Instagram allows brands to simultaneously scale and individually hone in on engagement opportunities with fans. However, breaking through Instagram's algorithm to ensure your followers see your content can be challenging. This week, we discussed best practices for reaching your intended audience on Instagram.
Pay Attention to Everything
Managing an Instagram account takes more than pretty photos. To ensure maximum visibility, maintain a content calendar and pay attention to every post variable including which types of images, captions and hashtags are most popular with your audience.
A1: @SproutSocial also having a laser sharp content plan, so that you know exactly when to post what! #SproutChat
- Fady Ramzy (@CyberZizo) October 12, 2016
@SproutSocial A1: People are drawn to images of other people, especially faces (and the eyes). #SproutChat
- Wilde Agency (@Wilde_Agency) October 12, 2016
A1c: Timing is everything. With the new IG insights feature & @iconosquare, you can see when your audience is most active. #SproutChat
- Kayla Chatkiewicz (@kaychatz) October 12, 2016
A1. That said, keep it high quality and STUDY YOUR ANALYTICS. You'll find how to win in your data #SproutChat
- Katy Elle (@KatyElleBlake) October 12, 2016
A1 agree with @michelletweet on NO HARD SELLING on #Insta. Top rule is reflect our culture & brand honestly. #sproutchat
- Linda Mann (@TalentExch_Biz) October 12, 2016
A1: Be reliable. Treat your content more as a lifestyle additive than just info. Make your audience feel something. #sproutchat
- Jeff Higgins (@AnnaMariaSocial) October 12, 2016
Uses Branded & Popular Hashtags
Branded hashtags tend to resonate better with an audience and can help any brand stand out among competitors. However, popular hashtags are necessary in order to increase reach and visibility. Get creative and find ways to join the conversation when a popular hashtag is directly related to your brand. Don't forget to rely on go-to's such as #TBT, #FridayFeeling or #TravelTuesday.
@SproutSocial A4 Branded hashtags are good for branding & community building. Popular ones are good for discovery & engagement. #SproutChat
- Susan Whelan (@nolamaven) October 12, 2016
@SproutSocial A4: Depends on the platform, but go for popular, niche ones. (Ex:#communityovercompetition on Instagram is huge.) #SproutChat
- MyCorporation (@MyCorporation) October 12, 2016
A4: Pop. can be good fillers for relevancy + fresh content. Lovemark brands (@subaru_usa) have many #s their fans created #SproutChat
- Shannon Connor (@SconnorConnor) October 12, 2016
A4 Popular hashtags have a wider appeal. Trust me; I've done the legwork.Your own # is great for chats but popular # is optimal #SproutChat
- ShereeseM, MS/MBA (@ShereesePubHlth) October 12, 2016
A4: Branded hashtags will give you a more targeted demo, big tags give reach but not necessarily the audience you want/need. #sproutchat
- Jeff Higgins (@AnnaMariaSocial) October 12, 2016
Publish a Combination of UGC & Original Content
User-generated content (UGC) gives your audience a more intimate view into what your brand is really about. It showcases how your customers perceive your product or service and that perspective can be really impactful. Maintain an effective ratio of UGC and original content by sure noting within your content calendar what's owned and what you're pulling from your community.
A5: Consider what resonates with your audience. They'll let you know what they like! Just make sure your posts are relevant. #SproutChat
- Express Writers (@ExpWriters) October 12, 2016
A5 Gain a stronger relationship by sharing UGC, but keep your content as the highlight on your page & in user's feed #sproutchat
- Goodmanson Const. (@GoodmansonConst) October 12, 2016
A5 I like 50/50 too, like most interactions. #SproutChat
- Linda Mann (@TalentExch_Biz) October 12, 2016
Q5: In our opinion, no right or wrong way here but if you include lots of #UGC, you can really increase engagment ⤴️ #SproutChat
- Digital Fusion (@DigitalFusionHQ) October 12, 2016
A5 The split depends on the brand and audience. Some audiences respond better to certain content than others. Know your audience #sproutchat
- Jessica Lynn (@JessTheWriter33) October 12, 2016
Proactively Comment
A great strategy you've undoubtedly noticed is proactive brand engagement on your follower's posts. This is a great way to gain visibility without spending a dime. However, it does take a good chunk of time to do at scale. Make sure the profile of the post you're engaging with is someone who'd more than likely be interested in your brand because overdoing it will give you a bad rap.
@SproutSocial A6. I do quite a bit to come across as more personable & approachable. Also love commenting on IG stories! #sproutchat
- Laura 1G2C (@1Girl2Cities) October 12, 2016
@SproutSocial A6 If you want to build your community, engagement works. It has to be authentic (no bots!). #SproutChat
- Susan Whelan (@nolamaven) October 12, 2016
@SproutSocial A6: Engage with your followers, but keep it genuine. Don't go through + like all of their pictures like a creep. #SproutChat
- Wilde Agency (@Wilde_Agency) October 12, 2016
A6 if fans are using your hashtag well like those and commenting depends but if there are legit questions definitely answer them #SproutChat
- Tony Stephan (@OmnipoTony) October 12, 2016
See you next Wednesday at 2 p.m. CDT for #SproutChat. Join our Facebook group to stay posted regarding topics and discussion questions. Want to discuss something specific with the community? Tweet me @Sprout_Sarah!
This post #SproutChat: Reaching Your Audience on Instagram originally appeared on Sprout Social.
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