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A client of ours recently asked for some of our top recommendations for boosting organic reach and engagement on Instagram.

One of the first things we said was:

Instagram in 2021 is now really 4 apps in 1.

Those 4 “apps” consist of:

• Feed = single-image, carousel, and video posts that live on your page

• Stories = ephemeral, multi-frame, super interactive, and also the place where you go live (now with up to 3 additional people)

• IGTV = for longer-form video (quick tip: post via Desktop here)

• Reels = the newer, TikTok-esque feature that allows you to create short videos (more here)

While the traditional Feed is still more aspirational in nature (and shoppable if you’re an eCommerce brand), the other content types offer various user experiences—all with different resource needs for social media managers ranging from content creation, community management, and more.

For each experience, you must consider a different strategy: what, when, and how often to post.

And as each feature gets tweaked overtime with even newer subfeatures, it’s important to continually tweak your strategy to account for those new opportunities.

8 Tips for Instagram Marketing in 2021

Below are some of the top tips we can offer right now.

1. Leave 24-48 hours between feed posts. The algorithm favors what's new, so the time in between gives each post a fighting chance.

2. Hone an effective mix of hashtags. Use a mix of brand (#UpWest), product (#PeplumTee), trending/seasonal (#summeroutfit) and differentiating (#sustainableswimwear)

3. Vary your media types/post types as much as possible. Your account should make use of single-image, carousel, and video. You should also have a mix of photos, graphics, live videos, and more. This will maximize your ability to engage your audience. Crucially, it will also help you reach a wider variety of people (vs. the followers who only engage with single-image posts).

4. Encourage content saving. Instagram allows users to save (aka “bookmark”) posts in a private tab for revisiting later. This is a bit of a secret engagement metric that gets factored into how effective your posts perform in the Feed algorithm, so be sure to monitor the “saves” in your business dashboard. Consider publishing content that people will want to save, whether it's a specific item that's on sale or multiple items to complete a look/outfit

5. Jump into the “info-social” trend. Text-based posts have become a popular way to stand out with educational content (think product explainers or highlighting company give-back initiatives).

6. Jump into the low-fi video trend. Videos with a more DIY feel are trending as brands realize the opportunity to be more user-like and authentic.

7. Reward users with “drops.” People LOVE to be the first to know, or the first in line for something that is limited. Even better if you collab with an artist/influencer.

8. Make use of behind-the-scenes opportunities. A “BTS” video can be a highly engaging way to bring users into your world as much as possible. Think about a “making of” video, a carousel post of the steps toward a finished product, or the end of any journey (e.g. just the finished product).

One final (bonus!) thought:

Remember that the best social media strategies focus on creating community around your brand. With that in mind, remember to:

• Ask for engagement whenever possible (e.g. “send us a DM,” comment with an emoji, answer a Stories poll)

• Follow the users who follow and engage with you

• Search hashtags for relevant people with whom to follow and engage

What did we miss? Let us know on LinkedIn!