An Introduction to Social Media Marketing & Instagram
Instagram has become a vital marketing source for small businesses worldwide. Effective use of the platform is essential to building brand awareness and reaching new customers. However, changes to Instagram come every week, and algorithm and consumer shifts can drastically impact your progress & strategy. The A&S marketing & consulting team worked to put this extensive guide to help you and your business beat the algorithm and maximize your social media marketing
But I realized that still I haven’t built a resource to find updated guides to learn different aspects of Instagram marketing. With this post, I aim to share everything from captions that generate engagement to strategies that make people follow you.
Note: This post will be updated every time anything disruptive is announced by Instagram’s CEO Adam Mosseri or Instagram Team.
To begin with I would like to share insights about Instragram's Chief moderator, the Algorithm.
Instagram’s Algorithm Explained
The significance of the Instagram algorithm in the growth of an account is often overstated. In reality, its primary function is to regulate the content that is shared on the platform, ensuring that it meets certain quality standards and doesn't violate any policies. This holds true not just for Instagram, but for most social media platforms, including Twitter, LinkedIn, and Tiktok.
However, as the user base of a platform grows, the impact of the algorithm on the visibility of content also increases. To prevent any misuse of the platform and maintain user safety, social media companies are held accountable by governments and data organizations. Instagram is no exception, and it has implemented several sensitivity protocols in recent years to moderate content.
As a result of these changes, the organic reach of Instagram has declined since 2017. This means that it's more challenging for content to go viral organically, and creators may need to rely on paid promotions to reach a broader audience.
If you're curious about how the Instagram algorithm analyzes content, it takes several factors into account, including engagement rate, relevance, and timeliness. Engagement rate refers to the number of likes, comments, and shares a post receives, while relevance relates to how closely the content matches a user's interests. Timeliness considers how recently a post was published, with more recent content given priority in users' feeds.
To make the most of the algorithm and increase your chances of reaching a larger audience, it's essential to create high-quality content that resonates with your followers and encourages engagement. Consistency is also crucial, as posting regularly can signal to the algorithm that you're an active and valuable member of the community.
Instagram Reels Algorithm
During my previous conversation with the Instagram engineering team, we didn't touch on the topic of IG reels, as this was before its release. Unfortunately, I haven't received any new information about the reel algorithm directly from Instagram. However, I recently came across some valuable insights shared by a creator who had a meeting with the Instagram team.
According to the creator, the Instagram team shared some basic tips that require significant input from creators and businesses. For instance, they mentioned that creators should post at least six stories a day. While posting stories may not be as demanding as posts, creating this amount of content daily may require the assistance of a social media manager or someone to help with content creation.
During her meeting, the creator shared a total of nine tips from Instagram, including three related to Instagram reels. These insights can help creators and businesses increase their engagement and reach on the platform. Although I don't have any additional information on the reel algorithm at this time, I will keep an eye out for any updates and share them as soon as possible.
Instagram Stories Algorithm
Understanding Instagram story insights is crucial to reaching more followers through your stories. The Instagram story algorithm is relatively simple; it is based on the level of interaction and navigation your stories receive.
Navigation refers to how your followers move through your story. The four metrics associated with navigation are Back, Forward, Next Story, and Exited. If your followers swipe back to see your last story or someone else's story they saw before, that's considered a Back. A Forward occurs when they click to see your next story. When they move to someone else's story, that's considered a Next Story, and if they leave the stories, it's classified as Exited.
By analyzing your Instagram story insights, you can see which stories have more Forward and Next Story interactions. If your stories have more of these interactions, Instagram will push your stories to more followers. Instagram's aim is to get users to watch more stories and stay in the stories tab. This is because, after 2-3 stories, Instagram displays an ad, and they want to keep users engaged.
In-story interactions such as polls, question stickers, and quizzes bring more engagement. When viewers interact with these features, Instagram sees that followers are engaging more with your content, and they start pushing it to more people. Profile visits also affect story views. If your followers are visiting your profile through your stories, then that particular story (if it is the first one) can receive more views than average. All of my clients saw a hike in engagement when followers ended up visiting the profile after viewing the story.
