Although videos are a compelling form of content on Instagram, women entrepreneurs on Instagram exist within a highly competitive space, and they need to seek out approaches that will give them a competitive edge while creating content for promoting their businesses. The study aimed to explore how Instagram videos can engage potential consumers, promote products, and increase brand awareness. Twenty-three women entrepreneurs were chosen using a snowball sampling technique and were then interviewed in detail, using a qualitative approach. The study showed that Instagram videos and other marketing campaigns influence the growth of women-owned businesses. The key metrics that indicated growth were engagement rates, direct communication channels, lead generation and conversion rates, website traffic, testimonials, and follower growth and retention. These metrics helped women entrepreneurs assess and improve their marketing strategies, identify areas that need improvement, and make decisions to maintain and improve company success. The study recommends that future research should combine both qualitative and quantitative research designs to provide statistical validation for the study's findings as well as content analysis of Instagram videos used by women-owned businesses on Instagram.