You’ve come up with a great Instagram post for your brand’s account. You’ve taken a stunning photo, written a compelling caption, and finally hit Post. In return—crickets. Hardly any likes, comments, or shares.
You’re not alone. Posting content to social media can sometimes feel like shouting into the void. So, how do you increase your Instagram engagement?
There is no single way to improve engagement on your Instagram posts, but with these tips and tricks, you won’t need to pay for as many Instagram ads to build an engaged community. Here’s what you need to know to break free from the silent treatment and get more engagement on Instagram.
What is Instagram engagement?
Instagram engagement refers to the user interactions on your Instagram posts, including likes, comments, shares, saves, and direct messages (DMs). These actions show an active interest in your content instead of passive scrolling or swiping. Instagram engagement tells you how well your content is resonating with your audience, making it a critical metric for any Instagram marketing strategy.
Why is Instagram engagement important?
Engagement boosts content visibility. Instagram shows content with high levels of engagement to more users, meaning more engagement can create a virtuous cycle. For a brand or business, engagement can be the difference between a successful social media campaign that drives users to your landing page and a tepid social media presence that wastes time and resources.
How to calculate your Instagram engagement rate
Instagram provides engagement metrics, but calculating your engagement rate using these metrics can give you a better understanding of how your audience interacts with your content.
First, if you haven’t already, convert your personal Instagram account to a business or creator account for access to Instagram Insights. This is where you’ll find the information you need to tally your engagement rate. Then, go to your Instagram profile and find the post you want to analyze. Tap on the three dots in the top right corner of the post and select “Insights” to see your Instagram analytics.
To calculate your Instagram engagement rate per post, scroll down to the “Engagement” section and add up your post interactions—the total number of likes, comments, and shares on the post. Then, divide the engagements by your follower count. Here’s the formula:
Engagement rate per post = (Number of post interactions / Total followers) × 100
If your post received 18 interactions and you have 875 Instagram followers, the post’s engagement rate is roughly 2%. For an overall post engagement rate, repeat this process for multiple posts, then average the results.
What is a good Instagram engagement rate?
A good engagement rate is subjective and depends on your account type, how long you’ve had it, your follower count, and marketing goals. Generally, 1% to 5% engagement is deemed good, meaning out of 100 followers, one to five interact via a like, comment, share, or DM.
Tips to increase your engagement rate on Instagram
- Identify your target audience
- Prioritize authenticity
- Reciprocate engagement
- Post more carousels
- Track your engagement metrics
- Post aesthetically pleasing content
- Tell a story
- Use relevant hashtags
- Have fun
- Host giveaways
- Post engaging content
Boosting engagement can be tough, but here are a few helpful tips to increase Instagram engagement:
Identify your target audience
Find and target a relevant audience to make sure your content resonates.
You can do this by:
- Creating buyer personas: ideal customer profiles based on demographics and behaviors
- Conducting empathy interviews: Focusing on understanding customer experiences and feelings
- Paying attention to who responds to your brand
Prioritize authenticity
It’s easy to default to marketing jargon—posting about your products in a neutral, detached tone and maintaining emotional distance from your brand—but it can be less engaging. Instagram users have a strong eye for insincere content. Whether you’re posting behind-the-scenes content or explainer videos, creating an emotional connection is about remaining true to your authentic self.
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Reciprocate engagement
If people are taking the time to comment on your posts or send you DMs, don’t be shy—reply. Starting a conversation is a great way to start driving engagement and let your audience know you’re listening. Be prepared to answer common questions and provide excellent customer service in your messaging inbox.
Post more carousels
On Instagram, carousel posts let you share several images at once—great for a series of photos that follow a common theme or aesthetic. A carousel post appears in the Instagram feed as a single image with five dots and a number above (e.g., 1/10 to show the total number of images), inviting viewers to swipe through additional photos. This format not only allows for more content in a single post, but it can also build engagement as users are already interacting by swiping through.
Track your engagement metrics
Tracking and analyzing the performance of your posts can help you understand what resonates with your audience. Monitor this data to identify your top-performing posts and which content types, topics, and posting times generate the most engagement. Use this data to inform your content calendar for the upcoming month.
Post aesthetically pleasing content
Instagram was released in 2010 as a photo-sharing social media app. From the beginning, people have used it to post thoughtful, aesthetically pleasing, and often personal user-generated content (UGC).
To stand out, ensure your posts look their best. Clean, focused, and visually appealing photos and videos can encourage saves from followers and strangers and boost engagement. Perfection isn’t necessary, but a consistent, polished look can make a significant difference. Several free photo editors allow you to save custom filter settings so you can apply the same look to large batches of photos.
Tell a story
People love a good story. Telling the story behind your brand or a specific product can help people identify with your company.
Ali Osterholz, founder of Explorer Knits + Fibers, a clothing company that donates a portion of its profits to the National Parks Fund, says, “There has to be a reason or meaning behind everything I post or create for our customers, so [my business] feels worthy to invest in.”
Use relevant hashtags
Hashtags are key phrases that categorize your Instagram content and enhance its search discoverability—as well as help the algorithm serve your content to interested users.
Hashtags can help you get new followers who wouldn’t have found your page otherwise—especially if you use a hashtag already popular with your target audience.
Have fun
It can be tempting to view online marketing and social media strategy as serious business. But you don’t need to make every post a sales pitch or call to action.
Depending on your brand, fun content can be anything from relatable memes andbehind-the-scenes content to fun Instagram stories stickers and posts that perform well on other social channels. Remember, users come to Instagram for distraction and entertainment; fulfilling those needs will serve your brand well.
🌟Need content ideas? Get inspired by this list of 20 Instagram post ideas for new and unique content.
Host giveaways
Everyone loves free stuff. One great way to drive engagement is to run Instagram giveaways in which you offer free products to users who comment or share your posts. These high-engagement posts can help get your brand in front of more eyes and encourage followers to engage with your profile.
Post engaging content
The only surefire way to increase engagement on Instagram is to post valuable content that intrigues users and encourages conversation. You can use surveys to ask questions, run polls, or share information, but above all, keep it interesting. If you wouldn’t engage with your own content, other people likely won’t either.
How to get more engagement on Instagram FAQ
How can I increase my engagement on Instagram?
There’s no single formula for increasing Instagram engagement, but regular posts that resonate with a specific audience and foster community are key. Understand your audience and make content they’re eager to interact with.
Why is my engagement low on Instagram?
Boring content, overly promotional posts, or lengthy, confusing captions can lead to low engagement.
How do you track engagement on Instagram?
Track engagement on Instagram by monitoring likes, comments, shares, saves, and click-through rates on posts and Instagram Stories.
