🎧 Listen to this blog post as a Podcast instead

Sick of posting on Instagram and getting crickets? This episode is your full, step-by-step training on how to turn your handmade Instagram into a sales-driving machine - without feeling salesy or spending all day online.

Steph breaks down the exact strategy that handmade business owners need in 2025, including:

What to post (and why!) using the 4 Value Pillars
How to plan your weekly Instagram rhythm without burning out
The difference between “Going Wide” for growth and “Going Deep” for conversions
Real examples you can steal (whether you sell candles, mugs, or knitwear)
And how to sell confidently, without needing a hot shower after every post 💬

Whether you’re stuck at “likes from your mum and best mate” or you’ve given up on Instagram altogether… this episode will get you back on track, feeling clear, confident and ready to sell.

 Sick of posting on Instagram and getting crickets? This episode is your full, step-by-step training on how to turn your handmade Instagram into a sales-driving machine - without feeling salesy or spending all day online.

Steph breaks down the exact strategy that handmade business owners need in 2025, including:

What to post (and why!) using the 4 Value Pillars
How to plan your weekly Instagram rhythm without burning out
The difference between “Going Wide” for growth and “Going Deep” for conversions
Real examples you can steal (whether you sell candles, mugs, or knitwear)
And how to sell confidently, without needing a hot shower after every post 💬

Whether you’re stuck at “likes from your mum and best mate” or you’ve given up on Instagram altogether… this episode will get you back on track, feeling clear, confident and ready to sell.

If you’ve ever stared at your Instagram feed thinking “What on earth do I post to actually get sales?” - this is for you.

Instagram can be a brilliant tool for handmade sellers… but only if you stop treating it like a scrapbook and start using it like a business tool. That doesn’t mean becoming a full-time content creator or dancing on Reels every day. It means being strategic, consistent, and confident about what you’re saying and why.

So in this post, I’m sharing the exact strategy I teach inside my paid programmes (but this version is completely free). Let’s break it down:

🎯 Part 1: Know What to Post - The 4 Value Pillars for Handmade Sellers

If you want content that leads to real growth and real orders, you need to build your posts around these four pillars:

1. Relatable – Think “me too” moments, messy desks, packaging hiccups. This builds emotional connection.

2. Educational – Teach something! Why your materials matter, how you create, or what makes your process different.

3. Inspirational – Help your audience visualise owning your product. Think quotes, customer photos, mood-setting posts.

4. Promotional – This is where you actually sell. New drops, limited slots, behind-the-scenes of your products in action.

The magic happens when you mix these pillars across Reels, carousels, stories, and captions.

📅 Part 2: Structure Your Week (Without Burning Out)

Nope, you don’t need to post every day.

But you do need a rhythm. Here’s a simple plan to start with:

• 3 Reels per week (process, transformation, trending audio)

• 2–3 static or carousel posts (educational, storytelling, lifestyle)

• Stories most days (even if it’s a poll or a repost)

• 1 clear promo post per week (direct, bold, confident)

Bonus: create recurring themes like Making Monday or Feature Friday to make planning easier!

🔁 Part 3: Go Wide & Go Deep

Here’s where most handmade sellers go wrong - they only focus on either visibility or trust.

You need both:

• Go Wide = short, snappy content that reaches new people (trending Reels, memes, POVs, collabs)

• Go Deep = thoughtful, nurturing content that builds trust and turns followers into buyers (stories, tutorials, behind-the-scenes)

A perfect week blends both. Think of it like this:

• Monday: Reel with trending audio = Go Wide

• Tuesday: Story showing your packaging = Go Deep

• Thursday: Carousel about your process = Go Deep

• Friday: Funny meme = Go Wide

• Sunday: Direct promo post = Go Deep + Convert

💬 Final Tip: Don’t Hide Your CTA

One of the biggest reasons people don’t buy?

You’re not telling them how to.

Say it clearly and proudly:

• “Shop the full collection via the link in bio”

• “Only 5 left - don’t miss out!”

• “Custom slots open until Sunday!”

Sales don’t happen by accident. They happen when you show up strategically and consistently.

🎁 Want a Shortcut?

I’ve created a free printable for you to plan your next 3 days of content without overthinking it - including prompts for each content pillar, caption starters, and an easy weekly posting template.

👉 Download the Instagram Content Starter Kit here

Love Steph & Team HB xox

👋 Welcome everyone! My name is Steph, I've been running my handmade business full time on Etsy since 2016, and I'm here to help you! 

🧡 I'll help you to start an Etsy shop, Etsy ads, show you how to sell more on Etsy, get to grips with Etsy SEO, Etsy branding, Etsy product ideas, finding your target market, identifying your niche and many many more.

🛍️ If you have an Etsy shop or your own website selling handmade products, or want to start one, this is THE channel you need to be subscribed to!

💰 I help makers start, run and scale their handmade businesses. Turning them from an expensive hobby to profitable businesses making 4 and 5 figure months on Etsy and your own website.

✨ Join the HBSA waitlist

✨ Free resources: Want to make headway in your business but don't want to pay yet? You're in the right place! 

✨ Work with us for deeper transformative results

✨I go live most Mondays on YouTube and in my Facebook group for mini workshops to help you make more money from your handmade business! You can see our upcoming events here

That’s all for now! Be sure to subscribe and follow us on IG for announcements of new videos, workshops, content and more.