What's Instagram’s Algorithm? #3

This is the third post in a series about Instagram’s algorithm. You can read session 1, here and session 2, here.

As I wrote in the previous posts, I’m not a social media strategist. I’m a marketing strategist who, among other things, can help professionals determine which social media platform is best for their needs - Linkedin, Facebook, Instagram, Pinterest, etc. Then I can help curate content that speaks both on my client’s behalf but also solicits authentic engagement from a target audience.

Lot of marketing jargon in that last sentence. But it’s important to differentiate that a social media strategist is more likely, for example, to help you accumulate that audience of 10k within 3 months on Instagram. And to even do that you’ll likely need to engage in a paid advertising campaign to push your ads - on any platform (I may also add that your presence online needs to be sharp before you bring 10k followers to your content - that’s also where I typically come in :))

So I continue to do the research so we can use a platform like Instagram without all the paid (or too much of it) advertising and still benefit. And I find the insight from Alex Tooby is both relevant and useful. I did, for example get an out-of state client using my Instagram account. As I write this, we’re currently working together on a monthly basis. Not to mention a number of old colleagues have contacted me via Instagram for work. A return on your Instagram investment is certainly a positive.

Image by Earvin Huang via Unsplash.

Image by Earvin Huang via Unsplash.

Alex’s backstory:

She studied digital graphics and design in college and when she started her own business in social media consulting out of Vancouver she worked hard to “figure out” the Instagram algorithm. Insta with Alex, one of her verified accounts has over 40k followers. Men and Coffee has over 400k followers, also verified by Instagram. Plus…she’s reached a $1 million in revenue via her online work. She’s Canadian so we believe her.

4 Ways to Increase Your Following Engagement in 5 Minutes

Session 3

Not all followers are created equal. Get followers who are actually going to support your goals and visit your website to buy what you’re offering. Attract the right follower, not just any follower (This goes back to defining your target market. Who is your ideal customer? Know this. Learn it. Take time to develop it).

Optimize your headline

This means toying with the first bolded line of your instagram bio. The Headline of your profile is searchable. Added keywords are needed to make your bio become searchable. And you must select keywords that will attract your target market to your feed. This Headline will show up in grey when your account appears in search results within Instagram’s search bar.

Right now? Your head line likely has your name or your company’s within it. But you should dedicate this Headline bio space to keyword placement. Add searchable terms to your Headline. For example: Architect Firm. This specificity to industry gives the account a chance to show up in keyword search for architecture. (Go to your profile and edit this bio, stat! Takes 1 minute to change)

 
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Engage with specific content and people

Go to ‘search’ within Instagram and toggle over to ‘tags’: (you must first know your target market) and type in a keyword that describes this target person: “independent business owner,” “interior designer.” The results will have ‘top’ and ‘recent’. Click on recent.

Here’s where you get to have fun. What catches your eye? Which image grabs you? Go in and like those images. Aim to find a few images within each account that you can like and maybe even write a comment.

Be genuine and just wander through images that are within this keyword search. This should be enjoyable!

You’re giving engagement and encouraging these people to visit your page.

(Alex does not mention this, but you can follow that tag. And that tag, which is relevant to you, will begin showing up in your feed. You won’t have to follow all the people within the tag, you can just follow the tag and use the same advice above - engage.)


Use Instagram Poll Features

To get more engagement, you need some to start with. You must encourage it.

Try taking advantage of Instagram Story features like polls, questions and quizzes. Ask people things that are relevant to what you offer and when people start participating in it, Instagram signals that people are interested in what you’re sharing and will share your content to those people again next time you share.

Only takes a minute or two to set up a poll or quiz! Additionally, this will give you some insight into what your audience likes. You could ask: do you prefer to see images of houses in the woods or do you prefer city scapes?

Be relatable and honest

Typically, people will read a caption to the end and may comment on something in which you’re being honest and raw. This is hard with a business profile - but if you present yourself as an individual, this is a major opportunity to be open. You may have experienced this before in pervious posts. Use that as encouragement to keep going. If you’re a business, you can tell a personal story related to your industry but doesn’t have to be embarrassing or revealing of your businesses weaknesses or shortcomings.

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You can watch Alex’s session 3, here. Approximate view time: 35 minutes.