{"id":74169,"date":"2021-06-03T12:04:20","date_gmt":"2021-06-03T20:04:20","guid":{"rendered":"https:\/\/adespresso.com\/?p=74169"},"modified":"2021-06-03T13:01:01","modified_gmt":"2021-06-03T21:01:01","slug":"instagram-engagement","status":"publish","type":"post","link":"https:\/\/adespresso.com\/blog\/instagram-engagement\/","title":{"rendered":"How to Increase Instagram Engagement (On Organic Posts and Ads)"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Instagram has long been known for having an enthusiastic, highly engaged user base. Many brands have joined the platform as a result, hoping to capture some of that engagement for themselves.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instagram engagement can be exceptionally beneficial for the following reasons:<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>It acts as social proof. <\/b><span style=\"font-weight: 400;\">Social proof is a psychological phenomenon where people take on the actions of others in some way.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"> If lots of people have liked your post, users seeing it will want to know why, and they\u2019re more likely to hit that heart-shaped button, too. This is particularly powerful on social media, where so many of our actions are visible to others.<\/span><\/li>\n<li aria-level=\"1\"><b>It helps your spot in the algorithm. <\/b><span style=\"font-weight: 400;\">Instagram\u2019s algorithm isn\u2019t nearly as harsh as Facebook\u2019s, but it does play a factor in what users see which content. <\/span><span style=\"font-weight: 400;\">And high engagement on your posts <a href=\"https:\/\/blog.hootsuite.com\/instagram-algorithm\/\" target=\"_blank\" rel=\"noopener\">helps you with the algorithm,<\/a> which means your posts will show up higher in users\u2019 feeds. More visibility is always a good thing.\u00a0<\/span><\/li>\n<li aria-level=\"1\"><b>It allows for conversations to happen. <\/b>When someone comments on your post or ad, they could be sharing an opinion, offering a compliment, asking a question or voicing a concern. These are all chances for you to jump in, offer answers or resolutions and form relationships. Being active in Instagram comments can help you convert customers and foster loyalty.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>It\u2019s a marker for relevance and quality. <\/b><span style=\"font-weight: 400;\">When your engagement rate is high, it means that your posts or ads are relevant to your audience. It\u2019s a great sign that you&#8217;re doing something right.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These benefits are significant, right? So of course every brand and organization out there wants to see their Instagram engagement rate go up. We can help you get there.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-74422\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/instagram-engagement.jpg\" alt=\"cover image\" width=\"1200\" height=\"628\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/instagram-engagement.jpg 1200w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/instagram-engagement-300x157.jpg 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/instagram-engagement-1024x536.jpg 1024w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we\u2019re going to discuss everything you need to know about your Instagram engagement rate, including how to calculate it and how to boost it on both organic posts and ads.<\/span><\/p>\n<p><!--more--><\/p>\n<div class=\"cta-pdf custom-class\" style=\"text-align: center;\"><a class=\"cta-inner\" href=\"https:\/\/ebooks.adespresso.com\/engagement-rate-calculator\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"cta-content\"><strong><em>Engagement Rate Calculator &#8211; <\/em><\/strong>Click and <strong>find out your engagement rate now<\/strong>! It\u2019s <strong>100% Free!<\/strong><\/span><\/a><\/div>\n<h2><strong>What does Instagram engagement mean?\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Instagram engagement is a mix of all the actions that users take on your content across the platform. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">On a high level, organic Instagram engagement refers to likes, comments, shares and saves.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-74392\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.16.30-AM.png\" alt=\"Image showing high Instagram engagement on a post\" width=\"291\" height=\"654\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.16.30-AM.png 618w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.16.30-AM-133x300.png 133w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.16.30-AM-455x1024.png 455w\" sizes=\"(max-width: 291px) 100vw, 291px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">But some content formats offer more ways for users to engage. For example, Instagram Stories engagement can include responses, emoji reactions, link clicks and interactions with dynamic elements like poll stickers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some engagement on Instagram in-feed posts (comments and, in some cases, likes) is visible to other users, giving accounts the benefit of social proof. <\/span><span style=\"font-weight: 400;\">The engagement on Stories is <\/span><i><span style=\"font-weight: 400;\">not<\/span><\/i><span