You may have seen an increase of influencers and small businesses picking fault with Instagram’s latest algorithm updates, and in many ways, rightly so. Most people miss the majority of new content posted by the people they follow in favour of outdated posts and suggested accounts. Though this can be frustrating for businesses who rely on social media to build their online presence and increase conversions, there are ways to get around these new updates through strategic content optimisation and account interaction.
What is measured by the algorithm?
Before you begin optimising your content, it’s important to understand what Instagram’s algorithm measures and how as a business, you can ensure your content is seen.
- Engagement – how many people interact with your posts
- Is the content relevant
- How long is spent on each post
- How many times are posts shared through direct message
- Regular searches of your account
- Whether they are a follower of your account/frequent visitor/engager
- When it was posted
In order to beat the algorithm, businesses must work alongside it and ensure your content maximises your potential of being seen.
Post during active hours
As a business account, you’ll be able to see what hours and days users are most active. Think about commutes to work and lunch breaks – these are when people are often checking their social media accounts.
Attract with quality
Increase engagement by posting the best, quality content. Invest in a SLR camera for your business and take quality photos in good lighting. Mix up your content by using Boomerangs and videos.
Instagram stories and live videos
Live videos are automatically boosted by Instagram, often with an on-screen notification to your followers. They can then also be picked up by new users, increasing your following and engagement. It’s also a good way to stay connected to your customers.
Instagram stories is a great way to remind your followers of your account. They appear at the top of users’ feeds so are the first thing they see when entering the app. Create polls and conduct competitions to increase your engagement.
A surefire way to ensure your posts get seen is to post regularly at set times of the day. This will keep your account active, but will also allow Instagram’s algorithm to adjust to your set times, to the point where they and users expect your posts.
Account interaction is key
If you don’t have someone in-house to manage your social media marketing, hire a creative agency to do it for you. It is 100% worth it. The best way to increase engagement and keep your followers happy, is to interact with them. Respond to comments and direct messages. Apply hashtags to your captions to increase search and interaction. Take part in current trends and use popular tags so that people can discover your posts.
Although there are no defined set of rules to winning with Instagram’s algorithm, by following the above you are more likely to be seen and increase the engagement with your posts.