How to use Instagram for your digital communication strategy

In 2023, Instagram will still be a very important social network for digital marketing. However, there have been some changes in how it is used and how its algorithm works that need to be taken into account. In order to develop an efficient digital communication strategy and achieve a good ROI, it is important to know which formats work best and how to make the most of the algorithm.

In this article, we’ll tell you which are the most recommended formats and give you some tips on how to make your digital communication strategy as efficient as possible.

Instagram has a wide variety of formats, allowing users to choose the one that best suits the message they want to communicate. Currently, we have the following types:

  • POST. Image published in the feed. Although these have traditionally been the basis of the social network, they currently have less reach than a reel or carousel. However, they are still a very useful format to communicate messages to our followers, since there are a variety of options when designing them.
  • CAROUSEL. Post up to 10 images in the feed, allowing the user to scroll horizontally to see the content. This format has great reach because it grabs the user’s attention and invites them to browse through the images in the carousel.
  • STORY. This format lasts 24 hours and has a wide range of options: links to websites, tagging/mentioning accounts, adding geolocation, conducting polls, asking open questions to our followers, etc. In addition, if there are stories that we want to last longer than specified, there is the option to leave them highlighted under the BIO to make it easier for users to access this content each time they want to access it.
  • VIDEOS/REEL. This format has a much higher reach than posts in the feed, as Instagram’s algorithm allows it to reach new profiles that are not followers. The videos we used to publish as posts in the feed will now appear in Reel format. To make the duration longer than 90 seconds (what is allowed as a Reel), there is an option to upload a video as before and it will automatically be uploaded as a Reel. The vertical format is the most popular among the users of this social network.
  • LIVE. Instagram allows you to broadcast in real time with your followers, with the option of reading comments to generate interaction. This option is ideal for inviting followers to live online a specific event or day. This way, they can participate and generate interaction.

The key to effective communication on Instagram is consistency. When a brand wants to communicate a message to its followers, it is not enough to do it from time to time, but to focus on the importance of creating a community by disseminating relevant content frequently.

To do this, it is important to know and understand the target audience, what they are looking for or expect from brands or companies, and to reach them with valuable content at the right time.

It is also important to create content plans before creating publications in order to organize content and engage followers with timely and interesting content. It is important to take this approach before publishing in order to maintain the essence of the brand, take care of the hashtags and the messages to be conveyed.

Every digital strategy is different, and every client is unique. Therefore, it is essential to understand the objective of the communication and, from there, to accompany you with the necessary know-how to implement your strategy effectively.

Global can be your partner in the development of a digital communications strategy for your brand.