style=\"font-weight: 400;\"> visible to other users. This reduces the social proof benefit, but it can still help you drive conversions, gauge the quality of the content, and get on the Instagram algorithm&#8217;s good side. <\/span><\/p>\n<h2><strong>How to calculate your Instagram engagement rate<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Your Instagram engagement rate is typically going to be calculated by adding up the total engagement on a piece of content (e.g. likes, comments, shares and saves) and dividing it by either:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your total number of followers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your reach, which is the number of unique users who saw your post<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Total impressions, which details the total number of views even if some users saw your post more than once\u00a0<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/blog.hootsuite.com\/calculate-engagement-rate\/\"><span style=\"font-weight: 400;\">Reach is the most common metric<\/span><\/a><span style=\"font-weight: 400;\"> used for calculating your engagement rate on-platform because it shows you how many people who saw the post interacted with it. That\u2019s a good starting place.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To calculate your engagement rate\u00a0 manually, the formula would be something like this:<\/span><\/p>\n<p style=\"text-align: center;\"><b>Instagram engagement as likes + comments + shares + saves \/ Reach = Instagran engagement rate\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">To save time and get a thorough look at your engagement rate metrics, you can also use Hootsuite\u2019s<\/span><a href=\"https:\/\/www.hootsuite.com\/resources\/blog\/engagement-rate-calculator\"><span style=\"font-weight: 400;\"> free engagement rate calculator<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-74393\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.26.39-AM.png\" alt=\"Hootsuite Instagram engagement rate calculator \" width=\"377\" height=\"745\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.26.39-AM.png 604w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.26.39-AM-152x300.png 152w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.26.39-AM-518x1024.png 518w\" sizes=\"(max-width: 377px) 100vw, 377px\" \/><\/p>\n<h2><strong>How to increase engagement on Instagram\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Want to get more engagement on your organic Instagram content, including both Stories and feed posts? Let\u2019s look at 8 proven strategies to increase Instagram engagement.\u00a0<\/span><\/p>\n<h3><strong>1. Incorporate more UGC into your strategy\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/blog.hootsuite.com\/user-generated-content-ugc\/\" target=\"_blank\" rel=\"noopener\">User-generated content<\/a> is an engagement-boosting powerhouse, so using it more frequently is a good way to build brand awareness\u00a0<em>and<\/em> get more likes, comments and shares.<\/span><\/p>\n<p>Users love to see their own content (or their friends&#8217; content) shared by a brand, and they&#8217;re likely to interact with it as a result.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-74405\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.52.02-AM.png\" alt=\"Instagram post featuring UGC \" width=\"857\" height=\"630\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.52.02-AM.png 1194w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.52.02-AM-300x221.png 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.52.02-AM-1024x753.png 1024w\" sizes=\"(max-width: 857px) 100vw, 857px\" \/><\/p>\n<p>When you share UGC, make sure that you&#8217;re always tagging users in the post.<\/p>\n<p>To collect more user-generated content, post calls to action encouraging your following to share something specific with you and tag your brand or use a dedicated hashtag. If you want to generate a lot of engagement quickly, host an on-platform Instagram contest that asks users to tag you in a picture on the platform.<\/p>\n<p>Fun bonus: When someone else creates a post for your brand, that&#8217;s one less post that you need to create yourself.<\/p>\n<h3><strong>2. Be authentic and transparent\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Right now, the allure of authenticity and transparency from brands is particularly strong. Instagram users want to know <\/span><i><span style=\"font-weight: 400;\">everything<\/span><\/i><span style=\"font-weight: 400;\"> about the brands they love, and being open and direct on social media is a great way to build your brand\u2019s reputation.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If people feel like a brand is hiding something, that\u2019s not great. Your audience and customers are also much more likely to accept issues if you warn them in advance and explain the <em>why<\/em>.\u00a0 Transparency can help you turn a negative situation into a positive branding experience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here&#8217;s a great example from Farmgirl Flowers. It\u2019s a post directly from the company\u2019s founder, addressing that the company has had a hard time, acknowledging past shipping delays, and laying out steps about how to improve things moving forward.