As social media continues to expand in usage, so does marketing on the platforms. The performance of social media marketing includes both possibilities and challenges, which depends on the user. The possibilities and challenges naturally correlate with the sender’s requisition. Most companies and non-governmental organizations exist on social media to communicate with private users who are customers or potential customers. This creates challenges performing social media marketing that engage users since there are so many who compete for users attention. Instagram is one of the biggest social media platforms that has increased in popularity through the past years. Even though social media is easy to access there are more successful ways of performing social media marketing than others. Previous studies indicate that social media marketing is a complex concept. Therefore, this study addresses the possibilities to explore what strategies engage users and captures their attention. Minor NGOs with less than 10.000 followers compete with other users with more followers. What strategies are most efficient for creating engaging content? Kompis Sverige is a minor NGO who experiences knowledge and economics as challenges when using social media marketing. Therefore, this research concern what strategies are most efficient for creating engaging content, which resulted in a guide to simplify social media marketing for Kompis Sverige. By allowing a focus group to engage in Instagram posts based on different strategies and by analyzing the challenges for Kompis Sverige the guide is based on three themes that were expressed during the analysis. To engage users through social media marketing on Instagram, the sender should focus on content, context, and emotions. The study contributes to a deeper understanding of how to engage users on Instagram and what challenges and possibilities social media marketing on Instagram implies for minor NGOs.