[Ask TBM] Is Instagram Still an Effective Platform for Selling?

The owner of a homegrown clothing brand shares insights from her experience selling on the popular social media platform.

Meta’s Instagram is one of the most popular social media platforms in the Philippines. Data from early this year shows that there were 22.9 million Instagram users in the country. Furthermore, Instagram’s ad reach in the country was equivalent to 19.6% of the total population. 

The wide reach of Instagram makes it one of the most effective platforms for businesses, particularly micro, small, and medium enterprises (MSMEs). But with the rise of e-commerce platforms such as Lazada, Shopee, and TikTok Shop, is Instagram still an ideal platform for businesses selling products? 

The Business Manual spoke to entrepreneur Ricca del Rosario, who shared insights and tips on selling via Instagram. Her business, HTP Clothing, has been selling on Instagram since 2014.  

What problems or gaps in the market were you trying to address when you started your business? What business opportunity did you see, which no one else seems to have spotted?

When I started HTP in 2014, online selling wasn’t as mainstream as it is now. Malls were still the go-to for shopping, so building an online brand meant facing a lot of doubts from customers—especially when they couldn’t see or touch the products. 

I knew that trust was everything in online shopping. That’s why I made it a point to really connect with my customers through my posts. I opened up, I shared stories, I made them feel like they knew me. And for every product I sold, I told a story behind it—how it was made, why I loved it, what inspired it. That made a difference. 

People didn’t just buy the clothes—they felt a connection. And that trust became the foundation of HTP.

Out of the many social media platforms out there, why did you choose to run your business initially on Instagram? What about it makes it an ideal platform for selling online?

When I started HTP, Instagram just felt like the most natural platform for me. It was very visual, easy to use, and it allowed me to directly talk to my customers. Back in 2014, Instagram wasn’t as saturated as it is now, so it was easier to build a community and be seen. 

I would post photos, share stories behind each piece, and talk to people in the comments or through DMs. It felt personal, and I think that’s what really made a difference.

What made Instagram ideal for selling online was the combination of visuals and connection. People could see the clothes styled in real life, and at the same time, they got to know me, the person behind the brand. It wasn’t just about selling—it was about building trust. And for an online business, especially back then, trust was everything.

What, for you, are the advantages of Instagram as a platform for selling?

During that time, I was really drawn to Instagram. I enjoyed using it personally, and when I started selling my own clothes, I felt like the people on the platform were like-minded—parang same vibe. 

In business, especially when you’re starting out, you usually sell what you personally like. Of course, you can sell anything, but for me, it made sense to start with something that reflected my own taste. And I think that’s why it worked—because I was selling to people who were just like me.

Instagram allowed me to do that. It was visual, easy to connect with people, and it felt very natural to share not just the products, but also bits of my life and story. Even now, after all these years, we’re still strong on Instagram. Our market is still very much there, and I think it’s because we’ve stayed true to who we are and how we started.

Given all the ecommerce platforms and social apps available today, would you still recommend Instagram to other entrepreneurs running online businesses? Or are there disadvantages to it today?

Yes, I would still recommend Instagram—but with some considerations. Back when I started, Instagram was one of the best platforms to build a personal connection with your market. It helped me grow HTP organically because I was able to show my personality, tell stories, and really connect with people who shared the same taste and lifestyle. Up to now, we still have a strong presence there.

But things have changed. Instagram today is more competitive, the algorithm can be challenging, and it’s harder to grow without spending on ads. So, for new entrepreneurs, I’d say use Instagram as one of your tools—but don’t rely on it alone. 

Explore other platforms too, especially those that are working well for selling, like TikTok Shop and Shopee. Each platform has its own strength, and it really depends on your market. If your audience is still on Instagram, then it’s worth investing in. But the key now is being flexible, showing up where your customers are, and creating content that connects.

What concrete tips and advice can you give fellow entrepreneurs about how to efficiently use Instagram for their business?

One of the biggest tips I can give is to treat your Instagram like your store, not just a gallery. It’s not just about posting pretty pictures—it’s about selling. Always ask yourself, “Will this post make someone want to buy?” Keep your feed clean, cohesive, and updated, just like how you’d maintain a physical store.

Second, connect with your audience. Talk to them. Be present in the comments and DMs. People buy from people they trust. When I was starting, I would personally reply to messages, share stories behind the clothes, and open up about my life. That kind of transparency and authenticity builds a loyal community.

Third, post consistently and with intention. You need to be consistent, so people remember you. Use Instagram Stories, Reels, and Lives to keep things dynamic. Show the behind-the-scenes, packaging, try-ons, or even a glimpse of your day. Those little things help humanize your brand.

And lastly, don’t rely on Instagram alone. While it’s a great platform, always think long-term. Explore other platforms like TikTok or Shopee, Lazada, and find ways to bring your community beyond just social media.

Ricca del Rosario is the owner of HTP Clothing, which she founded in 2014 by selling secondhand clothing. Today, the brand offers original and exclusive pieces.