I'm not a social media expert. I'm a cat breeder who figured out what works — and what doesn't — by doing it from my phone while managing a litter of kittens.
Here's the exact system I use. It takes about 20 minutes a week once you have it dialed in.
Why Instagram Works for Catteries
Maine Coon buyers are visual. They fall in love with a kitten before they ever talk to you. Instagram is where that happens. It's also where they decide whether to trust you — or move on to the next breeder.
A strong Instagram presence does three things: it builds trust, it creates demand, and it keeps your waitlist warm between litters. That's worth more than any paid ad.
The 3-Post Weekly Formula
You don't need to post every day. You need to post consistently and strategically. Here's the formula I use:
- Post 1 — The Kitten/Cat Photo: A beautiful photo of one of your cats or kittens. Natural light, clean background, close-up or candid. Caption: short, warm, personal. This is your reach post.
- Post 2 — The Educational Reel: A 30-60 second video answering a question buyers ask. "What does a black smoke Maine Coon look like as a kitten vs adult?" "What is polydactyl?" These get saved and shared.
- Post 3 — The Behind-the-Scenes Story: A peek into your cattery. Feeding time, a vet visit, a kitten milestone. This builds trust and makes people feel connected to your program.
Three posts a week. That's it. Rotate through these three types and you'll always have something to post.
The Phone Photography Setup That Works
You don't need a DSLR. You need:
- A window with natural light (not direct sun — indirect is better)
- A clean, simple background (a white blanket, a dark couch, a wooden floor)
- Portrait mode on your iPhone or Android
- The free Lightroom app for a quick edit — bump the exposure, drop the highlights, add a tiny bit of warmth
That's the whole setup. I've booked $4,000 kittens from photos taken on my kitchen floor.
How to Write Captions That Convert
The caption is where the sale happens. Here's the structure I use:
- Hook (line 1): Something that makes them stop. "She was born nearly solid black." "He claimed the room the moment he opened his eyes."
- Story (2-3 sentences): Tell them something about this specific cat. Personality, quirk, something that makes them feel like they know this kitten.
- CTA: "Link in bio to join the waitlist." or "DM us to learn more." One action. Not three.
Use ChatGPT to write the first draft (see my prompts post), then edit it to sound like you. Takes 3 minutes.
The Hashtag Strategy
Use 15-20 hashtags per post. Mix three tiers:
- Large (1M+ posts): #mainecoon #mainecoonkitten #cats — broad reach
- Medium (100K-1M): #mainecoonbreeder #mainecoonkittens #europeanmainecoon — targeted
- Niche (under 100K): #mainecoonillinois #blacksmokemainecoon #polydactylcat — your buyers
Save 3-4 hashtag sets in your notes app and rotate them. Never use the exact same set twice — Instagram's algorithm notices.
The DM System That Closes Waitlist Spots
When someone DMs you, respond within 2 hours if possible. Here's my flow:
- Thank them for reaching out
- Ask 2 qualifying questions (timeline, experience with cats, household)
- If they're a good fit, send them to your website to fill out the waitlist form
- Follow up in 48 hours if they haven't submitted
I use saved replies in Instagram for the first message. Takes 10 seconds to send.
What Not to Do
- Don't post blurry photos. Ever. One bad photo hurts your brand more than a week of great ones helps it.
- Don't post price in every caption. It cheapens the brand. Put it on your website.
- Don't ignore comments. Reply to every comment for the first hour — it signals to the algorithm that your post is engaging.
- Don't go dark between litters. Post your adults, your cattery life, your educational content. Stay visible.
The Real Secret
Consistency beats perfection. A decent photo posted every week beats a perfect photo posted once a month. Show up. Be real. Let people fall in love with your cats and your program.
The waitlist fills itself when buyers trust you. Instagram is how you build that trust at scale — from your phone, in 20 minutes a week.