Oh Instagram, how you tease us.
Just when things are going well, you change the game. You update your algorithm, you introduce new features, you remove the things we all liked — literally.
Here we are on the cusp of a new year and we're rethinking our strategy again.
Or are we?
The Consistent Core of Instagram
Actually, what we've found over the last five or six years of our relationship with you, darling Instagram (because let's be honest, before 2015 we were still just getting to know each other), is that although you like to keep us on our toes, you're pretty consistent in some areas.
What keeps changing:
- Algorithm updates: How content is shown to followers
- New features: Reels, Stories, IGTV, Shopping, etc.
- Removed features: Like counts hidden, chronological feed gone
- Interface changes: Layout and navigation updates
- Policies: What's allowed and what's not
- Trends: What content performs well shifts over time
What stays consistent:
- Authentic content required: Always valued, increasingly demanded
- Engagement focus: Two-way interaction encouraged
- Visual excellence: Quality imagery essential
- Community building: Genuine connections matter
- Rules against gaming: No fake engagement allowed
- Discovery features: Explore feed encouraging exploration
Instagram's Non-Negotiables
You've always asked us for authentic content. That hasn't changed over the years and if anything, you've become more stubborn. It's authentic content or nothing, baby.
You've always encouraged us to venture beyond our cosy little circle of followings/followers to see what else is out there — and you make it all too easy by tempting us with visual deliciousness in our explore feed.
And you have always, always provided us with rules of engagement.
Genuine, authentic, consistent engagement is what you want. Nothing less. Apps are not ok (unless you say so), faking it or gaming it is a definite no-no.
At least we know where we stand with you.
Instagram's core values:
- Authenticity above all: Real, genuine content wins
- Exploration encouraged: Discover beyond your bubble
- Genuine engagement only: Real interactions, not fake
- No gaming the system: Automation and fake engagement banned
- Visual quality matters: Instagram is a visual platform first
- Community over vanity metrics: Real connections trump follower counts
The Foundation of a Solid Relationship
When we review the core of things, we've got a pretty solid relationship.
We love that you're keeping it fresh, creating and innovating — but we love that we can rely on these foundations for a long, happy relationship.
Why the relationship works:
- Innovation keeps it interesting: New features prevent stagnation
- Consistent values: Core principles remain stable
- Clear expectations: We know what Instagram wants
- Mutual benefit: Platform and users both gain value
- Room for creativity: Flexibility within the framework
- Long-term thinking: Building sustainable presence
Top Five Tips for a Long-Term Instagram Relationship
1. Make Regular Dates with Instagram
Commit to being active on Instagram for a few minutes per day, a few days per week. You can choose the exact formula that works for you; it might be ten minutes a day, twice a week — or a quickie every morning at 8am for two minutes.
It's your choice, but show Instagram your love by committing to being active every week.
Why consistency matters:
- Algorithm rewards regularity: Consistent posting improves visibility
- Audience expectations: Followers come to expect your content
- Habit building: Regular schedule makes it sustainable
- Momentum maintenance: Gaps in activity hurt engagement
- Top-of-mind awareness: Regular presence keeps you visible
Activity schedule options:
- Daily minimal: 2 minutes every morning at 8am
- Weekly moderate: 10 minutes per day, twice a week
- Custom formula: Whatever fits your schedule
- Key requirement: Regular, predictable activity
- Quality over quantity: Consistency beats sporadic bursts
2. Share the Love — But Not Too Much
Share relevant, interesting, engaging content, and do it regularly. How often is regularly, you ask?
Once a month is not enough, three times a day is probably too much.
Find your own balance, taking into account how much you'd like to see a post about yourself/your brand if you were following it.
Posting frequency guidelines:
- Minimum: More than once a month
- Maximum: Less than three times a day
- Sweet spot: 3-7 times per week for most brands
- Personal accounts: 1-2 times per day acceptable
- Quality threshold: Every post should add value
- Audience test: Would you want to see this much of yourself?
Content should be:
- Relevant: Aligned with your brand or personality
- Interesting: Worth stopping the scroll
- Engaging: Prompting interaction
- Regular: Predictable but not overwhelming
- Valuable: Providing something to your audience
The Two-Way Street of Engagement
When it comes to engagement, it should be a two-way street.
You want followers? Be sure to follow other accounts.
Want more engagement? Engage with accounts and posts that you find interesting or relevant.
