💌 Share what you’re proud of
We all know about the infamous Instagram algorithm, but it shouldn’t be about trying to crack the code to get the most likes. Instead, we recommend posting what is authentic to you; what you’re proud of and demonstrates what you want to do more of.
Make the most of what you’re comfortable with: Are you ok with being in front of the camera? Why not talk your followers through your process? Prefer letting your work do the talking? How about sharing the behind-the-scenes shots or finished photos of your work?
Then if your work is less visual, for example if you work with words or have a more behind-the-scenes role, there are always ways of sharing your work. Writers and journalists might want to post snippets of writing using interesting typefaces and colours, or screenshots of articles on coloured backgrounds. Producers could share clips from projects they’ve been a part of, with clear captions about their involvement.
🎨 Think quality over quantity
Sharing what you love is far more likely to produce better connections and outcomes than sharing what you think people want to see. This will also attract the right audience: people who are genuinely interested in your work and ethos.
This means that getting the attention of just a few followers you admire, or are relevant to your work, can be worth far more than hundreds, or even thousands, of more random followers – and the same goes for likes.
🖼️ Your grid doesn’t have to be ‘perfect'
In the past, Instagram has felt like a space for curated perfection, but in recent years we’ve seen it become a far more honest and open.
With that said, your content can be as curated or liberal as you like – whatever feels right for you and your work. And if you ever run out of ideas for things to share, remember to refer back to that list you made of the types of content you want to put out there (see step 1).
👍 Check it with a friend
Do you ever get nervous before pressing send? There’s no harm in sending your post to a trusted friend first for a second opinion. This might help you spot a mistake or even build your confidence. Consider posting work in progress too, this will remind you that not everything on Instagram has to be finished or perfect!
🛠️ Make the most of Instagram’s tools
Remember, the world doesn’t revolve around your grid (or main page). You can use Instagram’s other tools for various functions. That could be:
• Using IGTV to showcase interviews or clips
• Using Reels or Stories to share process, ad-hoc inspiration or personal updates
• Using Guides to produce your very own how-to
• Using the Shop to sell products
📈 Optimising engagement
Even though we’ve said it isn’t all about the likes and engagement (and we stand by this!), naturally it’s one of the biggest questions surrounding a platform like Instagram: Are there ways to make my posts perform better?
Using hashtags, tagging, caption mentions and sharing a Story of grid posts can all help others discover and embrace your posts. But if you want to take that a bit further, you can always do a bit of extra research, via platforms focused on tech and content. One example is Digiday, which has articles on how apps like Instagram function, as well as the latest features, like Reels or Guides.
Something to bear in mind is that consistency will have a big impact. If you take long breaks in between posts and don’t use the app in between, this will reduce engagement. Plus, interacting with other people’s content makes it more likely to come back to you.
And if you’re posting videos, the first few seconds count for a lot. So make sure those beginning moments hook your viewer in.