I don’t claim to be an Instagram guru. I haven’t cracked the algorithm. But, a growing number of people keep telling me that I’m good at Instagram. So I’m sharing all my “secrets.”
1. Don’t post on Instagram, don’t even get a business Instagram, until you’re ready to launch!
I wish I had waited a few months because it was difficult to gain any notice with crappy work. I had just started photography and though I needed to start advertising on Instagram, but I shouldn’t have put in the time posting before I had a good grasp on my style of photography and niched down.
Once you post, you start feeling the pressure to keep showing up and grow the account. But if you don’t have a plethora of content to post, then it becomes an extra task to just generate content. Wait and make sure you have posts ready to go.
2. Hashtag strategically.
Don’t use hashtags that already have millions of uses. (#blessed) Your content is going to get lost under bigger accounts using that hashtag. Instead, find smaller hashtags (typically between 50k and 200k) that are in your niche. When I first started, I kept a list of them and made sure to rotate between what was applicable.
-I’ve seen people comment their hashtags instead of putting them in the caption. I’ve never done it. I have no idea which way is better.
-I’ve also heard not to copy and paste your hashtags in because Instagram can tell that you didn’t type them. I have no firsthand evidence for or against this.
3. Don’t be afraid to fail because the algorithm actually has your back.
When I first started, I hated the algorithm. The algorithm was what was keeping me from being Insta-famous and charging €2000 for mini-sessions. Bad algorithm.
But now I view the algorithm as a crap-filter. If I post a shitty reel, then the algorithm will realize it’s bad because no one finishes it, and it will stop showing it around and embarrassing me.
The algorithm keeps you from making a fool of yourself. We like the algorithm.
4. Branding still matters.
Your brand colors and your general vibe should be very apparent from your main grid. Even the music you use should reflect your brand. The highlight bubbles are really effective for adding your brand color. You can also keep a photo of your brand colors to use for text on teels. (Just add it to the reel, swab the color, and then delete the image.) For reels, I would stick to one text color, because the “real-life” videos that usually perform best probably aren’t “on brand.”
I need to be able to judge within seconds of landing on your page if I want to keep seeing this content. And if you’re using too many colors or there’s no “aesthetic,” then I’m less likely to stick around.
I’m really, phenomenally, horrible at this. My brand colors are vaguely light brown and lavender. But I use the pink text all the time. I have baby blue on my website. I need to fix it, really. Maybe when my youngest starts school, but something is better than nothing!
5. Post consistently.
Decide what fits for you and stick to it. Don’t post every day for a week and then disappear for months. Once a week is great if you’re busy. If you’re too busy to post because it takes you a long time to make a graphic in Canva, then don’t do Canva graphics. Pick an aesthetic that’s easy for you to produce on the fly.
6. Figure out if you even want to go viral.
I spent time trying to make my photography reels go viral, but how does it really help me if 200k people in Ohio see my reels if they never visit Amsterdam? And I really don’t do a ton of tourist photography either, I mostly work with people who live here in Amsterdam.
So I don’t waste time going viral with my photography reels. I mostly post on stories. The common advice is “don’t share your lunch,” but if I have a quick and easy dinner recipe that my kids actually eat, then I’m sharing it on my story because my clients are also moms who would be interested in that. (I don’t share that content on my book editing Instagram.) When my living room is horribly messy, I share that too. Because I want to see more messy living rooms on Instagram so I can stop feeling so badly about mine.
I do, however, waste time going viral with my book editing account, @simsawyersediting. I can edit remotely for anyone in the world, so making quality reels that get a fair amount of views is worth it for me. I started the account last May and have gotten nearly 900 followers from reels alone. And I hardly follow any of my tips on that account. It’s a hot mess, but that’s all I have time for right now. Again, something is better than nothing.
7. How to go viral:
I could go into depth on any of these, but here’s the short list: use good lighting (near a window), have a good hook (visual hooks count too), be entertaining or genuinely helpful, make it personal, and have fun. (This is free advertising! Yay!) I have an English degree, so waving around popular fantasy books and sharing my observations has been a very successful strategy for growing my editing account.
And I’m not consistent with my editing account, but I’ve noticed when I start back after a pause, my reels will have 300 views. Keep posting. It’ll get better. I’ve had a reel sit at 5k for a while and then go up to 160K when another reel took off, and then all my reels started going up as well. I still have some at 300 views. Just keep trying and learning. Consistency really is key. Don’t get discouraged and quit.
8. Don’t do these things:
Don’t follow-unfollow. Apparently your account will get punished for it and will never grow. And it feels icky.
Don’t sell all the time. It’s boring. Instagram is for entertainment and connection! You have to entertain and be helpful. And inspiring! So be real, but not a downer.
Don’t immediately follow all your friends and family to get your follower count up. My friends and family don’t follow my book editing account (except a random cousin who found it because a reel I made went viral) and it usually outperforms my photography one because all of my followers are active and engaged with my content. My uncle Craig from Alabama does not care about fantasy books, and he will not like or comment on my reels about active vs passive protagonists, so I don’t want him in my follower count messing with my engagement rate. Don’t block all your family from your business account, but don’t encourage them to follow you just because you’re family.
9. Do make friends!
Do engage with other accounts! Only posting and ghosting is like standing in an empty field and being upset because no one is talking to you. If you genuinely like someone’s content, tell them! Don’t be shy! But don’t be fake either! If you see someone you want to connect with, then just reach out.
Be sure to reply to all comments in a timely manner. If someone is interacting with you, appreciate them!
10. Keep it real.
Don’t worry about putting on make-up or having your hair fixed or wearing the perfect outfit every day, unless that’s your business. But maybe you want to share that even though you are great at these things, you still love some comfy yoga pants!
11. Remember you’re not an influencer!
I think because we see this type of content a lot, it’s easy to think we have to produce it. But you don’t have to film yourself pretending to wake up or take us through your whole day to grow your account. You can stick to your niche and just get creative sharing 85% about your business and 15% about other things that are important to you.
I mostly share photography things, but I also share about postpartum anxiety, or growing up half Indian and half white, or just baking cookies, which I absolutely love! It’s not food-blogger aesthetic, it never makes it to a reel or the grid, but it’s me!
12. Make the most out of personal branding.
If you’re using personal branding, if you’re an artist or even an accountant, make sure your name is in your bio! Connection is important. I don’t want to connect with “pretty purple grid,” I want to connect with YOU, the amazing woman who is passionate about her field and also has a life outside of that and feels like a friend (and who also has a pretty purple grid). (It’s like falling in love, right? You’re initially interested because you’re attracted to the aesthetic, but you stick around because of all the little things you connected with.)
In the same vein, make sure you have your headshot and a caption about why you’re in this business pinned to the top of your grid. My top posts are always photos of me because I get to talk about why I do this job and how I view motherhood and my own experiences. This is what people who land on your page will click on first, this is what they will follow you for.
Show your face. Tell your story.
I hope this has been helpful! If you need extra help coming up with specific content for your business Instagram, I’ve been thinking about offering one on one consultations, at least until cherry blossom season starts mid-March! I can help you come up with your brand pillars, walk you through high-performing reels, optimize your bio, define your ideal client, and plan content that fits your routine.
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