Posting content on Instagram (IG) is great, but if no one likes, comments, or shares it, your account can easily get lost in the social media sea—and that’s not ideal for achieving your goals.
With over 2 billion active users worldwide, including 169 million in the United States, there’s a tremendous opportunity to create authentic engagement on Instagram.
However, this doesn’t happen overnight. It requires a bit of creativity, a willingness to experiment, and a well-thought-out strategy tailored to your brand and objectives. Keep in mind, engagement is also about building relationships with your followers.
“Engagement is more than just numbers; it’s about building relationships. Focus on creating valuable content that resonates with your audience.” – Neil Patel, digital marketing expert, entrepreneur, and co-founder of Crazy Egg, Hello Bar, and KISSmetrics.
To start seeing results, the first step is understanding what engagement means and how it influences the Instagram algorithm.
What is Instagram Engagement?
Instagram engagement refers to the interactions that users have with your content. This includes likes, comments, shares, saves, and even direct messages. The more users interact with your posts, the higher your engagement rate. Here’s a breakdown of the key metrics:
- Likes: A basic form of engagement showing appreciation for a post.
- Comments: A deeper level of interaction where users share their thoughts.
- Shares: When users share your post to their stories or with friends via direct messages.
- Saves: When users save your post to revisit later, indicating valuable content.
- Direct Messages (DMs): Private messages that can be responses to your stories or posts.
How Instagram Measures Engagement
Instagram’s algorithm uses engagement as a significant factor to determine the visibility of your posts. Here’s how it works:
- Recency: Newer posts are more likely to appear in users’ feeds.
- Relationship: Posts from accounts that users frequently interact with are prioritized.
- Engagement: Posts with higher engagement (likes, comments, shares, saves) are more likely to be shown.
- Profile Searches: If users often search for your profile, your posts are more likely to appear in their feed.
How Engagement Helps the Instagram Algorithm
Engagement is a vital signal to Instagram that your content is valuable and relevant. When your posts receive high engagement, the algorithm pushes your content to more users. This creates a cycle where more visibility leads to more engagement, further boosting your reach. High engagement rates can also increase your chances of appearing on the Explore page, which can significantly expand your audience.
How to Calculate Your Instagram Engagement Rate
Calculating your Instagram engagement rate helps you understand how well your content resonates with your audience. Here are a few common methods:
Engagement Rate by Reach (ERR):
This method calculates engagement based on the number of unique users who have seen your post.
Engagement Rate by Impressions (ER Impressions):
This method is similar to ERR but uses impressions (the total number of times your post was displayed) instead of reach.
Engagement Rate by Followers (ER Followers):
This method calculates engagement based on your follower count.
Engagement Rate per Post (ER Post):
This method averages the engagement across multiple posts to give a broader view of your engagement performance.
Tips to Increase Instagram Engagement
Post High-Quality Content
- Visual Appeal: Instagram is a visual platform. Use high-resolution images, compelling graphics, and well-edited videos.
- Consistency: Maintain a consistent aesthetic and posting schedule. Tools like Later or Hootsuite can help plan and schedule posts.
Craft Engaging Captions
- Ask Questions: Encourage interaction by asking questions related to your post.
- Call-to-Action (CTA): Use CTAs like “Tag a friend,” “Share your thoughts,” or “Save this post for later.”
- Storytelling: Share personal stories or behind-the-scenes content to create a connection with your audience.
Use Instagram Stories
- Interactive Features: Use polls, quizzes, and question stickers to engage your audience.
- Behind-the-Scenes: Show the human side of your brand with behind-the-scenes content.
- Consistency: Post stories regularly to stay at the top of your followers’ feeds.
“Instagram Stories are a fantastic way to boost engagement. Use interactive features to connect with your audience in real-time.” – Mari Smith, social media marketing expert, author, and speaker.
Lean into User-Generated Content (UGC)
- Encourage UGC: Run contests or campaigns encouraging users to create content featuring your products.
- Feature UGC: Share user-generated content on your profile to build community and trust.
- Engage with Your Audience
Respond to Comments: Show appreciation by responding to comments on your posts.
- Engage in DMs: Answer questions and interact with users who message you.
- Like and Comment: Actively engage with content from your followers and similar accounts.
Use Relevant Hashtags
- Research Hashtags: Use tools like Hashtagify or RiteTag to find popular and relevant hashtags.
- Mix Hashtags: Combine popular, niche, and branded hashtags for maximum reach.
Collaborate with Influencers and Brands
- Influencer Partnerships: Collaborate with influencers to reach new audiences.
- Brand Collaborations: Partner with complementary brands for joint campaigns or giveaways.
Analyze and Adapt
- Insights: Use Instagram Insights to track performance and understand what works.
- A/B Testing: Experiment with different types of content, posting times, and hashtags.
Use Click-to-Experience (CTX) Ads
One innovative way to boost engagement is through CTX ads. These ads are designed to create immersive experiences for users, encouraging deeper interaction.
These ads allow users to engage with the brand directly through interactive chat features, providing a personalized experience. The result significantly increases user engagement, with higher click-through rates and deeper interactions compared to traditional ads.
Example, JCPenney, one of the nation’s largest retailers, noticed this struggle and stepped in to help make holiday shopping as personalized, easy, and joyful as possible. The team created the JCPenney (JCP) Holiday GiftBot.
The team ran CTX ad campaigns which not only drove first-party data collection for future CRM activities but also enabled JCPenney to send recurring notifications and exclusive holiday offers to Holiday GiftBot users.
The results:
- 95% of all conversations were initiated by first-time JCPenney messengers.
- 3.8x higher conversion rate compared to regular campaigns during the same period
- 30% of participants who messaged JCPenney opted in for future communications.
Check out the full story, and more, here.
Boosting Instagram Engagement
Increasing your Instagram engagement isn’t just a one-step process; it’s a mix of different strategies that work together. By getting a handle on how engagement works and trying out these tips, you can really make your presence on Instagram shine, connect better with your audience, and hit your business goals. Don’t be afraid to experiment with different approaches, keep an eye on your results, and stay flexible to find what works best for you on the platform.
