Instagram for the Wedding Pro: Mastering the Algorithm & Maximizing Impact

 instagram social strategy wedding industry

In our modern world, we are challenged to strike a happy balance between quality and quantity, particularly on social media. Instagram is always changing and one of their most recent algorithm adjustments have followers frankly confused, searching for answers as to why their posts aren’t gaining the momentum they once did. How do we as an industry combat things? Today, we are sharing a few of our go-to Instagram marketing strategies to maintaining a strong, consistent presence (while keeping your sanity).

Spend More Time Engaging

With Instagram, engagement is key. The Instagram algorithm favors posts with high engagement. Your feed will be automatically curated by what you engage with most and the relationship you have with that user. Meaning, the closer relationship you have with your followers, the more likely your content will actually show up in their feed. Avoid getting your content buried with a few tactics:

  • Respond to all post comments, even if it’s just liking the comment with the heart feature on Instagram. Taking time to engage will reinforce your commitment to followers, and  strengthen your future posts visibility.
  • Prompt questions from your followers in your captions. Encourage a conversation. When you start to create a relationship with future clients and fellow industry leaders, you’re creating champions for your brand, beyond just followers.
  • Optimize your posting schedule, pushing content at high-traffic times of 5-8 pm and around the mid-afternoon lunch break at noon.
  • Boost posts with intention. If you have a beautiful professional photo of your work that has performed well organically, considering boosting it to a targeted audience to maximize exposure (i.e. newly engaged brides in Southern California).

Utilize The Full Bench of Features on Instagram

It is important not to ignore the new features of Instagram, like live video and stories. When a user interacts with your brand beyond posts, your Instagram profile gains authority on their feed. Live video and stories can be used like a virtual consulting and education platform - encourage followers to ask you questions about a variety of topics (like designing a simple, seasonal tablescape for an at-home bridal shower, or even how to build a beautiful welcome box for guests). Your followers will quickly come to think of you and your brand as the true experts, and will start to look forward to the content you deliver them. Utilize stories as a complement to post, tying one to the other, encouraging followers to visit both.

U P D A T E : J U N E 2018

There have been some significant changes to the Instagram algorithm as of June 2018. Instagram will continue to show posts in order of who you engage with most regularly, but also based on four other key factors: (1) your perceived level of interest based on past behavior on similar posts, (2) the timeliness, favoring those recent posts, (3) your relationship with the profile / person, and (4) usage - the more you scroll, the deeper into Instagram's content archive you may get.

Our suggestions? Encourage others to tag your brand in their posts, not just in the caption. Also, a few times a year do a 'purge' of those accounts that you may have been following that aren't relevant anymore. Then, you'll start to see more from those you care about. Also, share a variety of content - both owned and curated - to ensure you're achieving a balanced approach and can engage in different kinds of conversations within your network.

 

*This post was conceptualized by Neeka Bardi, a valuable member of the In Good Company team

We help our clients build a stronger social media presence and nurture their brand for the long-term. Let's design your personalized strategy together - contact us