Instagram has evolved tremendously since its inception. What started as a platform focused on square photos has transformed into a dynamic ecosystem of Stories, DMs, Reels, and a range of features. For businesses, understanding these changes and knowing how to navigate the platform is essential for growth.
At Nero Whyte, we believe that leveraging Instagram for business success goes beyond just posting content. It’s about understanding the mechanics behind it, recognising the type of content that resonates, and learning how to use its features effectively.
It’s important to recognise that Instagram is primarily a creative platform designed for creators and community engagement. Businesses that rely solely on hard-selling tactics may be missing the mark and should consider a more community-driven approach to connect effectively with their audience as they integrate Instagram into their marketing strategies.
Let’s dive into some key insights from Adam Mosseri, Head of Instagram, shared during his interview on The Colin and Samir Show, and what they could mean for your business.
1. Video Is King on Instagram
Video is now a major focus on Instagram, and as Mosseri says:
“More than half the amount of time spent on Instagram is video at this point in most countries.”
For business owners, this means investing in short-form video content, such as Reels, can significantly boost your reach and engagement. It’s important to develop content that’s shareable and conversational, creating a more interactive experience with your audience.
2. Reels Drive Conversations Through DMs
Unlike other platforms, Instagram encourages interaction through direct messages. Mosseri highlights the participatory nature of Reels:
“We try to create a bit more of a participatory, lean-in experience, one where you’re going to discover a reel and then send it to a friend and then talk about it with another friend.”
For businesses, this is an opportunity to create content that sparks discussions. Think about how your videos can invite users to share and discuss them with their networks.
3. Shares Are a Key Metric for Success
When measuring the success of your Instagram videos, shares are crucial. As Mosseri puts it:
“If it’s successful, then we see that the shares go up. And that suggests that its success is determined by someone watching it and needing to send it to a friend to connect.”
For business owners, keep a close eye on your shares per reach (the ratio of shares to the number of people who saw the content). This can be a great indicator of whether your content is resonating with your audience and prompting them to share it.
Formula for Shares per Reach:
Shares per Reach=(Shares÷Reach ) × 100
For example, if your post was shared 100 times and had a reach of 20,000 unique accounts, the calculation would be:
Shares per Reach=(100÷20,000)×100=0.5%
Business owners should keep in mind that a 1-2% Shares per Reach rate is a solid benchmark. A rate of around 0.5% is considered average, while anything above 2% is viewed as excellent and is often seen in viral posts.
4. Understanding Connected vs. Unconnected Reach
Instagram categorises your audience into two groups:
- Connected: Accounts that already follow you.
- Unconnected: Accounts that do not follow you but are shown your content through Explore or Reels.
Understanding the balance between your connected and unconnected reach can help you assess where your growth is coming from. Mosseri notes that your connected reach should be more stable, while your unconnected reach represents opportunities to grow.
5. Unconnected Reach Presents Growth Opportunities
Instagram’s algorithm helps surface your content to new users through unconnected reach. Mosseri explains the potential of this:
“On the opportunity side, we should be able to help you discover things you didn’t even know you loved.”
For businesses, this means that creating content targeted toward niche audiences can open up new opportunities to attract followers who may not have found you otherwise. The platform’s recommendation system can help bring your brand to users who align with your offerings.
6. Your Reels Appear in Three Key Places
Your video content surfaces in three primary locations on Instagram:
- Connected Feed: Followers see your content here.
- Explore: Users who may not follow you discover your content here.
- Reels Tab: Dedicated to short-form video content.
For maximum impact, consider how your content will perform in these different areas and tailor your videos to appeal across these discovery areas.
7. Metrics Matter Differently Across Platforms
Metrics like shares per reach, video length, and engagement affect ranking differently in the three discovery areas (Connected Feed, Explore, and Reels Tab). While likes and comments matter more in the Connected Feed, they may matter less in public, unconnected spaces like Explore or Reels.
Understanding these nuances can help you optimise your content strategy to perform better across each space.
8. Prioritise Connected Interactions
Instagram values interactions between connected users. If you have mutual followers with someone, Instagram will prioritise showing content from those accounts. As Mosseri explains, Instagram gives more weight to content that friends engage with, making likes, comments, and shares from your followers especially valuable.
This means fostering genuine connections with your audience can enhance your content’s visibility within their feed.
9. Instagram Explore Tailors to User Interests
Explore is highly personalised, tailoring content to each user’s interests. For businesses, this means that if your content aligns with specific interests, it’s more likely to be shown to users who are already invested in similar topics. Creating content that speaks to niche interests can help you tap into this potential.
In Conclusion: What This Means for Business Owners
Instagram has become more than just a visual platform—it’s a space for creative conversations, connections, and growth opportunities. By focusing on video, prioritising shares, and understanding the dynamics of unconnected and connected reach, businesses can leverage Instagram’s features to reach new audiences and deepen relationships with existing ones.
At Nero Whyte, we help business owners unlock the full potential of Instagram through strategic content creation, enabling them to grow and connect with their target audiences. If you’re ready to elevate your Instagram strategy, we’re here to support you.
Stay tuned for Part 2, where we’ll dive into further Instagram insights.
