Social media marketing has become an indispensable tool for small businesses. It provides increased visibility and branding opportunities, helps to reach the target audience, increases engagement, and builds relationships with customers and other businesses. The study began with a literature review to understand the impact of social media platforms, particularly Instagram, on product marketing and online sales. The literature showed that a lot of studies have focused on marketing through Facebook and less in researched on Instagram marketing for start-ups. Researchers also said each social media platform has different affordances and hence the same feature does not present the same kind of impact across the platforms. Hence, separate research for each platform is needed. Also, literature suggests that although Instagram is widely used by start-ups, peer-reviewed literature on metrics and guidelines for it are not well established. Consequently, we conducted interviews and surveys with 114 artisans from 20 villages in Assam to understand their current practices and perception of Instagram, supplemented by an interview with an Instagram expert. By understanding the artisans’ current practices and behavioral patterns on Instagram, this research seeks to develop educational support. We designed a challenge-based mobile application to teach artisans how to use Instagram for their business. This app is designed to aid the instructor in teaching the Instagram module by designing questions for each section of the module. These would assist the artisans by testing their knowledge in the form of MCQ-based questions, visual-based questions, and scenario-based questions. The developed app aimed to serve as an educational tool, helping artisans understand the nuances of Instagram’s algorithm and improve their visibility and communication skills on the platform.