The 3 biggest Instagram sales myths and what actually works.

If you’re pouring hours into Instagram and still not seeing consistent sales, you’re not alone.

So many slow fashion founders come to me feeling like they’re doing everything right—posting, showing up, engaging—but the results just aren’t matching the effort.

And more often than not, it’s because they’ve unknowingly bought into three very common myths.

MYTH #1: More followers means more sales.

This one is everywhere. And it’s one of the fastest ways to feel discouraged. But you don’t need a big following. You need a connected following.

I’ve seen purpose-driven brands with under 1000 followers make consistent sales because their content speaks directly to the right people.

And I’ve seen accounts with 10,000 followers barely make a sale—because their audience wasn’t nurtured or aligned.

Instead of chasing numbers, focus on building relationships and earning trust. That’s what leads to sales.

MYTH #2: You need to post every day to stay relevant.

This belief leads straight to burnout. If the thought of daily content makes you want to throw your phone in the ocean—take a breath. You don’t need to be everywhere all the time.

So what you do need? Intentional content that adds value, shares your story, and shows your audience what you stand for.

One thoughtful, connection-led post will do more for your business than seven rushed and meaningless feed-filling posts.

Because sustainable fashion deserves sustainable marketing. You’re not a content machine—you’re a founder, a creative, a storyteller. Honour that.

MYTH #3: Selling on Instagram feels pushy.

I hear this one all the time. And I felt it too. But I learnt that selling isn’t about pressure. It’s about permission.

When someone follows you, they’re inviting you into their world. They’re saying, “Tell me more. Show me what you’re about.”

Selling—when done with care and authenticity—isn’t pushy. It’s empowering.

You’re not shoving a product at them. You’re offering a story. A value. A purpose they can say yes to.

And that’s beautiful.

So what does work on Instagram for slow fashion brands?

This is the magic formula I live and breathe...

  1. Connection over perfection.
  2. Consistency over frequency.
  3. Storytelling over selling.
  4. Real engagement over random growth.

And this is exactly what I teach inside my Instagram Growth Lab.

If you're a slow fashion founder running an ethical, sustainable, circular or handmade business and you've tried everything and you're still not seeing sales... this program was made for you.

My Instagram Growth Lab is a once-a-year program where I guide sustainable and ethical fashion brands through the strategies that work to drive Instagram sales—without the icky pushy tactics.

You’ll learn how to:

  • Build real connection without feeling like you’re always online. 
  • Sell without selling using story-selling and values-led content. 
  • Grow your sales organically, without paid ads or growth hacks.
  • Create a strategy that feels aligned with your energy and values.

If you’re ready to stop guessing and start growing, this is your sign.

Doors are open now, but I’m keeping the group intimate and intentional—with just 10 places available, so I can give every founder the time and support they deserve.

If you’re curious, contact me and tell me a little about your brand to apply.

Claire x

Claire Goldsworthy ethical sustainable circular slow fashion handmade marketing strategy how to guide mentor coach business Brisbane Queensland Australia top best online Instagram course ecommerce
The Fashion Advocate ethical sustainable circular slow fashion business strategy mentor online course marketing how to

I spent my first five years in business stressed and in debt.

If you're feeling overwhelmed, stressed, or if you're not making enough sales to survive, you're not alone. I've been there.

I was exhausted and I wanted to quit.

Then I worked out a strategy that dramatically changed my business, increased my sales, and saved me time. I want to share it with you!

READ MY STORY

Want to know the top three ways to grow a successful and sustainable fashion brand?

  • ASK A LOT OF QUESTIONS

    Every week on Instagram, you can ask me anything about fashion, business, ethical manufacturing, sustainability, and growth to get the answers you need to overcome challenges. Marketing, PR, your strategy, sales, how to wholesale, Instagram engagement, customers, sourcing... Whatever it is, ask me your questions and I'll go LIVE on Instagram with the answers you need to move forward.

    FIND ME ON INSTAGRAM HERE

  • KNOWLEDGE IS POWER

    To build a successful, sustainable and profitable fashion business, you have to empower yourself with knowledge and learn from others in the industry. I ran one of the largest online stores for ethical and sustainable fashion for over a decade, and I learned the ins and outs and the rights and wrongs of building a business. Now I'm sharing my strategies on my blog so you can take what you need to grow!

    READ THE BLOG HERE

  • BUILD YOUR SKILLSET AND LEVEL UP

    The only difference between a big fashion business and a small fashion business is a different skillset. Everything your competitors know - you can learn. My online courses and masterclasses are specifically designed for ethical and sustainable fashion brands, labels and businesses, so you can build your skillset, level up, fast-track your success and increase your impact.

    BUILD YOUR SKILLSET NOW