One of my favorite things to do when I start working with a new client is a deep dive into their Instagram account.
I do this with my one-on-one coaching clients, my done-for-you clients, and even during quick audits inside my Plug & Post membership.
And almost every time… I see the same mistakes.
The good news?
Most of them are completely fixable, and many people don’t even realize they’re making them.
Instagram doesn’t come with a handbook. On top of that, when we scroll the app we’re often watching influencers—who use Instagram very differently than businesses.
If you’re running a business account, the strategy needs to be different.
So today we’re breaking down the biggest Instagram mistakes I see when auditing accounts and how you can fix them quickly.
Mistake #1: Your Content Is Too Broad
One of the most common issues I see is content that’s simply too broad.
For example, let’s say someone is a weight loss coach.
Their posts might look like:
- exercises for men
- exercises for women
- nutrition tips
- belly fat workouts
- protein advice
- lifestyle tips
While all of those topics technically relate to wellness, they create a very scattered message.
Instead of speaking to everyone, you need to speak to a specific subgroup of people.
For example:
- moms trying to lose weight after pregnancy
- women in perimenopause looking for strength training
- busy professionals trying to build healthier habits
That level of specificity makes people stop scrolling because they immediately feel like the content applies to them.
Broad content attracts curiosity.
Specific content attracts the right audience.
Mistake #2: Your Profile Doesn’t Explain What You Do Fast Enough
This is something I call the five-second rule.
When someone lands on your profile, they immediately ask themselves three questions:
- Who is this?
- Is this for me?
- Can they help me?
And they should be able to answer those questions in under five seconds.
The biggest problems I see in bios are:
- vague statements
- clever but confusing taglines
- no clear niche
- no clear outcome
For example, a bio like:
“Helping you live your dream life ✨”
Sounds nice, but it doesn’t actually explain anything.
A clearer version would be something like:
“Helping service providers turn Instagram followers into paying clients.”
Your bio should clearly communicate:
- who you help
- what problem you solve
- what result they can expect
If people can’t quickly understand that, they’ll leave your profile.
Mistake #3: Posting Without a Goal
Another huge mistake I see is posting without a clear purpose.
A lot of people are told:
“Just post consistently.”
So they do.
But the posts look like this:
- motivational quote one day
- trendy reel the next
- random personal photo the next
That’s not a strategy.
Every piece of content should serve a purpose.
There are four main types of posts you should rotate between:
Growth posts
Content designed to attract new followers.
Value posts
Educational or actionable content that builds trust.
Connection posts
Stories or relatable content that builds relationships.
Sales posts
Content that invites someone to work with you or buy.
When accounts only post random tips or trends, they often struggle to convert followers into clients.
Mistake #4: Weak Hooks
Hooks matter more than most people realize.
You can have incredible content, but if the first line doesn’t grab attention, people will never read the rest.
Weak hooks look like:
- “Happy Monday!”
- “Just a reminder…”
- “Here are some tips…”
Strong hooks create curiosity.
For example:
- “Most people are doing this wrong on Instagram.”
- “If your reels aren’t growing, read this.”
- “This is why your content isn’t converting.”
The first sentence determines whether someone keeps reading or keeps scrolling.
Mistake #5: No Clear Call to Action
Another common problem is posts that simply… end.
You might share helpful advice, but if you don’t guide people toward the next step, engagement often stops there.
Examples of clear calls to action include:
- Comment below with your biggest struggle
- Save this for later
- DM me the word “guide” for my free resource
- Follow for more tips like this
If you want engagement, you need to invite it.
People often need that reminder.
Mistake #6: Only Posting Trends
Trends can absolutely help your content grow.
But trends alone won’t build authority.
If someone lands on your profile and only sees trending audio and entertainment-style content, they may follow you for fun—but they won’t necessarily see you as an expert.
The best approach is to combine trends with expertise.
For example, you might use a trending audio but add text like:
“3 mistakes coaches make on Instagram.”
That way the trend attracts attention, but your expertise builds trust.
Mistake #7: Inconsistent Messaging
This is especially common with multi-passionate entrepreneurs.
You might see content like:
- mindset one day
- business the next
- fitness the next
- motherhood the next
While all of those topics might matter to you, your audience may struggle to understand what you’re actually known for.
A helpful rule is this:
If someone can’t explain what you do in one sentence, your content probably isn’t clear enough yet.
The easiest fix is choosing two to four content pillars.
For example, my content focuses on:
- Instagram growth
- content strategy
- selling on Instagram
Staying within those themes helps your audience understand exactly why they should follow you.
A Quick Reminder
If you recognized yourself in some of these mistakes, please know this is completely normal.
Almost every account goes through this phase.
The important thing to remember is that these mistakes are fixable.
And once you start fixing them, your content begins to work much better for your business.
Recap
The biggest Instagram mistakes I see when auditing accounts are:
- Content that’s too broad
- Bios that aren’t clear
- Posting without a strategy
- Weak hooks
- Missing calls to action
- Only posting trends
- Inconsistent messaging
Your Action Challenge
This week, try auditing your own account.
Look at your profile and your last nine posts and ask:
- Does each post have a clear hook?
- Is it speaking to a specific person?
- Does it include a call to action?
- Does your bio clearly explain why someone should follow you?
Pick just one thing to improve first.
Small changes compound quickly, and over time those adjustments can dramatically improve your results on Instagram.
Resources:
- The Plug and Post membership: Instagram content ideas, picked by me (an IG strategist) every week so all you have to do is film and press post! ** Reels, carousel and story prompts – Join here!
• Try Manychat: 1 month free HERE
