Before we get started: If you’re new to Instagram for your business or as a creator, the first step is to strengthen the foundation of your Instagram presence. So, the first few tactics focus on the basics, which are especially important for beginners.
Even if you’re an experienced Instagram user, it’s good to make sure you’ve covered the essentials before moving forward. But don’t worry – this guide also has plenty of tips for intermediate and advanced creators.
Let’s dive in.
1. Avoid Buying Fake Followers
It might be tempting to buy followers when you see offers like 1,000 followers for $12.99, but this can do more harm than good:
- Instagram cracks down on accounts involved in fake activities.
- Fake followers are bots, not real people. They won’t engage with your content or become customers.
- Buying followers damages your credibility and trust, making real followers unfollow you.
Buying fake engagement like views or comments, or joining engagement groups, won’t help your Instagram grow. You don’t just want a large number of followers; you want a genuine community.
2. Use Keywords in Your Username and Name
Instagram’s algorithm favors accounts with keywords in their name and username.
- Your username is your Instagram handle (your @name): Keep it consistent with your brand or other social profiles to make it easy to identify.
- Your name is your business name (or something else you choose): Add relevant keywords here to boost your visibility.
For example, Ursa Major includes “skincare” in their name so they’re easier to find when someone searches for skincare products.
Adding a keyword helps potential customers quickly understand who you are and what you offer when they visit your profile. But remember, stick to one or two keywords to avoid looking spammy.
3. Optimize Your Instagram Bio
To create the perfect Instagram bio, focus on these four elements:
- A clear description of what you do or sell
- A touch of your brand’s personality
- A clear call to action
- A link
You only have 150 characters, so make them count. Your bio should instantly tell visitors what your business does, how it can help them, and where they can learn more. For example, Odd Giraffe, a stationery brand, uses “Hello, paper person” to show their unique personality and connect with stationery lovers. Their call to action highlights their products and what makes them special.
Pro-tip: Track which call to action in your bio gets the most clicks. Testing different versions can help you find what works best.
Use the link in your bio to direct visitors to an external page, like your website. You can update this link based on your latest posts or use tools like Buffer’s Start Page to combine multiple links into one. Photographer Ryan Johnson uses Buffer to manage his links and customize the page to match his brand.
4. Promote Your Instagram on Other Channels
Sharing your Instagram handle on other platforms is an easy way to grow your following.
For example, Buffer adds their Instagram link to their website footer.
Don’t make people search for you on Instagram if they already follow you elsewhere. Add your Instagram link to:
- Product packaging
- Blogs (when relevant)
- Marketing and transactional emails
- Your website’s footer or sidebar
- Social media posts from team members
- Email signatures
- Bios on other social platforms like TikTok and YouTube
- Networking events and webinars (Use your Instagram QR code for in-person events)
You don’t need to make your Instagram link big and flashy – a small icon or QR code will do.
5. Find the Best Times to Post on Instagram
The best time to post is when your audience is online.
There isn’t one perfect time for everyone, so find the ideal times for your followers by using Instagram’s Insights:
- Go to your Instagram profile and tap the three horizontal lines at the top right.
- Tap on “Insights.”
- Click on “Total followers.”
- Scroll to the bottom and check “Most active times.” You can see the best hours for each day.
For more detailed analysis, you can use tools like Buffer to find the best times to post, the most effective types of posts, and the right post frequency.
Think about when your content will be most relevant. For example, a recipe video might do better in the evening when people cook, while a coffee shop post might get more engagement during the afternoon.
Experiment with different times to see when you get the best results.
6. Write Engaging Captions
It’s easy to overlook captions when you’ve put a lot of effort into a carousel or video. But captions matter because they can make people follow you or scroll past.
For example, Cosmix doesn’t just say “shop on our website!” They explain their ingredients, how their products help, and the research behind them. Long captions can be effective, but they should be either very short (20 characters) or very long (2,000 characters), according to HubSpot’s 2023 report.
Your caption should fit the post. If it’s educational, a longer caption makes sense. For a product image, keep it short.
If writing captions isn’t your strong suit, try Buffer’s AI assistant to quickly create a draft. For instance, if you run a skincare brand and want to post about indoor sunscreen use, use Buffer to generate a caption.
7. Use Relevant Hashtags
Hashtags help your posts reach a larger, targeted audience.
You can use up to 30 hashtags, but Instagram suggests using just three to five. The goal is to rank well for hashtags so people can find you. Many users follow hashtags or search for specific topics, so appearing on the Explore page is key.
Mix popular and niche hashtags to avoid getting lost or being too hidden. Use free hashtag generators to find the best ones for your post. Create groups of hashtags for your community using Buffer’s Hashtag Manager. For example, have one group for product-related hashtags and another for industry-specific ones. Select and add these hashtags to your posts.
8. Understand Your Analytics
Check your Instagram analytics regularly to see what works and what doesn’t. You might find that Reels get more engagement, while carousels are better for educational content.
Instagram’s native analytics are limited, so consider using third-party tools like Buffer’s analytics for a complete view and custom reports. What you track depends on your goals. For example, if you’re testing hashtags, focus on new followers. If you’re trying different posting times, track impressions.
9. Collaborate with Creators or Small Businesses
Partnering with other creators or small businesses can expose both to new audiences. Choose partners who share your values and whose followers match your target audience.
For example, Flo partnered with Charity Ekezie for a funny Instagram post about their social initiative, reaching both audiences.
If big influencers are too expensive, consider working with micro-influencers who have engaged, loyal followers. Find them through Google, Instagram searches, or tools like Modash.
You can also collaborate with other small businesses, like LinkedIn and Headspace did with a joint post about job loss recovery. Collaborations don’t have to be shared posts. You can also:
- Go live with a creator
- Do an Instagram account takeover
- Repost content from an influencer
- Share videos created by them on your account
10. Experiment with Different Post Types
Instagram offers various formats, like Reels, pinned posts, Story Highlights, and carousels.
Studies show carousels have the highest engagement, but your audience might prefer different formats. For example, Reels are great for short, entertaining content, while carousels work well for educational posts.
Try different post types to see what works best for you. Mixing different formats, like the skincare brand 100percentpure does, can help you find what your audience likes.
11. Engage with Your Audience
Talking to your Instagram audience helps you understand their needs, answer questions, and get content ideas.
Elise Darma advises actively engaging with people who fit your target audience, just like making friends at a party. Don’t wait for them to come to you; start conversations.
Respond to comments and messages, especially questions from potential customers. Brands like Chobani answer almost every comment.
As your follower count grows, responding to every comment might be challenging, but try to answer as many as you can. Tools like Buffer make it easier to manage comments from your desktop.
Be active on Instagram Stories too. Use features like questions, polls, and countdowns for content ideas. For instance, Bulletproof does weekly Q&As on their Stories.
If you’re short on time, use Instagram Stories templates to save time and create great content. Create Highlights to keep important Stories on your profile longer, helping to answer common questions and improve your sales.
Growing your Instagram followers takes ongoing effort
Using these 11 tips will help you grow your Instagram following, but it’s not a one-time task. To keep growing, you need to regularly post great content and stick to your social media plan.
Managing all the planning, posting, and engagement can be time-consuming. An all-in-one tool like Buffer can simplify this by handling everything in one place. Try it out for free today and see how it works for you.
