Quality Over Quantity: A New Era in Social Media

Social media has long been a game of who can post the most, urging us to create non-stop. But, there's a hint of change in the air. While the race to post often hasn't slowed down, we're starting to see signs that lasting, quality content might begin to take center stage:

• TikTok is testing videos up to 15 minutes, allowing creators to dive deeper into their content.

• Instagram is experimenting with longer runtimes for Reels, testing the waters for more engaging content.

• LinkedIn has updated its algorithm to better showcase “evergreen” posts, ones that maintain relevance over time and can continuously engage new audiences.

These changes hint at a broader shift toward quality, reminiscent of what we've learned from YouTube. On YouTube, the expectation for quality has always been higher due to its long-form content nature. Viewers investing time in a longer video expect it to be worth their while, setting a precedent that more social platforms seem to be acknowledging.

This shift in platform strategies brings to mind YouTube's long-standing approach. On YouTube, the expectation for quality has always been higher due to its long-form content nature. Viewers investing time in a longer video expect it to be worth their while, setting a precedent that more social platforms seem to be acknowledging.

Could this be the dawn of a new era in social media, where the focus shifts from how much we post to the impact and longevity of what we post? (I honestly hope so!) How do you see this affecting your content strategy?

Instagram vs. TikTok: Cracking Instagram's Algorithm with DM-Shareable Content

A billion Reels are reshared via Instagram DMs daily. That's not just a number, it's one of Instagram’s core competences.

Unlike TikTok, where messages are present but not as robust, Instagram knows its DM channel is something special.

As a content creator or a business owner using Instagram for marketing purposes, ask yourself: Is my content shareable?

Instagram's algorithm currently favors posts that drive shares, so tapping into this can significantly amplify your reach.

But what exactly makes content shareable? It could be humor, information, intrigue, or even urgency. The key is to create something that compels viewers to hit that paper airplane button and share your post with others.

Remember, in today's fast-paced digital world, the ability to create content that resonates and encourages sharing is crucial. It's not just about posting; it's about creating a ripple effect that extends your reach far beyond your immediate followers.

So next time you post, think about the shareability factor – it could make all the difference in your social media strategy.

Crafting Connections: Instagram's Hyperlocal Blueprint for Community Engagement

Ever noticed the TikTok-like trend in your Instagram feeds, where content is curated based on your interests, not just who you follow?

This is where you can shine by focusing on hyperlocal content. Craft posts that resonate uniquely with your neighbors and potential customers. Whether it's featuring the latest community event, spotlighting beloved local spots, or sharing anecdotes that locals can instantly relate to, your goal is to create a sense of camaraderie.

But remember, it's about the big picture – a consistent stream of local posts trains the algorithm to highlight your account within your community. Infuse a touch of behind-the-scenes charm from your daily life or business for that added authenticity. This personal touch not only engages but solidifies your connection with your local audience.

So, the next time you capture a moment, think local. Share the essence of your community, and watch as your Instagram presence becomes a central gathering point for local connection and engagement.

Connecting Beyond Content: Creating an Instagram Bio That Speaks to Your Customers

The way I see it:

1. Reels reign as Instagram's dominant posting format.

2. Generally speaking, more non-followers see your Reels than followers.

3. Instagram algorithmically rewards profile taps—meaning that the more non-followers who view your Reels and then click on your profile, the better.

4. Anyone visiting your profile—whether via your latest Reel or through a search-based discovery—is “trying you on for size.”

5. All the elements of your profile matter: your profile image, name/description, story highlights, your grid, pinned posts, and, of course, your BIO!

By sculpting a bio that resonates with your audience, you're not just introducing yourself – you're building a bridge between your content and them. So, go ahead, leverage Reels, fine-tune your profile, and let your bio become the gateway to forging meaningful connections on Instagram.

Post Like a Pro: A 6-Step Guide for Instagram Success

Instagram's algorithm scrutinizes your post's initial impact on a small, sample audience to gauge its potential. The early success of your post—its likes, comments, shares, and so forth—determines the extent of its reach on Instagram. In other words, if it’s a dud, it’s dead.

