The Instagram Explore page: home to adorable pets, memes, and other algorithm-chosen gems curated specifically for you. Hours upon hours can be spent scrolling, liking and, well, exploring. But did you know that the explore page can also be an immense source of exposure for your brand?
Hootsuite likens a brand hitting the Instagram explore page to the social media equivalent of striking gold. And, well, we have to agree with them.
While much of Instagram growth for brands is driven by ad sales, the explore page is prime territory for organic reach. Instagram reports that over 200 million users view the explore page every single day, leading users to new discoveries and allowing brands to connect with users in creative ways.
“Wow”, you may be saying, “how can I get my brand to reach this marvellous destination?”.
Luckily, the Instagram growth marketing experts from Greedy Growth are here to help!
The first thing to understand about the Instagram Explore page is that it is tailor-made for the individual user. The algorithm is designed so that the user is shown things more relevant to them, such as content similar to what the user already views, and posts that have very high engagement. This means that not only specific content will be favoured, but also specific accounts that the user is more likely to interact with.
This is how Instagram is able to keep users on the app for hours at a time – they keep showing fresh and interesting content that keeps the users engaged.
Another important factor to consider is that there are two types of interactions used on the Explore page: positive interactions and negative interactions.
– Positive interactions include likes, comments, shares and follows.
– Negative interactions can include things like users hitting the ‘Not Interested’ button, having your page reported, or just scrolling past completely.
However, given the plethora of tools your brand can use to reach the Explore page, it can be an easy and rewarding process to complete.
Instagram equips brands with tools such as Stories, Reels, and Shopping. The Explore page also has ‘Topics’ channels, where users can search for content specific to a topic, such as food or animals. All the tools offer unique and helpful benefits to growing your brand and reaching a larger audience.
So how can you best utilise these tools to grow your brand and get on the Explore page? Look no further than this helpful guide!
1. Know What Content Works Best
What does your current audience respond to the most? What styles, visuals and caption copy are the most effective in reaching your target audience? Knowing what captivates your viewers will keep them coming back for more and can also draw in a crowd of like-minded users. PRO TIP: Utilise those Instagram Analytics!
2. Decide Which Tools to Use for Your Content
Every tool that Instagram provides has its benefits.
– Stories and videos have an autoplay feature and can be seen by anyone, not just followers.
– Topics can segment content into the best matching categories.
– Shopping can encourage sales without the user having to leave the app.
However, sometimes a simple photo carousel with a strong caption can do the trick perfectly.
3. Post When the Time is Right
Going back to that pro tip from earlier, using Instagram Analytics and Insights is a great way to gain key information about your audience, including when they are most online and most likely to see your post.
More views + more engagement = hello Explore page!
4. Stay True to Your Aesthetic
An extreme example of the use of asthetics
A perfectly curated and stylized Instagram profile can be so visually satisfying. It is important to make sure that all of your brands Instagram posts – from Stories to Reels to Photos – are consistent. This can help users with brand recall and even encourage them to mimic your style with their own content.
5. Use Hashtags and Geotags
Instagram gives users the option to follow hashtags, allowing the hashtagged content to appear on their feeds even if they don’t follow the creator. Utilising hashtags that are relevant to your brand and target audience can lead to more engagement. PRO TIP: Hashtags can also be used within stories!
6. Start to Build Community Around Your Brand
Building a community full of like-minded users is key to the success of your brand on Instagram. As HootSuite suggests, the more active your brand community is, the more likely Instagram will recommend your brand to lookalike audiences. You can encourage these communities by:
– Asking users to turn on your post notifications
– Create conversations around your brand
– Collaborate with influencers who are relevant to your brand and audience.
Using the Explore page on Instagram can have a multitude of benefits for your brand. You can use it to grow, interact and connect with potential customers.
By using some of these tips and tricks, you can grow your brand and Instagram engagement and find that comfortable spot on the Explore page soon!
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