Entrepreneur and community growth specialist, Eduardo Morales has close to 300,000 followers on his pottery Instagram account where he reposts artists’ pieces for around $45 per post.
Morales, who gains 300 followers per day on average, told Business Insider that the explore page has replaced hashtags as the most effective way to grow your brand’s audience.
In a Medium post, he explained how to better calculate your account’s impact through a new metric called “average organic engagement rate.”
“If you’re building a business on Instagram where your success depends on your followers taking action (buying something or clicking on a link),” Morales wrote, “it’s important that you pay attention to your organic engagement.”
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Hashtags used to be the key to growing your Instagram account — people with high follower counts often bolstered their post captions with a paragraph of tags like #photooftheday, #vegansofig, or #TBT.
But as Instagram’s algorithms and design change, so do the best practices for expanding your audience. The explore page, which users access by tapping the magnifying glass at the bottom of the app, automatically generates posts from accounts users don’t yet follow. It’s become the essential place for customers to discover and engage with your brand.
Entrepreneur and community growth specialist, Eduardo Morales has close to 300,000 followers on his pottery Instagram account where he reposts photos of artists’ work. He typically makes $45 per featured post on his account and gains 300 followers per day on average.
The explore page has replaced hashtags as the primary means of discover
Morales told Business Insider that the explore page has replaced hashtags as the most effective way to grow your brand’s audience. “They’ve gotten really good at showing you things that you didn’t even know you wanted,” he said. “The explore page now has so much more power because more people look at that instead of looking at the home screen or the hashtags as much as they used to.”
To show up on the explore page, you have to play by Instagram’s rules
The app wants every post to add value and keep users engaged. “They want to show you 100 posts where 90 of them are going to be good,” Morales said. To accomplish that goal, Instagram must control what users see at any given moment, so the explore page is sorted by top performing posts rather than most recent posts.
“Ultimately, Instagram makes money from keeping our eyes on the screen,” Morales said. “All of the places that they can optimize to keep our eyes on the screen, they want to control them.”
To show up on the explore page, he said brands must follow “Instagram’s rules,” which favor photos and content the app predicts will optimize users’ screen time, such as addicting visuals and viral videos.
This in turn can limit the type of content Instagram deems as engaging enough to show people, Morales said. “It only creates one filter through which people can express themselves.”
Explore can also help boosts other metrics that may be more valuable …read more
Source:: Business Insider