Organizations are increasingly shifting their business on social media platforms like Instagram which enables users to interact with one another. Businesses are using this feature to showcase their products and build brand awareness in a cost-efficient manner. Due to lack of research on the optimum use of the Instagram algorithm for small business owners this paper aims to enable readers to understand the different components of the algorithm. This research was undertaken through the help of case studies which focused on exposure, sales, customer base and brand building of business which also includes the reaction of customers to trending, marketing strategies, number of followers, posting time, and influencer advertising. It also explores the buying behaviours of consumers. The data is obtained through customer surveys, interviews and observations. Furthermore, the Buzilla tool and binomial regression were used to analyse posts and extract quantitative engagement data.