Instagram was originally created as a picture-sharing social media platform. Then we had the “pivot to video” movement in the late 2010s, and Instagram listened. Suddenly, more focus was placed on creating short, shareable video clips instead of static content. The platform is now taking a step back and putting the focus back on picture-focused content. With so many moving parts to the social media machine, here are four tips to help you boost your engagement on Instagram. 

Stay up to date on algorithm changes.

In order to develop a successful social media strategy, you first need to be aware of current algorithms. You might be asking yourself what an algorithm is in the first place, and the answer is simpler than you might expect. It’s a guideline set by the social media platform that decides what type of content will show up on a user’s page. While videos used to rule the platform, Instagram has recently said it’s working to create a more equal ranking for pictures. So don’t fret — videos won’t be gone forever — but it’s time to start mixing in more photo content to help boost your presence on follower feeds. 

Pay attention to which posts perform well.

If you’re trying to get into a rhythm about what type of content you should be creating for your organization, pay attention to what types of posts perform well. Try a mix of videos and photos each month, and look at your top-performing and most engaging posts. Once you have an idea of what your audience likes, you can replicate that type of content in future posts. 

Be yourself.

At the end of the day, users love to see content that’s unique and authentic to the person or organization posting it. It helps build your brand’s credibility and better connect with your audience. Instagram has recognized the power of original, authentic posts, and we can expect to see this content perform better. If there’s one thing that TikTok and BeReal have taught us about social media creation, it’s that people love authentic user-generated content. 

Engage with your audience. 

When it comes to engagement, it’s important to remember quality is more important than quantity. This is true in terms of the content you produce and your follower count. This isn’t to say that these things don’t matter, but having more thoughtful, engaging content and followers will make a difference in your analytics. Engaging content encourages engaged followers to interact, and their interactions — likes, shares and comments — can expose your brand to others. 

Social media changes so rapidly it can be hard to keep up, which is what makes your public relations team such a valuable asset to your organization. PR pros are constantly monitoring market and industry trends in order to more effectively serve their clients. Obsidian can help you stay updated on current industry trends, pivot your communications strategy when needed and implement the best practices for communicating with your audiences. Are you ready to experience the power of insight?