Instagram offers great advertising opportunities for companies – it has become one of the most popular social media channels ever. In 2020, Instagram had 15.6 million daily users in Germany. Experts predict a significant increase in the coming years. Reason enough to take a closer look at the topic is because more and more companies are active on Instagram and advertise their products there. For this to work profitably, the range is crucial. In this article, you can read how you to increase reach on your Instagram with effective measures.
How will Instagram’s algorithm work in 2023?
To increase your Instagram reach, you should understand how the algorithm works. Because this is significantly involved in the reach of each page. He decides which users get to see which posts. Similar to what you may know from other algorithms, Google is a good example here, Instagram’s algorithm can change from time to time.
However, the basic functions will probably not change any time soon. Instagram’s algorithm controls what content users see in their feeds and what they don’t. It checks which content has the greatest added value for a user and shows it prioritized. Of course, the focus is on the user. The algorithm analyzes interests and habits and tailors the feed accordingly. This is to offer the best possible user experience.
This system was introduced in 2016: Posts are no longer displayed in chronological order but are based on the interests of the users. You may also know it from Facebook, where the same principle is used. The simple reason behind this is to keep users on the platform for as long as possible. If your post contributes to this, Instagram will reward you with a higher reach.
Which signals are relevant for the ranking?
Many small factors increase the Instagram reach of your page and your posts. As with other channels, there are also some basic rules on Instagram that you should follow. This doesn’t always work the same way – you must keep an eye on the feedback from the platform and your users and adapt your content strategy accordingly.
Timeliness of the posts
Since 2018, it has been clear that Instagram shows its users newer posts first. Many users are still demanding to see the posts in chronological order again. For you as an entrepreneur, this means that you should adapt to the habits of your followers and your target group.
To find out when they are most active and have more time to look at your posts. You can either observe this unaided by posting at different times on different days, or you can use a special tool to determine this.
Keep in mind that there are often significant differences between weekdays and weekends. On Saturdays and Sundays in particular, many users are more active and at different times. Be sure to factor this into your social media strategy.
Interactions
The Instagram algorithm not only prefers newer posts but also posts from accounts that experience a lot of interactions. These are, for example, comments and likes, activated notifications or interaction with your story. Instagram then assumes that the other account is close to you and that you would therefore like to see the posts.
This is one of the reasons for the new display mode. According to Instagram, users previously missed many posts from related accounts. The new feed has of course changed that.
Relevance
To offer users the best possible user experience, the posts should be tailored to the interests of the users. To do this, Instagram analyzes the interests of a user and shows them other posts in the feed that match them.
Other social media channels take a very similar approach. If you regularly watch YouTube videos on the subject of SEO, you will probably encounter more posts about search engine optimization in the upper part of your feed.
What the algorithm cannot do
There are many myths and false assumptions surrounding the Instagram algorithm. Since we don’t know exactly how he works in detail, only speculation remains – and that doesn’t always lead to the right track. However, some assumptions have already been proven to be wrong.
Cast a shadowban
For a long time, it was assumed that Instagram used a shadow ban to hide content from users. Those responsible for Instagram have commented on the subject themselves and made it clear that the algorithm is not capable of doing this.
However, if you post too much and annoy your followers with spam, the algorithm will react. Because users can also actively report posts that they find annoying. Of course, Instagram sees this as a negative signal and can reduce your reach.
Prioritize corporate accounts
There is no direct correlation between reach and verified or company accounts. So Instagram does not favor any type of profile. All that matters is that your posts offer users good content and real added value. You can read how to do this in the next chapter.
There is no direct correlation between reach and verified or company accounts. So Instagram does not favor any type of profile. All that matters is that your posts offer users good content and real added value. You can read how to do this in the next chapter.
Tips: how you increase your Instagram reach in the long term
Now you know how Instagram’s algorithm evaluates and displays your posts. You can use this knowledge to sustainably increase your Instagram reach. This has the advantage for you that you reach more users and your advertising measures will probably be more successful.
Use hashtags skillfully
When you think of hashtags, you might think of influencers and bloggers who make their money from Instagram. But it is also extremely important for your company profile to provide your posts with suitable hashtags. A maximum of 30 hashtags can be set per post.
They are there to make your profile easier to find for users. For example, if a user is interested in online marketing, they can search for the hashtag and find posts with the appropriate tag. It is even possible to subscribe to hashtags and stay up to date on a specific topic.
There are a few things to consider when choosing the right hashtags – because of course, they should fit your post and your company. It is also important not to use hashtags that are too general. Because #happy or #health sometimes register several million posts a day. Your contribution will probably go under and not stand out from the crowd. Search specifically for hashtags that fit a specific topic and are not used by too many users.
It is also best to avoid hashtags like #like4like or #follow4follow. Of course, you increase the interaction with it, but this success is not long-term. Because the number of interactions is not primarily important to you. You want to make your company and your products better known and increase your sales. A blunt inflating of the follower numbers does not necessarily help you there. Plus, that clamor for interaction could seem off-putting and unprofessional to genuine prospects.
You have to find out for yourself how many hashtags you should use. Again, it can help to vary from time to time and observe the effect closely.