HERE ARE SIX ESSENTIAL TIPS TO LAUNCH YOUR POST WITH IMPACT:

1. Heart Comment Frenzy: Heart the comments on your last post a day later. Users receiving the notification will open the app, and before exiting, they’ll probably browse the feed — where Instagram is primed to display your latest post.

2. DM Story Replies: Scroll through stories and reply to a half-dozen or more using the message feature at the bottom. This approach leverages Instagram’s algorithm, which values Historical Interactions, increasing the likelihood of your next post appearing at the top of their feed.

3. Broadcast Channels: Use your Broadcast Channel (Instagram’s one-to-many messaging tools) to send updates to subscribers, thus drawing more attention to your profile, and by extension, your most recent post.

4. Focus on Favorites: Adding your top-engaged followers to your Instagram Favorites Feed makes it easy to browse their latest post and leave comments. This way, they’ll be more likely to see and engage with your content reciprocally.

5. Story Share with Care: Boost post visibility by sharing to stories, but add unique context to keep followers engaged. Remember, if you repeatedly static-share your post to your stories, you’ll condition your story viewers to skip past your stories, causing longterm harm.

6. “Collab” Cross-Promo: Try strategically coauthoring posts with fellow creators for cross promotion via Instagram Collaborations. Shared audiences can multiply engagement.

So, here's my advice: don’t just post and pray; be strategic and play the game!

Beat the Instagram Algorithm: From Scrolling to Staring

Feeling overlooked in a sea of endless scrolling? The trick it to stop the scroll; it's to command it.

Social platforms have conditioned us all to crave that "next thing." Your video's job? Be that next thing.

How to Bulletproof Your Meta Accounts: Secure Your Facebook and Instagram

You've got a business to run, properties to sell, and your brand to grow. You don't have time for a social media snafu—especially one that leaves you vulnerable to hackers.

Imagine this: You wake up one morning only to find your Facebook account hacked. But wait, the nightmare's not over; your Instagram is compromised too. That's double the trouble, and believe me, you don't want to go there.

Luckily, there's a quick and simple way to bolster your social media security.

Secure Your Meta Accounts: Understanding Accounts Center and Connected Experiences

Meta’s Accounts Center serves as a centralized command station where you can manage your Facebook, Instagram, and other Meta-related accounts. This hub not only consolidates your settings but also optimizes your user experience by sharing information across platforms.

Within Accounts Center, there's a section called "Connected Experiences." This is where you can manage the sharing of posts, stories, and reels across your profiles, as well as your login settings and preferences.

By default, the "Logging in with accounts" setting under "Connected Experiences" is set to “Simple,” which allows you to use one account's login information to access all your connected accounts. Convenient? Yes. Risky? Absolutely.

If a hacker gains access to one account, they can easily infiltrate the others. For enhanced security, switch this setting to "Can't log into accounts" for each respective app.

Step-by-Step Guide to Fortify Your Meta Accounts

• Access Accounts Center: Open your settings on any Meta platform—be it Facebook, Instagram, or any Meta app—and locate the Accounts Center option.

• Navigate to Connected Experiences: Once inside your Accounts Center, you'll see the "Connected Experiences" tab. Tap or click on it to explore a range of settings that govern how your accounts interact.

• Review “Logging in with Accounts”: Within "Connected Experiences," find the option that says "Logging in with accounts." It’s important to note that the default setting here is “Simple,” making it easier for one hacked account to compromise the other(s).

• Switch to “Can't Log into Accounts”: To bolster your account security, change the setting from "SIMPLE" to "Can't log into accounts" for each respective app. This ensures that a breach in one account won't automatically put your other accounts at risk.

Taking control of your social media security isn't just good practice; it's essential for your brand and business. Meta's Accounts Center and its "Connected Experiences" section give you the tools, but it's up to you to use them wisely.

By making a few thoughtful adjustments, you can significantly minimize your risks. Don't leave your “social media security” up to chance.

The 3 Essentials for Viral Video Success on Instagram Reels, YouTube Shorts, and TikTok

The 3 Essentials for Viral Video Success on Instagram Reels, YouTube Shorts, and TikTok

Navigating the ever-changing landscape of social media algorithms is already a tall order, and when you add the constant need for fresh content, even seasoned marketers can feel overwhelmed. To cut through the chaos and elevate your video content on today's top social media platforms, zero in on these three game-changing factors.