It is possible to grow your followers through your stories if someone shares your story with a person who doesn't follow you, and decides to follow you.
To sum up, the Instagram stories algorithm is based solely on how your first few story viewers interact with it. Therefore, it is crucial to make sure your stories are engaging, even if you post only one Instagram story a day. Keep track of your insights to see which stories are getting the most engagement, and adjust your content accordingly.
Instagram Alt Text Mythology
There is a lot of discussion around the use of Alt text on Instagram, with some people claiming that it can significantly increase engagement and traffic to your posts. While it is true that Alt text can help your content be more accessible to people using screen readers, its impact on post performance is unlikely to be significant.
However, the importance of making social media platforms accessible for everyone cannot be overstated, and adding Alt text to your posts is a crucial step towards achieving this goal. By doing so, you not only improve the experience for people with disabilities, but you also show that you are committed to creating an inclusive and welcoming environment on Instagram.
For those who are new to adding Alt text, the Accessible Social Library provides an excellent resource for learning how to write and add Alt text on Instagram, as well as other social media platforms. With their guides, you can ensure that your content is accessible to as many people as possible.
Moving on to the second phase of Instagram marketing, it is essential to understand what influences the average Instagram user to follow you and buy from your business. A well-crafted profile, captivating captions, and high-quality content are critical factors that can make your brand stand out.
Your Instagram profile is often the first impression potential followers and customers will have of your brand. Therefore, it's essential to make sure that your profile is complete, visually appealing, and accurately represents your business. Additionally, captions provide an opportunity to showcase your brand's personality and values, which can help build a connection with your audience.
Finally, creating high-quality content that resonates with your target audience is crucial for building a loyal following and driving sales. By understanding your audience's preferences and interests, you can create content that is not only visually stunning but also provides value to your followers.
In conclusion, while Alt text may not have a significant impact on post-performance, it is essential to make your content accessible to everyone. Additionally, creating a strong Instagram profile, captivating captions, and high-quality content can help your brand stand out and attract new followers and customers.
Instagram Profile Optimization
Crafting a better Instagram profile can be tricky, but there are a few things you can do to make sure your profile stands out and encourages people to follow you. First, it's important to remember that your Instagram bio should be short and sweet, but also informative. Instead of simply explaining what you post, it should explain what you or your business does. Additionally, it's a good idea to include a call to action (CTA) to guide your profile visitors to a website or your creator services.
Secondly, utilizing Instagram Story Highlights can be an effective way to showcase important moments and phases of your business or creator journey. This can help your audience feel more connected to you and your brand by sharing your past successes and experiences.
Finally, your feed branding is critical. Your feed should represent the style or aesthetic you want to be known for. It doesn't necessarily need to be a mix of colors or have the same color scheme throughout every post. Instead, focus on using your feed to convey your brand messaging. Take some time to review your last 5-6 posts and make sure they accurately represent your brand and the message you want to send to your audience.
If you're unsure where to start with branding, our marketing team and our graphic design team will work closely with you to create a marketable and progressional brand that captures audiences and conveys your business's vision and company's culture.
Instagram Captions to Get Comments (+More Engagement)
It's not uncommon to come across Instagram posts that hold value, yet the comment section remains silent. The reason for this is that the post may lack conversational values such as storytelling, relatability, and context. In order to increase engagement and have people buy your products, you need to master these three elements.
Firstly, storytelling is a powerful tool to get people engaged. Crafting captions with a storyline takes practice, but it can significantly improve your engagement rates. Marketers have developed various frameworks to utilize storytelling in their Instagram captions. To learn more about this, you can check out my previous post on the topic.
Secondly, it's important to nail consumer research and know what your audience can relate to. This can help you craft engaging captions for giveaways, offers, and regular posts. If you don't have much time to do the research, you can track industry-wide trends that are bringing the most engagement and write relatable captions about them.
Lastly, context is essential for starting a conversation. You don't necessarily need to offer value, but you do need to bring up a topic that's worth discussing. There are many creators who don't post valuable content, yet they post about topics in marketing that people love to talk about. By giving context about a particular topic, you can get people to comment in Instagram captions.