Engagement reciprocity:
- Follow relevant accounts: Don't just expect followers
- Like genuinely: Engage with content you appreciate
- Comment meaningfully: Real thoughts, not just emojis
- Share others' content: Support your community
- Respond to comments: Reply to those who engage with you
- Build relationships: Genuine connections, not transactions
- Be generous: Give before you expect to receive
3. (Cliché Alert) Be Yourself
Ugh. Cliches. But, Instagram wants you to be authentic so if you want to make this work, you're going to have to learn how.
Stories are a great way to be active on Instagram and keep a sense of 'in-the-moment' authenticity.
What authenticity means on Instagram:
- Real moments: Not overly staged or fake
- Genuine voice: Speak like yourself, not a corporate robot
- Behind-the-scenes: Show the process, not just the polish
- Honest stories: Share successes and struggles
- Real people: Faces of your team, not just products
- Unfiltered moments: Stories perfect for raw, real content
How Stories help with authenticity:
- Temporary nature: Less pressure to be perfect
- In-the-moment: Captures real-time experiences
- Casual format: Lower production expectations
- Direct interaction: Polls, questions, engagement stickers
- Day-in-the-life: Share your actual routine
- Personality showcase: Let your brand character shine
4. Be a #GoodExample
Hashtags are user-generated, so there will always be a handful of people (or thousands of handfuls of people) who will use #overusedhashtags to try and gain more followers.
Rather than reaching for these followers (let's face it, they're not going to be your real friends anyway) your best strategy when it comes to hashtags is to find a combination of relevant tags to the specific image you're sharing, along with a few broader 'category' hashtags that will allow your post to be found.
Hashtag strategy that works:
- Specific to image: Tags directly relevant to that post
- Broader categories: A few popular industry tags
- Avoid overused spam tags: #like4like, #followforfollow, etc.
- Mix of sizes: Some popular, some niche
- Relevant over popular: Better to reach the right people
- Quality followers: Engaged users, not fake accounts
- Research first: Check what hashtags your audience uses
Poor hashtag practices to avoid:
- #like4like
- #followforfollow
- #instafollow
- #tagsforlikes
- 30 random popular tags unrelated to your post
- Same hashtags on every single post
5. Be Generous
Even if you're a brand and you want people to buy your products, it's good practice to show that you value your followers.
How to show you value followers:
- Unique promotions: Offers only available to followers
- Competitions and giveaways: Rewards for your community
- Special gifts: Exclusive perks for engaged followers
- Informative content: Educational value, not just sales
- Industry insights: Specialized knowledge sharing
- Entertainment value: Content worth following for its own sake
Content mix strategy:
Rather than prompting your followers to buy something with every post, aim to sprinkle your product-related (or service-related) posts throughout the month.
- 80/20 rule: 80% value content, 20% promotional
- Educational posts: How-tos, tips, industry knowledge
- Entertainment: Fun, engaging, shareable content
- Behind-the-scenes: Team, process, culture
- User-generated content: Customer photos and stories
- Occasional promotional: Products/services when relevant
- Value first: Build trust before asking for sales
Building Long-Term Instagram Success
The relationship framework:
- Consistency: Regular dates with the platform
- Balance: Share enough but not too much
- Authenticity: Be genuine and real
- Strategy: Smart hashtag use, not spam tactics
- Generosity: Give value before asking for sales
What not to do:
- Disappear for months then post daily
- Post three times a day every day
- Only post promotional content
- Use spam hashtags to game the system
- Buy followers or engagement
- Use automation apps against Instagram's rules
- Be fake or inauthentic
The Bottom Line
There you have it.
Liked by Instagram and others.
Despite algorithm changes, new features, and constant evolution, Instagram's core values remain consistent: authenticity, genuine engagement, and quality content. Build your strategy on these foundations and you'll have a healthy, long-term relationship with the platform.
The five tips work because they align with what Instagram has always wanted:
- Regular activity (consistency)
- Balanced posting and engagement (reciprocity)
- Authentic content (be yourself)
- Strategic hashtags (quality over spam)
- Value-giving content (generosity)
Like any good relationship, your Instagram presence requires commitment, authenticity, and mutual respect. Give the platform what it wants — genuine, valuable, engaging content — and it will reward you with reach, engagement, and a thriving community.
Now go show Instagram some love. It's been waiting for you.