Make It "Searchable"

SEO isn't just for blogs. Keywords are essential for aligning your video with the right audience. But let's be clear: Keywords are about more than just hashtags.

The algorithms have gotten smarter and can understand your video's context through transcripts, captions, and descriptions. So know your audience and trust that the algorithm aims to do the same. Team up with it by integrating relevant keywords across all text associated with your video.

Keep It "Streamable"

Audience attention spans are notoriously short. Platforms have conditioned us to crave new visuals every few seconds. While scrolling is endless, viewer attention to a single video is fleeting.

So how do you stop the scroll and make them stick around? Change it up. Use pattern interrupts like b-roll, gifs, sound effects, or split screens to keep the visuals moving. Do that, and you'll not only keep eyes glued but also make the algorithm favor you.

Make It "Shareable"

The end game is “shareability.” Platforms, especially Instagram, measure interactions heavily—and right now, they're putting a premium on sharing. Instagram has a competitive edge over TikTok with its DM feature, and it's pressing that advantage.

When your content gets DM'd (i.e., shared), it's the algorithmic equivalent of striking gold. So… aim for gold by making sharing the focal point of your calls-to-action.

By focusing on making your video searchable, streamable, and shareable, you'll not only reach your target audience but also turn the ever-elusive algorithms into allies. It's time to level up your social media game.
P.S. Craving a deeper dive into mastering the art of viral video content? Don't miss out. Catch my full podcast episode on this topic to unlock even more strategies for social media success. Watch/Listen Now.

Unlocking the Power of Hyperlocal Content: Beat Social Media Algorithms

You're probably wondering why your social media posts aren't getting the traction they used to. Well, it's not you; it's the algorithm.

Want the good news? You can make that algorithm work for you, not against you. Here's how to do it with hyperlocal content.

Why Hyperlocal Content is Your New Best Friend

You've heard it before: "Content is king." But in the age of AI-suggested content, not just any content will do.

You need content so specific, so local, it practically screams your town’s name. Why? Because algorithms like Instagram's are shifting to prioritize interest-based content.

That means the more you tailor your posts to your local audience, the more likely they are to actually see them.

How to Train the Algorithm to Love Your Content

• Be Ultra-Specific: Don't just post about coffee; post about that hidden gem of a coffee spot on Main Street that only locals know about.

• Use Hyperlocal Hashtags: Forget #CoffeeLover; try #MainStreetCoffeeLove. You'll attract locals who are genuinely interested in what you're posting.

• Tag Your Location: Always, always tag your location. It's like sending a flare up to the algorithm, saying, "Hey, this post matters to people here!"

Boost Your Posts, But Make It Local

Once you've got this killer content, don't let it go to waste. Consider promoting or boosting your posts within a 15-mile radius of your marketplace. You'll maximize visibility among potential customers right in your backyard.

The Bottom Line

You don't need a massive following; you need the RIGHT following. Stop chasing vanity metrics and start focusing on what really matters: reaching and engaging with potential clients who are local to your area.

When you go hyperlocal, you're not just throwing content into the void and hoping someone sees it. You're strategically placing it where it matters most. So go ahead, make your content so hyperlocal, you force the algorithm's hand. Let it be your local matchmaker!

Instagram's Extended Reel Runtimes and the Future of Your Content Strategy

Back to the Future: The Revival of Long-Form Content

Remember when Instagram retired its long-form "IGTV" feature? Well, it's making a comeback, but this time under the Reels banner. Instagram is internally testing 3-minute and 10-minute Reels, and this move is more than just a nod to TikTok's success. It's a fascinating glimpse into the cyclical nature of content trends.

The Trend Cycle: Short to Long and Back Again

In the digital age, trends are cyclical. We started with short videos, moved to long-form, and then circled back to short-form content like Stories and TikTok. Now, we're seeing a resurgence of mid-length content. Understanding these cycles can give you a competitive edge. You'll know when to pivot your strategy and how to keep your audience engaged.

Why This Matters for Local Business Owners, Entrepreneurs, and Marketers

• Adaptability: Being aware of these trends allows you to adapt your content strategy. For Realtors, for instance, longer Reels could mean more time to showcase property tours or client testimonials.