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"aligncenter wp-image-74406\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.57.52-AM.png\" alt=\"\" width=\"711\" height=\"634\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.57.52-AM.png 992w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.57.52-AM-300x267.png 300w\" sizes=\"(max-width: 711px) 100vw, 711px\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is an exceptional example of owning your mistakes in a direct way and providing a clear path for an improved customer experience moving forward.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But authenticity and transparency aren\u2019t just about owning up to a mistake. They&#8217;re also about the language you use, how approachable you seem and how honest users perceive you to be. The post above is a great example of that, too. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<h3><strong>3. Include users in social conversations\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Customers and online communities absolutely love to feel seen and heard by brands. Involving your following in conversations about your brand is part of community-building and a good way to quickly boost your Instagram engagement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ask for your follower\u2019s thoughts and opinions and find ways to include them in the brand in other creative ways. <\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-74398\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.41.56-AM.png\" alt=\"ThirdLove Instagram engagement post \" width=\"488\" height=\"782\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.41.56-AM.png 916w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.41.56-AM-187x300.png 187w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.41.56-AM-639x1024.png 639w\" sizes=\"(max-width: 488px) 100vw, 488px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">ThirdLove is currently encouraging all of their followers who <\/span><i><span style=\"font-weight: 400;\">want<\/span><\/i><span style=\"font-weight: 400;\"> to be featured as a model for the brand to submit applications. It\u2019s sort of a UGC campaign, but it also shows that all body types are valued by the brand. This initiative was perceived exceptionally well within the brand&#8217;s online community. <\/span><\/p>\n<h3><strong>4. Use more carousel posts\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Using a mix of different types of media in your Instagram posts is always a good way to keep things interesting. When planning your Instagram content, include images, videos and carousel posts.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-74401\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.46.18-AM.png\" alt=\"\" width=\"514\" height=\"836\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.46.18-AM.png 910w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.46.18-AM-184x300.png 184w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.46.18-AM-630x1024.png 630w\" sizes=\"(max-width: 514px) 100vw, 514px\" \/><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/blog.hootsuite.com\/instagram-engagement\/\" target=\"_blank\" rel=\"noopener\">Hootsuite\u2019s social media team<\/a> found that their carousel posts get 3.1x more engagement, on average, than regular posts. This may be because curiosity gets the best of all of us, and users just <em>have<\/em> to see what&#8217;s next in the carousel. This stops them from scrolling past it, which is pretty much half the battle.\u00a0<\/span><\/p>\n<h3><strong>5. Share valuable resources\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Want to get more saves and shares on Instagram? Create saveable, sharable posts.<\/span><\/p>\n<p>Focusing on value-based resources is a great way to go. It not only gives people a reason to follow your account but also to engage with your content and check in regularly.<\/p>\n<p>There are plenty of examples of how to do this. Misfits Market has video tutorials showing how to prepare certain types of fruit and vegetables that come in their subscription. This is valuable, because it teaches users new techniques \u2014 but it also makes their product more valuable, with more people understanding how to make the most of it.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-74403\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.49.25-AM.png\" alt=\"Instagram post showing video tutorial cutting leeks \" width=\"696\" height=\"511\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.49.25-AM.png 1202w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.49.25-AM-300x221.png 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.49.25-AM-1024x753.png 1024w\" sizes=\"(max-width: 696px) 100vw, 696px\" \/><\/p>\n<p>Here&#8217;s another great example from Grove Collaborative. They&#8217;ve created an infographic with information about what can and can&#8217;t be composted. I actually saved this one myself, and I&#8217;m sure a large number of other users did, too. Infographics like this are fairly easy to create with design tools like <a href=\"http:\/\/snappa.com\" target=\"_blank\" rel=\"noopener\">Snappa<\/a> or <a href=\"http:\/\/canva.com\">Canva<\/a>.