The secrets to organic engagement on Instagram
We have discussed the inner of workings of Instagram on this platform time and again, most recently in our guide to how the Instagram algorithm works. It is a tricky outlet to master when the technology changes and adapts on almost a daily basis. Instagram is a learning software, constantly tracking what an account is doing and using that information to pre-empt what they might do next. It’s extremely clever and makes for great entertainment as a user, however, it creates a more challenging environment for businesses and budding influencers.
It is becoming increasingly difficult to stand out in the ever-crowded Instagram space and one phrase continues to pop up when looking for ways to do so – organic engagement. By this stage you are probably aware that buying followers does more harm than good, and genuine account interaction is the ultimate goal. Yet, you might be left wondering ‘how do I go about getting organic engagement’? It is easy to become aware of its importance, but another thing entirely to achieve, so here are some tips that will guide you toward creating and Instagram strategy that is sure to improve your engagement metrics.
1. Show personality
A common trend we have seen with our clients is a reluctance to being visible on their Instagram page or really any social media accounts. Which is understandable. Social media does have a long list of cons to match the pros, but the reality is that you need to be showing yourself and your personality in order to engage new and existing followers.
If you feel reluctant and worry you might take criticism – or in some cases, trolling – too personally, there are ways for you to create boundaries while still being quite active. Start by creating a business persona or an ‘alter-ego’ that you use especially for work. They can be as much or as little like the real you as you want but it will be a perfect starting point as you grow in confidence. But the most important part is to show there is a face behind the account as this is what users relate to.
2. Show authenticity
This may seem a contradiction following the previous point, but it is still possible to not show all of your personal life on social media and remain authentic. If you are creating a persona for example, make sure it stays true to your brand and avoid falling into trendy tropes or trying to keep up with the Joneses. People respond well to authenticity because they can put themselves in a similar situation or experience which leads to a better connection.
It’s good to go back to basics to really find your brands’ authentic self. Think about the message, values and tone of voice you want your business to convey. Create a pen profile, who is your ideal customer and if you met them in person, how would you speak to them? This will eventually lead to a better, more rounded social media content strategy on the whole as you will better understand the target audience, and more importantly what that audience wants to see.
3. Show creativity
We understand that as a small business owner you have to take on a lot of job titles and unfortunately, when it comes to social media that includes photographer, editor, graphic designer and more. Gone are the perfectly curated social feeds we’ve seen dominate Instagram in earlier years, users are preferring a more raw and for lack of a better word, messy looking feed. So, ditch the stock images and start flexing your creative muscle!
If you struggle with photography and editing there are plenty of apps that will be able to help you with this, two of my favourite affordable yet professional apps are Filtertune and Adobe Lightroom. These have pre-set filters that will help guide you to your chosen look. Interestingly, we’ve found that the images that do best are the ones that are real and a little imperfect, don’t get too bogged down by the best lighting or an annoyingly placed radiator! Keep points one and two in mind when creating your content and it should translate to your followers.
4. Show originality
Let’s face it, it can be pretty difficult to constantly come up with original ideas for social media. With so many profiles fighting for the spotlight, it can feel like it has all been done before. That isn’t to say that your version of an existing trend or reviving something that has come before, isn’t original. The saying ‘don’t try to re-invent the wheel’ comes to mind. What we mean by originality in this context is not constantly relying on the current ‘thing’ to fuel your content just because it is popular.
Your followers will see any cheap attempts at bandwagon jumping and it might harm their view of you in the long term. Keep the content true to what the brand stands for and when fitting, join in on the latest movement. Utilising social listening is also a great way to understand what kinds of content your audience wants to see and will help you create and manipulate new ideas that are sure to engage them.
Quick Tips
Instagram’s algorithm has started favouring different aspects of engagement and incentivising your followers to do these calls to action is sure to boost visibility:
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