Instagram isn’t an impossible platform to gain traction in– although it can certainly feel that way without the right tactics. If you follow and commit to these steps in 2021, you will experience growth in your reach and engagement.

Let’s get into it!

There is no “beating the algorithm”

This term is mentioned by social media gurus about as frequently as it rains on the streets of London, but it just isn’t true.

Yes, there is an algorithm. Its job is to provide users with content they will enjoy so they stay longer on the platform and watch more ads.

That’s it.

It’s not out to get business accounts or show your post to only 10% of followers unless you pay to boost it.

Saying that, although we can’t beat the algorithm into submission with a stick – we can use the algorithm in our favour. We have to be focused and tuned in to what our audience is seeking. That means recording weekly stats and analysing what had your followers commenting, liking sharing. Monitoring which posts increased your brand’s reach. Analyse your competitors – observe when their account is experiencing a spike in growth and find out why.

The better your content engages your audience, the more the algorithm will push it out.

Engaging

Before even discussing how to create quality content for your brand – here’s a trick that so many businesses miss. They don’t do the engagement work.

Time each week needs to be committed to reaching out – it’s rare for posts to go viral and a business to gain thousands of followers overnight. However, although the rate of growth is slower this way, it’s much more steady and reliable. Take the time to comment, like and share content from those with a potential interest in your brand. Be genuine and try to make comments at least five words in length.

Here is what other articles won’t share; they want content marketing to appear very glamorous and feed-focused.

However, the behind the scenes graft, such as engagement, that will make your posted content far better received. You’ve done the work, built and maintained the community, and these people are far more likely to interact with your content.

Create snappy video content

Instagram rushed out its additional video features – reel, guides, and IGTV– to keep followers who are migrating to TikTok. With each update, functionality improves, and marketers are getting more of an insight into how people are using these features. We’ll look at the four main video formats with tips on how to make an impact:

Reels

Use the tools available in the Reels uploading process:

• add text (do this!),
• music (also unless speaking, throw a song in the background),
• filters and effects.

That being said, creating a reel is simple – it’s making an engaging one that’s the trick. The key is to find content that’s sparking conversion on social. Create a unique slant adds value and entertainment. Also, showcase the exciting parts of your business, offer sneak peeks of secret projects.

Feed Video

While a reel is set in portrait mode (1920px x 1080 px), feed video’s have the square dimnesions (1080px x 1080px) that’s classic to Instagram. Keep this in mind before shooting, as you might find it impossible to fit your video neatly into the frame.

• No need to use the whole minute – in fact, it’s better if you don’t. A Hubspot study revealed that feed videos that received the most comments averaged 26 seconds. Our brain processes visuals 60,000 times faster than text, making people scroll quickly through Instagram. Try shortening your videos to fit users’ expectations – less is more.
• Set a cover image – it’s easy to forget and is one of the last steps. You can do so while writing your caption. People will scroll right past the cover image if it’s a random, blurred frame from the middle of your video.

Stories

Stories are becoming more and more essential to a business. Some key elements to weave into your strategy:

• Consistency– it’s okay to take days off (you can announce the day before that you’re going for a #digitaldetox) but try to post 4-5 days a week and create a story arc on those days…
• Story arc– rather than posting random images throughout the day, instead post a couple of subsequent posts that tell a story. This method is far better for story retention and feels more experiential and meaningful for the viewer.

IGTV

IGTV has the lowest engagement and views compared to the above features, and it’s no wonder why. Social media users are consistently looking for short, snappy, shareable content. HOWEVER, there is one exception: Lives, ESPECIALLY Lives with guests. These are great for exposure as both your audience and the guest’s followers can tune in and watch– you can also save this to your IGTV.

Research your competitors’ strategies

Not just what competitors are positing, but also how often and what times. Inspect their captions, how they reply to comments, who’s liking and engaging with their posts.

This doesn’t mean to copy-cat everything your competitors are doing – that way, your brand will always be one step behind and also would detract from your own brand identity. Instead, be a critic – what’s working well for them and what isn’t. That helps to take the guesswork out of what will perform for your business on the platform.

Captions

Here’s your chance to encourage participation, and communicate a compelling CTA (call to action) is the path to engagement,

Get your comments section busy by exploring a topic that matters to your audience. Value their input– respond to comments with thought rather than just planting in a few love hearts.

User-generated Content

Make user-generated content a pillar of your content marketing.

Why?

UGC has a 4.5% higher conversion rate on Instagram.

Create exciting campaigns and giveaways to get your followers involved. Request that they tag your account and maybe use a specific hashtag to gain reach for your brand. Be sure to reshare this content! You have a strong testimonial at your disposal here.

With so many brands vying for Instagrammers time, the fact they made the time to create content for your brand shows that they trust and align with your business.

If you’d like to create video content that is expertly crafted and tells a strong story – you can contact us at Videoworks here.