It's recommended that for brands to be successful on Instagram, they need to get past their inherent interest in selling and instead:
Share a distinctive view of the world; Cultivate a unique visual sense; Capture things that are interesting to the brand and to the core target customer; Train your eye to focus on what makes a great, provocative, engaging image.
Network on Instagram
Instagram connects people through photos and videos and here are 3 essential ways to create a network:
Engage—like others’ photos and leave comments.
Include your hashtags—if your brand uses specific hashtags on Twitter or Google+, use them on Instagram as well.
Entrust your Instagram presence to someone who understands how to align with the interests of your target customer.