing Group and let’s get your shop the attention it deserves.