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-74407\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.59.02-AM.png\" alt=\"Instagram infographic post from Grove\" width=\"798\" height=\"506\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.59.02-AM.png 1380w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.59.02-AM-300x190.png 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.59.02-AM-1024x649.png 1024w\" sizes=\"(max-width: 798px) 100vw, 798px\" \/><\/p>\n<h3><strong>6. Respond to messages and comments\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Want more engagement? Start by engaging the people who have already commented on your posts.\u00a0<\/span><\/p>\n<p>Not only will responding to comments automatically inflate your total comment count, which acts as more social proof, but it also can generate\u00a0<em>additional<\/em> responses, too. You can start a conversation, answer a question or thank a customer, and there&#8217;s a good chance that they&#8217;ll respond at least once more.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-74402\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.48.38-AM.png\" alt=\"Instagram post from Farmgirl Flowers\" width=\"792\" height=\"503\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.48.38-AM.png 1386w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.48.38-AM-300x190.png 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.48.38-AM-1024x650.png 1024w\" sizes=\"(max-width: 792px) 100vw, 792px\" \/><\/p>\n<p>Community management is an important part of social media management, so have someone on your team try to respond to as many comments as possible (and all high-value comments that ask questions or raise concerns) within a day.<\/p>\n<h3><strong>7. Keep your caption game strong\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Visuals are the most important part of your Instagram post, we fully acknowledge that. But they aren&#8217;t the <em>only<\/em> thing that matters.<\/span><\/p>\n<p>Your captions matter a great deal, and they can completely change how users perceive your brand and post. They can keep things fun, interesting or quirky (as you see fit), encouraging users to comment.<\/p>\n<p>Here&#8217;s an example from Stasher. They could have simply said &#8220;There&#8217;s a sale, 25% off until midnight.&#8221; But instead, they used fun, fresh copy, emojis and all-caps for emphasis.<\/p>\n<p><span style=\"font-weight: 400;\"> <img decoding=\"async\" class=\"aligncenter wp-image-74404\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.50.18-AM.png\" alt=\"Instagram post with strong caption\" width=\"839\" height=\"534\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.50.18-AM.png 1394w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.50.18-AM-300x191.png 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.50.18-AM-1024x651.png 1024w\" sizes=\"(max-width: 839px) 100vw, 839px\" \/><\/span><\/p>\n<h3><strong>8. Create content that&#8217;s relevant <i>right now<\/i><\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Want plenty of attention and engagement on your post?<\/span><\/p>\n<p>Go beyond evergreen content, and try to find something that feels urgently relevant <em>now.\u00a0<\/em><\/p>\n<p>For example, during the COVID pandemic, there were plenty of posts about how to get through what we all thought would only be two weeks of restrictions early on. Every Earth Day, you see lots of posts talking about how to live a more eco-friendly life.<\/p>\n<p>Here, we have a post from DSW for Global Running Day, where they worked with an influencer to promote a product at a relevant time point. <img decoding=\"async\" class=\"aligncenter wp-image-74399\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.41.24-AM.png\" alt=\"High engagement on Instagram post\" width=\"494\" height=\"695\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.41.24-AM.png 922w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.41.24-AM-213x300.png 213w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.41.24-AM-727x1024.png 727w\" sizes=\"(max-width: 494px) 100vw, 494px\" \/><\/p>\n<p>There are\u00a0<em>so many<\/em> different <a href=\"https:\/\/blog.hootsuite.com\/weird-holidays-to-celebrate-on-social-media\/\">social media holidays<\/a> like National Dog Day, National Secretary&#8217;s Day, and National Ice Cream Day. See if you can find some related to your audience and plan ahead.<\/p>\n<h2><strong>How to create engaging Instagram ads\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The goal of most Instagram ad specialists is to create highly converting ad campaigns, not necessarily highly engaging ones.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, you shouldn\u2019t neglect engagement on your Instagram Ads for many reasons:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Engagement still acts as social proof, which can draw user attention and make them take your ad more seriously.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">High-engagement ads are likely to collect comments from past customers sharing positive experiences.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">When users engage, the Facebook ad system sees that as a sign of relevance; this increases your <\/span><a href=\"https:\/\/www.facebook.com\/business\/help\/303639570334185\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">quality ranking metrics<\/span><\/a><span style=\"font-weight: 400;\">, which can mean higher rates of deliverability and even a significantly lower CPC.