• User Engagement: If you've built a following around short-form content, don't abandon it. Instead, integrate longer videos into your existing strategy to keep your audience engaged.

Takeaways and Recommendations

• Stay Informed: Keep an eye on platform updates and be ready to adapt.

• Test and Measure: Don't dive headfirst into ONLY longer content. Test it out, measure its effectiveness, and then decide if it's worth fully integrating.

• Balance is Key: A mix of short, mid, and long-form content can help you reach a broader audience and keep your content fresh.

In a nutshell, the return/reemergence of longer Reels is a golden opportunity to diversify your content and engage your audience in new ways. So, my advice:  embrace the cycle, and use it to get more out of your Instagram marketing efforts.

Instagram's AI Evolution: A Look at Instagram's Innovative AI Features (Soon to be Released)

Instagram is experimenting with a range of generative AI elements to enhance your experience. Here’s the rundown…

1. Generative AI Sticker Creation: Soon, you'll be able to create customized sticker-graphics for your Reels and Stories based on text prompts.

2. Visual Editing Tools: Two new tools are on the horizon. “AI Brush” will let you replace parts of your image, with AI filling in the gaps. “Restyle” will allow you to recreate sections of an uploaded image using text prompts. You'll be able to change backgrounds or replace specific elements with AI-created alternatives.

3. AI Chatbot: Just like Snapchat's chatbot tool, Instagram is working on a new conversational UI built into your DMs. By typing @ai into the chat field, you'll be able to ask questions about various topics. Sounds thrilling 😑

4. Message Summary: Long-winded DMs? No worries! An AI-powered tool is being developed to summarize your messages, saving you time.

Choosing the Right Instagram Account: Personal, Business, or Creator?

Navigating Instagram begins with a pivotal choice between personal and professional accounts.

1. PERSONAL ACCOUNTS: Though favored within Facebook’s algorithm, it’s a different story on Instagram. These accounts are primarily beneficial for maintaining privacy. However, they lack the business-oriented features you might find useful for growth.

2. PROFESSIONAL ACCOUNTS: These are your go-to for business perks like insights, advertising, enhanced messaging, and contact buttons. Before you dive in, remember there are two further options to consider:

• BUSINESS ACCOUNTS: Opt for these if you're looking for improved integration with third-party publishing tools. They provide an environment that eases content creation and scheduling.

• CREATOR ACCOUNTS: An ideal match for those seeking a touch of creative freedom, these accounts provide additional music options and allow you to align with categories reflective of your profession, such as "Real Estate Agent" or "Entrepreneur.” Be mindful, however, certain categories could come with music usage restrictions.

So, based on your objectives with Instagram, ask yourself: Which account will serve you best, and why?

Instagram Influence Map: Geo-Optimize Your Content to Attract Local Customers

Problem: most of your Instagram followers live in random, faraway places, which undermines the effectiveness of your social media marketing in attracting and procuring LOCAL customers📍

To find out exactly where the people you're influencing are geographically located, follow these steps:

• Open your Instagram app and navigate to your Professional Dashboard, the gray-shaded box underneath the bio section of your profile. Please note that the Professional Dashboard is available only for Professional profiles, not Personal profiles.

• Next, tap on "See All" to access your account's insights, where you'll find vital information about your audience.

• Look for the sections labeled "Accounts reached" and "Total followers.” Specifically, take a close look at the "Top cities" data, which will reveal the top locations of your followers as well as the accounts you reached.

Those top cities aren’t just random locations; they represent where the people you're influencing reside.

If you're running a local business, that’s crucial intel because social media is becoming less social and less local. That said, you can turn the tide by implementing the following techniques:

1. Specify your physical whereabouts via the Location tag when you post: e.g. your city or locations in/around it. This’ll help to train the algorithm to recognize that your content is relevant to a specific geographic area.

2. Research and use local hashtags in your posts. By incorporating popular hashtags related to your city or region, you can increase your visibility among local Instagram users.

3. Post hyperlocal content that appeals specifically to locals. Share information, events, or stories that only people from your area would find interesting and relatable; effectively force the algorithm to distribute your content to the right audience!

4. Consider boosting your content to target your town or city. By utilizing Instagram's advertising tools, you can reach a wider local audience and increase your brand's visibility.