Remember these three factors to get more engagement in your captions: storytelling, relatability, and context. By mastering these elements, you can create posts that not only hold value but also spark meaningful conversations.
Instagram Content Strategy
Developing a growth-oriented content strategy for Instagram requires a solid understanding of the fundamentals of content marketing. It is crucial to define your goals for marketing your business on Instagram in order to create an effective content strategy. Some common goals that every business has on Instagram are brand awareness, creating educational content, speaking about broad topics, and sharing your products in comparison to established competitors.
If you are already established on other social media platforms and want to expand to Instagram, you should focus on sharing product news, collaborating with influencers and other brands, and creating platform-exclusive content. This will help people follow you on Instagram as you are posting unique content that is not available on other platforms.
To generate interest and engagement, it is important to share behind-the-scenes content, testimonials, brand stories, and case studies. This type of content will help you to build a relationship with your audience and convert them into engaged followers.
For your customers, share content around exclusive deals, referral content, and “move to our email list” content to own that audience. If you did not collect emails during the purchase, this is a great way to get your audience to opt in.
While you can create content focused on one specific goal, most businesses try to create content that addresses all of these goals. A successful Instagram content strategy should include content that generates new engagement (brand awareness), connects with old audiences (warming potential buyers), encourages them to consider your product (product consideration), and informs buyers (post-purchase).
It is important to remember that while the fundamentals of content marketing apply across different platforms, the approach and execution must be tailored to each platform's unique audience and characteristics. For example, content that works well on LinkedIn may not work on Instagram.
Before you can begin creating content, it is essential to conduct content research on Instagram. You should study your peers, competitors, and other creators to get a sense of what works well on the platform. In my recent marketing report, I found that over 27% of marketers gain an edge over their competitors by tracking their content and progress.
Once you have a good understanding of the state of Instagram content in your industry, you can begin to focus on Instagram Insights, formats, and hashtags. Understanding your audience's behavior and preferences, as well as the types of content that perform well on the platform, will help you create more effective content and drive engagement. Captions and Instagram bios are also crucial components of your Instagram content strategy, as they can help your audience understand your brand and connect with you on a deeper level.
In summary, building a successful Instagram content strategy involves understanding the fundamentals of content marketing, analyzing the state of Instagram content in your industry, and tailoring your approach to the platform's unique characteristics. By focusing on goals, conducting research, and using Instagram Insights, formats, and hashtags effectively, you can create engaging content that drives growth and supports your business objectives.
Understanding Instagram Insights
To effectively grow your Instagram account, you need to track your analytics regularly. Start by opening the “Accounts reached” tab to see how many existing followers and new followers you are reaching with your content. Pay attention to how many existing followers you are reaching each week with your regular posts, as this can affect how many new followers you gain.
For Reels, focus on how many new followers you are reaching with your content. Unlike regular posts, Reels are automatically pushed to the Reels tab, so it's important to track how many new followers you are gaining through this feature. If you're not getting much engagement on Reels, consider testing new caption sets to encourage more engagement.
In terms of Stories, refer to the algorithm section to learn more about how to read the insights. Make sure to check the “Accounts Engaged” tab to see how many shares your posts are receiving. If your shares are low, you may need to work on your post's call-to-action (CTA) to encourage more shares.
It's also important to track your follower count and monitor how many people are following and unfollowing you each day. Don't worry too much about unfollows, as the interests of your followers can change over time. Remember, slow and steady growth is better than fast but inconsistent growth.
Take a look at the “most active times” section to see when your followers are most active. Instead of posting at the most active hour, try posting 2-3 hours before to maximize engagement.
For Post Insights, keep an eye on the “Home Reach” metric for each post. This will help you identify what type of content is resonating with your audience and can help guide your content strategy moving forward.
Finally, with the new Instagram Reels Insights, track the watch time on your videos. Ideally, you want viewers to watch your entire video, so if the average watch time is too low, consider making your reels more visually appealing and write attention-grabbing hooks.
In summary, tracking these important metrics every month can help you audit your Instagram growth and make necessary adjustments to improve engagement and reach more followers. If you need further assistance, consider booking an audit from an expert.
