What Makes a Product Stand Out on Instagram?
You’ve got a killer product. Maybe it’s handmade, eco-friendly, or packed with personality. But let’s be honest. . . on Instagram, none of that matters if no one sees it. The scroll is relentless, the competition is wild, and you’ve got about three seconds to catch someone’s eye before they flick their thumb and move on.
So what actually makes a product stand out on the ‘gram? I’ve featured hundreds of small NZ businesses and seen what stops people mid-scroll . . . and what blends into the background. Here’s what I’ve found:
1. Great lighting beats a great camera
You don’t need a fancy DSLR or a photography degree. Natural light and a clean background go further than any filter ever will. Shoot near a window, avoid harsh shadows, and keep your product the hero of the shot.
Bonus tip: Wipe your camera lens. It sounds obvious until you realise your last five photos are weirdly cloudy.
2. Thoughtful packaging makes people pause
Whether it's a compostable pouch, a handwritten note, or a clever unboxing experience; the way you present your product matters. Your packaging tells a story before your caption even starts.
Does it need to be expensive? Nope. It needs to be intentional. Your vibe, your values, your aesthetic; show them in the details.
3. Consistency builds trust
If your feed looks like a chaotic mix of styles, fonts, and random vibes then people won’t know what to expect from you. And if they don’t know what to expect, they won’t engage.
Pick 2-3 brand colours. Use similar lighting across your shots. Stick to one or two fonts. It doesn’t have to be overly curated, just visually consistent.
4. Show your product in real life
Studio flatlays are great, but people also want to see how it fits into their world. Whether it’s someone wearing your earrings, using your skincare, or holding your reusable cup at the beach; context sells.
And yes, you can be the model. People love knowing the face behind the brand. (Even if your hair’s in a messy bun and you’re shooting between daycare pickups. That’s relatable gold.)
5. Tell people why they should care
Captions matter. It’s not just “Lavender candle – $28.”
Tell me why you made it. Who you made it for. What makes it different. What inspired it. You don’t need to write an essay, just speak like a human. A little heart goes a long way.
6. If you wouldn’t stop to look at it, your audience won’t either
Be brutally honest. Would you pause to look at your post if it came up in your feed? If not, tweak it. Try a better photo. Clean up the background. Write a stronger caption. Ask a friend for feedback. You’re allowed to evolve.