If you're leveraging social media for your business, it's essential to ensure that your efforts are finely tuned to attract the right audience in the right locations.

Instagram’s Testing a New AI Chatbot Feature: Double-Down on DMs

Instagram is launching new AI features for chat in DMs, providing what’d I’d describe as “Grammarly-like” recommendations to improve or compose messages.

Meh 😑—it’s a starting point. It puts IG in the AI game, I suppose.

Granted, although I don’t see it as revolutionary, the AI chatbot functionality will probably help you in efficiently managing your messages.

More interestingly, however, there’s been a reported decline in story and feed posts, and at the same time, a rise in DM conversations. That’s a trend worth noting.

My advice:  leverage your DMs strategically. E.g. conversations with followers as well as a forum to network and expand your relationships.

The Science Behind Instagram's Algorithm: How to Beat the Feed and Get Noticed

As Instagram continues to explode in popularity, the sheer volume of content being shared on the platform is making it more and more difficult for creators and businesses to reach their desired audience. That said, there are ways to cut through the noise… 

On average, an Instagram user spends around 6-7 minutes per session on the app. Since Instagram's algorithm is continuously updating, the posts that appear in a user's feed can change frequently — very frequently! In fact, even a minor delay in opening the app can significantly impact the content displayed in your feed.  For instance, if you planned to open your app at 10:00 AM but got distracted and opened it a minute later, the content in your feed would likely differ from what it would've been had you opened it at the intended time.

What’s more, according to a recent study by Sport Social, around 64% of marketers pre-schedule their social media posts, with most opting to post at the hour, quarter-hour, or half-hour marks. This means that there’s often a higher volume of content competing for feed position during these times.

So… To stand out from the crowd, consider posting at less conventional times, like 10:07, for example. Additionally, many post-scheduling apps limit posting times to 5-minute intervals, making the "in-between" times somewhat of an open road for your content to get noticed.

Posting during peak times on Instagram is like trying to drive through a city during rush hour traffic - you're stuck in a gridlock with everyone else.

Notwithstanding the foregoing, while it's important to post during non-peak times to avoid competing with other posts, it's equally crucial to post when the bulk of your followers are active. Instagram's algorithm tests new posts by showing them to a small sample audience, and the initial performance of your posts determines whether they'll be distributed to a larger audience. Since your followers are the most likely to interact with your content, posting during their active hours will give your posts the best chance to perform well and reach a wider audience.

If you're not sure when your followers are most active, check out this blog post on how to find those insights:  https://www.jasonpantana.com/blog/the-ultimate-guide-to-instagram-posting-when-and-how-to-reach-your-followers

My advice:  experiment with different times to see what works best for your content and audience. Happy posting!

Why Your Meta Ads Campaigns Aren't Showing Up on Instagram (And How to Fix It)

Meta ads, previously known as Facebook ads, have been and still are a marketing no-brainer. However, Zuckerberg's recent disclosure that AI-suggested content will make up 30% of Facebook and Instagram feeds by year-end has, IMO, escalated their importance. Because… Essentially, access to your followers' feeds will be reduced by a third, making it more necessary to pay to promote your content.

On platforms like YouTube, by comparison, users customarily search for content. But on Facebook and Instagram, content discovery happens predominately in users' feeds. It’s “scroll” vs. “search,” so to speak. So… Consequently, if 30% of what users see is AI-suggested, your ability to reach followers—who are likely past clients and SOI contacts, for instance—will be greatly diminished. This, in turn, could make your content far less effective at keeping you top-of-mind with these important individuals.

So, what can you do? The simple answer is “pay-to-play.” For example, you could start boosting your content on Facebook and Instagram, but there’s no guarantee your followers—arguably your most critical audience to reach—will see those ads.

Alternatively, you could run Meta ad campaigns whereby you retarget your followers directly. However, the trouble is that even if you retarget your Instagram followers, for instance, the ads you pay for are still unlikely to be distributed on Instagram—which is, I’m guessing, the platform you’re most excited about in terms of building your brand.

And here’s why… It's because Meta ads are programmed to get advertisers the lowest cost per result—which is usually NOT on Instagram. And that’ll be the case no matter what campaign objective you may specify:  e.g. engagement, traffic/clicks, reach, or something else.

