This summer, I had the opportunity to speak with a member of Instagram’s engineering team. Yes, I tried to get this individual to spill the secrets of the almighty algorithm. No, I was not successful. However, I did learn a thing or two about the heart of Instagram: engagement.

I’ve discussed the importance of quality engagement before, but hearing it from IG’s top brass made me realize engagement is the entire point of Instagram. Sure, it might be widely known as the photo/video sharing app, but first and foremost, Instagram is a social media platform. Frames, filters, and grid layouts might be aesthetically pleasing, a block of hashtags might connect you with a couple new accounts, but unless your content is designed to provoke a quantitative response, it just won’t perform well. 

With that in mind, here’s some intel to improve account engagement.  

Debunking Instagram myths

Before we get to the hacks, let’s spend a moment debunking some Instagram myths that might be getting in the way of quality engagement. 

• MYTH: You need to use between 10-30 hashtags per post. You can use up to 30 hashtags per post caption on Instagram, and many social media managers will encourage you to take advantage of all of them. AdEspresso reports the “magic number” for hashtags is 11, but my source wants to remind you quality always beats quantity. A block of hashtags, no matter how carefully selected, looks spammy even if the post content is far from it — that’s why so many posts with 10+ hashtags tend to get inundated with those “promote it on” bot comments. On the other hand, a few strategic hashtags look curated and intentional. What you sacrifice in widespread dispersion you more than make up for with a more targeted (see also: engaged) audience, so think carefully about who you want to reach and stick to 3-5 relevant hashtags.      

• MYTH: You need #linkinbio to direct followers. I know, it shocked me too, but according to the powers that be, #linkinbio is oversaturated and ineffective. Moreover, it’s not in Instagram’s best interest to push content that intends to move users out of the app. This is not to say you can’t use the link setting in your bio or promote linked content in posts, you just need to not stop thinking #linkinbio is doing you any favors. Instead, take your cues from content marketing, and write captions that make followers want to hit your link and learn more. 

• MYTH: Aesthetics are everything. Yes, it’s important to create nice-looking content for social media, especially if your goal is to build brand awareness. But when it comes to Instagram, people are spending too much time worrying about what their followers want to see, and not enough time figuring out what their followers want to interact with. Content that provides value — whether that be information or entertainment — will always outperform a stock photo or generic statement.    

• MYTH: The more content, the higher engagement. In the words of my source, “don’t spray and pray!” As we’ll see, posting consistently is a critical step in increasing engagement, but that does not mean you should be spamming your followers’ feeds. Content created just to hit your perceived post quota is rarely content your followers find valuable — so instead of posting low-quality content every day, post high-quality, intentional content on a sustainable schedule. 

Growth hacks for Instagram engagement

Now that we’ve agreed to curb our hashtag use and post with more intention, let’s move on to hacks for boosting engagement.

But first, some bad news. You can’t hack feed engagement. Instagram rewards accounts that spend time in the app, which means you need to like and comment if you want likes and comments. Similarly, the human beings using the app are governed by regular social principles — you can’t expect a conversation in your comments if you’re not contributing anything. Nor is it enough to comment an emoji or copy/paste the same generic affirmation, you have to create an engaged response to get one — and this takes time. We advise businesses spend at least twenty minutes a day engaging with other accounts, though the more time you put in, the faster you’ll develop an engaged community. Don’t have the bandwidth or patience to reply to comments? Hire a social media manager! Most are relatively inexpensive, and worth their weight in gold when it comes to maintaining consistent feed engagement.   

Now, onto the good stuff.

• HACK: Post when your followers are in-app. There are general days/times that are best to post on Instagram, but when it comes to boosting engagement, it’s always optimal to post when your current followers are in-app. Luckily, Instagram Insights has all the information you need. Just go to the “Your Audience” tab, scroll to the bottom of the feed, and consult the “Most Active Times” data. There you’ll find a handy breakdown of when your followers are most active each day of the week. 

• HACK: Post consistently. I know I just told you not to “spray and pray,” but posting consistently is an essential part of growing engagement. My source told me accounts should post at minimum once a week, and ideally once a day (though multiple posts per day do little to increase engagement). If you can’t post once a day, we recommend posting twice a week on your followers’ most active days. Whatever post volume you decide you can accommodate, just make sure you stick to it — it’s much easier to encourage engagement when your followers know to expect you. 

• HACK: Use the new features. Once you stop thinking of Instagram as an omnipotent overlord and start looking at it as a business, the nefarious algorithm starts making more sense. Take Instagram Reels, for example. When Instagram rolls out a new feature the goal is to get people to use it. So when Reels was launched, Instagram skewed the algorithm to reward creators who used it with higher engagement — and in some cases, actual money. We posted a poorly cut Reel in June; it exceeded 1,000 impressions in the first hour it was up, which is a pretty significant bump from the 50 impressions our regular feed posts average. So the next time a new feature launches on Instagram, take full advantage of it and get that bump in engagement you deserve. 

• HACK: Find your community. Whether you sell cat sweaters or SAAS, there’s a niche for you on social media. Find that niche, and you’ll tap into a wellspring of engaged followers. Interact with those followers, and you’ll become a part of a community. Once you’re a part of the community — and as long as you continue contributing to it — your high-quality engagement will grow. 

Instagram engagement strategy

The biggest takeaway from my conversation with Agent Instagram is engagement is king — and to beat a king, you need a thoughtful, well-executed strategy. For busy small businesses and start-ups, taking time to develop a social media strategy often feels unimportant or overwhelming, but it is essential if you expect to see meaningful results. From creating valuable content and determining a sustainable post schedule to finding the right hashtags to capture your ideal audience, a social media consultant can help manage your time and focus your priorities. Send me an email if you’re ready to start strategizing your approach to social media. 

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