How to Sell on Instagram

Instagram is more than just pretty pictures—it’s a powerful sales tool when used with intention. In this episode of the Brands that Book Show, Krista sits down with Abigail Peugh, a digital product expert and Instagram strategist, to talk about how she’s leveraged the platform not only to grow her business, but to create real revenue and community.

Abigail opens up about the deeply personal journey that led her into entrepreneurship, including a family health crisis that pushed her to go all-in on her own business. She began her journey on TikTok, built a wildly successful account, and transitioned to Instagram after unexpected setbacks. Today, she helps thousands of creatives grow and sell through her online community and weekly resources.

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Abigail’s Path to Instagram Selling

• After her husband suffered two strokes in 2022, Abigail shifted from freelancing to building her own business.
• She began posting consistently on TikTok and used that early engagement for market research, identifying what her audience truly wanted before creating her first product.
• Her first offer: a $35 UGC (user-generated content) guide that filled a market gap for affordable resources.

Pivoting from UGC to Instagram Education

• Though UGC was successful, Abigail found more fulfillment teaching others how to grow and sell using Instagram.
• Her pivot to Instagram-focused education marked a shift in her business model—now centering on community, storytelling, and sustainable marketing.
  

Key Elements of Selling on Instagram

1. Connection before conversion: Personal storytelling builds audience trust and loyalty.
2. Serving + Selling: Not every post should be a sales pitch. Abigail balances content by:
   • Posting connection-driven and educational content in her feed.
   • Using Instagram Stories for direct selling.
3. Consistency > Virality: Instead of chasing views, focus on building an engaged, sustainable community.

Recurring Revenue: Creating predictable income streams like memberships or affiliates softens the blow of algorithm changes.

Key Takeaways

1. Connection > Conversion – People buy from people. Storytelling builds loyalty.
2. Sustainable Content Wins – Post what’s manageable and add a slight stretch.
3. Instagram is more stable than TikTok – Focus your energy where the audience is more engaged.
4. Email Lists Matter – Your email list is your safety net when platforms fail.
5. Recurring Revenue is Key – Predictable income protects against algorithm shifts.
6. Track Conversions Wisely – Use custom links and tools like ManyChat.
7. Don’t Just Chase Views – A post that doesn’t “go viral” can still generate solid sales.
8. Affiliate Marketing > Traditional Influencers – Authenticity drives better conversions.
9. Pivot When Passion Changes – It’s okay to evolve if you’re no longer excited about what you’re teaching.
10. Storytelling Sells – Start with a relatable moment or problem, then pitch your product.

More About Abigail

Abigail Peugh is your go-to girl for digital products & social media growth and the voice behind The Abigail Peugh Podcast, which recently hit 70,000 downloads in the first 10 months. She’s also the founder of Rich Girl Community, a group of 600+ entrepreneurs with the joint goal of making daily digital product sales. After building a $2M+ digital product business, Abigail now helps solopreneurs with daily digital product sales, social media growth, and building a business that feels like home. Her signature mix of no-fluff advice, soft selling on social media, and relatable humor makes learning about digital products feel effortless (and fun). Whether you’re just getting ready to start selling or scaling to the next level, Abigail brings actionable strategies that actually work—no gimmicks, just results (and an obsession with hot girl walks and the color pink).