Comparing Different IG Content Formats
When it comes to content creation on Instagram, there are various formats to choose from, and each one holds its value. One of the oldest formats, the single image, was once considered dead as Instagram shifted its focus to reels and video content. However, in January 2023, Instagram's CEO, Adam Mosseri, announced that the platform would push every single format, not only reels.
The single-image format is perfect for influencers and brands to share one-off images like new product highlights, teasers, and behind-the-scenes looks. As image content requires a great first impression, it's essential to share content that stands out from the crowd. You can share Instagram single images in 1080x1080 px & 1080x1350 px dimensions.
Another engaging content format is Instagram carousels, which allow you to share more than one image. Brands and creators use the format to share storytelling or educational content, keeping users engaged and encouraging them to share the information with others. Moreover, if you skipped an Instagram carousel, Instagram previews your second slide of a carousel, allowing you to engage with content again. This means you have an increased probability of engaging with carousels than single images. Carousels can also be shared in 1080x1080 & 1080x1350 pixel dimensions.
In 2023, the most viral format on Instagram is Reels. While this format requires more effort than image content, you also get more engagement from it. Factors affecting reel engagement include transitions, video trends, and editing tools. While some people claim that editing reels within Instagram get more reach, Instagram's CEO confirmed that using other tools like Capcut doesn't affect your reach. However, creators and businesses may require different tools to edit their videos. To capitalize on your growth, you need to follow trendsetters and use the latest transitions and audio.
Creators and businesses also use the Instagram Content Series, a format not specific to Instagram, to engage their audience. They create 3-part Instagram content series on topics that resonate with their niche. This format results in more profile visits, as non-followers will engage with one of the parts on Explore or the reels page, then come back to see the next part and be connected with the whole series.
In conclusion, the choice of format depends on your content requirements and ability to create content in that format consistently and grow. Whether it's single images, carousels, reels, or content series, it's essential to stand out from the crowd and engage with your audience
Instagram Hashtags
Allow me to shed some light on the topic of Instagram hashtags, as it appears to be a source of confusion for many users. Hashtags on Instagram are essentially keywords that help users find the latest content on a specific topic. When users search for a particular hashtag, they are directed to a page that displays all the content associated with that hashtag. From there, they may even choose to follow that hashtag to receive similar content in the future, thereby increasing engagement.
Many people wonder whether there is a specific algorithm for hashtag ranking on Instagram. The answer is that according to Instagram CEO Adam Mosseri in both 2020 and 2022, there is no such algorithm. The only factor that affects hashtag ranking is engagement. The more engagement your post receives from your followers, the higher it will rank on the associated hashtags. Therefore, it is essential to make sure that the hashtags you use are relevant to your post's topic to ensure maximum engagement.
One frequently asked question is how many hashtags to use in an Instagram post. The answer is that the number of hashtags is not significant. Research conducted by various SMM tools has shown that using six hashtags versus thirty results in only a 1% difference in engagement. What matters most is that the hashtags you use are relevant to your post's topic and rank well on the associated hashtags.
In conclusion, the argument surrounding Instagram hashtags is somewhat overhyped. The key is to understand what people search for on Instagram and use hashtags relevant to those queries/keywords. With this knowledge, you could potentially manage your business's Instagram account or even consider firing your current manager (no hate intended - they deserve their job!). Lastly, implementing Instagram growth strategies is crucial in expanding your audience, but that's a topic for another day.
10x3 Strategy
Here's a strategy that can help you build a solid network of creators and gain consistent engagement on your posts. It involves finding and engaging with creators from different levels in your community. By doing so, you can grow your own audience and improve your content strategy.
First, start by identifying 10 established creators in your community. These are the creators who have already built a strong following and are seen as authorities in your niche. Engage with them by leaving thoughtful comments on their posts and sharing your insights. By doing so, you can get noticed by their followers and potentially gain new followers yourself.
Second, look for 10 fast-growing creators in your niche. These are the creators who are gaining traction and are quickly building their audience. Follow them and study their content strategy to understand what works and what doesn't. Engage with them by leaving comments and sharing your thoughts. By doing so, you can learn from their success and apply it to your own content strategy.
