In a world where TikTok seems to be the most talked about social media platform, Instagram is still thriving! In fact, it is one of the top social media platforms with 2 billion active users and approximately 85% of its audience under 45. Surprisingly, it’s also still the preferred platform for users aged 16 to 34. That’s because Instagram is an ever-changing platform, constantly evolving and updating its features and functionalities. With that in mind, it almost makes it impossible to keep up with the latest updates and trends at any given time. For any business, it’s important to stay across the latest algorithm updates and trends, especially if you plan on utilising Instagram as part of your marketing strategy to connect with your ideal customers. Let’s start 2024 strong with our top Instagram marketing tips and trends. 

Reels, Reels, and More Reels!

As video content continues to dominate the platform, we expect it to continue to grow in 2024 and beyond. Instagram users spend 17.6million hours a day watching Reels, and usage has increased 57.4% year-over-year! Reels are currently the secret to growth on Instagram, so it’s important to know how to use all the different features and stay on top of trending sounds and videos. If you want to harness the power of video, here are our Instagram marketing tips for creating video content that resonates with your audience:

Focus on authentic storytelling. Storytelling has always been important to TikTok’s success, and we are seeing it more and more on Instagram. Customers don’t necessarily want to be sold products or services in every post. Audiences appreciate getting to know a business before making a purchase. They want to understand your company’s unique story and connect on a personal level. Reels provide an excellent opportunity to share authentic content, from behind-the-scenes footage to get-to-know-you videos and even day-in-the-life vlogs. Forget the polish and focus on connecting!

Create educational content. Sharing tips, how-tos and “did you knows” is an effective way to educate your audience in a fun and engaging way. Providing tidbits within your niche not only positions your business as an authority but also encourages viewers to save your content for future reference or share with others who might find your content interesting.

Embrace the trends. A surefire way to boost your reach on Instagram is to utilise the latest trending sounds. Trending sounds aren’t necessarily new or popular songs. Much of the trending audio on Reels are music mashups, excerpts of dialogue from movies or TV shows, and even dialogue from creators on Instagram. Anything can become a trending sound! The most important thing is to keep an eye out for when looking for trending audio or reel formats are trends that work for your business – and to use them as soon as possible. Having said that, we wouldn’t recommend putting all your eggs in one basket; test trending sounds versus other sounds and see what the results say.  

Reply to comments with Reels. Instagram took a leaf out of TikTok’s book by introducing its comment reply feature. Brands can now engage with their audience on a deeper level by responding to comments with a Reel. We expect to see more businesses and creators using this feature on Instagram to drive additional engagement. 

There’s more we could share on Reels, so if you’re after some additional Instagram marketing tips specifically for Reels, get in touch with our team.

Influencer Marketing is Still Going Strong

Influencers and creators have long been prominent on Instagram. In fact, influencer marketing in the U.S. was valued at $16.4 billion in 2022 with 1 in 4 marketers leveraging influencer marketing.

However, the influencer marketing landscape has undergone a drastic overhaul over the last few years. Brands and businesses no longer rely solely on macro influencers for short-lived campaigns at high costs. In 2024, the name of the game will be authenticity, with brands opting for influencers that resonate with an audience seeking genuine experiences and honest opinions. Brands are looking to build long-term partnerships with micro- and nano-influencers who have a more niche and loyal audience, adding credibility and trust to the messaging. 

And it doesn’t stop there! From genuine product experiences to unfiltered opinions, user-generated content (UGC) will play a pivotal role in 2024, bringing that much-needed human touch. UGC creators are content creators who specifically create content for brands but in a more authentic, customer-like way. Unlike influencers, UGC creators don’t need a social media following. They just need to create natural-looking content. 

Understand the Instagram Algorithm

So, how does your content rank on Instagram? There’s a lot of confusion for many businesses as to how Instagram’s algorithm actually works. Over the last few years, the algorithm has changed quite a bit. In fact, there is no singular algorithm on the platform; each part of the app uses its own algorithm according to head of Instagram, Adam Mosseri. So, in order for your business to nail their Instagram marketing strategy in 2024, here’s an overview of ranking signals for each component of the app:

Feed algorithm: Your activity (posts you’ve liked, shared, saved or commented on), the information about the post and person who posted, and your history interacting with someone.

Stories algorithm: Your viewing and engagement history with an account, as well as the relationship with the account. 

Explore algorithm: Information about the post (popularity in terms of likes, shares, comments and saves), your activity in Explore (likes, comments, shares and interactions), information about the person who posted, and your history of interacting with the person who posted. 

Reels algorithm: Your activity (likes, shares, saves and comments), your history of interacting with the person who posted, information about the reel (audio, visuals and content), and information about the person who posted.

For a more in-depth explanation of the key algorithms, read Instagram’s official post here.   

Less Aesthetics, More Authenticity 

There has been a noticeable shift in the type of content shared on Instagram. Users are turning away from curated feeds and “perfect” imagery and prioritising genuine moments and transparent interactions. So, what does this mean for your business? Try sharing more behind-the-scenes looks, company culture and even photo dumps (carousel posts with just images). Honesty and authenticity is key to building a loyal following!  

Want More Instagram Marketing Tips?

There you go! Four instagram marketing tips and trends that we recommend you stay on top of for the best chance of success in 2024. If you would like to know more about any of these tips, or you are after more specific advice regarding your Instagram strategy, feel free to get in touch with our team! We specialise in both organic and paid social media marketing, as well as a number of other digital marketing services such as SEO and website design and development.