Instagram Tips for Subscription Box Business Owners

Stuck on Instagram? Learn the 3-step content strategy that helped me pass 10K followers and how to apply it to your subscription box biz.

When I say I was stuck at less than 10,000 Instagram followers for my How to Start a Subscription Box page for years, I mean stuck. For years.

I posted consistently. I did reels… and stories. I tried different strategies. I even brought in help from time to time. But growth? It just wasn’t happening the way I wanted it to.

So I did what I always do when something in business isn’t working. I looked for someone who could help.

That’s how I found Instagram strategist Michelle Gifford.

After seeing a friend’s account take off, I asked what changed. She said, “I just do what Michelle says.” So I started doing the same. 

And it worked.

Not only did I finally break past that 10,000 follower milestone (pause for celebration 🙌), but I now have a simple, repeatable framework for creating Instagram content that actually works.

If you’ve ever wondered what to post, how to grow, or how to turn followers into subscribers, this post is for you.

Instagram Isn’t Dead. It’s Just Different.

Let’s start by answering the big question. 

Is Instagram still worth your time?

The short answer is yes.

But Instagram has changed. And that means your Instagram strategy needs to change, too. 

Instagram has officially shifted to a content-based algorithm more like TikTok. That means your content has the power to reach far beyond your current followers. 

It’s no longer just about follower count. It’s about the quality and engagement of your content.

For subscription box owners, this is a game-changer.

This means you don’t need to try to create reels that might “go viral.” You just need to start posting with purpose. And that’s where Michelle’s three-part strategy comes in.

The Attract, Nurture, Sell Method for Subscription Box Owners 

Most small business owners – including subscription box owners – approach Instagram without a real plan. We post what feels easy or immediate. Maybe a behind-the-scenes shot here, a launch graphic there. As long as we’re posting consistently, we feel like we’re doing what we need to do. But what we’re not doing is thinking about the purpose behind each post.

Michelle taught me that every piece of Instagram content should fall into one of three categories:

1. Attraction Content (50%)

This is the content that brings new people into your world. Its job is to stop the scroll and make someone say, “Wait, what is this?” or “This is so me!”

Attraction content isn’t complicated and it doesn’t take much time to create. 

Examples of attraction content include:

• Reels with trending audio
• POV videos your ideal customer relates to
• Quick tips or how-tos
• Mildly controversial opinions (the kind that spark conversation)
• Funny, shareable moments
• Behind-the-scenes B-roll of your day

The purpose of attraction content isn’t to get sales. It’s to get attention.

When I started focusing on attraction content, my reach and engagement climbed fast. And for the first time in forever, so did my follower count.

2. Nurture Content (30%)

Nurture content helps people who have just found you feel like they belong with you. It builds trust and connection. This is where you educate, inspire, and deepen the relationship.

Examples of nurture content include: 

• Carousels that explain your process or products
• Infographics and how-tos
• Stories about your journey and your why 
• LIVEs or tutorials
• FAQ-style posts

Ask yourself: Would someone save this post for later? If yes, it’s nurture content.

For many subscription box owners, this is the easiest content to create, especially when we’re already sharing behind-the-scenes stories or talking about our “why.” But if we only post nurture content, we won’t grow.

This is where I was spending a LOT more than 30% of my Instagram time. And I need to nurture my audience. I want to nurture my audience. But I was doing too much nurturing and not enough attracting. 

3. Selling Content (20%)

This is the content that tells people what to buy, when to buy it, and why to buy it now.

Examples of selling content:

• Box reveals  
• Product demos
• Unboxing videos
• Limited-time offers
• Testimonials and user-generated content

The key is to balance sell content with attract and nurture posts. Too much sales-focused content, and people tune out. Too little, and you won’t make sales.

The 3:2:1 Formula for Instagram 

Michelle recommends a super simple posting formula if you're posting six times a week:

• 3 Attract
• 2 Nurture
• 1 Sell

It’s easy to remember and makes sure you’re always working toward growth, connection, and conversion.

One Subscription Box, Four Posts

One of my favorite takeaways from this strategy? You can take one piece of content and turn it into multiple posts. It’s all about working smarter, not harder! 

Using your monthly subscription box, you can: 

• Record a Reel of your unboxing (sped up with music)
• Create a Carousel with a photo of the closed box as slide one, then reveal one item per swipe, ending with a full reveal
• Use Stories to talk about why you picked each item and share your thought process
• Go LIVE with a real-time unboxing and Q&A

One box. Four content types. Three content categories. And plenty of opportunities to grow and connect.

Are Instagram Hashtags Still a Thing? 

Michelle says yes, but don’t let them stress you out.

Hashtags today are less about “going viral” and more about SEO. Think of them like folders Instagram uses to categorize your content.

Use a mix of:

• Niche hashtags (like #womensubscriptionbox)
• Descriptive hashtags (#giftideasformom)
• Content-specific hashtags (#monogrammadness)

Hashtags won’t make or break your Instagram content, but they can help the algorithm understand who to show it to.

Put This Instagram Strategy into Action

Are you ready to grow your audience, connect more deeply with your followers, and turn that engagement into subscribers?

• Start posting with purpose.
• Use the Attract, Nurture, Sell method.
• Join us inside Launch Your Box, where we help people just like you grow sustainable, profitable subscription box businesses.

And if you haven’t yet, go listen to episode 190 of the Launch Your Box Podcast with Michelle Gifford for even more on this powerful, 3-step Instagram strategy.