Struggling to grow your subscription box on Instagram? You’re not alone.

In this episode of the Launch Your Box Podcast, I’m joined by Instagram strategist Michelle Gifford to break down exactly how to grow on Instagram right now—even if you're starting from scratch or feeling stuck.

I first connected with Michelle after seeing my friend Heidi’s Instagram take off. When I asked what changed, Heidi said, “Just do what Michelle says.” So I invited her on the podcast to share her expertise with us.

Michelle shared that Instagram recently shifted from a follower-based algorithm to a content-based one—meaning quality content is what drives growth, not your follower count. That’s a huge win for subscription box owners trying to get more eyes on their offers.

The foundation of her Instagram strategy is what she calls the Attract, Nurture, Sell Method:

Attraction content (50%): reels, trending sounds, quick wins—content designed to reach non-followers and get shared

Nurture content (30%): carousels, Stories, Lives—more in-depth content that builds connection and trust

Selling content (20%): simple, direct posts that show up and sell your box

If you post 6 days a week, think: 3 attraction posts, 2 nurture posts, and 1 sales post. That’s your 3:2:1 formula.

Michelle’s advice:

Post attraction content that makes people think, “I know exactly who to send this to.”

Use nurture content to deepen the relationship—think saves, not shares.

Don’t skip the selling posts! They matter just as much as the rest.

We also talked about:

Why b-roll video is your best friend for attraction content.

How to repurpose one activity—like an unboxing—into multiple content types.

Why hashtags still matter (yes, really!)

Before we wrapped up, I asked Michelle to brainstorm with me one thing every subscription box owner could post today to boost their Instagram reach. Her answer was so simple and actionable:

Record a b-roll clip of you packing or unpacking your box.

Add a bold, shareable caption like: “Fashion advice I’d give you if I wasn’t afraid to hurt your feelings.”

That’s it. That’s attraction content.

Ready to grow your Instagram with confidence and strategy? This episode is packed with practical tips, simple frameworks, and the encouragement to just start.

Listen now and tag me @howtostartasubbox when you post your reel—I can’t wait to see it!

Find and follow Michelle: 

Michelle on Instagram

Michelle’s Podcast

Michelle’s Website

Join me in all the places:    

Facebook

Instagram

Launch Your Box with Sarah Website 

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