Women entrepreneurs are fast emerging as a major force in society even after numerous challenges (Scott in J. Small Bus. Manage. 24:37, 1986). Social media is a path where people with a common interest come together virtually to create and exchange consumer-generated content, facilitating communication and sharing of opinion amongst themselves. (Chatterjee and Banerjee. I Journal of Mines, Metals and Fuels. 2023). The study has used quantitative and qualitative analysis, with a structured online questionnaire in the form of a Google Form circulated using different social media platforms, namely WhatsApp, Facebook, Instagram etc., to 80 women entrepreneurs. The findings highlighted uses of Instagram, its benefits, the duration of business, age-group wise, the effective marketing strategy used, time spent on using social media, and the different social platforms used. The study fills the gap in the existing literature by examining social media, particularly Instagram, used by women entrepreneurs in Goa as a marketing tool to conduct their business effectively. The study revealed that Instagram has been an effective platform for women entrepreneurs in Goa, enabling them to reach a wider consumer, increase brand image, and to engage with the customers through visual storytelling. Many respondents reported that Instagram's features, such as Stories, Reels, and targeted ads, have significantly boosted their business growth (Sheldon and Bryant in Comput. Hum. Behav. 58:89–97, 2016).