3 Different Ways to Grow Your Coaching Business on Instagram (That Don’t Require Becoming Someone Else)
If you’ve ever looked at Instagram and thought, “I know I need to show up, but I don’t want to do it like everyone else,” you’re not alone!
Visibility and messaging on Instagram can feel like a moving target for your coaching business because the platform changes constantly.
What’s interesting is that while platforms evolve, the psychology behind why people buy does not.
Human brains do not change nearly as fast as algorithms. (Thank goodness!)
People still want to feel understood. They want to believe a solution is possible, and they want to trust the person offering it.
That’s why I love showing examples of successful client attraction strategies that look completely different from each other, even on the exact same platform.
Seeing this variety helps loosen the belief that there’s only one “right” way to grow your coaching business on Instagram.
So today, I want to share three clients of mine who sell extremely well on Instagram.
They all attract aligned clients consistently, and they all do it with very different content styles.
One leans into skit-style reels.
One frequently talks directly to camera.
And one uses nothing but simple text-based carousels with the same template every time.
All three demonstrate the same underlying principle: Instagram works when your content reflects how you actually think and communicate.
The common thread that makes all three strategies sell
Before breaking down the three methods, it’s important to understand what they all share. (This is the part that actually drives client attraction.)
First, the content speaks to people who are already seeking a solution. It does not try to convince someone they should care.
Second, the messaging uses the audience’s language. Instead of leading with frameworks or credentials, it mirrors how clients describe their own struggles.
Third, there is a clear call to action that turns engagement into leads. The content is intentionally connected to a funnel rather than treated as a standalone post.
When these elements are present, you can grow your coaching business on Instagram without needing to go viral. Consistency and clarity matter far more than reach.
1) Grow your coaching business on Instagram with skit-style reels that demonstrate the problem and the result
The first style uses skit-style reels to demonstrate either the problem your clients are stuck in or the result they want.
This is the approach my client Michelle uses very effectively.
Her best-performing content is built directly from what her clients say to her in sessions.
One reel that went viral centered around the desire to “eat like a normal person.”
Those were her clients’ words. Using that language matters far more than choosing phrasing that sounds “professional.”
The reel itself is very low production. It’s filmed on a phone, in her kitchen, with a voiceover rather than talking directly to the camera.
What she’s doing in the reel is simple. She’s demonstrating what a day of eating looks like when someone is no longer trapped in the binge-restrict cycle.
The power of the content is not in education. It’s in letting the viewer feel what life could be like on the other side of the problem.
Why this sells coaching and expert services
Skit-style reels sell because they show the transformation without over-explaining it. The viewer doesn’t need to be convinced intellectually.
They can see themselves in the scenario. That emotional recognition is what stops the scroll.
This style also reduces reliance on testimonials. Instead of saying “this worked for my client,” you’re showing what “working” actually looks like.
That’s especially helpful if you have professional guidelines or restrictions around using client stories. You are demonstrating expertise without crossing ethical lines.
How to use this method without being a performer
A skit does not require acting skills or high production value. It can be as simple as filming everyday moments and narrating your ideal client’s internal dialogue.
You can show what life looks like inside the problem. You can also show what life looks like after the problem is resolved.
Both approaches work because they make the experience feel real. You’re not performing, you’re observing and reflecting.
The sales piece that makes it convert
To grow your coaching business on Instagram with this approach, you need a clear next step.
Michelle uses keyword-based calls to action that trigger an automated message.
When someone comments the keyword, they receive a free training. That training leads into her sales process.
The reel does the emotional work. The funnel does the logical work.
2) Grow your coaching business on Instagram with expert-led reels and mixed formats
The second style uses a mix of B-roll reels, carousels, and talking head videos. This is how my client Lindsey shows up on Instagram.
She alternates formats based on what she wants to say. Some posts are talking head videos, while others use B-roll with text overlays.
This approach works well if you like teaching and explaining concepts out loud. It allows your expertise to come through without needing to perform or script heavily.
Why this builds trust so quickly
Talking head content increases time on brand. The more someone hears you explain something clearly, the more trust builds.
B-roll and carousels support this by making your ideas easy to digest. Together, they position you as a guide rather than an entertainer.
This is a powerful way to grow your coaching business on Instagram through authority and clarity. It does not require constant creativity or trend participation.
Keeping this strategy sustainable
You do not need perfect lighting, makeup, or a polished script. Some of Lindsey’s highest-performing content looks like she simply hit record because she had something to say.
What matters more than polish is structure. A clear hook, validation, insight, and next step will outperform beautifully edited but unfocused content.
How this content leads to sales
Lindsey consistently uses calls to action that lead to a relevant free resource. Viewers comment a keyword and receive the resource automatically.
Because the content topic matches the resource, the transition feels natural. That alignment is what makes the content convert.
This is exactly how she runs a multi-6-figure nutrition business as a busy mom of 3 who doesn’t work full time.
3) Grow your coaching business on Instagram with simple text-based carousels
The third style uses only text-based carousels. This is the approach my client Chris uses, and it’s one of the most underestimated strategies on Instagram.
Chris does not rely on video. He uses the same carousel template repeatedly with very little visual variation.
Despite that simplicity, his engagement is strong. The reason is that the messaging is precise and deeply relevant.
Why written content still sells on Instagram
Text-based carousels work because insight builds trust. When someone reads something that helps them understand themselves, it creates relief.
That emotional shift is what drives interest in coaching. People are responding to clarity, not aesthetics.
This approach is ideal if you prefer writing or want extremely low production. It also works well if you value consistency over novelty.
Making this approach efficient
Chris writes his content and passes it to a VA who drops it into Canva and schedules it. His time is spent thinking and writing, not designing.
Even without a team, this method can be fast. Committing to one template dramatically reduces friction.
The conversion strategy behind text carousels
Each post leads to one funnel. The call to action is simple and consistent.
When someone resonates, they comment a keyword and receive a free mini training. From there, they move into his sales process.
How to choose the right strategy for you
The best way to grow your coaching business on Instagram is the one you can sustain. If a strategy drains you, it will eventually stop working, if it ever even works at all!
Skit-style reels work well for people who enjoy embodiment and storytelling. Mixed formats work well for people who like teaching.
Text-based carousels work well for people who think clearly through writing. None of these approaches is better than the others.
Consistency and alignment matter far more than format.
Key point: Instagram isn’t the only thing driving their sales
One important thing to understand about these examples is that none of these clients rely solely on Instagram to sell their services.
Instagram is a discovery and connection tool, not the entire business model!
All three of them also happen to have a podcast. That long-form audio content allows people to spend more time with their voice, hear their nuance, and develop trust in a way that short-form content alone can’t provide.
They also all use email marketing as part of their sales process. Instagram brings people into their world, but email is where relationships deepen and buying decisions often happen.
This matters because time on brand is one of the biggest predictors of conversion.
The longer someone interacts with your ideas across platforms, the more likely they are to invest.
Instagram works best when it feeds something deeper. When you combine it with a podcast, blog, email marketing, or another long-form channel, you create stability that protects your business from algorithm changes and burnout.
What never changes, even as Instagram evolves
Instagram will continue to change. Growing a coaching business online will always rely on the same fundamentals.
What are those simple fundamentals?
When you treat content as both expression and service, Instagram becomes a sustainable way to grow your coaching business on Instagram without burning out.
This post may contain affiliate links. If you click on a link and make a purchase, I may receive a small commission.
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I'm a strategic advisor and diagnostic thinker obsessed with helping established coaches and experts build businesses that actually fit who they are, so they can keep more of what they earn and stop swimming against the current in their own business.
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Hi, I'm Laura Schoenfeld
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