Maximising Engagement on Instagram in 2024
Love it or hate it, Instagram continues to be a powerful platform for brands, service providers, and content creators.
But that doesn’t stop us all from feeling, now and again, as though the Instagram algorithm has some bizarre personal vendetta with us. Because it does feel personal when you spend an inordinate amount of time creating content, only to find it gets 2 likes from your loyal old aunts.
Whether you’re a passive consumer of the feed, or trying to get important business content seen, there’s no escaping the fact that Insta in 2024 isn’t what it used to be. Make the mistake of liking a celebrity or stalking some distant frenemy you haven’t spoken to since primary school and there’s a high chance you might see nothing but their charming faces for the next week. And don’t get me started on cat videos or vegan cheesecake recipes.
As the social media landscape evolves and Instagram works harder than ever to keep our attentions, so too must the strategies we use work harder to gain the attention of our followers.
Instagram’s algorithm in 2024 is geared towards keeping you, and your followers, on the app. So when you’re creating content, engagement needs to be at the forefront of all you do. But what does that mean in practice? Read on for some handy tips to get your content in front of viewers and make them press that all important "like" button.
5 Things You Need to Know About the Instagram Algorithm in 2024
1. Content Relevance
Personalised Feeds: The algorithm prioritises content that is relevant to each user based on their past interactions. This is why you’ll keep on seeing the same kinds of content on repeat. It also means that the more you tailor your posts to fit the interests of your target audience the better.
Consistent Themes: Maintain a consistent theme or niche to help the algorithm understand and categorise your content, making it more likely to reach interested users.
2. Engagement Metrics
Early Engagement: Posts that receive high engagement (likes, comments, shares, saves) shortly after being published are more likely to be pushed by the algorithm.
Encourage Interaction: Do anything you can to get your audience to respond. Ask questions, use interactive stickers (polls, quizzes), and encourage shares to boost engagement metrics.
3. User Interaction History
Active Followers: The algorithm shows your content more frequently to users who have interacted with your posts in the past. Keep your followers engaged with regular, quality posts across different post types. Re-engaging followers on Stories can be a good way to make sure they’ll later see your feed posts too.
Direct Messages: Increased direct interactions, such as replies to stories or DMs, will signal to the Insta algorithm that you have a closer relationship, boosting your content visibility in future.
4. Content Type and Format
Diverse Formats: Instagram favours users who use a variety of content types (Reels, Stories, IGTV, carousel posts). Keep mixing things up and diversify your content to maximise reach.
Video Content: Video content, especially Reels, is heavily prioritised. Incorporate more videos to align with algorithmic preferences.
5. Timeliness and Frequency
Posting Times: Publish your content when your audience is most active. Use the handy little Instagram Insights tool (viewable as a bar graph in your account if you have a business profile) to determine peak activity times.
Regular Posting: Consistency is key. Regular posting keeps your audience engaged and signals to the algorithm that your account is active, relevant and providing fresh content.
And what about Reels, I hear you cry?
Everyone, and I mean everyone, seems to think Reels are the key to Insta fame in 2024.
Reels are Instagram’s answer to TikTok – short and snappy attention-grabbing videos that invite us all to become the stars of our own reality TV feeds.
Whether you like them or not, Reels are wheedling their way across the Instagram feed, and the reason for this is that they are highly addictive. And "addictive", in 2024, is just another word for "engaging".
You might have noticed that your normal image feed which used to be a carefully curated portfolio of friends’ holiday pics and thoughtful musings is now flooded with videos of other peoples’ cats and teenage vegan chefs telling you to blend your cauliflowers. If you want your content to get airtime in between all those cats and cauliflowers, it needs to grab attention quickly. And even better, keep that attention. Here’s the lowdown…
Top 5 Tips for Creating Reels that Drive Engagement
1. Optimise for the First Few Seconds
Hook Viewers Immediately: The first 3 seconds are crucial. Use attention-grabbing visuals or text to make viewers want to watch the entire Reel.
Highlight Key Information: If your Reel includes important tips or a story, hint at this information right away to keep viewers engaged.
2. Leverage Trends with Originality
Stay Current: Keep an eye on trending sounds, hashtags, and challenges. Participate in these trends early to ride the wave of popularity.
Add a Twist: While participating in trends, add your unique spin. Originality helps your content stand out amidst a sea of similar posts.
3. Incorporate Captions and Text Overlays
Accessibility and Engagement: Adding captions makes your Reels accessible to a wider audience, including those watching without sound.
Text Overlays: Use text to emphasie key points, add humor, or guide the narrative. This can enhance the viewer’s understanding and retention of your content.
4. Engage with Music and Sound Effects
Popular Tracks: Utilise trending songs and sounds to increase your Reels' visibility. Instagram’s algorithm often favors Reels with popular audio.
Creative Sound Use: Don’t just stick to music—use sound effects creatively to enhance your video’s mood and storytelling.
5. Use High-Quality Visuals and Editing
Clarity and Quality: Ensure your Reels are well-lit and visually appealing. High-quality visuals attract more engagement.
Editing Tools: Use Instagram’s in-app editing tools or external apps to add effects, transitions, and filters that enhance your content.
And so…
Navigating Instagram’s ever-evolving landscape does require you to stay on the ball with current trends and a basic understanding of the algorithm's intricacies. By optimising your Reels with engaging, high-quality content and leveraging algorithm insights, you can maximise your engagement and keep more eyes on your brand and content.
However, while everyone’s seeking to stay entertained, there’s also a real move away from gimmicky, fake-feeling content and many brands are experiencing a drop in followers and engagement levels when content becomes stagnant or samey.
So more than ever, now is the time to dig deeper into your brand ethos and offer content that your followers can really connect with. Do keep experimenting, have fun, stretch yourself out of your comfort zone. But also stay authentic, and, most importantly, find ways to engage with your community consistently in a way that feels true to you and your brand. Make friends, show up, and give back at least as much energy and support as you’re asking for.
Happy Instagramming!