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Users engaging with your ads have a solid chance of providing valuable feedback about the quality and relevance of the ad. They also are likely to be asking questions when deciding to purchase.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">All in all, pretty important. Even if you aren\u2019t super worried about anything else than the bottom line (though marketing is <\/span><i><span style=\"font-weight: 400;\">always<\/span><\/i><span style=\"font-weight: 400;\"> more complicated than just one or two metrics), the ability to significantly lower your cost per action or cost per click with positive engagement is huge.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s take a look at how you can create high-engaging Instagram ads. <\/span><\/p>\n<h3><strong>Do I need to use the Engagement objective?<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">This is something we\u2019ve heard our users ask a lot, especially when they\u2019re first getting used to Facebook and Instagram&#8217;s ad system.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want high-engaging Instagram ads, it might make sense at a first glance to choose the Engagement objective when setting up your campaign, right?<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-74395\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.38.33-AM.png\" alt=\"Instagram Ads engagement objective\" width=\"505\" height=\"687\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.38.33-AM.png 876w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.38.33-AM-220x300.png 220w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-11.38.33-AM-753x1024.png 753w\" sizes=\"(max-width: 505px) 100vw, 505px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Not so fast. There\u2019s definitely a time and place for this objective. But unless you want to prioritize engagement over <\/span><i><span style=\"font-weight: 400;\">all other actions including clicks to your site, video views and conversions<\/span><\/i><span style=\"font-weight: 400;\">, then this isn\u2019t what you want to choose.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is because Facebook looks at your objective and optimizes ad delivery, showing the ad to users most likely to take that action.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some users in your target audience might be more likely to like a post or watch a video than they are to convert. Other users might be more likely to fill out a lead form than others. You get the idea.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So if you\u2019re prioritizing engagement, you\u2019re telling Facebook that <\/span><i><span style=\"font-weight: 400;\">engagement<\/span><\/i><span style=\"font-weight: 400;\"> is the end goal of the ad, not video views, site traffic, conversions or lead form completions. So, if any of those other options are your actual primary goal, choose the appropriate objective. You can then optimize your ad copy and creatives for engagement and get the best of both worlds.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If, however, on-platform engagement <\/span><i><span style=\"font-weight: 400;\">is<\/span><\/i><span style=\"font-weight: 400;\"> your primary goal, then this IS the objective that you want to choose. <\/span><\/p>\n<p>This might be the case in the following circumstances:<\/p>\n<ul>\n<li>You want to get a lot of eyes and engagement on a high-value post<\/li>\n<li>You want to attract more Instagram followers<\/li>\n<li>You&#8217;re trying to get users over to a Facebook event<\/li>\n<\/ul>\n<h3><strong>Best practices for high-engagement Instagram ads\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Want to drive more engagement on your Instagram ads even when, or especially if, it\u2019s not ad&#8217;s primary objective?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These best practices can help.<\/span><\/p>\n<h4><strong>A\/B test your ads\u00a0<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">No matter what your goal is, frankly, it\u2019s always best to be thorough and A\/B test (or <a href=\"https:\/\/adespresso.com\/blog\/facebook-ads-split-testing-101\/\" target=\"_blank\" rel=\"noopener\">\u201csplit test\u201d)<\/a> your ad campaigns. It can help you determine which audience targeting options, budgets, bids and creatives work best for your audience and your goals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You may find, for example, that product images get significantly more engagement at the top of the sales funnel than UGC posts. If this also leads to conversions, that\u2019s worth paying attention to.