🎧 Listen to this blog post as a Podcast instead - #76 - Instagram Not Converting? Here’s Why (+ How to Fix It as a Handmade Seller)

Posting consistently on Instagram but still not getting sales? In this episode, I’m breaking down the three biggest reasons your content isn’t converting — and how to fix it.

You’ll discover:
• Why likes and views don’t always mean product interest
• How to guide your followers from scrolling to shopping
• A simple content plan that works without eating up your whole day

Whether you sell on Etsy, Shopify, or your own website, these Instagram tips are perfect for handmade sellers who want to post with purpose and actually see results.

Instagram Not Converting? Here’s Why (+ How to Fix It as a Handmade Seller)

If you’ve ever found yourself pouring time into Instagram - taking beautiful photos, posting consistently, maybe even hopping on a few trends - only to hear… crickets? You’re not alone.

It’s one of the most common frustrations I hear from handmade business owners: “I’m getting likes, but no sales.”

The truth is, pretty posts don’t always equal profitable ones. But don’t panic - in this blog I’m going to walk you through the three biggest reasons your Instagram isn’t converting (and the simple fixes you can try this week).

1. You’re Getting Engagement… But Not Salesy Engagement

Likes and views don’t automatically mean people are interested in buying.

If your feed is full of funny memes, “maker life” reels, or aesthetic flatlays without context, your audience might be entertained - but they’re not being prompted to take action.

Fix it:

• Show your products front and centre.
  
  
• Add captions that explain why someone should care.
  
  
• Always include a call-to-action like “Want one? Tap the link in bio.”
  
  

It’s the difference between people scrolling past with a smile versus actually clicking through to shop.

2. There’s No Buyer Journey

Instagram isn’t just a place to collect likes - it’s where you build trust and guide people toward becoming customers.

If your account is only product photos with “new in my shop” captions, you’re missing key parts of the journey. People don’t just buy what you sell, they buy into why you sell it, and how it fits into their lives.

Fix it:

• Use Stories to show behind-the-scenes moments.
  
  
• Share customer reviews or testimonials in reels.
  
  
• Tell short stories about the inspiration behind your products.
  
  
• Be direct about how to buy (don’t be shy - “Click the link in bio to order” works!).
  
  

3. You’re Posting Without a Plan

Random posts lead to random results. If your content feels rushed or inconsistent, your audience won’t know what to expect - and you’ll probably feel more burnt out too.

Fix it:

• Plan just one week ahead (you don’t need to batch a whole month).
  
  
• Use repeatable formats like Testimonial Tuesday or Behind the Biz Friday.
  
  
• Rotate through the four value pillars:
  
  
• Relatable
  
  
• Educational
  
  
• Inspirational
  
  
• Promotional
  
  

This keeps your feed balanced and gives your followers different ways to connect with your brand.

Sam vs Lydia: A Quick Example

To really see this in action, let’s look at two fictional sellers:

👉 Sam posts gorgeous photos but never shows her face, never tells a story, and her captions are always “new in my shop.” She gets a handful of likes (mainly from family) but no orders.

👉 Lydia shares reels showing how she makes her products, tells a little story in the caption, and finishes with “Want one? Link in bio.” She’s not going viral - but she is making sales.

The takeaway? Be more Lydia.

Your Homework This Week

If you’re ready to fix your Instagram, here are three quick actions to try:

1. Rewrite one caption to explain why your product matters and add a soft call-to-action.
   
   
2. Review your last six posts - do they cover all four value pillars, or are they all promotional?
   
   
3. Post one product-focused reel with a super clear call-to-action (bonus points for text on screen).
   
   

Feeling Overwhelmed? Here’s Help.

If you’re nodding along thinking, “Yes, this makes sense… but I don’t have the time to plan content every week,” then you’ll love my Social Media Sidekick (SMS).

It’s a monthly done-for-you content system created specifically for handmade business owners. Every month, you get:

• Plug-and-play templates for Instagram, Facebook, Pinterest, and Threads
  
  
• Ready-to-use captions, content calendars, and trend breakdowns
  
  
• Weekly updates and support inside our private Facebook group
  
  

👉 Check it out here: https://www.handmadebosses.com/SMS