What Instagram strategy should an e-commerce brand adopt in 2025?

20 Jun 2025

Instagram is changing rapidly. By 2025, an e-commerce brand can no longer improvise. Formats, algorithms, behaviours: everything has evolved. Here is a clear, up-to-date, and actionable strategy to perform on Instagram, attract the right followers, and convert. Do you want to know what really works this year? It's right here 👇

In 2025, Instagram is no longer just a showcase. For an e-commerce brand, it is a lever for acquisition, conversion, awareness, and community. The algorithm is evolving, behaviors are changing, and formats are accelerating: it is time to adapt the strategy to remain competitive. Here are the pillars of an effective Instagram strategy for an e-commerce brand in 2025.

Understanding the Instagram stakes in 2025

Instagram continues to transform into a fully-fledged commercial and content platform. To succeed in 2025, it is crucial to understand the trends shaping the network:

The Reels format dominates : more visible, more engaging, Reels are boosted by the algorithm. They allow for much greater exposure than static images.
Engagement > audience : a small account with a high engagement rate performs better than a large passive account. Interaction is the main currency.
In-app purchasing is becoming mainstream : Instagram Shopping is progressing, users buy without leaving the app. Brands need to optimize their product listings.
Authenticity is paramount : UGC (User Generated Content), storytelling, transparency: human brands perform better. Overly polished or commercial content loses effectiveness.
AI and visual search are integrating : an increasing number of recommendations are automated. Brands need to produce visual content that adapts to new discovery modes.

Objectives of an e-commerce brand on Instagram

Before building its strategy, an e-commerce brand must clearly define its objectives:

Develop brand awareness : become known, be visible to its target audience.
Acquire a qualified audience : attract followers who are likely to become customers.
Convert (traffic / sales / leads) : turn views and interactions into business results.
Foster loyalty through community : create a lasting relationship with customers and ambassadors.

Every piece of content, every action must align with at least one of these objectives.

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The Pillars of an Effective Instagram Strategy in 2025

Content Positioning

The content must reflect the personality and mission of the brand. In 2025, this positioning is even more crucial:

A clear editorial line, recognizable at first glance.
A strong visual identity: templates, colors, recognizable tone. Visual branding is key.
A storytelling approach tailored to your audience: why you do what you do, who you’re talking to, how you improve their lives.
Well-identified themes: advice, behind-the-scenes, customer reviews, product launches.

Agile Content Planning

It’s no longer enough to "post for the sake of posting". Your calendar must be agile, optimized for the algorithm, and tailored to your audience:

Reels: the number 1 format for visibility. Plan for short (5 to 15 sec) but impactful videos.
Carousels: for education, social proof, tutorials.
Stories: to strengthen the relationship, ask questions, showcase behind-the-scenes.
Lives / events: live moments create a direct connection.
Use audio/visual trends without losing your identity. The balance is subtle.

Growth & Acquisition

Acquisition on Instagram comes from both organic and paid levers:

My name is Bond : to automate your engagement routines (a strategy that works and has proven itself for years already)
Strategic collaborations: with niche influencers or brand partners.
UGC (user-generated content): more credible, more engaging, and often more effective than brand content.
Contests / ambassador programs: powerful for attracting new qualified followers.
Targeted advertising (Meta Ads): to boost the best content, retarget website visitors, or promote a new offer.

Conversion & Performance

Good content is not enough: you need to think about conversion at every step.

Clear and visible CTAs in Reels and posts.
Highlight the offers or product benefits within the first few seconds.
Use exclusive promo codes for Instagram.
Optimized bio link: Taap.it, or a dedicated page on the site.
Performance tracking: via Google Analytics 4, UTM, and Instagram insights.
Repeat what works, pivot quickly if results decline.

Examples of e-commerce brands that thrive on Instagram

1. Respire (@respirenaturel)

Educational reels + strong community engagement. They show behind the scenes, their values, and their products in real-life situations.

2. Asphalte (@asphalte.women)

Product storytelling + transparency + well-utilised UGC. They co-create with their community, which creates a real connection.

3. Typology (@typologyparis)

Carefully crafted aesthetics, educational carousels, smart activations. Their branding is ultra-coherent and their pedagogy is valued.

What they have in common:

A clear strategy.
Useful, beautiful and engaging content.
An involved community.

Recommended tools for success on Instagram

Notion : to organise your editorial calendar and briefs.
Canva / Mojo / CapCut : to quickly create quality visual content.
Metricool : to analyse performance and optimise posting times.
Taap.it : to track your traffic
My name is Bond : to develop your community in a qualified and automated way

Conclusion

Instagram in 2025 is a full-fledged media, blending branding, sales and customer relations. The e-commerce brands that succeed are those that combine creativity, structure, agility and analysis. The key is not to publish more, but to publish better, with intention and coherence.

Need a customised action plan for your Instagram? The My name is Bond team is here for that: Instagram strategy, content and conversion experts since 2020.

FAQ

Is Instagram still effective for e-commerce in 2025?

Yes, more than ever. The important thing is to adapt your strategy to new formats and the evolution of behaviours.

Should you still post every day?

No. It's better to have 3 powerful, well-thought-out pieces of content than a post a day without a clear objective. Quality trumps quantity.

Do Reels perform better than posts?

Yes. Reels are boosted by the algorithm, generate more views, and allow for distribution beyond your follower base.

How do I know if my Instagram strategy is working?

Look at your engagement, reach, clicks, and especially your revenue or leads from Instagram. You don’t manage a page for "likes", but for measurable business results.

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