Generally speaking, it’ll be significantly “cheaper” for Meta to place your ads on platforms like Facebook and Audience Network, which is a collection of random websites/apps where Meta is allowed to distribute ads, similar to the Google Display Network.

Fortunately, there’s a workaround for this issue. By changing the placement settings in your ad campaign, you can force your ad to run on Instagram. Here are the essential steps on how to do it:

1. Log in to your Meta Ads Manager and select the option to create a new ad campaign.

2. Choose your campaign objective, such as engagement, traffic, or messages.

3. Set up your Ad Set level by defining your conversion location, audience targeting, budget, and schedule.

4. When you get to the Placements section, select the "Edit Placements" option.

5. Choose "Manual Placements" and then select ONLY "Instagram" to include it as a placement for your ad campaign.

6. Review your ad campaign settings and then click "Publish" to launch your campaign.

It's important to note that running your ads on Instagram may cost you more than other placements, but if it's the platform you’re looking to build, it’s worth it. Follow the steps above to ensure that your ads are reaching your Instagram followers (and beyond) and getting the required exposure to build your brand.

What Is Meta Verified in the US and How Will It Affect Facebook and Instagram Users?

Meta Verified, the new verification process for Facebook and Instagram, has officially launched in the US. This follows Twitter's subscription service, where users can effectively purchase a blue check verification for a monthly fee.

Although anyone can now obtain the blue check on Twitter, for instance, the company is reportedly generating about 2.4 million in revenue per month from the service. Meta's verification process will work in a similar fashion, with users paying separately for the blue check on each respective platform.

However, there are concerns that Meta might prioritize the posts of their subscribers over everyday users, as Twitter has announced its intentions for doing so. So far… Meta has said that they will not do this, at least not initially—but only time will tell. The verification program is not available for all Meta products, only for Facebook and Instagram. Additionally, it gives verified users a more direct line of communication with the platform in the event they are dealing with impersonators or other account-related issues. (That’s the perk that’s the most appealing, IMO.)

Overall, the new Meta verification process aims to increase security on the platform and prevent fake accounts and other forms of online fraud. While it remains to be seen how the service will be received by users, it is clear that Meta is following in the footsteps of other social media platforms by introducing a paid verification service.

Target Your Instagram Audience Like a Pro with Meta's Latest Ad Innovation

Meta, the parent company of Facebook and Instagram, has launched a new feature that’ll prove quite handy for advertisers like you. Now you can target your ads and promotions to specific users who follow your Instagram account(s). While you’ve been able to target Facebook followers directly, targeting Instagram followers wasn’t possible. Previously, Meta Ads could only target users who had interacted or engaged with your Instagram account. That was too broad of an audience, consisting of anyone who might’ve stumbled across your profile whether they were one of your followers or not.

The obvious and immediate benefit here is the ability to target exclusive content and special offers directly to followers. Additionally, you’re now able to create Lookalike Audiences and/or Special Ad Audiences based on your Instagram followers, thereby enabling you to reach new prospective customers on the basis of your existing followers. This is sort of a game-changer for marketers in the business of building brands!

As a business owner, this new feature is significant as it allows you to create personalized ad campaigns that’ll better resonate with your followers, thus cultivating a deeper connection with your audience.

Here's a simple guide to creating a custom audience for your Meta Ads campaign that targets your Instagram followers:

1. Log in to your Meta Business Manager (business.facebook.com).

2. Go to the "Audiences" section.

3. Click the "Create Audience" button and select "Custom Audience."

4. Select “Instagram Account” as your source.

5. From the Events drop-down menu, select “Accounts Center accounts who started following this professional account.”

6. Name your custom audience and click "Create Audience."

7. Your custom audience is now ready to be used in your Meta Ad campaign.

By following these steps, you can create a custom audience based on your Instagram followers and use it to target your ads and promotions to this specific group of users. This can help you create more personalized and effective ad campaigns that resonate with your followers and potentially lead to increased sales. What’s more, you can use this custom audience to create Lookalike and/or Special Ad Audiences based on your existing followers.

The Ultimate Guide to Instagram Posting: When and How to Reach Your Followers

If you’re looking to improve the performance of your content on Instagram, then timing your posts is a critical factor to consider.

