5 Questions to Ask Yourself Before Starting an Instagram Account
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So you have a great idea for an Instagram account and you’re all ready to launch… or are you? 🤔 It’s easy to get swept away by an exciting new idea, but social media requires a significant investment of time, energy, and resources that you must carefully consider before diving in. Here are five questions to ask yourself before starting an Instagram account so you can be in the best position possible when you launch.
1) Why are you starting this Instagram account?
I’ll be honest: it can be challenging to grow a following on Instagram organically. If you already have a primary account with a good sized following and are creating a secondary account for a new venture, it might not make sense to separate the two. Having to grow a following all over again is not easy!
If this is a brand new account–say, you’ve been active on Facebook and LinkedIn for a few years but you’re looking to branch out–then you’ll want to make sure you know your audience and understand Instagram’s demographics first.
2) Who is your target audience?
Carefully consider who exactly you’re looking to reach by posting on Instagram. Demographic data shows that it’s most popular among Gen Z and millennials; the largest age group on the platform is 18-24 year olds. If you’re looking to reach baby boomers, though, it might not be the best option. And if you’re looking to market to Gen Alpha, Statista reports that YouTube and TikTok are their preferred platforms right now. You’re unlikely to reach Gen Alpha by dedicating yourself to Instagram.
3) How much content will you share and how often?
When people are spending time on Instagram, they’re primarily seeking entertainment and education. Can your brand make content that’s fun, funny, and informative? If your organization is stuffy and old school, Instagram might not be your best bet. Sharing stock photos or detailed infographics won’t perform well. B2B businesses can also struggle on Instagram; if you’re marketing a niche service to other businesses, a platform like LinkedIn might be a better fit.
Take time to brainstorm content formats and types before you create a new account and start posting. Will you be sharing Reels? Photos? Memes? Stories? Engaging graphics in carousels? Instagram has grown far more complex than sharing a single static photo. Carousels are performing well these days, but they can be incredibly time consuming to create. Memes also do well for brands and individuals alike, but you need to have a strong understanding of your audience and their sense of humor. Reels are an excellent way to reach new eyeballs, but they are quite labor intensive to brainstorm, shoot, and edit. Make sure you know what you’re getting yourself into before you start.
4) Who is responsible for all the work that goes into running an Instagram account, and do they have the resources they need?
There’s more to social media management than just posting. Social media professionals develop a strategic approach tailored to each platform, brainstorm content and plan it in advance on a content calendar, create the photos, graphics, and videos to be shared, schedule them to post at optimal times, respond to comments and messages from your audience, and monitor analytics so they can make adjustments to their content strategy. Phew! That’s a lot.
Do you have an in-house social media manager or a consultant who can handle these responsibilities? What other platforms are they responsible for? How much content can you repurpose between platforms? Are there graphic designers or videographers on the marketing team who can assist with graphics and videos? It’s critical to have enough resources and support for your social media efforts.
5) What are you hoping to achieve with this Instagram account?
Setting realistic expectations up front can help avoid frustration and disappointment later on. Are you hoping to become an influencer and start earning money from your content? Are you aiming to amass a huge following and become a thought leader in your industry? Is the goal to receive a record-breaking number of applications to your college?
I hate to say it, but you need to lower the bar a little. Instagram (and social media as a whole) is just one piece of the marketing picture. Social media is not a magic fix and it doesn’t work overnight. Organic social is a long game. People form relationships slowly, interacting with and enjoying your content, until they’re ready to take the next step. Social media is great for raising brand awareness or growing a community–and community is more important than ever in 2025. While AI can help generate caption ideas or analyze your data, it can’t create trust in your brand through real relationships. That work is for humans, and it matters. So check your expectations before you start so be realistic and set attainable goals.
Once you’ve considered these questions, then you’re in good shape to dive into Instagram! Level setting expectations, making clear plans and delegating responsibilities, and knowing your audience and goals will set you up for success. All that strategy, planning, and clarity will create a strong foundation for an Instagram account that endures.