Third, find 10 creators at your level. These are the creators who are in a similar position to you in terms of audience size and engagement. Engage with them by leaving comments, liking their posts, and sharing your thoughts. By doing so, you can build a supportive community of creators who can help each other grow.
By engaging with creators at different levels, you can build a solid network of creators who can help you grow your own audience. The established creators can provide exposure to their followers, the fast-growing creators can inspire you with their success, and the creators at your level can provide a supportive community to help each other grow.
Pinterest Sharing
One of the most popular strategies for increasing traffic and engagement on Instagram is to share your content on Pinterest. This tactic has been around since 2017 and is still effective today. There are two main ways to execute this strategy, each with its own advantages.
The first way is to create a Pinterest account and connect it to your Instagram profile. This will allow your Instagram posts to be shared on Pinterest automatically as soon as you post them. While this method can result in some traffic acquisition from Pinterest, it may not be as effective as the second option.
The second way is to manually share your Instagram content on Pinterest. This approach takes more time and effort, but it can also yield better results. By posting your content manually, you have the ability to add keyword-specific titles and descriptions, which can increase engagement on Pinterest and help drive traffic back to your Instagram profile.
Additionally, creating dedicated Pinterest boards for your Instagram content can improve the quality of the traffic you receive. By organizing your posts into specific boards, you can attract users who are more likely to be interested in your content and engage with your brand.
In conclusion, sharing your Instagram content on Pinterest is a valuable strategy for increasing traffic and engagement. While both automatic and manual posting methods can be effective, manually sharing your content with keyword-specific titles and descriptions and creating dedicated Pinterest boards can lead to even better results.
Guest Posts & Collaborations
One of the most effective ways to grow your presence organically on social media, and my personal favorite, is by utilizing guest posts. This strategy can be applied specifically to Instagram, where many accounts and creators are open to allowing others to take over their content feed and share their unique content with their followers.
By partnering with industry leaders and showcasing valuable content, you can not only increase your own authority but also expand your audience at the same time. Of course, finding the right accounts and creators to collaborate with may take some effort, but the benefits of this distribution strategy are certainly worth it in the long run.
Another effective strategy for increasing your visibility on Instagram is collaboration. With the platform's new feature, you can now officially partner with other creators to share a single post on both of your accounts. This cross-promoting strategy can help you create more awareness within your small circle of community, and frequent collaborations can lead to quicker decisions about following or working with you.
Overall, these strategies are powerful tools for growing your presence on Instagram and building a strong following. With a little bit of effort and creativity, you can leverage guest posts and collaborations to increase your visibility, connect with other creators and industry leaders, and ultimately achieve your social media goals.
Instagram Ads Strategy
It is important to note that using the "promote" button within the Instagram app is not the most effective way to run ads. Instead, it is recommended to use Facebook Ads Manager to create and target ads toward potential followers.
It is essential to understand that optimizing and creating converting campaigns for your business takes time and experience. Therefore, if you do not have a budget for testing different ad sets, it is highly advisable to hire an ad expert who can help you achieve the desired results.
On the other hand, you can enroll in Meta's blueprint course to learn the basics of advertising on Instagram and Facebook. The course provides you with essential knowledge about paid advertising on Instagram, and you will learn a lot from it.
After learning how to advertise your business on Instagram, the next step is to analyze your content and ad creatives to ensure they connect and reach the right audiences. It is crucial to create content consistently around your ad interests to keep your audience engaged and make them follow and purchase when they visit your profile.
To build a successful community on Instagram that never breaks down, you need to be consistent and engage with your followers. Consistently post content that resonates with your audience and responds to their comments and messages. This way, your followers will feel valued, and they will stick with you through thick and thin.
In conclusion, building a successful community on Instagram requires time, effort, and patience. By following the above recommendations, you can create a solid foundation for your business and ensure long-term success.
Consistency on Instagram
Defining consistency is not a simple task, as it is a state of mind that varies from person to person. However, it is important to note that the notion of Instagram consistency being equated with daily posting is a misconception.
It is crucial to understand that your followers are not solely consuming your content on Instagram. Instead, they are exposed to a plethora of posts, making it challenging for your posts to stand out if they lack value.
