Instagram is one of the most popular and fastest-growing photo and video sharing platform in the world. As of April 2020, Instagram had 1 billion active users worldwide, which overtook Twitter, Snapchat, and TikTok.

No social media marketing strategy is complete without Instagram. It has become one of the most effective platforms for brands to connect and engage with their audiences.

Let’s take a look at some of my top Instagram strategy tips that will help you get started and take your account to the next level! When you integrate all of these factors, Instagram can convey fantastic results for your business.

Tips for a successful instagram strategy

Define your goals and purpose on the platform

Instagram Strategy Tip: set your goals

Whether you are new to Instagram, about to publish your first post, or already stuck in and using the platform, it is vital to have clear, and well-thought-out goals in mind.

Setting goals will establish a direction for your strategy and help you form content to meet these. To determine which objectives fit for your business, it can be good to recognise the following questions:

  • Who is your ideal customer persona?
  • Why are you using Instagram?
  • Can Instagram fully enable you to achieve your marketing goals?
  • How does Instagram stand out from other social media platforms?

Switch to a business profile

Switch to business profile

There are many benefits of switching from a normal profile to a business profile, some of which include:

  • It enables you to add a ‘contact’ button
  • You can access Instagram Insights where you can learn about your followers and see how your content performs with your audience
  • You can create an Instagram ad without going through Facebook’s advertising tool
  • It allows businesses to add their industry/category, a phone number, both email and physical address, clickable link to the website

Switching to a business account is very easy to do, and there are plenty of YouTube videos and step by step guides that can help you with that, like, for example, this tutorial by Later.

Focus on the first impression of your page

Focus on the first impression

Capture your audience at first glance! Write a killer bio – this is the first thing people see. The bio plays an important part in setting the right first impression, and the actions users take once they have landed on your profile.

Include a call to action and use a link to drive traffic to your website or a link to your latest blog post.

Make sure everything is coordinated with your brand identity – the content you are creating and sharing on Instagram should be aligned with your brand colours, fonts and visuals.

Embrace Instagram stories

Embrace Instagram Stories

Instagram Stories let you “share all the moments of your day, not just the ones you want to keep on your profile”. It’s a feature that allows you to share the content in a slideshare format that will be active for 24 hours. After that, your stories will dissapear.

Utilising Instagram stories has become a significant part of a brand’s Instagram strategy. The benefits of using them are endless as users look at them daily!

Instagram makes it very easy to test different types of content in the Stories feature, like photos, short video, rewind video, live video, or Boomerangs. You can use tools like Canva that have ready-made templates if you need some inspiration.

Stories also allow you to get your creative juices flowing! You can check out some GIF themes in one of my recent Instagram posts that will help you spice up your stories.

Craft your captions carefully

Carefully craft your captions

You need to craft your captions carefully to capture your brand’s personality.

Start with the attention-grabbing first line, keep the consistent brand voice, add a strong call to action by inviting your audience to comment, share, inspire them to go to your website, sign up for the newsletter, visit your shop etc. Share interesting stories, ask questions, jokes, personal experiences, and competitions – speak directly to your customers.

If you are writing longer captions, add line breaks so it doesn’t look like an intimidating block of text. Add some eye-catching emojis, if that feels on-brand.

Don’t forget to take advantage of hashtags to improve your visibility – for optimal results, try to use between 25-30 relevant hashtags on each post. However, don’t use the same hashtags all the time, as Instagram algorithm might flag it. Instead, create groups of hashtags that you can use for different types of post and refresh those groups with new hashtags monthly.

Engage, Engage, and Engage some more!

Instagram Strategy Tip: Engagement

If you follow the steps above, there is no doubt your Instagram engagement will increase. But when talking about Instagram strategy tips, we can’t avoid the power of engagement.

Do you know that you only see a fraction of the content from the accounts you follow? So, don’t follow more people than you are following. This is also the same for your followers, communicate with them! The more you like, share, comment, and save other people’s content the more likely your post is to be shown in their feed regularly.

Don’t forget that Instagram is a social media platform, and two-way communication is necessary.

Don’t forget to take advantage of Instagram Insights 

Instagram Insights is a feature that allows Instagram Business Account users to see analytics related to their profile and posts.

Set a reminder to check Instagram Insights every week, you can view what content your audience is most interested in. This will help you when constructing ideas for your next posts.

I hope these tips will help you create the Instagram strategy for your business or just give you some great tips for your next one. 

If you are already implementing some of these Instagram strategy tips, let me know in the comments below! I’d love to hear what has helped you the most to establish your brand on Instagram.


Other related articles:
Influencer Marketing: Five ways Travel Brands can work with influencers post-crisis
Time-saving Social Media Management Tools to help you manage your accounts more effectively


This is a guest article by Emily Jones, an aspiring Travel Marketing and Social Media Specialist. She’s a globetrotter at heart, but also a skilled, professional marketer, with a degree in International Tourism Management. She strives to help travel and tourism brands flourish, building an online presence through captivating, personalised social media strategies.
To connect with Emily, visit her website or find her on InstagramPinterest and LinkedIn.