By Matthew Stanton

5 Tips to Optimize Your Instagram Account

By Andrea Manteca, Account Executive, Madrid, Edelman EU

Instagram’s new integrated features have transformed the app into an ideal platform for businesses. With more than 1 billion monthly active users to date, Instagram continues to experience steady growth without any indication of slowing down.

Instagram is considered a top platform for consumer engagement. Clients depend on Edelman to manage their Instagram accounts, which requires taking active advantage of the platform’s current and future growth opportunities. An essential part of Edelman’s role is to counsel clients on best practices and inner workings of the app, including current trends, tech tips, and any app updates.

Here are five simple tactics, to help you best leverage Instagram algorithms to help brands achieve maximum engagement:

1) Watch Your Comments:

Certain comments on Instagram posts can be flagged by the app as being spam. One common example is the comment “LB” (Like Back or likeback) – which is a request from one user to another for a “like” in exchange for a “like”. Even innocuous comments like “how cute”, can be penalized by the Instagram algorithms for appearing as spam.

2) Limit Your Hashtags:

Instagram only allows you to use 30 hashtags per post. If you use more, it will be considered spam and your post will get relegated to the bottom of the page. We can solve this by using less but more effective tags by selecting our tags with tracker tools or hashtag generators, such as Seek Metrics or the AutoHash app. Another tagging error to avoid is using the same set of hashtags on multiple posts – as this too might be identified as spam.

3) Place Hashtags in the Caption not the Comments:

Some professionals place the hashtags in the photo caption. Others add them in separate comments in order to keep the post more sleek looking. However, according to certain studies, the best place to place your hashtags is in the caption. This small change can lift reach by 29.4 percent.

4) Use Consistent Filters:

Consistently using the same filters in your publications makes your page coherent and recognizable, helping to achieve a brand presence on Instagram and greater impact.

5) Engage with Positive Interactions:

The algorithm analyzes the depth of your relationship with a person or brand based on how often you engage with their posts. Ongoing engagement is more valuable than sporadic engagement. Accordingly, it is important to develop consistent relationships with your followers. By knowing what your audience wants to see — and engage with — you can serve them more content that will interest them and maintain their engagement. Moreover, Instagram will positively reinforce your interactions post by notching it up in your audiences’ feeds.

These tips can be used to compliment your knowledge in each market. For example, in Spain, smartphone users spend up to 57 minutes a day on Instagram, with an average of 3.7 visits. About 65 percent of them are Millennials aged between 18 and 35, and predominantly female. Additionally, search algorithms reward local profiles (Paula Echevarría, Cristina Pedroche, Verdeliss, María Pombo…) by ranking them above international profiles (Beyoncé, Kim Kardashian).

About Edelman Digital

Edelman Digital is the digital advisory and integrated marketing arm of the world’s largest communications marketing firm. Our global staff, in over 65 offices worldwide, is built to manage the complexity of modern marketing and online reputation, using a data-driven social-first storytelling approach designed to deliver real-time business results. We believe in exploring future-forward technology to advance the stories we tell. The output of our work delivers experiences that transform culture, reputation and relationships to inspire real-world action between brands and consumers.

Interested in learning more about Edelman Digital?