Put simply, Instagram's algorithm analyzes the performance of your respective posts to determine which ones to show to more people. It’ll start with showing your post to a small(ish) group of users to see how they react to the content:  hearts, comments, saves, shares, swipes, time-spent, etc. Then, based on that test, it’ll conduct larger tests and so on. Thus, the opening minutes and hour(s) of a given post are of extreme importance because, within that time-period, Instagram’s algorithm will effectively render judgment as to how far it will go to distribute your post through its feeds.

And since your followers are likely more inclined to engage with your content (i.e., hearts, comments, and so on), it’s important to post when they’re active on the platform.

Here’s how to determine when your followers are most active on Instagram and how to use that information to increase the reach and engagement of your posts.

Step 1: Access your Professional Dashboard

To begin, you'll need to access the Professional Dashboard on your Instagram profile. To do this, you need to have a Creator or Business profile. If you have a personal profile, you'll need to switch to a Creator or Business profile. If you're currently using a Personal Profile on Instagram or aren't sure which type of profile you have, here are the steps to switch to a Professional Profile:

1. Go to your profile and tap on the three horizontal lines in the top right corner.

2. Tap on "Settings" at the bottom of the menu.

3. Tap on "Account."

4. Tap on "Switch to Professional Account."

5. Choose your account type (Creator or Business) and select a category that best describes your account. For instance, you may choose "Real Estate Agent," but keep in mind that different categories may come with varying access to features like licensed music and sounds. For example, "Entrepreneur" may have more access than "Real Estate Agent."

Once you've done that, tap on your profile picture and then tap on the three lines in the top right corner. Select “Professional Dashboard” from the menu.

Step 2: Select Your Timeframe

Once you're in the Professional Dashboard, tap on the “Select All” button or just tap anywhere on the bar chart to view your audience insights. Next, select your desired timeframe from the drop-down menu, and then tap on “Total Followers.”

Step 3: View Your Audience Insights

Now scroll to the bottom of the screen to view your followers’ most active times on the platform. You'll see a graph that shows the days of the week and the hours of the day when your followers are most active on the platform. Take note that all times are published in the Pacific Standard time zone.

As you review the graph 📊 of your followers' peak active times, observe the rise and fall of the curve. To maximize engagement, aim to post when the curve is on the rapid upward slope, so you can ride the wave of interaction and engagement for as long as possible.

Furthermore, to improve your chances of ranking at the top of the feed during user session times, consider posting your content at "off times," such as 10:07 AM instead of 10:00 AM. According to a report by SimilarWeb, the average visit duration on Instagram in the United States is around 6.75 minutes. With users spending only a few minutes at a time on the platform, posting at an unconventional time could mean less competition in the feed and potentially increase your reach and engagement. This is because most posts are scheduled on the hour or half-hour marks, making "off times" a strategic option for gaining visibility.

Timing your posts on Instagram is a simple and effective way to increase your reach and engagement on the platform and to improve the performance of your Instagram content and grow your presence on the platform.

Instagram CEO Adam Mosseri Announces a Greater Emphasis on Photos in 2023: What it Means for Users

In a recent statement, the CEO of Instagram, Adam Mosseri, announced that the platform will be placing a greater emphasis on PHOTOS in 2023. Candidly, his comment comes as a bit of a shock considering Instagram’s “all-in” approach to video-centric content in recent years.

The move towards impartiality between photos and videos on the platform is a welcome change for lots of users, as it allows for a more diverse range of content to be shared on the platform. Photos hold a special significance in terms of media, and many believe that Instagram has lost sight of this in their push for video content.

Mosseri acknowledged that the platform had been "over-focused on video in 2022" and that they had "pushed ranking too far" by showing too many videos and not enough photos. He added that they have since balanced the algorithm, so that users’ interactions with photos and videos are about equally weighted. 

This change in focus aligns with a major tenet of Instagram's algorithm:  historical interactions. In essence, if users tend to engage with a certain type of media—like photos or videos, for instance—the algorithm will prioritize those users’ feeds accordingly.

Whether you approve or disapprove of the direction, it’ll ultimately come down to whether user engagement and time spent on the app improves or not. So… we’ll see… Instagram’s no stranger to a change in direction 🤣