Maximising Engagement on Instagram: The Power of Shares

In the ever-evolving world of social media, Instagram’s latest update has shifted the focus towards creating content that is share-worthy. Shares are now the primary factor in the platform’s content ranking for engagement, making it essential for businesses, creators, and individuals to adapt their strategies accordingly.

The Importance of Shares on Instagram

Adam Mosseri, the head of Instagram, recently emphasised the significance of shares in the algorithm’s ranking process. Unlike likes, which have traditionally been viewed as the primary indicator of success, shares demonstrate a deeper level of engagement. When someone shares your content, it indicates that they found it valuable enough to pass along to friends or family, extending your reach organically.

Creating Share-Worthy Content

Think About Shareability: Before posting, ask yourself if the content is something people would want to share. Whether it’s a funny meme, an inspiring quote, or an informative video, the content should be engaging and relatable.

Call to Action: Encourage your audience to share your posts. Simple prompts like “Share this with a friend who needs to see this” can significantly boost shares.

Attention-Grabbing Reels: The first few seconds of your Reels are crucial. Ensure they are visually appealing and immediately capture the viewer’s interest. Using popular music or trending sounds can also enhance shareability.

Updated Best Practices from Instagram’s Professional Dashboard

Instagram has updated its professional dashboard with new best practices for Reels creation. Here are some key tips:

• Make Reels a Routine: Regularly posting Reels can help you reach new audiences.
• Focus on Engagement: Create content that resonates with viewers and encourages interaction.
• Optimise Timing: Reels between 30 to 60 seconds tend to perform better.
• Use Relevant Hashtags: Although hashtags are not the primary driver of reach, they ensure your content is suggested to the right audience.
• Leverage Trending Audio: Using popular audio tracks can increase your content’s visibility.

Engagement Strategies

Prompt Response to Comments: Engaging with comments within seven days is recommended, but responding within an hour or two can significantly enhance engagement and brand relevance.

Consistent Sharing Across Platforms: Posting your content simultaneously on Instagram and other social media platforms ensures consistent distribution and maximises reach.

Conclusion

Instagram’s shift towards prioritising shares over likes is a game-changer for content creators and businesses. By focusing on creating share-worthy content and engaging promptly with your audience, you can enhance your reach and build a stronger, more interactive community. Keep these best practices in mind as you refine your Instagram strategy to stay ahead in the dynamic social media landscape.

This blog was written using content from our Social Media Marketing Update for July 2024. You can watch a recording of the full session here.