Sometimes I begin to feel like a broken record when I repeat the same things again and again, but this statement bares repeating:

Respect the platform.

I’ve said it before and I will continue to say it again and again. The most effective way to succeed on social media is to show up on each platform in the way they were designed.

Now, that’s not to say you can’t repurpose content (I’m all for working smarter, not harder!) But you’ll want to contextualize each piece of content for the platform you’re on to really maximize reach.

So, with that in mind, this post will be the first in a new series where we discuss the nuances of each social media platform and how you can use them strategically to increase your reach and grow your audience!

The Basics

Instagram is a platform that is very visual. Every post is required to have a visual component – be it a photo, a series of images called a carousel, or various types of video. 

You can view content in a feed, through different tabs on a profile, and through stories. 

Instagram is also currently promoting new content by having an exploratory home feed where content is served up to you on a silver platter that it thinks you will enjoy.

Audience Demographics

Instagram’s primary audience ranges from 18-34 years old. This means if your Ideal Client is a Millennial or Gen Z, you can likely find them here. That’s not to say there aren’t other age groups, but those are the most common. Interestingly, there’s almost an equal amount of male and female users.

Content Types

Each platform has its own set of content types, so it’s important you understand what they are and the names used to describe them. Here is a brief rundown of the types of content you can share on Instagram:

• Feed Posts – graphics and photos
• Videos – long-form video
• Reels – short video clips
• Stories – only last 24 hours
• Live Video – broadcast
• Guides – a compilation of posts

Recommended Cadence 

How often should you post on Instagram? Great question. I’ll be a broken record again: Do as much as you can, however you can.

But, if you want to know what you should shoot for, here’s what is considered optimal:

• 1-2 Feed Posts/Day. Prioritize Reels but continue to include photos, carousels, and long-form video.
• Share 3-5 Story slides each day
• Go Live 1 time per week
• Share a guide around commonly asked questions at least once per month

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