As we step into 2021, the Instagram landscape continues to evolve, presenting both challenges and opportunities for marketers. This guide delves into effective strategies for leveraging Instagram’s latest features, drawing insights from 2020’s top-performing content. Understanding what works—and what doesn’t—can set the tone for a successful marketing year.
Embrace the Power of Reels
The most significant takeaway from Instagram’s strategy in 2021 is the focus on Reels, its short-form video feature. Instagram is actively promoting Reels to gain traction and engagement, which means now is the time to invest in this dynamic content format. A leaked insider suggestion highlights that brands should aim for four to seven Reels per week to maximize visibility and reach. This might appear daunting, but creating engaging, educational videos can help marketers meet this expectation while connecting effectively with their audience.
Analyze Past Performance
One of the best ways to inform future strategies is by reviewing past performance. An example highlighted three top-performing posts from the previous year: quote cards, videos, and carousel posts.
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Quote Cards: Surprisingly, the highest reach in 2020 stemmed from quote cards packed with actionable ideas, such as Instagram Story and caption starters. These infographics are not merely self-promotional; they offer value that resonates with viewers, prompting shares and saves—key metrics that can boost algorithmic favor.
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Videos: Video content, particularly those formatted for TikTok and uploaded to Instagram, gained considerable traction. This hints at a broader preference for engaging, fast-paced content. Short videos that entertain while educating—often termed "edu-tainment"—can significantly enhance user engagement.
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Carousel Posts: Though they didn’t always receive the highest visible engagement, carousel posts showed impressive saving and sharing rates. The ability to provide step-by-step guides or segmented storytelling can keep audiences engaged longer and drive interaction through saves and discussions.
Prioritize Engagement-Oriented Content
Marketers must align their strategies with the types of content that generate shares, saves, and discussions. Following the insights from past successful posts, content should be crafted with a focus on engagement:
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Make it Shareable: The aim should be to create posts that provide immediate value and are enticing enough for users to share with their networks. This can include tips, how-tos, and compelling infographics.
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Utilize Call-to-Actions (CTAs): For carousel posts or static images, incorporate CTAs encouraging users to save the post for future reference. Simple prompts can remind users why they should keep your content at their fingertips.
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Keep it Authentic: Clever use of memes or GIFs, particularly those leveraging current trends like popular shows, can humanize a brand and make it relatable. This creativity facilitates a connection with the audience, making your content more memorable.
Consistency is Key
The advice from Instagram’s representative emphasizes the necessity for a consistent posting schedule. To maximize effectiveness, consider the following posting frequencies:
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Feed Posts: Aim for three high-quality images or videos per week. This regularity keeps your audience engaged without overwhelming them.
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Instagram Stories: Post eight to ten times a week, ideally two per day. Stories are ideal for fleeting, personal, or spontaneous content, fostering a sense of connection and immediacy with your followers.
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Longer Videos (IGTV): One to three longer-format videos per week can help diversify content and provide deeper insights.
Concluding Thoughts
As marketers strategize for Instagram in 2021, the focus should remain rooted in valuable content creation, audience engagement, and a firm grasp of emerging features. By embracing Reels, analyzing past performances, fostering shareable content, and maintaining a consistent posting schedule, brands can effectively navigate the ever-evolving Instagram landscape and ensure sustained success. As Instagram continues to adapt, staying flexible and informed will empower marketers to leverage this platform for optimal results.
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