From SEO to social media, algorithms including Instagram algorithm are sometimes what determine who really sees the content material you publish and who does not.
As these algorithms change, yesterday’s marketing tactics may change into less effective tomorrow. That is why your strategy on each platform must constantly evolve too.
On Instagram, in particular, simply posting on a regular basis with the suitable hashtags will not necessarily guarantee that your content material will always reach its intended viewers.
Instead, you will need to think about how you can work with the Instagram algorithm to shake up your method to Instagram marketing.
How does the Instagram algorithm work?
The Instagram algorithm dictates the order of the posts that users see once they’re scrolling via their feed.
Based on particular signals, it prioritizes posts, pushing the most relevant ones towards the top and giving them the most visibility, while other content material ends up being placed further down in one’s feed.
In June of 2018, Instagram released information sharing a few of the different factors that the Instagram algorithm takes into account when prioritizing content material in a user’s feed.
While it’s necessary to note that the Instagram algorithm is subject to change, these three main ranking factors that were singled out can still help inform your Instagram strategy:
- Relationship with the consumer. If a certain consumer has interacted with lots of your past content material, they’ll be more likely to see your future content material. This makes continual, repeat engagement on your posts essential for building loyal viewers.
- Interest the consumer has conveyed. This signal is based on whether the consumer interacts with other, similar posts and accounts. Customers who also engage with the same content material are more likely to see your own posts.
- Recency of the post. While the easy chronological Instagram feed is a thing of the past, timeliness is still related. More recent posts will be favored and pushed to the top of the feed, while older posts will show up a bit further down.
There were also other, more common issues that Instagram shared, which you should make note of:
- If customers follow lots of accounts, you’ve got more competition for the top spot in their feed.
- If customers either don’t spend a long time on Instagram or don’t open the app that usually, you decrease the odds of having your content material seen when you aren’t in one of the very top slots.
- Enterprise profiles on Instagram aren’t immediately at a disadvantage in terms of organic reach compared to personal accounts.
Now, you could be wondering what all this means for your own Instagram advertising and marketing strategy. So let’s check out some of the different ways you may adapt your method to reach more of your clients.
Concentrate on relationships, not just reach
Viewers loyalty and continual engagement from your followers is now more essential than ever, particularly since it could earn you one of the top spots in their feeds.
Some methods to create these relationships with your content material include:
- Prompts that encourage customers to share their thoughts and provides you a chance to begin a conversation with them.
- User-generated content material about your brand that your followers have posted. This not only inspires more UGC, but customers could tag you in their posts and further increase your digital footprint on Instagram.
- Engagement-building posts, like tag-a-friend posts or Instagram contests that encourage customers to comment.
However, it’s essential to think outside of your own posts when you hope to find your clients on Instagram. It is a social network, after all.
Comment on posts from relevant users and brands
You may also engage with customers on their posts to construct relationships outside of your own content material by leaving interesting and involved comments on content material from potential clients, relevant influencers, and related businesses.
Posting first on larger accounts which have plenty of followers might help get your comment (and thus your profile) more visibility too. Think about accounts that your target audience is likely to follow, follow them, and join the dialog.
When doing this, be genuine and add worth. Don’t try to just look for opportunities to get in a public sales pitch or leave generic responses. Show your brand’s personality and engage in a meaningful method.
Fashion Nova, for instance, could be regularly discovered in the comments on posts by rapper Cardi B, among other influencers, where they get a fair bit of exposure and the chance to construct relationships with their target audience.
You may even choose to get notified of new posts for particular accounts so that you can comment early on, growing the chance that it will be seen because of the Instagram feed’s concentrate on the recency of posts.
To do that, you should be following the account first. When you do that, click on the three dots located in the top right-hand corner of the app and tap “Turn on post notifications” to begin receiving push notifications as soon whenever they publish a new post.
Post when your followers are most active
Since recency is still a factor in where your content material ends up in your followers’ feeds, use it to your benefit. Getting a surge of engagement when the post first goes live doesn’t hurt either, and will show Instagram that it’s a post that more of your followers want to see.
To reduce the potential of every post, try to have your content material go up during your peak posting times.
Discovering your peak posting times could take a little bit of trial and error, however, a great place to begin is in your Instagram Analytics report, available to all Business profiles in the mobile app.
When you click on the Viewers tab in your Insights and scroll all the way down, you’ll see a small section displaying you when your followers are online. You may view this info by days of the week or by the hour on particular days.
You’ll wish to check out particular posting times to see what really works greatest for you. Maybe posting right before a big surge of exercise will work best for your account, or perhaps you’ll discover that it’s better to post right after a surge begins.
Respond to comments while they’re fresh
Have you ever noticed lots of other business profiles responding to as many comments as possible on Instagram?
This creates social proof for your content material, growing your comment count while also encouraging further replies. However, it also boosts your chances of getting more engagement while your post’s potential reach is at its peak.
Responding to a comment may also encourage follow-up comments from the original poster, even if it’s just a “thanks” for answering a question. In some instances, although, this could jumpstart a conversation, providing you with significant engagement that will help the reach of this post and future posts, too.