Instagram Best Practices

These TikTok best practices are part of a series we have on Social Media best practices. Included in this series are Facebook best practices, TikTok best practices, Snapchat best practices and LinkedIn best practices.

Platform Information

With 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 Audience

Current 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 Times

We 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
Posting Times
  • Monday-Friday
  • 9am-12pm EST
(Post cadence may change depending on industry and unique audiences)

Content Formats

What 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 Recommendations

While 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.

Image/Video Specs

  • 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 Usage

To 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 Vocabulary

Feed 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.


Related Posts

Social Media Trends for 2023

Social media platforms are constantly changing and evolving to keep up with current user preferences/behaviors, or to introduce new software to the space. To keep

Read More »


At Zozimus, it’s important to us that we achieve great results, while still maintaining authenticity and thorough strategy for your brand. Our team is committed to working hard to make your dreams come true, while not taking ourselves too seriously in the process. We’re ready to dive into your next campaign together.


(617) 259-1605