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">AdEspresso has <a href=\"https:\/\/adespresso.com\/tour\/create\/\">high-functioning split testing abilities<\/a> that allow you to test massive amounts of copy, offers and visuals at once to see which combinations are most powerful. Take advantage of the feature to optimize your campaigns. <\/span><br \/>\n<img decoding=\"async\" class=\"aligncenter wp-image-74411\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-1.47.21-PM.png\" alt=\"\" width=\"692\" height=\"470\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-1.47.21-PM.png 1592w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-1.47.21-PM-300x204.png 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-1.47.21-PM-1024x696.png 1024w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/06\/Screen-Shot-2021-06-02-at-1.47.21-PM-1536x1044.png 1536w\" sizes=\"(max-width: 692px) 100vw, 692px\" \/><\/p>\n<h4><strong>Let momentum do its work\u00a0<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">As individual ads start running and picking up steam in the engagement column, consider keeping them around for longer than your original campaign term. Engagement is valuable social proof that can pick up momentum, collecting even more comments over time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If conversion rates are terrible, costs are sky-high and frequency is creeping up there, pause or alter the campaign as needed, of course.\u00a0 But otherwise, give your campaigns time to pick up steam.<\/span><\/p>\n<h4><strong>Engage with comments and questions\u00a0<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">We already discussed this best practice above, in the context of organic content, but it\u2019s relevant here, too.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Respond to as many comments and questions as you can. It\u2019s particularly important to address users voicing objections, citing poor experiences or asking questions about your products. Negative comments left unattended can stop potential conversions.\u00a0<\/span><\/p>\n<h4><strong>Remember that not all engagement is good engagement\u00a0<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">Sometimes brands post controversial content with the goal of increasing engagement. That\u2019s not always exactly a foolproof idea, and it becomes even riskier when you\u2019re using it for Instagram ads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you\u2019re monitoring your campaigns, it\u2019s crucial to remember that not all engagement is good engagement. If people are complaining about your brand, product or ad, you\u2019ll see the following negative impacts:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Users who were interested in purchasing become much less interested\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your brand awareness starts going in the wrong direction quickly\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Users may start asking the annoyed commenter about your brand, instead of asking you<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Facebook&#8217;s algorithm <\/span><i><span style=\"font-weight: 400;\">can<\/span><\/i><span style=\"font-weight: 400;\"> assess negative sentiment, and this could hurt your campaign <\/span><\/li>\n<\/ul>\n<p>If your campaigns are getting negative engagement, take some time to assess why, and see what you can do. And if needed, start a new campaign fresh, potentially using UGC review-based creatives to revive your brand image.<\/p>\n<h2><strong>Final thoughts\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">On Instagram, even a simple like can go a long way, setting off an avalanche of engagement that can mean more visibility, a better brand reputation and piqued user interest.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While engagement shouldn&#8217;t be your <\/span><i><span style=\"font-weight: 400;\">only<\/span><\/i><span style=\"font-weight: 400;\"> goal on organic posts or ads, it is a good one to keep in mind. The positive momentum that you can see from continued high engagement is significant, and it can make it easier to accomplish your other marketing goals, too.<\/span><\/p>\n<p><b><i>What do you think? How do you increase your Instagram engagement rates? Which of these strategies do you use? Share your thoughts and questions in the comments below! <\/i><\/b><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Instagram has long been known for having an enthusiastic, highly engaged user base. Many brands have joined the platform as a result, hoping to capture some of that engagement for themselves.\u00a0 Instagram engagement can be exceptionally beneficial for the following reasons: It acts as social proof. Social proof is a psychological phenomenon where people take<a class=\"more-link\" href=\"https:\/\/adespresso.com\/blog\/instagram-engagement\/\"> Read More <\/a><\/p>\n","protected":false},"author":15,"featured_media":74422,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[534],"tags":[345,321,1049],"level":[],"platform":[11],"target-user":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Increase Instagram Engagement (On Organic Posts and Ads)<\/title>\n<meta name=\"description\" content=\"Instagram engagement can generate social proof, more visibility and higher loyalty for your brand. Learn how to get more engagement on Instagram.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/adespresso.com\/blog\/instagram-engagement\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Increase Instagram Engagement (On Organic Posts and Ads)\" \/>\n<meta property=\"og:description\" content=\"Instagram engagement can generate social proof, more visibility and higher loyalty for your brand. 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