Instagram Habits are Changing. So Should Your Instagram Strategy.
October 19, 2023
By: Nicki Faircloth
If your organization isn’t optimizing Instagram, you’re likely missing out on connecting with key sectors of your audience.
More than 60 percent of the nearly 162 million regular Instagram users in the U.S. fall into the 18-to-35-year demographic, making the platform a key tool to engage with your younger generation of supporters or customers.
And because communicating on Instagram is different than your communications in other channels, it’s important to view it through a different lens.
That’s why whenever we find new research into Instagram habits — such as the latest report from the CRM platform Hubspot — we pay close attention.
The report analyzes data from over 37 million Instagram posts to help communicators update their Instagram strategy for 2023 and beyond.
Below you’ll learn what we’re taking away from this new report — including fresh insights on Instagram reels, hashtags and how to increase engagement.
What type of content should I be focusing on?
Video reels are hot. While Instagram became widely popular because of the appeal of sharing photos, the days of stand-alone image posts are now over.
Video reels have proven in the last year to dominate viewership as the platform attempts to compete with TikTok.
Digital users prefer videos. Hubspot found video posts received three-times as many views in 2022 as single image posts and image carousels (a post with multiple photos users can swipe through to view).
That’s why the best performing Instagram accounts such as Nike post mostly video reels.
The next best option behind a video reel is an image carousel, which tends to perform better than single image posts. Image carousels generally have a larger volume of comments and likes than just a single image post.
How do I master Instagram video reels?
Here are six tips you can use for creating reels that have a better chance of getting more engagement:
Be concise with what you’re trying to convey: Write down the main points you need to hit.
Prepare with the right equipment: It doesn’t need to be expensive — a ring light and tripod can go a long way.
Make the first few seconds the most compelling: Begin your reel with a clear and enthusiastic tone, otherwise you risk losing viewers.
Be authentic and direct: Users need to be able to relate to your content.
Utilize Instagram tools to garner donations and push fundraisers: Free tools like Instagram Live allows you to tag products for sale (like organizational t-shirts), solicit for donations and allows users to purchase badges that help support your platform!
Utilize free apps outside of Instagram that help create more visually appealing content: Canva, a free app that helps you design graphics, also has a function to make your videos more eye-catching.
But what about hashtags, are they still useful?
Many users feel like hashtags are a dated strategy– but the numbers prove them wrong. Instagram posts that used 11 hashtags or more were some of the best performers, especially when paired with a video reel.
The top performing hashtags for 2022 for image carousels or single image posts included: #instagood and #photooftheday.
The top performing reels specific hashtags were: #ReelsTrending, #FunnyVideos, or #FunnyReels.
A unique strategy is mixing what Instagram considers top hashtags along with your own unique hashtags.
While top hashtags will open you up to world-wide attention, so many users are posting so frequently with these hashtags that your new seat on top will be short-lived.
Using a top hashtag with unique hashtags will help your post reach new markets and also target your local users.
Hubspot recommends using unique hashtags related to:
Your location: #Tampa, #VisitChicago, #ExploreDC, #swfl
Your niche: #NonprofitFundraisers, #FeedingTheHomeless
Your brand: #MauiStrong, #GiveMiamiDay, #philanthropy
Community: #OCCFDoers, #cosiscifest
Descriptive: #happy, #fun, #staff, #leadership
Do I need to utilize emojis?
Short answer: it’s not a big deal if you don’t.
Hubspot explains that when using 1-10 emojis per post, you’ll experience a small boost in engagement. It’s nothing too dramatic.
It’s okay if you choose not to use emojis as 40% of Instagram posts are devoid of them.
A tip though if you choose to implement emojis is not to use over 10 for a single post. This risks your post looking spammy.
If you are looking for more advice on how to supercharge your Instagram strategy, check out Hubspot’s Instagram Engagement Report yourself. You’ll discover nuggets of information that will help you bring your a-game when posting on Instagram.
