Look at Instagram for Roots, and think about what they are trying to do with this platform. Consider things such as:

Audience: who are they trying to connect with?

Engagement: are they doing anything to get people to respond?

Responsiveness: do they answer questions? Have conversations?

Amount of posts: how often do they post? Too often? Not enough?

Giveaways: are they providing anything? Discount codes? Special offers?

Topics: what kinds of topics do they address?

You need to look at this through the lens of a social media marketer!