Platform InformationWith roughly one billion monthly active users, Instagram can be a powerful platform for storytelling and engaging with your community. Its background as an image-first social media channel has since evolved into a video-heavy community where users are looking for authentic, engaging content that isn’t focused on the “hard sell”.
Platform AudienceCurrent audience demographic’s as of Q1 2022.
- 34% are 25-34
- 22% are 18-24
- 20% 35-44
- 56% female
- 44% male
Posting and Cadence TimesWe find that this is currently the optimal cadence and posting schedule for Instagram. Cadence
- 2-3 times a week for feed posts
- 2-3 times a day on Stories
- 9am-12pm EST
Content FormatsWhat we are seeing across all of our clients is that video is the preferred content type on Instagram, with videos resulting in 91% higher engagement than still photos.
Ad RecommendationsWhile the majority of ad impressions on Instagram are from feed posts, 42% are from Stories. Reel ads also offer an opportunity for increased reach and engagement.
- Feed posts: 1:1 (square), 1.91:1 (landscape), 4:5 (portrait)
- Feed videos: 60s
- Stories: 9:16
- Stories/Reels: 9:16, 15-60 seconds
Instagram Hashtag UsageTo maximize your post reach, try adding 8-15 relevant hashtags in the body of your Instagram caption. Adjust this number using your Instagram analytics if needed.
Instagram VocabularyFeed Posts: The original post on Instagram, “feed posts” are photos, graphics, or videos uploaded to your profile’s grid, or main page. These posts can have a variety of aspect ratios and offer the opportunity for geotags, captions, and hashtags. Carousels A specific type of feed post, carousels are up to 10 photos or videos gathered together in a swipeable post, which often generates more engagement on Instagram. Reels The most recent form of video on Instagram, Reels are vertical videos of up to 30 seconds that are shared into a separate Reels-only feed on the platform. Stories Created as a way to showcase “raw” or unfiltered content for followers, Stories are photos or videos that expire in 24 hours and are able to be saved permanently as a highlight on your profile. Click here to download a PDF version of our Instagram Best Practices.