The art of content creation to share your message is on the rise, and the space of social media is constantly evolving while trying to do this – updated features, algorithm changes, and new platforms. Many purpose-led individuals, brands and businesses have a presence on Instagram, and now more than ever is the time to consciously use the platform and have an impact.
Instagram now serves almost like a micro-website – it’s the go-to platform for many when they first hear of a brand or want to check out that new brunch spot. The platform has over 1 billion monthly users and continues to grow and adapt within the digital sphere. It’s the perfect place to bring your brand or business to life as you genuinely connect with your audience.
So, where do you start when creating value-aligned content, and how do you embody a sustainable pace while reaching new audiences as you nurture your current one?
Here are three ways to consciously create on Instagram and expand your community.
The first place to start is creating insightful content that builds a genuine connection with your audience and adds some kind of value to their lives.
The diverse range of features on Instagram opens the space for you to be mindful when creating content, with different places to share different types of content. It’s essential to embrace these features and understand the why for each and why that works well for your brand or business.
For example, highlights that sit at the top of your page are a great place to cover the essential and easily accessible bites of information you want to share. The original feed posts offer a wonderful visual with the opportunity to write in-depth copy in the captions that will resonate with your audience. Stories bring to life what’s happening now and are a great opportunity to share the behind the scenes of your brand or business. IGTV leads viewers into a longer and more detailed video format of information. Reels are beginning to bring fun, full-screen and easily digestible videos with a permanent place on your profile.
Build meaningful relationships
One of the most overlooked ways to use the platform is to nourish your current community and engage with aligned audiences to welcome into your community. In doing this, meaningful relationships will begin to foster growth and potential monetary income for the future.
There are a few different angles to approach this from, starting with your posts. It’s important to nourish your current community who are showing up time and time again to support you. You can do this by initiating genuine conversation in the DMs or comments with your followers. Engage in conversation just like you would if it was happening offline; these are real people with real lives behind the screen who genuinely appreciate your content. It’s also important to expand your community and offer meaningful interaction on other relevant accounts in your niche. Doing this will broaden your reach and exposure to value-aligned audiences that could potentially become part of your community.
Making this a mindful habit in your daily routine on Instagram will begin to harness the power of community and honest connection for your brand or business.
Reels, Reels, Reels
Over the years, Instagram has created many ways to bring back users to the platform when coming up against their competitors. We all remember when Snapchat introduced 24-hour stories, and before we knew it, Instagram released the same feature that is now an integral part of the platform.
The same thing is happening right now with Instagram’s more recent feature, which we all know as Reels. This feature was inspired by the exponential growth of TikTok and is currently one of the biggest growth hacks at the moment. The platform has prioritised this new feature resulting in exceptional reach when content is shared and engaged with.
This means, no matter what your current following is, your Reels content has the potential to organically reach a more significant number of people who do not follow you.
So what’s the science behind it?
Firstly, the content is sitting on the explore page longer than a standard post if engagement is happening, which means your reach is continuing to increase day-by-day, with little to no effort on your end after posting. Secondly, the algorithm has and will always love engagement, whether that’s sharing, saving, commenting or liking, because of how the platform sorts content to find what you will enjoy the most. So, the combination of Reels being favoured by the platform as a new feature and the algorithm understanding engagement is going to boost your reach that may feel stagnant within other features on the platform.
A little note to remember when creating Reels is that they are just like in-feed posts. This means the content should still adopt an engaging, high quality and insightful vibe, whether that be behind the scenes, the brand itself or the faces behind the business. These are a fun and impactful style of content that will contribute to your growing community.
Amongst the ever-evolving landscape of social media, Instagram is a platform that, when used consciously, allows purpose-led individuals, brands or businesses to make a positive impact through conscious content creation and community connection.