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Instagram is a social media platform that has shown immense growth since its inception, with its vast user base that hosts multiple interests. If used correctly, the platform can boost your brand’s presence and help you gain meaningful leads that can lead to real-life conversions. Though there are various ways to market your business on Instagram, doing it effectively and successfully is almost impossible to do without understanding its algorithm and metrics. One of the most important metrics to consider is engagement rate.
Engagement rate is a metric that numerically tracks audience interaction with your brand’s content. It’s often used in analyzing the efficacy of a brand’s marketing campaign and is a great tool that let brands know what’s doing well and what isn’t. The reason why so many brands pay close attention to this metric is because engagement with any content often leads to conversions. Knowing how to increase a page’s engagement rate requires an understanding of the factors that go into calculating it. On Instagram, likes, comments, saves, and shares are the factors that influence the metric. Engagement rates help guide a brand’s content creation strategy. If the strategy itself attracts attention, your page’s engagement rate will be the first one to let you know. With all of this in mind, companies strategically aim to continually increase their engagement rate. If you’re stumped as to how your brand can increase its engagement rate on Instagram, this article has got you covered.
1. Consistent Posting
This is a fact that most individuals and brands know, but posting consistently is the best way to ensure that there is an increase in your brand’s Instagram engagement. Once a post is a few days old, its the scope of reach drastically reduces. Posting regularly on a scheduled basis is the best way to ensure that your brand’s posts are always available on your user’s feed. One point to note is that although consistently posting is a good thing, it’s only helpful if done in moderation. If you post too often, users may feel like they are being spammed and may choose to unfollow the page. The number of posts per week generally depends on the type of brand your company is. Certain brands are better off posting once a week or fortnightly, whereas others can post up to 4-5 times a day. Testing out the number of posts that works for your brand is key to finding the right middle ground that can ensure great engagement.
2. Use Relevant Hashtags
On Instagram, hashtags are still considered to be one of the best ways to put your brand into a category that directly targets your preferred demographic. It can lead to increased reach and in turn greater engagement. The best way to find out what hashtags work for your brand is to test industry-specific hashtags and also analyze what your competitors use as well.
3. Stay Up to Date with the Latest Features
Instagram is a platform that is constantly growing and adapting to newer technological innovations. As a result of their dynamic nature, they often introduce new features that individuals and businesses can use to enhance a post or story. An example of this would be the new poll feature that can be placed not only on stories but on posts as well. These features are important tools that can maximize the impact of a marketing campaign and expand your brand’s reach successfully.
4. Create Shareable or Save-Worthy Content
Sharing and saving are sometimes overlooked by businesses when creating effective content campaigns. However, these two aspects have a profound impact on how often a brand is recommended by the algorithm and by users themselves. Content that encourages the participation of users and their mutuals is a surefire way to boost engagement. On the other hand, posts that can encourage users to ‘save’ act as an added value that can encourage them to interact with your brand’s feed regularly in the long run.
Increasing your brand’s engagement rate isn’t a task that can be done by simply following a few steps. Testing out tips and finding out what works personally for your brand is the best way to improve your brand’s performance for the long haul.
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