Thinking Outside the Square: A Guide to Success on Instagram
Pyxl Development
Pyxl Development
Instagram may seem like a fairly straightforward social platform, but its constant evolution means as marketers, our strategy and knowledge must constantly evolve with it. While some efforts, like posting high-quality photos, have remained the same, others, like how to show up in someone’s newsfeed, are becoming more difficult to master.
It’s no secret that markers and consumers, alike, aren’t exactly fans of Instagram’s algorithm. All we want is a good, old-fashioned chronological timeline. Until that happens, we all struggle to find our place in that algorithm. And as the old adage goes, if you can’t beat em, join em! Read on for some top methods to help you defy the algorithm to stand out on Instagram, from basic strategy to thinking outside of the box. Or in this case, the Instagram square.
Post the right photos
There are many ways to be successful on Instagram, but those won’t get you anywhere without mastering the basics. The bottom line for success on Instagram is to fulfill the point of the app: post photos that are unique, high-quality and relevant to viewers. The three components you need for a successful photo are detailed below:
- Unique Photography
No one wants to see the same stock photo for your website or somewhere else on social media. The best way to ensure your content is novel is through custom photography. Taking and posting your own photos provides content that is not only special but ensures your pictures are targeted to engage your specific audience. It also shows you care. Anyone can search iStock for two minutes. Your brand took the time to capture authentic images.If custom photography isn’t an option, try to select stock photos that are different and visually engaging. - High-Quality Photography
Beyond the subject of your photo, be sure your photos are the right size and resolution for Instagram. You don’t want an oversized photo that is chopped off when cropped to fit Instagram’s iconic square ratio or an undersized image that renders blurry.The square isn’t your only option either. While, yes, Instagram was traditionally a square-only kind of platform, they now offer sizing that accommodates portrait and landscape orientations.
Image courtesy of Dustn.tv - Relevant Photography
Technically appealing photos are only half the battle. At the root of success on social media is remembering that users’ social media behavior is narcissistic. They are on social media for their own entertainment and to engage them, the number one thing your photos need to be are visually interesting and relevant. To them.
Maximize exposure
Outside of posting photos, brands should use other Instagram tools like stories or live broadcasts. This not only maximizes your exposure, but keeps you top-of-mind with followers and gives you more opportunity to reach people with more (and different kinds) of content. The more people engage with your content, the more frequently you’ll be seen in their feed.
“Use Stories to tell an actual story. Tell stories about your product and services. It creates brand loyalty, which increases chances of a purchase and referrals.”
A few best practices when posting stories include:
- Create a visually interesting photo or video (in the first half of a second)
- Make the brand name visible
- Center it around helping followers (relevancy)
- Add a clear call-to-action
Stories should follow the same basic principles as posting photos on Instagram; at the core, they should be visually interesting and should feature topics that engage the interest of your specific audience.
Engage with followers
We’ve all heard the phrase “like for like,” and it turns out, this mentality can actually take you a long way on Instagram. By asking followers to engage with your posts—from average posts to special promotions, like contests—you not only bringing engagement to your post, but also increase the odds that it will show up in your other follower’s news feeds, over the life of the post.
“But due to the new algorithm, 70% of Instagram posts aren’t seen. Instagram’s new algorithm focuses more on past page engagement when choosing what content people will see.”
It’s also important to engage with your followers and other brands. Want to target a key influencer? Try following them and commenting on one of their posts before making your own for the day. Curiosity will lead them to your profile (and hopefully result in a follow)!
Schedule at the right time
Last but not least, putting the right content in font of the right person at the right time is the key to success in all marketing. Instagram is no different. It’s important to find the time that your audience is most engaged. Sprout Social recently conducted a study on the best times to post…
Depending on your audience and the service or product you offer, this will probably look different for each of you. The best way to determine the perfect post time is to do a little research of your own—experiment with different times and consider what your user is doing while they’re on Instagram…are they at work…or sitting on their couch at home?
Although Instagram is a fun platform, quite a lot of planning and work goes into being successful there. We’re experts in digital, which means we’ve had some time to perfect our Instagram strategy. If you have questions about how to succeed on Instagram or want to talk to someone about creating a social media plan, don’t hesitate to reach out!
Updated: Apr 13, 2022