True consistency on Instagram is noticed when you provide value in every single post. By consistently sharing valuable content, you can establish yourself as a reputable source in your field, and your followers will admire your ability to provide consistent value.
It's worth noting that consistency is not only achieved by posting frequently but rather by exceeding your audience's expectations with every post. Therefore, the focus should be on delivering quality content rather than on the number of posts.
In summary, consistency on Instagram is not just about posting frequently, but about consistently providing value to your followers. If you focus on delivering valuable content that exceeds your audience's expectations, you will be rewarded with increased engagement and admiration from your followers.
Audience Interactions
Engaging with your audience through DMs and comments is a crucial element in your Instagram strategy. When you have more interactions with your followers, the algorithm recognizes that your relationship with them is stronger than that of other casual followers. This can lead to better visibility for your content and more opportunities for growth.
If you have a busy schedule, it can be challenging to be consistently active in your DMs and comments. One solution is to automate your DMs with the help of third-party tools like ManyChat. You can also take advantage of Instagram's built-in messaging features like FAQs and Saved Replies, which can be accessed through your account settings.
By using these tools, you can save time while still engaging with your followers and building stronger relationships with them. Just remember that genuine interactions are key to building a loyal following, so make sure to personalize your messages and respond to comments in a thoughtful and authentic way.
Instagram Broadcasts & Instagram Live
The newest feature on Instagram, broadcasts, is not available to everyone, but it is a significant opportunity for content creators to distribute their content without relying on algorithms. With broadcasts, you can share your content with your core audience and run community-specific events like giveaways. Giveaways are an excellent way to attract new audiences that might enjoy your content. By sharing the giveaway with your audience, they can also bring in similar audiences if you execute the giveaway correctly!
While I am sad to see that Instagram has given up on its live features, other platforms like Twitter, LinkedIn, and TikTok are giving live streams a considerable amount of visibility. These platforms have notification features and embed live streams into certain parts of social media feeds, allowing random people to discover you.
However, Instagram's live features only allow your live session to get discovered through your home feed and when you are live with other creators. Nevertheless, it would be best if you went live often on Instagram to interact with your audience. When you go live, people are more open and eager to ask questions, making it a great way to engage with your audience.
In some niches such as marketing, beauty, and fashion, your products get the most attention during Instagram Live. It helps you build transparency and connection with your audience, which is crucial in building a loyal following. So, take advantage of this feature to grow your audience and connect with your followers!
Instagram Trends Report 2023
Instagram publishes a yearly trend report which highlights topics trending on the app & how users are engaging with different forms of content. You can read the entire article here, but our team has created a summary of the report below: The 2022 Instagram Trend Report is a comprehensive guide that explores the latest trends, behaviors, and insights on the platform. The report is divided into six sections, each covering a specific area of interest.
One of the main themes of the report is the importance of diversity, equity, and inclusion in building an inclusive community on Instagram. The platform recognizes the need to create a space where everyone feels safe and welcome, regardless of their background, culture, or identity.
The report also highlights the rise of niche communities and subcultures on Instagram, which are reshaping mainstream culture and driving new trends. These communities are becoming increasingly important as users seek more personalized and authentic content.
Creativity is a major driver of Instagram's growth, and the report showcases how creators are using new features like Reels, Live Rooms, and Remix to push boundaries and engage their audiences. Instagram is also becoming an increasingly important platform for influencers, who are transforming the way brands connect with their audiences.
Commerce is another area where Instagram is seeing significant growth, with more and more users making purchases directly from the platform. The report highlights the latest shopping features and tools that Instagram is rolling out to help businesses connect with customers and drive sales.
The report also emphasizes the importance of safety and privacy on Instagram, outlining the platform's latest efforts to combat bullying and harassment, protect user data, and promote positive mental health. These efforts include new tools to manage unwanted interactions, as well as resources to support mental well-being.
Finally, the report highlights the growing importance of sustainability and the ways in which Instagram users and businesses are using the platform to promote environmental and social responsibility. This includes initiatives to reduce waste and promote sustainable living, as well as efforts to support marginalized communities and promote social justice.