Don’t panic, the end of organic reach on Instagram isn’t as bad as you think. While many have reacted to the algorithmic changes with a “sky is falling” attitude, there’s still a way for your content to appear in people’s feeds without paying for the privilege: just create cool stuff.
That’s right, visibility on Instagram is now dependent on something brands should’ve been doing all along — sharing interesting photos and videos that are sure to score Likes and comments. If you know what your followers want, and deliver it, you’ll have no problem staying top of mind (and top of feed).
Worried that what you’ve been posting won’t make the algorithmic cut? Then emulate the efforts of brands in the following categories:
- Hospitality
- Food and beverage
- Insurance
- Automotive
Why are these verticals the ones to take your cues from? Because according to a recent report from TrendMaven, companies in these sectors see the highest levels of engagement on Instagram. Here are a few examples of their best practices:
Embrace what people love about you
Kimpton, owner of the Hotel Monaco and Hotel Palomar brands, was one of the first “design” hotel chains. And even though it’s been absorbed by the massive InterContinental Hotels Group, the hotelier hasn’t forgotten what helped them attract guests early on — their bold style.
Understand audience interests
Instead of one boring product shot after another, Pabst’s Instagram feed reflects the creative inclinations of their hipster millennial audience. It’s a mix of retro cool advertising, blue ribbon-inspired art and fun goofs like a person’s Snapchat face swap with a can of PBR.
Tell a story
Allstate could post pics of things people insure and call it a day. Instead, they riffed on their tagline and showcased the untold tales of what people do with their hands. For Black History Month, Allstate focused on the personal achievements of African Americans with three-part photographic profiles.
Tap into a fan base
Nissan’s various models have been tagged hundreds of thousands of times, so it’s a no-brainer that the bulk of the automaker’s posts are photos taken by real owners. When there’s a passionate community talking about your product, “regramming” is the smartest choice you can make.
One caution: when trying to optimize your posts for maximum exposure, keep in mind that Instagram users give out Likes pretty freely, so the algorithm is surely rewarding commenting more as it takes greater effort. In that respect, Nissan’s approach is pretty savvy because they’re co-opting imagery they know people are already chatting about.
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