The quality of the Instagram content you’re posting has always been paramount but there's a new argument for creating content that really wows your audience.
The most recently powerful Instagram metric to watch is saved posts. If you want a simple way to get better reach and more fans on Instagram to generate more business, the saved post should be at the top of your watch list. The desire to create an Insta feed that gets better reach and creates a buzz with fans, seems to have created a peculiar and collective obsession with trying to understand the almighty algorithm. We are all madly working to do our utmost to use it to out advantage. Here’s the good news, it’s not that complicated: actions that are taken on posts, suggest the post is popular, or of interest to Instagrammers. When actions on posts happen on the same account regularly and consistently, it tells the algorithm the account is popular. And this is how the algorithm determines that one post or one account is more interesting to people than another. Actions that dominate include likes, comments, shares, profile views, web clicks and saves! SAVE recently became the most powerful metric of them all and carries more weight with the mysterious, magical algorithm.
To simplify things (because that’s my favorite thing to do!) let’s just say that creating content your audience finds so engagingly irresistible they won’t simply drop a heart and scroll on by is more important than ever. More than ever, content needs to be “save-worthy” meaning people are getting such incredible value from what you post that they feel compelled to save the post to reference later. Some “save-worthy” content ideas are a quote (my best performer EVER has something to do with not being able to resist nachos!) or a tip your audience can use or that will enhance their life. Often posts that say what no one dares say do well as do really cute things like hedgehogs or puppies. But as always in business and on Insta, your content needs to be relevant to your audience and your offer. If you have created a targeted following, then understanding what content connects with your audience should be easy and allow you to stand out in the sea of Instagram content.
There is an art form (and a bit of science really) to Instagram. To successfully promote your business on Instagram, you must understand how it works. If you’re not already using Insights and measuring your metrics, you need to start. That’s how you know what’s working and what isn’t. Check likes, comments, shares, clicks but make sure you also look at saves.
If it feels like there are way too many things to consider for you to easily create posts that people want to save, please, don’t fret. Once you understand the simplicity of Instagram as a marketing tool, you’ll wonder why you’ve been working so hard!
Wish you had some guidance to determine what it will take to turn Insta content into irresistible Insta content?
I offer FREE 15-minute consultations so you can check-in and ensure you’re on track with your marketing efforts. Book with me here for some clarity and next step ideas to turn scrollers into new clients and increased sales!
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Catherine Mellon is an Online Business Coach & Consultant who has been helping entrepreneurs & small businesses use the internet to grow their business since 2014.