Strategy: Platform Update, Instagram Best Practices 2018

TL;DR: When you post something on Instagram, it may only be exposed to 7 percent of your audience, meaning best-in-class practices for posting, community management and paid media are now more important than ever.

Caption Recommendations.

  • Share 15 unique hashtags that are relevant to the post using the Goldilocks Rule of Thumb: Not too broad (#TGIF) and not too unique (#HeckYeahItsTheWeekend)

  • Do not repeat the same hashtags on every post. This can get picked up as spam. Spam = Shadow banning.

  • Do not edit your caption 24 hours after posting. This could limit your visibility in the feed.

  • Do not delete your post and then repost it. Same reason as above.

Engagement Recommendations.

  • Respond to comments left on your post within 60 minutes.

  • Responses should be 4 or more words to count as an engagement.

  • Follow 5 relevant hashtags to increase visibility.

  • Re-target your engaged audience with sponsored content.

Utilize Instagram Stories. 

The more regularly your brand posts to Instagram Stories the more you’re giving your audience an opportunity to engage. The more they engage with your Instagram Story (views, direct messages, etc.), the more likely your engaged audience will see your organic content in their feeds.

Stay on-trend with these general platform updates.

  • Your Community Manager’s dream come true - You can now schedule Instagram posts through these third-party tools like Hootsuite and Later thanks to the new API changes to Facebook and Instagram – Can I get a hallelujah?

  • Welcome to the fam, Giphy - Stories now feature Giphy additions through stickers.

  • Shop ‘til you drop - E-commerce ads get a facelift making the platform more shoppable than ever.

  • New text, who this? - New Story fonts are here and allow for more unique variations to the platform’s storytelling abilities.

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