Rebecca Castellani

With 83% of its 1 billion users discovering new brands, products, and services on Instagram, the popular social media app has become a content funnel app marketers cannot afford to ignore. But with the rise of Instagram for Business, the app has evolved from a fun photo-sharing platform into a complicated content matrix that now includes video, carousels, and paid ads – not to mention bespoke features like Stories and Reels. Even the most seasoned app marketer can have trouble developing an effective Instagram presence, but if you keep these three quick tips in mind, you’ll be posting like a social media pro in no time. 


1. Define (and design) your brand

A reported 71% of U.S. businesses are using Instagram as a marketing tool, which makes it all too easy for content to get lost. Stand out from the crowd by developing a recognizable aesthetic that clearly defines your brand. Whether you apply the same filter to all your photos, use branded hashtags, or adopt a specific grid layout, a cohesive design will help followers recognize your content and remember your brand.  

2. Time is of the essence

Once you start crafting great content, the last thing you want is for it to go to waste. A strategic plan for post distribution is essential, but before you make a schedule (or sign up for a scheduling service) you need to understand your industry, audience, and how Instagram activity varies by time and day. Consult social media metrics – like your Instagram Business Insights or these handy time tables developed by Sprout Social – in order to discover the optimal time to distribute content to your target audience.

3. Engage with other accounts

If you’re creating brand-aligned content, distributing it at the right time, and still not getting post engagement, the culprit is most certainly the dreaded Instagram algorithm. According to Instagram, the more you engage with the app, the more the app engages with your content – so if you’re not getting the likes, comments, and shares you want, the best solution is to start liking, commenting, and sharing other people’s content. Not only does this show Instagram you’re an engaged user worthy of similar engagement, it also helps expand your network, create connections, attract new followers, and refine your brand voice. 

Wrapping up

Instagram might be one of the more complex social media apps to master, but with a strategic, thoughtful approach it can be an incredibly powerful tool for app marketers. Start by producing posts that reflect your brand and resonate with your target audience, making sure this content is easily distinguished by a cohesive design scheme. Next, build a distribution schedule to ensure your posts are being delivered at the optimal time for your business. Finally, cultivate engagement by reserving time to interact with other accounts on Instagram. With these quick tips in mind, app marketers can improve content, generate authentic engagement, and attract new followers, transforming Instagram from a social media platform into a productive user acquisition pipeline.


Image courtesy of Unsplash.