How frequently should our company post on Instagram?

PR helps you understand this powerful network and get it right

You post to Facebook at least five times a week, send Tweets several times a day and make sure you keep your LinkedIn pages current. But how often should your company post on Instagram?

Social media frequency continues to be a hot topic. You want to consistently distribute your messages, but not be annoying. It’s a fine line. Even if you have mastered the other social media platforms, Instagram for business is still relatively new. With help from public relations, you can learn to use it for maximum advantage – without aggravating your customers.

What you need to know about posting on Instagram

Many brands that are active on Instagram post content one or two times per day. On some social media platforms, companies that post several times each day begin to see a steady decline in customer engagement with each post, but the same has not proven true with Instagram.

Research has shown that with Instagram, you can post multiple times per day, as long as the content is still high quality, interesting and fresh. With more than 300 million users, Instagram offers a wonderful opportunity for your company to tell its story and engage audiences with visuals, but only if you use it correctly.

The better your visuals, the more successful you will be on Instagram. With a ton of other content out there and the short attention span of customers, it is vital to catch their eye quickly using a great photo. Think: vibrant colors and visuals that will make your target audience curious to know more.

Pay attention to hashtags. They can help you increase brand awareness and get your content noticed more easily. However, don’t misuse hashtags by jumping on a trending topic that is not relevant to your content. You should also make sure to include your brand name in at least one hashtag, along with a compelling message.

Make use of user-generated content. Instagram offers an ideal platform for customers to share with you as much as you share with them. This is the best way to engage your followers, encourage sharing and distribute lots of branded content that people will actually want to see.

Have something to say. If everything you post screams, “buy our product, and buy our product!” you may want to rethink your use of Instagram and social media. Being too promotional will turn followers off. Of course, increased sales are your ultimate goal, but direct selling should not encompass all of your content. Instead, remember to highlight your culture, show corporate social responsibility and emphasize people.

Tips to remember about posting on any social media platform

Be informative. The way to keep followers coming back for more is to add value. Even if you don’t think your product is highly visual, there are many ways you can use photos and videos to educate and entertain.

Be strategic. Don’t just post for the sake of posting. Set clear goals for what you want to achieve on each platform (highlight a new product, show your company’s personality, etc.) and make sure that every post relates back to your objectives and stays true to your brand.

Be consistent. If followers have come to expect one post per day or a new article each week, don’t disappoint them. No matter what schedule you choose, make sure it’s one you can keep up with in regards to your time and amount of content.

Be smart. You don’t have to go it alone. Hire the right PR agency to help you. There is no magic number when it comes to social media posts. Let the professionals at Axia Public Relations manage your Instagram and other social media accounts.

Whether your company is considering a new social media strategy or you want to improve the one you already have, Axia can show you how to create a strong, distinct influence on social media to boost visibility and increase profitability. Contact us today or download our e-book The Essential Social Media Management Guide to learn more.

Lisa-G-Color-SM Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Lisa has been with Axia since December 2013. Connect with Axia Public Relations on Twitter at @axiapr.