The biggest flaw most businesses make is doing things like this.
Amassing a large following of people interested in Swedish decor is no use if your actual target audience is people living in the North east corner of the United States.

You’re spending time and energy, and if you’re a proper business you’re spending money on photography or stock photos to build an audience that doesn’t actually want to hear from you.

The problem with these things is two fold.
There are many businesses that a customer has no interest in following on Instagram who go there because it’s the place to be. And there are businesses that soend time, money, and emotional capital on building an audience to chase NUMBERS. 10,000 followers is meaningless for a small business if they’re not 10,000 people who are going to buy.

It’s like seeing all of the people who run giveaways to build audiences. Like this post and follow us for a chance at a free iPad. One to give away every week. And it’s a business selling steel fencing.

So now they’re out the cost of 4 iPads, plus boosting the posts. And their fans list is filled with people who were never going to buy steel fencing. Now over time their reach will be awful and their posts will perform terribly. The people who are not interested in steel fencing will quickly scroll past teaching Instagram “this content has no value”.

You are on the absolutely right message: Speak to your audience about the things they want to talk about. That is how you build followers for sure.

But building an account unrelated to your brand is not going to be successful for a huge number of people. It’s just time wasted on an audience who aren’t even waiting to be converted.