If Instagram feels harder than ever, you’re not imagining it. A lot of business owners are stuck in what I like to call the “2020 trap”—pumping out rigid, overly educational content that worked when we were all home baking sourdough, but doesn’t connect anymore.

In 2025, the brands and business owners winning on social media are doing one thing differently: they create like humans, not billboards.

So, if your engagement has stalled or you’re wondering why your content isn’t landing, let’s talk about how to bring the human back into your Instagram marketing strategy.

Change your educational content from “How To” → To “How I”

One of the biggest shifts you can make is how you frame your educational content.

Instead of:

❌ How to train your dog to stop barking

Try:

✅ How I finally got my dog to stop barking at the mailman

That little shift makes your content feel relatable, personal, and shareable.

Because here’s the truth: people don’t just want an expert—they want an expert they can connect with.

Personality + Authority = Trust

A common pushback I hear: “But Shannon, I don’t want to turn my business account into a lifestyle account.”

And you don’t have to.

Sharing personal touches doesn’t take away from your authority—it makes it stronger.

Examples from real accounts:

• An interior designer saying: “Here’s what I’d put in your home if you let me…” instead of rattling off design trends.

• A therapist posting: “Four years of therapy in one minute” with a quick video breakdown.

• A law firm showing office humor with a Reel celebrating “Brenda bringing banana bread.”

Do any of those make them less professional? Nope.

They make them memorable, trustworthy, and human.

Add Humor + Humanity (Even If You’re Serious)

You don’t have to be the next stand-up comedian. Humor can be as simple as poking fun at relatable situations your audience faces.

For example:

• A dog trainer sharing a Reel about the nightly “zoomies” with trending audio.

• A realtor posting funny behind-the-scenes clips from home tours.

• A coach using POV captions like: “POV: You’ve tried every strategy and you’re still stuck on 200-view Reels.”

Even if you lean more serious, you can weave in personality through storytelling, everyday moments, or quirks. The goal is to make people feel like they’re in conversation with you—not a textbook.

Want to refresh your 2025 Instagram strategy?

Start with Instagram Stories

If you’ve pulled the human out of your content and don’t know how to put it back, start with Instagram Stories.

Stories are the easiest place to:

• Share behind-the-scenes of your day

• Talk casually about your offers

• Show your face (even in “hot mess” mode)

• Let people in on personal moments (from client wins to your latest Netflix binge)

I always say: your bio is your storefront sign, your grid is the window display, and your Stories are the open door.

That’s where trust is built—and trust is what leads to sales.

TL; DR: The key to your 2025 Instagram Strategy is to share more of YOU!

At the end of the day, your audience doesn’t just want your tips, hacks, or services. They want you.

✅ Share your expertise

✅ Add personality

✅ Use humor or relatable moments when it feels right

✅ Show up in Stories like you’re chatting with a friend

Because people don’t buy from faceless brands—they buy from humans they trust.

And the more you lean into this approach, the more you’ll enjoy creating content (and the faster you’ll grow).