Publish your posts at the best possible time
As you learned above, Instagram users’ feeds are no longer displayed in chronological order. Experts also do not assume that he will return. So you have to adapt to the new requirements as best you can. And as we know, recent posts are preferred.
That’s why you mustn’t just publish your posts at some point. You should pay close attention to your target audience and find out when they are most likely to be online. No general statement can be made about this because every group of people behaves differently. The average worker is unlikely to be online between 8 am and 5 pm.
If your target group works mainly in the evenings or at night, the range will naturally shift. Keep in mind that there are also influences that can change user behavior. At the weekend, users are often active at completely different times.
Younger people can also be reached differently during the holidays than during the rest of the year. For successful online marketing, the general rule is that you should be as close as possible to the target group to be able to tailor your measures to them in the best possible way.
So you can try to empathize with a target person and exclude certain times. Then you should publish your posts at different times and see when the most interactions are achieved.
But there are also a variety of different tools that can help you with this. With special Instagram planners, you can not only plan your posts in advance but also use extensive analysis options. This way you will later have in black and white the times at which your posts get the most attention.
Post relevant and helpful content for your target audience
Instagram’s ultimate goal is to show each user the most relevant content for them. Because that way he stays longer on the platform and the advertising revenue increases. The algorithm, therefore, analyzes which content is particularly well received with which preparation and displays it in a prioritized manner.
If you want to increase your Instagram reach, you can take advantage of this system. To do this, you first have to find out which content is relevant for your target group. It is important that you offer your followers added value with every post. For example, you can put:
- Tutorials,
- Tips,
- Instructions,
- DIY’s and
- Recipes
The main thing is that you help your followers in some way. Popular hooks can also be the many curious “holidays” (Friendship Day, Cat Day, etc.), which are becoming more and more popular in the DACH region. Search specifically for events that fit your company, your products, or your brand. You also have the option of asking your followers specifically about which topic they would like to learn more about or have questions about.
Not only the content has to be right, but also the presentation. Whether text with an image, a video, or a post in your story – Instagram offers you a wide variety of options that you can adapt to the needs of your target group.
Interact with other users
Numerous companies and influencers are already successful on Instagram – this is partly because they actively collaborate and interact with other users. The more interactions you have, the greater your reach will be.
If your posts regularly get a lot of likes, then Instagram evaluates this as a key figure for a relevant and helpful post. Of course, this should also inspire other users and is therefore rewarded with a greater range.
You can influence this by tailoring your posts to interactions. To do this, ask a question in the text that your followers can answer. For example: “What color do you like the product best in?” or “How satisfied are you with your order?” You encourage your followers to interact with you and increase your reach with little effort.
In this context, your commitment is also required. Respond to the comments below your posts – this is where additional questions or feedback are often asked. Answer as many comments as possible. This will also have a positive effect on your reach. Here you can work with the system, stay online for an hour after your post and reply to your followers.
You should also keep an eye on other topic-related users and leave comments and likes with them. You draw attention to yourself and sometimes get one or the other new follower.
Post a video to increase Instagram reach
While Instagram’s algorithm isn’t an open book, we know videos aren’t prioritized in the feed. However, many followers tend to stop to watch a video. Since you should aim your content at your target group, this is an important criterion of user behavior.
Because if you watch a video, you will of course stay active for longer. Videos often last over 30 seconds, increasing the amount of time a user spends on your post. If you think about it further, this behaviour sends another positive signal to Instagram: Your post helps users not leave Instagram. A higher priority is therefore likely.
The question of all questions arises again: What topics should a video be shot about? Just posting any video doesn’t bring any value to your users and doesn’t help you increase your reach. The following are particularly useful for Instagram videos:
- product presentations,
- tutorials,
- DIYs,
- behind the scenes,
- achievements and anniversaries,
- question and answer sessions as well
- interviews
Put yourself in the position of your target group – what problems does it have? What would you like more information about? Which aspects are important to you? Be creative and implement the suggestions and wishes of your followers in the best possible way.
Only publish high-quality posts on your account
The competition on Instagram is fierce, so quality over quantity is here. On Instagram, it is important to post beautiful, high-resolution images – unlike other social media platforms, the focus here is on aesthetics.
So make sure to think carefully about each post and edit it until it is perfect. If you want to post a picture, the quality has to be right. A high resolution and a good arrangement are indispensable for this.
A professional photographer can also take pictures of your products. This gets the best out of your product and convinces the followers with a well-thought-out arrangement. You can use image editing programs to put the finishing touches on your self-created pictures. Of course, the numerous filters of Instagram are also available here.
Make sure that your posts use a uniform layout in line with your brand marketing. To present your brand convincingly, a logo, colors, and style have already been determined in advance, which will be implemented uniformly on all channels. In this way, you ensure recognition and a strong brand image.
Use Instagram Stories to increase your reach
Stories are very popular on Instagram. The number of stories posted is increasing every year and users are also responding positively to them. A psychological reason could be responsible for this: artificial scarcity. Stories are available for a maximum of 24 hours. This means that the users do not want to miss the content and therefore play a story directly.
With successful stories, you can increase Instagram reach for your account. You have the option to add your location and a hashtag. If you are regionally active, pinning your location directly is a great thing. This also contributes to the fact that significantly more users look at your post. In the best case, they come from the same city and find their way directly to your shop or branch.