You’re a brand new baby business and you’ve set up the most aesthetically pleasing, engaging, valuable Instagram feed. But with only a few hundred followers, you’re not getting your message out very far. And, as much as we love mom’s support, we need a whole lot more engagement on our posts.
So, what’s the secret? How can a brand build a big social media following? Unfortunately, money is the driving force of most social media, and many brands churn out the big bucks in exchange for targeted ads. But luckily, there are still ways to improve your organic reach (i.e. how many people your content appears for without you having to pay for it). Enter: the Instagram ‘Explore’ page.
Instagram’s ‘Explore’ page uses a complicated algorithm to show IG users content that they might be interested in from accounts they don’t already follow—that means it’s unique for each individual user. It includes recommended photos, videos, reels, and even stories. According to Hootsuite, this algorithm is based on:
The accounts you already follow
The content that people you follow like
The types of posts you engage with often
How does one get on Instagram’s coveted ‘Explore’ page? Here are a few strategies to make it happen:
Hone in on your target market - You need to go beyond the audience that already follows you. What are the demographics and psychographics of the market you want to target? Use your own brand’s “Explore” page to see similar content. What do you notice about the content, captions, reels, tone, and aesthetic of the posts? What does all of that tell you about who the content is being created for? You can use this newfound knowledge to better tailor your own content to reach people beyond your current following.
Make your content engaging - Your content shouldn’t just be there. What are you asking the viewer to do? You should either have a clear CTA (call to action) like “Click the link in bio” or “BOGO by 8/31” or inspire your followers to like, comment, share, or engage with the post another way. And, engagement is a 2-way street. Make sure you’re responding to comments and DMs, answering questions, and getting involved in your brand’s online conversation.