I use my instagram pretty casually, but I post a lot of pictures of projects I'm working on, finished items, and my daily life. I think the best thing to do is just tag your items for what you think people would be searching for. I often tag my pictures with my shop name, #etsy #knitting and #whattheitemactuallyis. I've gotten a few sales from it. You can check mine out if you'd like @angieeeface