Instagram is owned by Facebook, but it attracts a greater percentage of younger users than its owners. Tik Tok recently surpassed Instagram as the ‘teen’s preferred platform’, but Instagram continues to compete with this and Snapchat.[26]
If you are just getting started with Instagram, this helpful how-to guide can show you the ropes.
What is Instagram for?
Instagram is built almost entirely around visual content, and it is one of the best platforms for sharing photos and videos.
Creating a good Instagram Bio
Your Instagram Bio is the description that sits under your username. This can be up to 150 characters and is your opportunity to explain what your group is and what it does. Use your Bio as a ‘call-to-action’ linking people to your other social media platforms, for example, your Facebook Page or group. Regularly check and update both your Bio and profile picture to make sure these are still relevant and engaging.
Using hashtags
Hashtags are often how people find content on Instagram, so using them is likely to get you noticed, just make sure that the hashtag fits the content well.[27] As with Twitter, be selective with your hashtags, only using those which are most relevant.
Followers 101
Aim to have more followers than people you follow… The real trick behind this is to have great content that people want to see, simple as that. Consistent, high-quality, and well curated stories are key. You can find new people to follow using the ‘suggested for you’ section of Instagram, or by searching for other organisations and groups.
Interact with your followers… As with Twitter, Instagram is not just about broadcasting. Consider using the 1-2-3 rule to get involved in the Instagram community. This means for every 1 photo you post, comment on 2, and like 3.[28]
If you have active followers who regularly like and comment on your photos, let them know you value them by replying, and even liking a few photos on their account. You can also ‘pin’ your favourite comments from other users.
You can tag Instagram users featured in your photos with an @-mention in your caption, or by using Instagram’s tagging functionality within the post.[29] This means they will get a notification about your post and may be more likely to engage with it.
Tagging your location in photos / stories can help find local followers and grow your community.
Content creation
Instagram is all about visual content, so pick your photos wisely. Ask yourself, “who is my target audience and what do they want to see? Which of my photos has got most attention and why?”
Instagram Stories… these are photos and videos that vanish after 24 hours. Creating regular stories is a good way to get more followers. Stories offer a range of features that give your followers an opportunity to interact with you, for example, via polls, questions, and chat stickers.
Hootsuite provide 32 hacks for engaging and stand out Instagram stories here.
Instagram highlights… stories disappear, but highlights do not. You can pick your best stories to become your highlights. Think about this as presenting a snapshot of what your group is all about. Pick your pinned stories carefully, this is what followers see when they visit your profile. A few well curated stories are far better than 100s of random ones.
Caption tips
Instagram allows captions to be up to 2,200 words, which is a lot! This means if you want to tell a story you can, though you may not want to provide your audience with an essay every time. Try to put the most important words at the beginning of your caption, this is what people will see
before clicking to see more. You could use a question as your caption to start a conversation in the comments.
When to post
As with every social media platform, it is a good idea to spread out your posts on Instagram, rather than post lots at one time, then nothing for weeks. Consider preparing what you will post, and when, using your social media content calendar (as explained earlier). As with Twitter, getting the balance right is key – post multiple times a day and your followers could be overwhelmed by content, but post very irregularly, and you may lose followers over time.
The best time to post on Instagram is 11:00 AM on Wednesdays[30], and generally weekday mornings.
How Often to Post
- Minimum: Once a week
- Better: 3 times a week
- Optimal: Once or twice a day
- Avoid: Sharing a bunch of posts in quick succession or disappearing for weeks at a time.
Instagram Insights
Instagram has analytics tools available, including data on impressions for each post, reach, engagement, and top posts. You can find demographic information about your followers, such as gender, age, and location.
Footnotes
- Paige Cooper, Hootsuite (2021), ‘All the Social Media Apps You Should Know in 2021’. (Return to reference [23])
- Brent Barnhart, Sproutsocial (2021), ‘Social media demographics to inform your brand’s strategy in 2021’. (Return to reference [24])
- Brent Barnhart, Sproutsocial (2021), ‘Social media demographics to inform your brand’s strategy in 2021’. (Return to reference [25])
- Brent Barnhart, Sproutsocial (2021), ‘Social media demographics to inform your brand’s strategy in 2021’. (Return to reference [26])
- Dan Price, Make Use Of (2020), ‘New to Instagram? 10 Top Tips for Newbies’. (Return to reference [27])
- Dan Price, Make Use Of (2020), ‘New to Instagram? 10 Top Tips for Newbies’. (Return to reference [28])
- Christina Newberry, Hootsuite, (2021) ‘How to Get More Followers on Instagram (the Real Way)’. (Return to reference [29])
- Paige Cooper, Hootsuite (2021), ‘The Best Time to Post on Facebook, Instagram, Twitter, and LinkedIn’. (Return to reference [30])
