A Guide to Keeping Your Instagram Audience Engaged

In 2019, Influencer Marketing is at a pinnacle point. There are more bloggers and influencers than ever, creating a saturation of amazing content on social media. With brands spending more than ever towards digital marketing efforts, it doesn’t look like social media stars will be going away. However, there is a huge shift in how influencers are handling their brands, and with a constantly changing algorithm, many are wondering what to do with their Instagrams next. After wondering the same question myself, I polled my audience on my Instagram stories. Although I have an audience of 38,000 on Instagram, a smaller percentage watch my stories, and from those people, only a group of 300 participated in this survey. The information given below is a compilation of answers given by my audience in the fashion, beauty, and lifestyle niche on Instagram in the average age bracket of 18-45.

When it comes to Social Media, Less is More

People Don’t Notice if You Post Less

Only 29% of those that answered my poll said that they notice if influencers do not post to their feed daily. However, that percentage moves a bit and 42% say they notice when influencers do not post to their stories daily.

Users of Instagram are on Other Social Media Less

When polled, 64% said that they still use Facebook. They are also not on Pinterest as much, with only 43% on the site weekly, while the rest are on less than weekly or never.

IGTV and Live Videos Are Not as Watched

At the end of 2018, Instagram and Facebook told their content creators that video posts would be preferred by the algorithm. Many of these creators took the leap and began making more IGTV videos and hosting live chats. Some have seen a success at this, while many others tell personal anecdotes of their video views being all over the board. A poll from my audience shows that only 30% are watching live videos, and 34% are watching IGTV videos. With such low interaction rates, it’s hard to see a purpose in creating video content!

The Instagram Audience Prefers Quality over Quantity of Posts

How Often to Post on Instagram

During the poll, users were asked to think of their favorite Instagrammer and answer: would you rather have high quality photos a few times a week, or more candid/less creative photos every day. 82% said that they would prefer to see less posts a week with a higher caliber of creativity. This means you should be posting no more than 5 times a week on your feed!

What does it mean to “post too much” to Instagram?

When asked if Instagrammers can “post too much”, 67% of the pollers said yes. They were then asked to define “too much” and the below were answers given. (Answers are listed in order of top priority to least priority based on the number of answers received with the same response. Answers said multiple times marked with asterisk):

• Multiple Instagram feed posts a day is too much*
• Too many sponsored posts and not enough organic *
• If they post too many stories (insanely long line of bars at top) *
• If the content is boring or repetitive*
• Posting daily to feed *
• Posting more than 10 stories a day *
• Posting on all mediums in one day
• When you can tell they don’t put their phone down in real life
• When they post about the same outfit or product too many times
• When too many story slides are swipe ups

Here is What Could Be Turning Your Audience Off…

Keep in mind, this was a general question posed to my audience. They were told that their comment could be about me and my content, or other influencers they see on Instagram. Here are the answers to, “what do you NOT like that bloggers or influencers do?” (Answers are listed in order of top priority to least priority based on the number of answers received with the same response. Answers said multiple times marked with asterisk):

• Uncharacteristic or badly paired sponsored posts *
• When all they worry about is making money/sponsored posts *
• When all they share is the perfect life; not being authentic *
• When the influencer doesn’t respond to comments or DMs *
• Posting without intention or repetitive posts *
• Too many stories *
• When they bash other influencers or are constantly negative *
• Un-boxings and hauls *
• Starting stories with “so” or “okay”, also saying “you guys” in stories *
• Unrealistic or not relatable posts
• Opinionated rants
• Sponsored posts that are too scripted
• When they lose their identity
• Too many photo filters or photo effects
• Frequent typos
• When they are full of themselves or are trying too hard
• Same poses and smiles in photos
• Not disclosing paid campaigns
• When they are buying likes or comments 

A Summary of How to Post to Instagram in 2019

Narrowing down those answers, below I have compiled a guide about how you should be posting to Instagram. Again, this is based on my audience, which are users in the average age bracket of 18-35, and in the fashion, beauty, lifestyle, and shopping niche.

Posting to Your Instagram Feed

Users would like to see posts every other day posted to Instagram feeds, rather than daily. These posts should be well-thought out, while also remaining authentic. Instagram content should be dynamic, posted with intention, and varied. My users said that (from my content) they want to see behind the scenes and tips, more of my cat and husband, colorful and more artistic photos, fashion tips and try-on sessions,  hair and makeup tutorials, blogger tips, what I am eating daily, body positivity, more clever captions, the locations of my shoots, more of my editing process, keep up with the rants, creative poses, collaborations with other creators, and thoughtfully made posts.

Posting to Your Instagram Stories

They also would like no more than 10 posts a day to stories. Instead of saying “you guys”, say “you”. . Stories should feel intimate and like you are speaking only to the viewer. Don’t forget to show your face on your stories daily! Try to begin video stories by talking to the camera. People on Instagram are begging to see more “authentic” content creators. Make sure that you share the good, the bad, and the ugly. The audience wants to see you as a real person, and not just a robot that has a perfect life.

Posting Sponsored Posts to Instagram

With the influencer world being so saturated, it’s best to minimize sponsored content to less than 30% of the entire work. Your audience wants to see you promote products you would truly use or buy yourself. On the other hand, they are turned off when you choose partnerships that go against your personal brand or seem like a bad fit. Sponsored posts should be well thought out and not too sale-sy. As always, make sure to disclose when you are working with a brand!

Posting to Instagram to Promote Other Work

During the poll, my audience members were asked “when a blogger links to one of their posts, what makes you swipe up?” The answers varied, but many said that it should feel applicable, they need to have the time to read, they want to have a personal interest in the subject, and they will swipe up to support if they love the blogger.  My audience mentioned they love travel guides, personal anecdotes from the bloggers themselves, controversial topics, and blogposts that can teach them something new or a DIY. Many, many said that they want to see engaging photography and a catchy title or tagline.

Influencers: What are you changing about your Instagram posting habits this year?

All Instagram Users: What do you want to see more or less of on the app and from bloggers?