Instagram Shares 5 Best Practices for Maximising Post Reach
We hear from so many equestrian brands who are frustrated by algorithms or their social media reach, and with so many social media ‘experts’ out there who claim to know the reasons why your content is or isn’t performing, we thought we’d share some tips with have come straight from the horse’s mouth. Instagram recently shared an overview of factors that can limit the reach and distribution of your posts, which you might know about already, but it could be worth keeping this list handy, to ensure you keep these elements in mind.
Key Factors That Limit Post Reach
The reach of your posts depends on several factors, including how well they align with Instagram’s guidelines and user preferences. Instagram’s algorithms are designed to promote high-quality, original, and engaging content while limiting posts that fail to meet these standards. If your posts are underperforming, it could be due to one or more of the following reasons.
1. Watermarks
Watermarked content is a significant barrier to distribution on Instagram. If you’re uploading content originally created for other platforms, such as TikTok, and it contains visible watermarks, Instagram will suppress its reach. To ensure your content gets seen, remove third-party watermarks before posting. Using original, unbranded visuals is always the safest option.
2. Posting Non-Original Content
Reposting identical content already shared on Instagram will likely impact distribution. Instagram prioritises originality and recommends using features like Remix and Collab to add your unique perspective to existing content. If the platform identifies duplicate content, it will recommend the original piece, not the repost.
3. Reels Longer Than 90 Seconds
Instagram’s currently recommends videos to unconnected audiences that are under 90 seconds, and the platform’s data suggests that reels between 30 and 90 seconds tend to generate higher engagement. While longer content may still be appropriate for followers, shorter videos are optimal for reaching new viewers in the “Suggested” section.
4. Non-Recommendable Content
Posts that violate Instagram’s recommendation guidelines are filtered out of distribution. This includes content that breaches community standards, such as any posts that may depict violence. To ensure your content remains recommendable, adhere strictly to Instagram’s policies and steer clear of potentially objectionable themes.
5. Engagement Bait
Engagement bait - posts that explicitly encourage users to comment, like, or share in unnatural ways - is another factor that can suppress reach. Instagram said that a form of engagement bait would be a post asking people to click the share button to find out which person the content is referencing (for example “the first person who comes up when you hit the share button owes you a new horse trailer”). Instead of asking users for engagement outright, Instagram did explain that it’s fine to ask your audience to share your content with a friend through genuine call-to-actions, as long as there is no use of overly gimmicky tactics.
Final Thoughts
We understand that navigating Instagram’s algorithms and content guidelines can be challenging, but to get the most out of your content you need to play by the platform’s rules. Instagram will always prioritise content that helps to keep users in the app for longer, so always keep this in mind when creating your social media content, and make sure to consider the originality and authenticity of anything you publish. If you have questions about social media marketing and how you can use social media to grow your business, you can book a call with us here.
