PODCAST: Season 7, Episode 41
If Instagram feels like a beast you can’t control, this episode is going to change that. I’m joined by Claire, founder of Studio 5 Social, who’s spent years helping business owners get seen and get sales on Instagram without the overwhelm. We get into the four biggest mistakes she sees over and over, why chasing virality can actually wreck your business, the trend she was doing before anyone else, and the one thing about your Instagram audience that most people don’t realise until it’s too late.
Key Topics Covered
In this conversation with Instagram strategist Claire from Studio 5 Social, we cover:
- The four biggest Instagram mistakes business owners make and how to fix them
- Why the algorithm isn’t a beast, it just needs to be taught
- How to know if your content strategy is actually working, beyond likes and followers
- Why going viral can be the worst thing that happens to your business
- How to get comfortable on camera when you hate being on camera
- Why you don’t actually own your Instagram audience, and what to do about it
- A breakdown of her offers, including the one she’d “marry” and the one she’d ditch
The Biggest Instagram Mistakes Business Owners Make
Claire breaks down the mistakes she hears on repeat: overthinking every post, chasing the wrong metrics, being too scared to repeat a message, and underusing stories and DMs. The overthinking one lands hardest — she points out that even she couldn’t tell you what she posted last Thursday, so why would anyone else remember or judge it.
Why Repeating Your Message Isn’t Repetitive, It’s Necessary
Only around 10 to 20% of your audience sees any given post, and people now need to see something roughly seven times before it actually registers. If you’re only posting something once and moving on, most of your audience never saw it in the first place.
The Photo-In-Comments Trend and Why Visibility Beats Perfection
Claire was one of the first to use the trend of dropping photos into other people’s comments as a way to be visible without the pressure of a full post. It’s a small, low-effort way to build genuine connections with other accounts who share your ideal client, and it works because people are naturally nosy about who’s showing up where.
Why Going Viral Can Actually Hurt Your Business
Using the classic lockdown sourdough example, Claire explains why a viral moment built on the wrong topic can leave you with thousands of followers who have zero interest in what you actually sell, and why chasing virality is the wrong goal entirely for most business owners.
How to Actually Get Comfortable on Camera
Claire wasn’t always a natural on camera — she used to film herself hiding under her desk with post-it notes covering the walls. She shares exactly how she built the confidence to show up on reels, and why the fastest way through the discomfort is simply reps, not talent.
Why Your Instagram Audience Isn’t Actually Yours
Claire lost her account for two weeks and calls it terrifying. Her biggest lesson from it: your audience belongs to Instagram, not to you, so building an email list or another way to reach your people off the platform isn’t optional, it’s protection.
Reflect On This
- Do you actually know what your last three posts were about, or are you overthinking content nobody else is tracking as closely as you?
- Are you chasing followers and likes, or the metrics that actually connect to sales?
- If Instagram disappeared tomorrow, could you still reach your audience?
Resources Mentioned
- Digital Mums (the course Claire trained with before starting Studio 5 Social)
Connect With Claire, Studio 5 Social:
- Instagram: @studio5social (DMs are her happy place)
- Email: claire@studio5social.co.uk, also available for enquiries
- Website: studio5social.co.uk
Let’s Connect!
- Come say hi on Instagram @mills_gray — I love sending voice note responses to your questions
- Share this episode to your stories and tag me for a happy dance
- Check out my book, The Rebellious Leader: https://www.amazon.co.uk/dp/B0H3PB1TPD
Take Action
- Set proper KPIs for Instagram each quarter instead of just posting and hoping
- Build (or start building) an email list so your audience doesn’t only exist on Instagram
- Pick one thing you’ve been overthinking and post it this week — no more editing
Remember, as I always say: your gut always knows, trust it in business and beyond.